The Ιnternet is full of different ways for small businesses to grow. Whether through helping a startup establish a name for itself or by connecting them with buyers ready to purchase, technology has changed the way we do business.
In recent history, guest blogging has proven itself to be one of the best results-generating marketing strategies out there, used by a number of large corporations.
To a novice, getting a single guest post approved may seem like an insurmountable challenge. Forget considering trying to put together and carry out an entire orchestrated guest blogging campaign.
Luckily, guest blogging isn’t as difficult as many business owners, marketers and salespeople think. It does take some time to learn the ropes (and you’ll probably make some common mistakes), but once you understand the design and flow of a powerful guest blogging campaign, the entire process seems simple.
Guest blogging has been around for a number of years, long before it became a popular marketing method. It began as a way for knowledgeable experts and bloggers to share their insights with readers of other websites.
For today’s business owner, guest blogging involves writing high-quality blog posts and getting them posted on various blogs in your industry. Bloggers are getting fresh, insightful content for their sites and your business is getting exposure to the blog’s readers and devoted followers.
Many people think that guest blogging is simply a way to increase traffic and build links. While these are two great ways that guest blogging campaigns can help your company, they are far from the only practical uses.
Goals for Guest Blogging Campaigns
There are numerous different goals that businesses set for their guest blogging campaigns. Your individual goals will help determine the blogs you target, the articles you prepare, and where you link the posts’ readers to.
A few of the most common guest blogging goals include:
1)Networking and Building Relationships – If you’re looking to enhance your company’s long-term prospects, consider networking and building relationships with your industry’s top bloggers.
In many fields, leading blogs aren’t just the places where people go to stay current with industry happenings. They’re the sites that decision makers and potential buyers frequent to research products, services or strategies for their businesses. These sites commonly have a significant amount of influence.
Forming a professional relationship with blog owners can lead to your business being portrayed positively in front of thousands (possibly tens or hundreds of thousands) of future customers for free.
2)Establishing Expertise – Guest blogging is also a great way to establish expertise in your field. Whether you’re new to the spotlight and trying to get exposure or you’re a long-running business looking for another accomplishment to brag to clients about, guest posts can meet your needs.
Using guest blogging to establish expertise can be difficult, but its benefits often far outweigh the workload.
One of the biggest challenges of this goal is that you’ll be targeting the most well-known, respected blogs in your industry. These guest posting opportunities don’t come easily, and a lot of your time may be spent trying to get the attention of the site owners.
You can get bloggers’ attention in a variety of ways, such as engaging with their social profiles, commenting on their blogs and mentioning them in your blog posts. You may also want to get guest posts published on a few mid-tier websites to provide live examples of your work.
When you do get in contact with site owners and have your pitch approved, you’ll need to be ready to create some dynamite content. Guest posts working to establish your expertise should be informative and comprehensive resources like case studies, and try to make them the most in-depth articles on their topics available online.
3)Getting Traffic and Increasing Brand Awareness – If you’re looking to increase your company’s exposure and market position, guest blogging can be a great way to get your name out. While you should never waste time with low-quality blogs, campaigns aiming to drive traffic should be casting a wide net, posting on a variety of different websites.
Unlike other goals which are best achieved by working with top bloggers in your industry, this one is less concerned about a website’s clout and more about the amount of traffic it’s receiving.
Sure, top-notch websites may generate the most traffic, but the effort needed to get your guest posts published is often significant. Instead, focus on blogs that much more easily accept guest posts while still having a solid amount of traffic.
Be prepared to write a good number of articles because increasing brand awareness and generating traffic is about maximum exposure. Not only will you want to post on websites within your niche, but also on ones related to the interests of your potential buyers.
Perhaps the most important part of guest posts for driving traffic is the call-to-action. Without a strong reason for readers to visit your website, you’ll be hard-pressed to see much success.
Focus on creating powerful bylines that motivate readers to visit your landing pages, and consider creating landing pages customized for each niche you’re targeting.
4)Generating Leads – Lead generation is one of the most common reasons why businesses implement guest blogging campaigns. By giving readers a reason to visit your landing page and sign up for your list, you can see big sales gains in a short period of time.
