Here’s how to use guest posting to grow your business

In the complex world of digital marketing, I think there’s one major game-changer everyone should know about: guest posting, writes marketing expert, Marshall Thurlow, Director and Founder of Orion Marketing Pty Ltd.

This strategic approach not only widened my business horizons but also boosted my online presence. In this article, I share my journey and insights on how guest posting can be the key to boosting your online presence.

Why guest posting?

When I started exploring guest posting, the first step was identifying platforms that resonated with my business. It’s not just about finding any blog or website; it’s about discovering platforms that speak the language of your niche. Research is your ally here – dive into industry-related publications, blogs and websites that boast a substantial readership. This step is all about aligning your brand with the right audience.

Now, onto the soul of guest posting – the content. Crafting compelling articles became my forte. It’s not just about shamelessly promoting your business; it’s about offering something of value to the readers. 

Your content should be a beacon of expertise and engagement, not just a sales pitch. The headlines should be magnetic, pulling readers in with promises of insights and knowledge. 

Not much of a writer yourself? Don’t stress; hiring a freelance content writer is an easy and effective way to produce amazing guest posts that will help you gain backlinks, increase your authority and grow your business.

Beyond the content

Building relationships with editors was a revelation for me. Before even thinking about sending a pitch, engage with the platform. Leave thoughtful comments, share their content on social media and build a rapport. Editors are more likely to open their doors if they recognise you as a genuine contributor rather than a random pitch in their inbox. Personalised pitches, showcasing your understanding of their audience and content style, are more likely to get a nod.

And once you’ve built that relationship, keep it going! If you’ve found a site that fits your business and content, write more for them. Become their expert in your field and you may find other writers referencing your content.

You can also reach out to complementary businesses to discuss cross-posting guest posts on each other’s sites. Use this opportunity to enhance your authority in your field and adjacent ones.

You can search for sites that have a ‘write for us’ page published and who are happy to publish well written and informative guest posts that are drafted by fellow small business owners.  

Your author bio is prime real estate for self-promotion. Craft a bio that not only highlights your expertise but also invites readers to explore more on your website. This isn’t just a link; it’s a gateway to your business. Make it count. It’s also important to use the same one repeatedly, so Google recognises it and gives you some more trust and authority.

Speaking of SEO, this will be your best friend in your guest posting adventure. Integrate relevant keywords seamlessly into your high-quality content to enhance its visibility on search engines. This isn’t just about the immediate impact; it’s about the long game of improving your website’s overall SEO in a low-risk, high-impact way. 

Promotion doesn’t end when the post is live. In fact, it’s just the beginning. Leverage your own marketing channels – social media, newsletters, and other platforms – to amplify the reach of your guest post. Encourage your audience to engage by posing questions or seeking their opinions. Remember, you’re not just relying on the host platform; you’re creating a buzz across various channels.

Diversify your topics to broaden your reach. While showcasing your expertise is vital, don’t confine yourself to a single niche. A diverse range of topics not only attracts different segments of your target market but also establishes your business as a versatile authority.

After your post

Metrics are the unsung heroes of digital marketing. Monitor them closely. Analyse website traffic, click-through rates, and social media engagement associated with each guest post. Insights from these metrics are your compass, guiding you towards what resonates with your audience. It’s not just about quantity; it’s about the quality of engagement.

Engagement doesn’t stop at the content; it continues in the comments section. Respond to comments on your guest posts. Address queries, express gratitude for positive feedback, and gracefully handle criticism. Actively participating in discussions doesn’t just strengthen your online presence; it builds a community around your brand.

And consider repurposing your content for different platforms. A well-crafted article can transform into infographics, videos or even podcasts. Cater to diverse audience preferences, and let your message resonate across various channels. This isn’t about repetition; it’s about adapting your content to different forms and extending its lifespan.

My journey with guest posting is an ongoing one. It’s not a one-size-fits-all strategy; it’s an evolving process. By strategically selecting platforms, creating engaging content and actively participating in the online dialogue, I’ve seen epic business growth. 

But it’s important to remember that guest posting isn’t just about promoting your business; it’s about contributing to the broader conversation in your industry. Embrace the art of guest posting, and watch your business soar to new heights.

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