why invest in this marketing strategy?
The guest post is an assertive strategy in digital marketing , since the production of valuable content is important to captivate the target audience, especially in this digital age and with the consumer profile focused on identifying and interacting with brands.
Guest post is a Digital Marketing strategy in which a company’s blog uses texts made by guest authors. For this, it is common to exchange content between the two partners.
For example, company X produces content about shoes for company Y, which, in return, will have to create text in the same niche. Both contents do not need to be exactly on the same topic, but must be related to the field of activity of each business.
This strategy is a way to achieve good positions in search engines, after all, the guest post guarantees obtaining external backlinks, which are essential for SEO.
At first glance, it may seem odd to produce valuable content for competitors rather than crafting your own material. However, when well structured, the guest post manages to reach a new audience, in addition to gaining authority in the market.
3 advantages of the guest post strategy
Check out 3 advantages of using guest posts.
Conquer new audience
Creating a good audience does not happen quickly, as you need to think about strategies to reach an audience continuously. This process cannot be sporadic, after all, consumers are looking for services and/or products all the time.
In this sense, the strategy is advantageous for the company that wants to reach a good audience by closing a partnership with a website that has a good domain. If the content is of quality, the chances of retaining a new audience are great.
Position the brand as authority
In a scenario of high competitiveness, it is essential that every business knows how to position itself in the market. With this, the brand has chances to create a connection with the customer, increasing sales possibilities.
The guest post can be seen as a brand positioning strategy. After all, quality, well-structured content that solves the customer’s doubts and pains can generate authority.
Diversify the brand communication channel
The popularisation of the press office diversified the way of doing guest posts. This is because, instead of exchanging content only through blogs, it is possible to disseminate valuable content on news portals.
In this case, however, it is necessary to have planning and integration between the SEO team, content and the company’s external communication department.
How to write a successful guest post?
The content of the post must be suitable for the partner blog
Among the tips for writing a good blog post, it is essential to understand the business niche with which the partnership was closed. Not only that, but the editorial line needs to be considered from the first stage of content planning.
To facilitate this process, the ideal is that the two companies are in the same niche. For example, it is not recommended that a blog about nutrition partner with a blog whose editorial line is about finance.
On the other hand, it is not necessary that the two businesses market the same service and/or product. A company that offers real estate management software, for example, can enter into a guest post partnership with a company that also provides technology services for the real estate industry.
Consider the partner blog audience profile
Each audience requires a specific language. For example, there are blogs aimed at people who are experts in a certain subject, so these contents must be deepened, with a more technical and formal language.
On the other hand, there are blogs in which the themes are aimed at people who are curious or who want to learn about a certain subject, but without going into depth. In this case, the blog posts can have a simpler and more objective language.
That is, understanding the profile of the target audience of the blog with which the partnership was closed directly impacts the structuring of the guest post that will be posted.
It is necessary to bear in mind that the language, editorial line and target audience may be different, even if the two brands belong to the same niche.
Attention to SEO
Although the guest post is posted by the partner company, it is essential that the team responsible for it is attentive to SEO. In addition to following the rules for good positioning, you must be careful not to overdo the links and generate SPAM .
That’s because overdoing the links can create an image that the content was made just to take advantage of website traffic. It is essential that the partnership be bilateral, since both blogs need to achieve good results.
Finally, relevant website links should be prioritised. Investing in a marketing strategy is a smart move for any business. It can help you reach a larger audience and create awareness of your brand. It can also help you build relationships with customers and generate more leads.
The right marketing strategy can help you increase profits and grow your business. With a good strategy in place, you can increase your visibility and engage your audience in meaningful ways. Investing in a marketing strategy is an investment in the future of your business.