Why to Spend Time, Money, and Efforts on Guest Blogging

I’ve been in digital marketing for almost a decade, and questions about guest blogging arise again and again. Different companies, different marketing goals, but the same question: “To write guest posts or not to write?” Since the world has changed in the recent years, I feel like this is the right time to take a moment and weight all the pros and cons of guest blogging.

“Making money from blogging requires you to do only two things: drive a lot traffic, then maximize the income from that traffic.”

John Chow

Why You Should Add Guest Posting to Your To-Do List

  • • Increase referral traffic and get new visitors.
  • • Get great backlinks for your website if you select placements wisely.
  • • Strengthen your brand, i.g. increase branded search traffic, if reputable online publishers accept and share your posts on social media.
  • • Build closer relationships with those who run blogs where you publish your content.
  • • Share your expertise and reach the audience outside of your regular website visitors.
  • • Sharpen your writing skills by cooperating with editors and listening to their comments.

Why You May Decide Not to Guest Blog

  • • Lack of time for identifying and building relationships with third-party platforms.
  • • Lack of resources for writing more content, complete submission process, and edit it according to the editor’s recommendations.

Image credit: http://dilbert.com

How Much Time Guest Blogging Requires

Well, it depends on the number of posts you want to share on a regular basis. A post per month publication frequency typically doesn’t make much difference for your working schedule. Otherwise, be ready to work harder and harder. Or simply find a helper.

It often makes sense to hire a ghostwriter or ask a colleague from your department to help you. In my team, we have writers who create content and a marketer who distributes it. In other words, writers don’t spend time searching for placements, topics, keywords, recommendations, etc. They get more or less clear topic, prepare content, proofread it, and then receive an editor’s feedback.

Image credit: http://dilbert.com

Not to forget about another task related to guest blogging. You have to maintain good relationships with editors. This includes:

  • • Making sure you answer to all the comments below your posts.
  • • Commenting on posts of other authors if this can bring value to the community.
  • • Sharing posts about guest blogs on corporate social media.
  • • Offering new topics and blog improvements.

Well, these activities take time of a person in charge on a regular basis.

Should You Pay for Publishing Your Guest Posts?

And this is the question. Normally, you choose among these three options:

  • • You get paid by a platform for publishing relevant content.
  • • You have to pay a platform to get published.
  • • No monetary benefits are involved.

The first option is for paid writers since this is hardly guest blogging. The second one is quite popular these days. Some websites, usually with huge amounts of traffic, expect you to pay them for helping you receive referral traffic, backlinks, and exposure. The third option is often considered a win-win scenario when a publisher gets free content and you, in turn, get traffic and links.

I doubt that paying for publication is the right decision because of reputation issues. Let’s consider it this way. Will you trust a brand who paid to be featured on a popular online platform? I don’t have a 100% correct answer because this also depends on the credibility of the platform itself.

Either way, you should do some math. Figure out a publication price, identify the obtained link value, and estimate how much traffic such a post is likely to bring in. Maybe, it makes sense to spend your digital marketing budget on SMM or link building? Think twice.

Do You Welcome Guest Bloggers?

At Promodo, we accept guest posts. But to be honest, we rarely do that. On the one hand, this helps us generate fresh content. On the other hand, it takes a while to explain our editorial policy, check out the submitted material, discuss details with the author, and so on. We also have a content plan, so some posts have to wait for a while to be released. Thus, we understand why the publication process may take weeks and even months.

So what?

Generally speaking, guest blogging is the right tool to reach your marketing goals. Spammy guest blogging is not worth your efforts. But writing and publishing for leads, brand awareness, and networking are what you should do. As you can see this is not about getting high-quality links, at least not only about that.

If your SEO specialist asks you to create a bunch of guest blog posts, stop for a moment and think about your content quality. Can you make it? Also, there might be a dilemma whether to publish your best content elsewhere or create your own blog (if you still don’t have it).

Image credit: http://dilbert.com

As for me, this is quite simple. The thumb rule is that you should create relevant, top-quality pieces all the time no matter where you intend to publish it. However, keep in mind that to get published on any third-party platform, you need to meet their guidelines that may differ from your internal policies.

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