By now you’ve been writing on your blog for a while, building up a good catalogue of content. To turn up your traffic a notch and really build an audience of interested prospects, it’s time to add in another writing technique to your tool belt: guest blogging.
No, it’s not just for personal blogs, but business ones too. Just ask Darren Rowse or Brian Clark. Guest blogging had a big influence on their businesses, and helped them create new alliances and develop new business.
It can help any kind of company with an online presence develop their audience, especially a B2B Technology company. So, how does guest blogging help your B2B business?
It gets you access to bigger audiences
The whole point of this is to get your name and brand out in front of a new audience, so you’ll want to choose sites that have a bigger audience than you.
You’re building an audience, not just getting traffic
There’s a difference between your site’s traffic and your site’s audience. The former are just numbers on a page, clicks on your site that may or may not be from interested readers. The latter is the group you want to engage with. Those are the people that you want to connect with.
And you’re already halfway to creating that connection because you’re blogging on a relevant site. They already know about the topic, and are curious to hear what you have to say. They’ll engage with you, comment on your posts, retweet your messages, and write about you.
You’re becoming an authority on the subject
That’s because you’re associating your name and brand with other high-quality information. If THOSE sites are trusted and considered the authority, the fact that you’re there too means you’re trusted and considered an authority.
Of course you’ve also got to deliver on high-quality content yourself, otherwise you’ll just lose that new-found Trusted Adviser status. Create good content that benefits the reader. Don’t forget to include a clear call-to-action that links back to your site.
Tip: Link back to a landing page on your site instead of a specific post or your home page. That way you can customize your message to that interested audience, and you won’t have to ask the blog owner to update your bio with any new links. You can change the content on the landing page without losing the external link or audience.
Commit to a relationship, not just a one-night-stand
By doing multiple posts for the same blog, you’re nurturing the relationship you created with the interested audience on your first guest post. They enjoyed the high-quality content you created, and are pleased to see more from you. They’ll remember you the next time they have a need for your product or service. All because you committed to the relationship.
Look at your content production schedule and see what timing works for you. No need to go crazy and guest blog several times a week, or even weekly. Monthly or bi-monthly is just fine. Remember, the B2B sales cycle is long, so there’s no reason for you to hit them up with new content more frequently.
Guest blogging is part of your SEO strategy
Yep, that’s right. By guest blogging on other sites, you’re creating natural back links. Back links are crucial to your SEO success, so you’re getting another benefit that you didn’t even realize.
Write your guest blogs for content that benefits the reader, but don’t forget about SEO entirely. Add in relevant links to your site, and keep it to a minimum. Remember, it’s about your readers, your audience, not just you.
This quote from Jonathan Morrow of Copyblogger says it all about how B2B guest blogging can help your business:
“To make SEO work, you need links from trusted sites. To make twitter work, you need to get retweets from people who have a lot of followers. To make social bookmarking work, you need connections with social media power users who can bring you dozens or even hundreds of votes.”
Learn how to implement B2B guest blogging for your Technology business here.