When trying to generate leads, the content of your guest posts is highly important, but so are your landing pages and the copy on your own website.
Readers are looking for answers to specific problems. Your articles should serve as a guide for them, pushing them to receive more information and advice on your website. This makes your byline links very important.
Once you get readers clicking through the links in your bio, it’s on you to ensure they follow through and convert. Your landing pages should be highly customized to each website or niche you write for. Your landing page should provide some further information about the topic, but be careful not to give too much away for free!
To get visitors signing up for your email list, landing pages should be offering something valuable to them, such as an in-depth report or online course that further expands upon the problems they’re facing.
5)Building Backlinks – Recently, Google’s face of SEO, Matt Cutts, announced that using guest blogging as a tactic to build backlinks is no longer beneficial. While there is some truth there, it is not exactly correct.
Building backlinks through guest blogging should never be the main goal of your campaign though. In the past, unscrupulous business owners would use spammy guest posts with low quality content and irrelevant blogs to jump up in the SERPs. Google has been working recently to prevent this.
That doesn’t mean that there aren’t SEO benefits from guest blogging. Google is looking out for “unnatural link building”, such as having hundreds of guest posts pop-up on unrelated, low-quality blogs within a matter of days.
If your guest blogging campaign is targeting quality blogs with unique content within your posts that are relevant to both the target blog and your business and you provide value both by the content and your links, you’ll benefit from the backlinks.
Using guest blogging to build backlinks should be a secondary (or even a passive) goal – one that you may not spend much time focusing on, but will still reap the benefits.
To make sure your guest posts aren’t viewed as spam in Google’s eyes, you should:
- Link to high-authority sites (especially other blogs you’re targeting).
- Use relevant pictures and videos throughout your posts.
- Not use exact anchor texts for your links
- Ensure links to your site direct visitors to informative, resource-quality pages rather than your sales or product pages.
If you’re solely considering guest blogging as a way to build links, however, you should rethink your plan. Look at the other ways in which guest blogging can help your business, or focus a broader link-building strategy.
Choosing the Goals for Your Guest Blogging Campaign
Every business will have its own unique goals for its guest blogging campaigns. Some companies may even have multiple campaigns targeting different outcomes, all running at the same time.
There are a number of great ways to find the goals that are right for you, including:
- See where your business is lacking and has room to improve. If you’re a new startup in an industry of established giants, gaining exposure and traffic could be a great place to begin.
- Take a look at the kinds of guest blogging campaigns that your competitors are running. This can be as easy as catching up on some of the more popular blogs in your niche. Seek out guest contributions, follow the links, and dissect your competitors’ campaigns piece-by-piece.
- Consider short-term and long-term expectations. If you need to see immediate results, think about creating traffic and generating leads. Over a longer time frame, building relationships with bloggers and establishing yourself as an expert may have the biggest impact.
Understanding the power of guest blogging and determining the structure of your campaign is a must-do before you begin. By starting out knowing the goals you want to achieve, you can plan the path that you need to take to get there, check the following blog posts for more details:
- What Exactly is Guest Blogging and Just How Can It Help Your Business?
- What are the Goals of Your Guest Blogging Campaign?
- Powerful Tips for Building Beneficial Relationships Via Guest Blogging
- Using Guest Blogging to Become a Recognized Expert in Your Industry
- Supercharge Your Website’s Exposure and Brand Awareness through Guest Blogging
- How to Generate Leads through Strategic Guest Blogging Campaigns
- How to Best Use Guest Blogging to Boost SEO Results
- What Should Be the Goals of Your Guest Blogging Campaign?
Guest blogging campaigns focus a lot on identifying, contacting and preparing content for target blogs, but they also rely heavily on your business’ own website.
Before beginning a campaign, your website should be not only complete and tested for functionality, but it should also have a regularly updated blog.
If you don’t have a business blog, you’re going to run into difficulty getting your guest post pitches accepted, and an even harder time generating results from your efforts. That’s because most article readers click through in order to find more information – if your website doesn’t offer that, they’ll be quick to head on their way to the next link.
