Maisie Lloyd
Maisie is the Digital Content Manager at Intelligency, handling all things creative for the agency. Her experience centres around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
What is a guest post on a blog?
A guest post is when you—or another website’s content creator—produce content to be published on a different company’s blog or website. The goal is usually to build links, authority, and visibility.
For this to work, the content must align with the host website’s audience and be relevant to its theme. Guest posts often come from industry experts who collaborate with companies in their sector, offering unique insights and an authoritative perspective.
Benefits of Guest Posting for SEO and Brand Growth
Absolutely, guest posts can be an incredibly useful tool within your content strategy. Some of these strategic advantages include:
Content versatility – Keeping your content fresh, adaptable, valuable and unique is a prime reason to incorporate guest posting into a content strategy. It helps to diversify the opinions, experiences, and expertise reflected on the site.
Building authority and trust – Authority factors into how Google ranks content; having better authority improves the chances of being displayed higher on the SERP. Authority ultimately reflects on the trust established by Google and the audience.
Increased referral traffic – If backlinks are established, it can be a great way to improve referral traffic on a website.
Raising brand awareness – If you’re creating content for another site, or vice versa, it can be useful for promoting your brand and raising awareness through sharing expertise with a new audience.
How to create opportunities for guest posts
The best approach to seeking out guest post opportunities is to identify 2 things: the figure of authority you’d like to create content for, or a hosting site which is relevant to the topics being discussed.
Creating a guest blogging strategy will help you anticipate any potential collaboration. It serves as a framework to ensure the output from the content is optimised for your business.
If you are the writer
- Establish a website that is aligned with the type of content you create. It’s important that your content fits the destination it will be published to.
- Create a content proposal outlining: the subject matter, the style of content, the length, keywords and structure.
- Approach the website with your content proposal and wait for the go-ahead.
If you are the hosting website
If you are the host of the website where you’d like a guest post to be featured, there are a few ways to create opportunities for guest content. The first aspect of finding a creator to produce a guest post is to establish an appropriate voice for your content.
Finding the content creator should begin by researching experts within the field or on your topic. This will help you identify the key authoritative voices that are more likely to have an impact on creating content.
Approach the creator with the concept of the content, outlining any of the key points that will help to ensure your brand is reflected within the content. Consider outlining the following areas to make creating content a bit simpler:
- The tone of the piece
- The subject matter
- The style
- The length
- The topic being covered
Guest posting works best when it’s relevant, authoritative, and mutually beneficial. Whether you’re contributing to another blog or inviting writers to yours, it’s a proven way to strengthen SEO, build trust, and expand your brand’s reach.
