We have seen how some companies question the reasons to invest time in the production of content and publish on another site, generating traffic for it instead of publishing on the blog itself and directly reaping those fruits.
It is undoubtedly a relevant point, but it can be explained by some advantages:
Reach a new audience
The work to create a community and have a good number of people around your brand is hard and the numbers tend to grow slowly.
In parallel, other vehicles are doing the same and they are already talking to your audience. Writing for one of them means reaching a new audience, with great chances of reaching people who have never heard of your company before.
Position yourself as an authority
Being present in various places speaking as a specialist on a certain topic offers great value, which is to give you – and consequently your company – the position of authority.
It is possible to position that image in the minds of readers and make your name present when they think about it.
Get good links
When it comes to SEO, receiving links from other websites is one of the main factors to improve organic positioning.
The more quality links your company receives, the greater the chances of reaching the top positions of Google in the keywords that are important in your business.
Guest posts on relevant blogs on the market are a guaranteed way to receive one of those links.
How to get a publication
There is a process that is not always easy between finding some options and getting an ok for publication.
Therefore, we bring some tips that can increase your opportunities:
Find good targets
The first step to guest posting is choosing a good blog or portal.
Give a priority to those who relate to your topic or who at least have an audience interested in your domain topic or guest post.
Follow some market experts on social media and see the content sources they use. This is a good way to find good vehicles. Google searches can also help you find some results.
There is also a Google Chrome plugin that points to similar pages and can help you find more options.
Once this is done, identify if it is worth posting to that site. See what is the impact (number of times shared on social networks) of the latest posts or how many followers the blog has on Twitter and/or Facebook.
Another option is to use Open Site Explorer and measure the authority of the domain.
It is possible to do a thorough process and to identify with great precision the vehicles with the greatest benefit.
Try to build a relationship beforehand or look for common contacts
It is not usually very easy to publish a guest post on a quality site, since they have a reputation to maintain and may not trust anyone who contacts them.
Therefore, it is very important to start a relationship before placing the order to publish. Try to initiate that contact through comments in posts, emails, or on social networks. It also helps to share content from the site on your company’s social networks.
A little valued strategy, but one that is undoubtedly effective, is face-to-face contact, in meetings, cafes, and events, for example.
Finally, another option that works very well is to be recommended by a common contact. It may be worth looking up the blog editor on Linkedin or Facebook and checking if a connection is shared by a close friend.
Have a good content portfolio
If your company already has a blog with a good history, it is easier to gain credibility and receive the ok to publish.
The history shows the mastery of the content, the cohesive way of showing the ideas and the grammar, as well as showing whether the topic is really attractive.
It is much easier for you to be accepted if you have a blog with content already published than if you did not have it created.
Try to have something to show beforehand
When there is no close relationship with the blog editor and you want to initiate contact to publish as a guest, seek to describe the topic and the structure of the text, showing commitment and knowledge of the matter.
Sending a briefing is much more effective than just asking if you can send a guest post.
If the content is rejected, which can happen for various reasons such as editorial line, style, or format, ask the partner if there is a topic that you can develop for the blog or send topic ideas for the editor to evaluate. Ideally, send at least 3 suggestions.