Not only is having a blog on your business website highly important for guest blogging, but it also offers other benefits like:
- Organic traffic from the search engines
- Integration with social media platforms
- Engagement from potential buyers
With a healthy blog in place, the website owners that you’ll be contacting can get a first-hand look at your business, level of expertise and writing style. It will also provide you with a great place to link to in the bylines of your guest posts.
Check this page: 21 Reasons You Need a Business Blog
Service Provider Vs eCommerce: The Right Links for Your Guest Posts
Landing pages can come in a wide range of shapes and sizes, and should vary depending on your business model and the goals of your guest blogging campaign. They’re important pieces of your overall strategy, but they can be easy to create if you’re following proven techniques.
If your company provides a service to buyers, your landing page should go on to offer additional solutions to readers’ problems. By expanding upon the content in your guest posts, your landing pages showcase your business as being highly knowledge in your field and able to help clients achieve the best results.
The landing pages for a service provider should be highly informative and very complete resources. They can also offer comprehensive reports or courses in exchange for visitors filling out their contact information.
For owners of eCommerce businesses, it may be tempting to link guest posts directly to your products or sales pages. Even for this type of business, having a blog is very important.
Not only does linking directly to your sales pages come across as “spammy” to Google, it can also be too straight-forward of an approach for many consumers. For eCommerce websites, linking to an informative blog article can help increase customer confidence and encourage more sales.
Linking to their homepage is also an acceptable practice and often the best strategy for eCommerce companies. That doesn’t make your business blog any less necessary, and it should still be an integral part of your website.
Check our blog management service page
What Type of Links and Landing Pages to Choose To Achieve your Goals?
In addition to choosing landing pages based on your business model, you should also take your campaign’s goals into consideration.
You still have to put some effort into your landing page, however. Some visitors will still make their way to your site, and you should aim to maximize any traffic you get. You also need to avoid “spammy” landing pages, as this will turn away blog owners.
For building relationships and networking with bloggers¸ your choice of landing pages isn’t as important as with the other goals. Here, you want something that will appeal both visually and informatively to bloggers, but the details aren’t vital. Your home page or blog is usually the best choice!
When you’re guest blogging to show your expertise, you should be showcasing your professionalism through your guest post links. This includes linking to your website’s homepage or social media profiles.
If you’re trying to generate traffic and increase brand awareness, your link and landing page choice becomes much more important.
You want links that will encourage readers to click through, and that means using landing pages that are highly relevant to visitors’ interests. You may even want to create unique landing pages for each article, so that your traffic will always be guided to pages that are related to what they were seeking help for.
Since your guest posts will cover a range of target blogs both in and outside of your industry, one or two generic landing pages won’t be targeted well enough to appeal to the majority of your traffic.
Your landing page and link selections are perhaps the most important when you’re guest blogging to generate leads.
The landing pages should be extremely targeted to your readers and expand much more in-depth on the problems they’re seeking answers for (that your company can help them solve). Not only can these landing pages be labor-intensive to create, but you should also spend the time optimizing them to convert as highly as possible.
To garner signups, these landing pages may also offer free resources through e-mail, such as an online course or eBook, as long as they’re related to the questions readers want solved.
Again guest blogging to build backlinks should always be a secondary or tertiary goal, however even if that is your goal you should not link to your product/service pages. The reason is that by doing that you don’t offer any value to readers and that kind of links can be easily spotted as unnatural by google. Instead you should focus in creating in-depth resources that provide solutions to whatever your possible clients would be looking for! That kind of resources are also much easier to rank compared to service pages
Check the following posts for more details on how to prepare your website for your guest blogging campaign:
- Why Having a Business Blog is Crucial for Guest Blogging Campaigns
- The Importance of the Links You Use on Guest Posts
- What Links to Use on Your Guest Posts According to Your Business Goals
If you want your guest blogging efforts to succeed, you need to make your posts count. Finding the best target blogs for reaching your goals can make or break a campaign.
How can you decide which blogs to target? Should you only choose ones related to your business, or should you branch out into other similar niches? It all depends on your goals.
Blogs within your industry are great sources of targeted traffic, but can mean a limited selection of websites for smaller niches. This can be bad if you’re trying to get your brand’s name out there, but is perfect for building relationships with bloggers and establishing expertise.
