4 Ways to Establish Yourself as a Thought Leader Through Guest Blogging
Sometimes writing fabulous blog posts on your business blog isn’t enough to drive the traffic you really want. At that point, it’s time to consider other strategies to add to the mix. One of my favorite content marketing strategies is guest blogging.
When you write a guest blog post, you get it published on another well-established blog that caters to your target market. Let’s say you run a company that makes a cool mobile app for human resources managers. You can extend the reach of your content if you find blogs that target HR managers and offer to write content for them.
By writing informative content, you’re providing value, both to that HR blog owner, as well as to his readers. If his readers like what they read, they’ll click the link in your bio to learn more about you and your company.
Here are a few strategies to help you maximize your guest blogging efforts.
1. Choose Blogs That Get More Traffic than Yours
You always want to aim a little higher than where you are with your guest blogging strategy. While you might not get a “yes” when you pitch a blog with 5 million daily readers at first, by targeting bigger and bigger blogs, you reach more of your target audience and grow your reputation as a guest blogger.
Bonus Tip: Once you’re published on one well-respected blog, use that sample when you pitch bigger blogs.
2. Read Content and Find a New Angle
Blog owners get tired of receiving the same tired pitches from careless guest bloggers who don’t do their homework. Instead, spend time to really read what’s already been published, then find an angle that hasn’t been covered before. By doing so, the blog owner will take notice of your idea and be excited for you to contribute.
Bonus Tip: Don’t be afraid to be controversial. Pitch an antithesis post, like my “5 Things You’re Doing Wrong with Press Releases.”
You don’t want to rush through this guest post! Consider it your introduction at a dinner party. You want to look as good as possible, so take your time, do your research and make sure the end result is something you’re proud of.
Bonus Tip: Once you think you’re finished writing that post, let it simmer. Come back to it a few hours or days later and reread it, editing where appropriate.
4. Be a Good Guest
Once your post is live, be a good guest by sharing it multiple times with all of your social media accounts. Ask if you can republish it on your own blog, linking to the original post (note: not all bloggers will allow this, so ask first). Share via email and through any other channels. Doing so helps the blog you contributed to get new readers, and makes them that much more willing to invite you to submit content again.
Bonus Tip: Carefully craft your social media update so you’re not just sharing the title (that’s what automated share tools often default to). Pull an interesting fact from the post, and always include the blog’s social media account in the update.
Guest blogging gives you the opportunity to show off your thought leadership in your industry. By providing really useful, insightful content, you establish trust with a new audience.
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Thought leadership and communications strategy for the C-suite written by the C-suite.
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