How to Use Guest Posting as Part of Your Content Strategy

Guest posting can help you build your reputation as a thought leader, grow your contact list, improve your SEO, and expose your content to new audiences.

At Fronetics, we use guest posting as a part of our own — and many of our clients’ — content strategies. Essentially, we partner with a relevant influencer or company and swap content to post on each other’s blogs. It can be a really effective way to reach new, relevant audiences and provide interesting perspectives and voices to keep your core audience engaged.

What’s so great about guest posting?

Guest posting has all kinds of benefits. Every time you post as a guest, you expose your content to a whole new audience. We talk about the importance of exposure all the time when it comes to content marketing. Your biggest asset isn’t your products or services; it’s your expertise. Guest posting helps you establish your brand as a thought leader.

Guest blogs can be a really effective way to reach new, relevant audiences and provide interesting perspectives and voices to keep your core audience engaged. Click To Tweet

In addition to posting with industry influencers and peer brands, guest posting for larger publications can be hugely beneficial, for obvious reasons. Not only are you introducing your brand and content to a broad audience, you’re associating yourself with an established authoritative source.

By the same token, having other brands author guest posts on your own blog is a great idea as well. When key influencers write for your blog, they bring their audience directly to you, allowing you to tap into a new and relevant set of prospects. Not only that, by inviting peers to contribute to your content, you’re forging and strengthening relationships within the industry.

Guest posting is great for SEO

We’re always talking about how to improve your SEO. One benefit of guest posting that’s often overlooked is that it can significantly improve your search engine rankings.

Search engines use backlinks from other websites, particularly popular ones, as part of their algorithms that determine how search results are ranked. According to online business expert Sarah Peterson, in a guest article for the Huffington Post, “You can use the opportunity of your guest post to include 1-2 backlinks to strong pieces of content you want to rank for.”

Grow your contact list

We all know that email marketing is hugely effective and profitable, if your contact list is strong and effectively segmented. Another often overlooked benefit of guest posting is that it has the potential to strengthen and enrich your email marketing efforts.

Because you’re being exposed to new audiences, both as a guest blogger and when guests write for your blog, you have the opportunity to target and cultivate new leads from relevant sources. Use guest posts as an opportunity to usher prospects to lead generation campaigns on your own website.

Says Peterson, “if you’re not using this marketing strategy, you could be leaving a ton of email subscribers on the table.”

How do you use guest posting in your content strategy?