Being open to blogs in other, related niches gives you a much larger pool of target websites to choose from. This means that you’ll have the opportunity to reach a lot more potential buyers, making this choice perfect for generating traffic and building your email list.
Sometime it’s Who You Know…
The first place that you should start looking for target blogs is your existing contact list. You may be surprised at how many site owners you already know.
Have friends or business acquaintances in the same industry as you? If you’re not competitors, they may very well be open to the idea of accepting guest posts.
You should also take a few minutes to go back through the articles on your own website. Have any other site owners posted comments? That means they’re at least familiar with your brand and may be more receptive to receiving contributions.
Another thing that you should take a look at within your business blog is which other websites you’ve linked to in your articles. Blog owners love inbound links, and may be more likely to accept your guest post pitch if you’ve linked to and engaged with them in the past.
… Or Where You Look
Google can also be your friend when trying to find guest posting opportunities. That’s if you know how to use it.
By using specific Google query commands, you can make sure the search engine returns only the most relevant results for tracking down target blogs accepting guest posts.
The most effective way to narrow the list is to use the “inanchor” command.
You’ll return only the webpages which feature your keyword within a link. This is perfect for finding pages related to your industry, but by adding other query terms you can slim down the results to search for only guest posts.
The following search:
Would show all of the webpages that have your keyword within a link’s anchor text, as well as the phrase “guest blogger” somewhere on the page. The possibilities here are endless.
Other query modifiers to try include:
- “contributed by”
- “guest post”
- “author bio”
- “about the author”
You can also hunt for blogs’ guest posting guidelines pages through Google. Include your “keyword/keyphrase” in the query alongside commonly found phrases like “write for us” or “become a contributor”.
To make your search easier, the Google query common of OR can prevent you from having to conduct dozens of different searches.
One way to use OR to track down guest posts would be:
Another great way to use Google for tracking down target blogs is to look through the portfolio of professional guest bloggers. These professionals get paid to write guest posts on hundreds of different sites, often within the same industry.
A quick look though the archives of any blog accepting guests posts will often turn up multiple posts from frequent contributors. Although each guest post may be different, most professional guest bloggers use similar bylines from guest post to guest post.
To hunt down other websites an author has written for, Google their name, along with a section from their standard byline.
For example, if a byline read “Barack Obama is a professional writer who contributes to numerous blogs” , you should search:
You could also use the inpostauthor Google query command, which helps search through articles with Google authorship assigned.
Would return articles which the writer Barack Obama has claimed Google authorship for. Most leading professional guest bloggers use authorship in order to rank better in the results.
Be Sure to Spy on Your Competition
If you’ve seen that your competitors are conducting guest blogging campaigns of their own, searching through their backlink profile is a great way to see the guest posts they’ve written. This will lead to relevant blogs that are likely accepting new contributions.
There are a number of great tools that you can use to track down your competition’s backlinks. Some are free, while the most powerful usually come with a fee.
A few great free tools include:
If you’re willing to invest a little bit of money up front, these great paid tools can help you find potential target blogs more quickly and in greater numbers:
None backlink checker will be able to locate all of the links pointing towards a domain, but the most comprehensive and professional checkers will often offer many more results, sometimes in the tens of thousands.
Guest blogging communities are another great resource. They’re dedicated to bringing together bloggers looking for guest posts and business owners hoping to find guest post opportunities.
The most popular ones are MyBlogGuest and Blogger LinkUp.
MyBlogGuest is a community platform which gives you the option to post content that you’ve written or list the topics you’d like to write, browse forums and interact with other businesses and blog owners, or search through lists of articles and topics that blog owners are currently seeking.
Blogger LinkUp is a slightly different concept. Instead of having only a website to browse, they send out a comprehensive email list at different points throughout the week. Each list is split up into “Guest Posts Available” and “Guest Posts Wanted”, allowing you to easily peruse through all of the available options.
Don’t Forget About Social Media
With today’s heavy reliance on social media, it can be one of the best places to find guest blogging opportunities.
