3 Compelling Reasons Founders Should Invest In Guest Blogging

Content Strategy

Though you probably already have a list of digital marketing strategies, we strongly believe that guest blogging should be near the top of that list. Here's why.

As a founder, you're doing everything you can to build your brand, acquire customers, and garner more sales. Especially in the early days, those are some pretty tough tasks to complete, primarily because you're not well-known enough in your market yet.

And even if you are, there might be a variety of competing options available to your prospects too. How would they approach picking one service -- yours -- over the others?

The actual answer to that question is much more complex and specific to each business. But the foundational answer is one word: credibility.

Customers like to work with companies that have a proven track record and innovative solutions to solve tough problems.

And one great way to build credibility is to write for a major business publication like Forbes, Business Insider, or Entrepreneur, or Fast Company.

Because these publications have millions of readers, including many high-profile business owners every month, they are highly-selective in picking the experts they end up giving a voice to.

And with that level of selectivity comes a level of authority attributed to the authors of articles in these publications.

But, of course, founders are incredibly busy, and great stories are time-consuming to both come up with and write. So why should you even consider investing in guest blogging?

Here are the three most compelling reasons every founder should consider guest blogging as a part of their marketing strategy.

1. Customers Often Correlate Innovative Ideas With High-Quality Services

Regardless of what industry you're in, whether you're a service provider or a SaaS company, chances are you have a bunch of competitors.

And especially in crowded spaces, customers want something innovative -- something original. So when you write a guest post in a major publication on a popular topic like digital marketing, thinking differently is key.

If you do have something new and interesting to add, readers (who also happen to often be potential customers too) will be far more likely to want to learn more about what it is that you do. Even if they're not ready to convert right away, these readers are, at the least, going to want to keep following your content.

And here's the beauty of it.

Traditionally, building audiences is really hard, especially if you don't already have digital visibility. But when you write for a major publication, not only do millions of readers already visit the site every month, following your writing is as simple as subscribing to an RSS feed.

At that point, once you've built an audience, every guest post is a new opportunity to reach more potential customers. The more interesting your ideas, the more likely someone will reach out and pay you to implement what you've written about.

2. Visibility is a Byproduct of Effective Guest Blogging

Though the primary purpose of guest blogging isn't to promote, guest blogging can still significantly increase your brand visibility.

Think of these two benefits as additional benefits, not primary ones:

  1. Link Building: Often, you're allowed to include a link to your company's website in your guest posts. Because major publications have high domain authority (are trusted by search engines), these links can help improve your SEO.
  2. Search Visibility: When your name or your company's name appears on the websites of several major business publications, a quick Google search can lead someone to an article you've written, hence increasing your credibility.

Not so bad, right?

3. Guest Blogging Can End Up Being Higher-Converting Than Press Features

If you've done press in the past, you know that press articles don't always convert to new sales. Why? Because instead of reading about how great you are, readers want to learn something that can help them grow their businesses.

That's the beauty of guest posts -- by design, they are meant to be informative, not promotional.

Let's suppose that you're an advertising agency specializing in YouTube ads. Now, most entrepreneurs have no idea how to craft a great YouTube ad -- but you do. In your very own guest post, you can write about four must-dos in making a compelling YouTube ad.

That's something a lot of business owners would read and could benefit from.

And if your article is good, those readers will want to learn more about who you are and what else you could bring to the table.

Boom. That's a potential customer right there.

So How Do You Write an Awesome Guest Post?

You might be convinced at this point that investing in guest blogging is a good move. But how do you approach writing a good guest post? Here are three points that summarize what we think:

  1. Make It About The Reader, Not Yourself — Seek to deliver value to your readers by providing content that both informs and intrigues. Promotional messaging should be reserved for your press releases, not guest posts.
  2. Support Each Point You’re Making With Personal Anecdotes — Doing so makes it clear to your audience that if you did it, they can too.
  3. Make it Actionable — Leave your readers with a clear direction of what to do next and prescribe them an outlook to maintain going forward.

Summary

Here's a quick recap of what we've discussed today:

  • Unlike feature articles, guest posts foremost seek to deliver value to readers. Done well, can be better at getting you new customers than press features.
  • Guest blogging can lead to better SEO, increased hiring outcomes, and lead generation.
  • Guest blogging allows you to communicate interesting ideas that can get you hired.

Make Guest Blogging a Part of Your Marketing Strategy Today

Though there are some clear-cut benefits of guest blogging, we understand that it's not always easy to get started. Writing a great story is hard and pitching editors sounds even harder if you haven't done it before.

Fortunately, we can help, and our clients now write for publications like Forbes, Business Insider, Inc, and more.

So if you're serious about making guest blogging a new part of your marketing strategy, fill out our quick form. A member of our team will get back to you ASAP!

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