Creating content is an essential strategy, whatever your business. On the editorial side, your brand has a regularly updated blog: it’s great because it’s a potential source of traffic and it’s the best way to build your reputation. That said, you shouldn’t only publish on your blog. The guest post must be part of your strategy. It can’t be improvised, so follow the guide!

The guest post, what is it?

It consists of the writing of an article and its publication on a third party site. You then appear as a temporary author.

Be careful not to confuse it with an advertorial which is very promotional text, and for which the owner of the blog will charge you for its publication. On the contrary, the guest post is an informative article, which the blogger agrees to publish because of its editorial value.

Determine your objectives

The guest post is a win-win strategy par excellence. The site that publishes your article enjoys engaging content to enrich its editorial offer and increase its traffic.

Photo credit: Joe The Goat Farmer, Flickr

As for you, the benefits are multiple:

  • Improve your SEO: the presence of a link to your domain on a site with high Domain Authority will be perceived as a good signal by Google,
  • Build your reputation and brand awareness by reaching a new audience,
  • Boost your website or a particular page’s audience,
  • Increase the number of readers of your newsletter (you need to include an email capture module in the post) or your social networks,
  • Develop your relationships with influential journalists or bloggers.

Determine in advance what your priority is, and adapt the content you will write accordingly as well as the site on which to publish it.

Which author?

The guest post must have real added value, exploring a relatively little covered theme. You must find an author from your company to write it. A typical choice is your director of R&D. They’re supposed to be at the forefront of technological developments related to your sector. Their point of view is therefore of interest to specialized media.

Select an author who can bring an innovative point of view or advance the reflection on a particular subject, of course related to your sector of activity. (Photo credit: Rawpixel, Pexels)

Be sure, however, to correct or have the article corrected. An engineer might be better at substance than form, and the work might require proofreading.

Find the best sites on which to publish

Not all sites accept guest posts because they see it as disguised advertising. Others welcome this opportunity with open arms, as it allows them to publish content without bearing the creation cost. Lastly, a third segment tolerates guest posts under certain stringent conditions. For example, they will accept a link to your domain, but with a nofollow tag, which removes the SEO benefit. Depending on your objectives (see previous section), you can accept these conditions, or not.

The easiest way therefore is to contact several websites to inquire about their guest post practices. Which ones? You’re most likely not starting your research from scratch. Indeed, in addition to those you potentially know yourself, your PR officer should be able to provide you with a list of authoritative websites and blogs in your sector.

Then, depending on your objective, you’ll need to sort the list. If you want to generate traffic, Similarweb allows you to get an estimate of their monthly audience. Your goal is purely SEO? So make sure their Domain Authority is above 50/100.

Make your proposal

You have a selection of target sites, it’s time to take the plunge. You can lead the approach yourself, or let your PR manager do it if they already have contacts with some of the targeted bloggers.

Photo credit: Chris Liverani, Unsplash

A good way to proceed is to share a draft of your article up front, or at least a plan of it. The blogger wants to understand exactly what article they might be proposing to their dear audience, and whether it fits with their editorial line.

A link to an online google doc will suffice. As for the text of the email itself, be concise. Influential bloggers receive proposals regularly, and they won’t not linger on your request if it’s as long as your arm.

Promote the article

It’s likely that the site will promote the article on its usual channels. Don’t be passive: relay the content also on your own channels, that is to say your social networks or your newsletter. Another smart practice is to boost the Facebook post of the publisher about the article, or sponsor their tweet, to increase the reach.

If the article is successful, it’s more likely that the publisher will accept more articles in the future, and restrictions (such as banning a link) will become more flexible. The guest post is also a long term investment!