Valuable Content Marketing by Sonja Jefferson & Sharon Tanton

Author:Sonja Jefferson & Sharon Tanton
Language: eng
Format: epub
Publisher: Kogan Page
Published: 2015-06-17T13:52:21+00:00

Valuable Tip

It is flattering to be asked but with each new opportunity check whether this is the right forum for you. Writing content takes effort so be mindful of how you’re using your time. Does this opportunity meet your business goals and reach the kind of people you want to attract? Use your time judiciously and measure the outcome too.

The etiquette of guest blogging

Guest blogging is a fantastic opportunity that is often neglected. Of course, you should never lose your focus on regularly producing valuable content on your own blog. But if you make guest blogging (or blogger outreach as it’s also known) part of your marketing strategy you’ll improve your reach, your site’s search engine authority and overall awareness of you and your brand.

Posting your articles on other relevant blogs builds trust, showing you have the respect of your peers – no one is going to share their website space with someone they don’t think very highly of. If you share top-notch content and build up relationships via social networking you may well find that other bloggers find you and ask you to write a guest post for their readers.

Guest blogging has helped irreverent copywriter Henneke Duistermaat to build her business:

I started guest blogging to build an email list for my own blog. But I quickly found out that guest blogging was a great way to generate business enquiries, too.

To make guest blogging a success:

Consider who your target audience is – which blogs are they reading?

Study the popular posts on a blog and read comments to gain a better understanding of an audience

Network with editors on social media or in the comment section before you send a pitch email

Take your time to come up with a deliciously seductive headline before your pitch, because it’ll make an editor curious, too

In your pitch email, include a reason why you think your post will be popular with readers. You could point to a comparable post with a high number of tweets or comments. Editors like to know you’ve done your homework.

Follow up after publishing a post – help share your guest post, reply to comments, and see whether you can agree another guest post with the editor.

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