Check through your friends and extended contacts on there. Interact with a related Facebook page regularly? See if they’re accepting guest posts.
Oftentimes, you can contact the blogs seeking writers through social media directly on their profile page. This can make getting in touch much easier than contacting through email or a blog’s contact form.
For more information on blog prospecting for guest posting check the following posts:
- Guest Blogging: Which Blogs You Should Target?
- How to Find Guest Blogging Opportunities Using Your Contacts
- How to Use Google to Find Blogs Accepting Guest Posts
- How to Spy Your Competitors to Find Guest Blogging Opportunities
- Using Guest Blogging Communities to Find Bloggers Seeking Guest Posts
- Blog Prospecting: How to Take Advantage of Professional Guest Bloggers
- Using Twitter and Facebook to Find Guest Blogging Opportunities
With your list of target blogs in hand, you may be ready to start firing off emails pitching your guest posts.
Regretfully, guest posting is quite popular and many bloggers receive many guest post requests daily, so you may have to do a little bit of ground work building a rapport with blog owners to get noticed.
Connecting with blog owners is important because they often field five to ten guest post requests every single day – and that’s only the med-popularity blogs. For large ones, your emails can easily get lost in a sea of other pitches.
By building up the beginnings of a relationship before making your pitch, blog owners will be much more likely to recognize your name and open your message.
A few great ways to connect with target blogs and their owners include:
- Commenting on their blog posts. This shows them that you’re not only a regular reader but also lets them see your writing style and level of knowledge.
- Interacting with them directly on social media. This could be posting to their wall or mentioning them in a post on Facebook. For Twitter, you can respond to their tweets and interact with them directly.
- Sharing and recommending their content. Blog owners love when people share their posts. If you’re doing this regularly, they’ll take notice.
You can also use your business’ own blog to reach to blog owners.
If you’re linking to blogs within your posts, the site owners will see it in their blog’s dashboard. When done out of context this can look like spam, but when used as a relevant resource to aid one of your posts, it will put a smile on any blogger’s face.
These outbound links are not only great for building relationships with your target blogs, but they can also help your own website rank better in Google and other search engines.
Even though site owners will usually be informed when you link to one of their post, don’t hesitate to send them a message anyway.
Tell them you found their content interesting and informative, and wanted to share it with your readers. If nothing else, this is a great way to make initial contact.
The following posts will give you a better idea on how you should approach bloggers:
- Connect with Bloggers before Pitching Your Guest Posts
- How to Use Your Blog to Get the Attention of Other Bloggers
When it comes to getting your guest post pitches accepted, the key is in the way that you present your offer.
Your pitch message should be professional and straight-forward, but you should avoid writing it like a formal business letter. Instead, imagine you’re communicating with a professional acquaintance that you’ve known for years.
A few points to take note of:
- Don’t send your email from a free provider such as Gmail or Yahoo. Instead, use an account from your business’ domain.
- Refer to the blog by name (instead of like www.targetblog.com), both in the email’s subject line and the body.
- Always refer to the blog owner or editor by their first name if you can find it. Even if not prominently displayed, most bloggers will list this information somewhere – often on the “About” or “Contact” pages.
- Your pitch email is an opportunity to stand out. Make sure you show that you’re knowledgeable on the topics you’re asking to write about, but don’t come across as cocky or overconfident.
- Don’t inquire about whether the blog is actively accepting guest posts, or about other things already mentioned on their guest post guidelines page. You should already have researched this information early on in your campaign.
When you receive a positive response from a site owner, always take the time to write them back. Acknowledge their message and verify that you are beginning to work on the guest post.
If your pitch is denied or ignored, don’t give up. Continue to communicate with the blogger, reiterating that you would enjoy writing a guest contribution for their website. Try to figure out why your offer was rejected. Take the time to showcase them other guest posts, and make them understand that the content you’re offering will be top-notch.
Email isn’t always the most effective way to get in touch with site owners, however. Many bloggers are highly active on social media, making platforms like Facebook and Twitter great for pitching your guest post offers.
A quick search of popular social platforms can often turn up bloggers’ profiles. If you’re not having luck locating them that way, explore their blogs and even their guest posts on other websites. You’re likely to find social links on most blogs’ homepage, as well as in the author’s bio box.
