Guest blogging? Bring your "A" game!

I really enjoy guest posting on other blogs. It's like being invited to come to a dinner party at a friend's house where you may know some people, but probably not everyone. The dinner party is your chance to meet new, interesting people with fresh perspectives and you might even walk away with newly formed friendships. Let me step away from the analogy now and say it in plain English. Guest blogging gives you:

  • exposure to a new audience
  • backlinks to your site
  • the opportunity to share your expertise
  • potential for increased credibility

Now, let's go back to the dinner party.

Would you show up unwashed in your Saturday schlepping clothes? 

Do you come in poised to sell to every human with a pulse you interact with?

Is the bottle of wine you brought as a host gift worthless or wonderful?

Don't squander guest blogging opportunities 

The guest who walks in prepared to socialize, with their most charming anecdotes and winning personality on display is a guest who will draw the interest of others and have a greater chance of creating meaningful connections.

Understand the rules of etiquette 

Dinner party etiquette is fairly standard. Most people know about BMW (bread, meal water) and using the outside fork first, and waiting until everyone at the table has been served. Blogs are a tad different. 

Know what is expected of you as a guest blogger - from language to content to engagement. Blogs that welcome guest bloggers regularly probably have comprehensive guidelines that will help you get to know their community and what they expect from content on the blog.

When you deliver on those expectations, you leave a good impression of your host and the community you're interacting with. 

It is better to give than receive

Inviting someone to share their expertise on your blog is a risk. Granted, editorial veto power is a must - always. But you also hope you don't have to exercise that all-important veto power. As the host of this guest, you're rooting for them to give you great quality content that resonates with your community.

It's deflating and disappointing to see an email that contains a blog post-sized sales pitch that has no redemptive value. It's too much like opening a bottle of your favourite wine only to find the cork is black and the wine is undrinkable.

Re-gifting isn't a good idea

When I guest post, I will sometimes re-publish a version of the post on my own blog, but I like providing original content. I'm not going to bring an already-open bottle of wine to the dinner party that I got from someone for my birthday. No, I provide new, original, fresh content and if I want to repurpose it for myself later on, so be it (if the blog is okay with that practice).

Impressions matter

All of these things serve to give your host and their audience an impression of who you are as a person, as a business, and as an expert. If you don't bring your "A" game, chances are most blogs simply won't publish what you provide. If they have to heavily edit, they may be slightly less reluctant to invite you back. But if you bring your best work and dress to impress, you will make an impression that won't be forgotten.

Quick tips for successful guest blogging

  1. You're there to give value, not a sales pitch. You have to earn the right to pitch and you're nowhere near that point in a guest post.
  2. This audience is not your audience; make sure you understand who you're talking to, what will help them, and how information is usually presented to them.
  3. Pay attention to social media and the comments on your post. Reply to comments and say thank you for shares. (Your parents will be proud.)

Brutally honest tip: If all you want to do is publish all of your blog posts on a higher authority site, you're better off syndicating. That is not guest blogging.

You can be a highly valued guest blog contributor fairly easily if you keep all these things in mind. Those are the contributors who are asked to come back over and over again. And eventually, they build relationships that cross over into their own audience, which is lead gen gold. 

So, bring your "A" game, and go for the gold. It really does pay off.

Grow your audience with guest blogging

If you want to grow your audience and you aren't guest blogging, you're missing out on an important opportunity!

What is guest blogging?

Guest blogging is preparing content that is posted on the blog of a website other than your own. I submit at least one "guest" blog post a month at a minimum as President of the Women's Business Network, because I write the President's Pen which is published at the beginning of each month. I link back to my own site each time, which brings me to the benefits of guest blogging. I occasionally manage to sneak in posts on other sites as well - this is something I want to do more often.

Accumulate backlinks

Your website is your home online. The goal with any content marketing is to lead followers back to your website. Backlinks are links from other sites that lead back to your website. When a site that is linking to yours has greater authority, it gives your site a little boost. Backlinks aren't a one and done activity.

It's important to keep working to get mentions by other sites or use opportunities to be a guest blogger as part of an overall linkbuilding strategy (simply put, linkbuilding is a proactive effort to accumulate backlinks). The better the quality of your backlinks (i.e., links from more popular sites), the more it helps you. Since they have a cumulative effect over time, it's an ongoing process.

New audience

I have a decent sized audience in my own right. It's not huge, but any chance I have to reach out to a new audience is an opportunity to grab the attention of someone I can connect with. It isn't always about getting business. As we all know, the ability to get quality referrals by clearly communicating what you do and who you do it for is every bit as important. Ten quality referrals of clients within my target market are far better than 1,000 cold leads that will go nowhere. 

That's why it's so critical to deliver stellar value when you create guest blog content. There's a delicate balance that you have to achieve between offering valuable information and trying to make a sale. The easiest way to avoid the appearance of trying to sell is not to try to sell. 

Showcase expertise

My dad drilled it into my head growing up. Don't lend money with the expectation of being repaid. Sometimes the loanee just can't seem to get ahead of their financial obligations to be able to repay the loan. Sometimes they just forget, especially if it's a small amount. The point is that if you lend without the expectation of repayment, you will never be disappointed. 

The same goes for guest blogging (and a lot of other content marketing activities, too). Give freely. Give openly. Give without expectation. It's okay if you don't give every last detail of how you do your business - I would never suggest that. But you can give a lot of valuable information away without affecting your bottom line. If you aren't trying to make a sale, the content will resonate more completely with the people you're reaching. 

Guest blogging challenge

I challenge you to write and submit a guest post for another site by the end of April. Will you do it? Don't worry - your post doesn't need to be published by the end of April. Just submitted to the site. This is an honour system challenge. :) 

Try it once. See how it goes and come back and tell me!