Be our guest, be our guest — put your content to the test.
The key to finding the best content contributors is to set your standards high. Do your research and find an industry expert whose style aligns nicely with your brand’s ethos. Featuring the right guest blogger can prove extremely beneficial, helping you achieve the following goals:
1. Reach New Audiences
Guest bloggers have a vested interest in making sure their content gets views and shares. Authors who put effort into creating content will likely spend time promoting said content once it’s been published. In turn, gaining access to your guest blogger’s personal and professional networks can help you reach new audiences and generate more traffic.
2. Grow Your Following
By gaining exposure to your guest blogger’s fans, you can also pick up a few of your own. While readers may initially be driven to visit your site by their interest in the guest blogger’s post, your related content could easily catch their eye in the process. (Just another reason to focus on high-quality writing and catchy headlines).
3. Build Authority
When influencers write for your blog, you begin to grow your own authority as a brand.
Focus on getting a few reputable authors to contribute to your publication. The more industry experts you get on board, the more you’ll attract — whether they be contributors or simply readers.
As your influence and your audience grows, you will be viewed as a reputable source by people within and outside your industry (as well as by search engines like Google, which reward sites that demonstrate topical authority).
4. Gain Endorsements by Association
When a reputable industry expert agrees to write for your blog, it’s an unspoken endorsement for your brand. Generally, people don’t contribute to a publication of which they’re not a fan. Your contributors’ followers will view your brand positively by association, helping you to further solidify your credibility.
5. Diversify Topics
We are all limited by our imaginations, talents, expertise, and experiences. Collaborating with writer of varying experiences and diverse talents will open up a world of new ideas for topics and content that will resonate with all different types of audiences.
6. Diversify Brand Voice
It’s highly unlikely that one of your content team members has all the answers for every topic that matters to your brand. If you truly want to create an industry-leading publication, it’s a good idea to feature opinions and perspectives of both internal and external contributors.
7. Give Your Writing Team a Break
Burnout is a real thing. If you have a small team that carries the weight of your publication, bringing in external contributors can give them a break without slowing down the flow of content and creativity.
8. Get Free Content
A few publications do offer compensation to contributors (whether it’s a token few bucks, several hundred dollars, or a set amount based on pageviews), but those are few and far between. Most guest bloggers contribute for the exposure, not the money, so by featuring their work, you’re essentially stockpiling valuable content for free.
9. Gain Email Subscribers
As more people visit and discover your site (and like what they see), they will sign up for your email newsletter to receive more frequent content. So be sure you have a kickass newsletter and make it easy for people to subscribe.
10. Grow Your Business
Ultimately, your content marketing efforts boil down to growing your business. One particular piece of content may not always show a clear or direct ROI, but growing your brand publication footprint means more traffic, more visibility on search and social, and ultimately more leads — which you can then nurture into paying customers.
Longneck and Thunderfoot offer thought leadership services to turn your company executives’ opinions and insights into authoritative content that starts meaningful sales conversations. Learn more about thought leadership here.