One reason that social media often trumps email when pitching guest posts is that it’s much more personal – social sites allow bloggers to associate your name with a face and identify you as a real person. Email can be much more impersonal, making it easier for your message to be skipped over and deleted. Your social profiles also offer more insight into your business and level of expertise.
What to Write?
Some people advocate writing articles before even pitching ideas to blog owners. While this can help progress the campaign more quickly, it often leads to wasted time creating content that’s not customized to a specific website or not exactly what the blog owner had in mind.
You should work with each site owner to come up with topics that are highly relevant to both your business and their blog.
That means staying away from titles that are highly promotional or otherwise look more like an advertisement than a quality guest post. Instead, peruse through the target blog, getting an idea of the specific types of articles it publishes.
Once you understand what type of content the website is looking for, coming up with topics is easy. Oftentimes on the blog guidelines page, site owners will list exactly which topics they’re interested in receiving. You can also browse similar blogs for potential content ideas.
A great way to choose concepts that bloggers will love is to offer an article that supplements other existing posts on their site. This not only means new, relevant content for the blog owner, but also a guest post which adds more value to the popular content they’ve already written.
Use this information to suggest 2-3 different topics to bloggers. The best titles are ones that are catchy and crafted to generate a large number of clicks.
Keeping Track of Everything
With many guest blogging campaigns, especially those focused on sending traffic to your company website or generating leads, you’re going to be working with a considerable number of target blogs. Without proper recordkeeping, this step in the process can quickly become confusing.
The solution? Keeping track of the bloggers you’ve contact, responses you’ve gotten and requests you’ve had approved. By far, the best way to do this is with the help of a Microsoft Excel or Google Docs spreadsheet.
The spreadsheet should be all-inclusive with as much information related to your pitch requests as you can gather.
- How and when did you attempt to contact a blog owner?
- Have they responded?
- What topics have you suggested?
- When did you promise to have the guest article completed by?
Not only will this help keep track of who you’ve spoken with and who hasn’t responded yet, but it will also help determine which guest post pitches are working, and which techniques are failing to generate results.
Writing the Perfect Guest Post
When it comes to actually writing your guest posts, you may think that you’ve finally reached the easy part of the campaign. After all, you’re already highly knowledgeable on the topics you’re writing about, right?
While the articles’ content may not be much of a problem, you still need to pay close attention to the style and tone of your writing. While a specific word count isn’t important, your posts should be long enough to fully explain your topic. They also need to meet the requirements set by the site own.
Before you even begin typing the first sentence, take a moment to go back over the blog’s guest post guidelines page to refresh yourself on any specific instructions that site may have. Nothing frustrates bloggers and editors more than a guest author who ignores instructions.
You also need to plan out your post to fit in well with the other content on the blog and be interesting to the blog’s regular audience. At the same time, the style should be conducive to your goals.
For example, if your campaign is focusing on establishing expertise, make sure that your guest posts are highly-informative with unique insights and a strong display of your professional knowledge.
Likewise, articles meant to generate leads should leave the reader satisfied with the solution you’ve provided within the guest post, but intrigued to find out more about the subject on your website. Nobody likes boring blog posts, so be sure your writing excites readers and motivates them to learn more
You should also be writing the guests posts to appeal aesthetically and be easy to read. This means using simple words, short sentences, subtitles and bullet points throughout the content.
Links are also important. On top of linking to other posts on the target blog you’re writing for, you should also link to resources on your business blog, as well as on the other websites you’re targeting in your campaign.
Each guest post should have a concluding paragraph that helps bring together the different concepts you’ve presented, as well as pique readers’ interest in following the links in your byline.
For most goals, the byline is the most important part of your article. This short sentence or two provides insight into you and your business, and should contain a powerful call-to-action directing readers to perform the action you’re hoping for, whether it’s following your social profile or clicking through to your landing page.
Although your byline should consist of a call-to-action, it shouldn’t come across as “spammy” or overly promotional. Be direct and to the point, and convince readers that your company is the best, rather than just telling them so.
- How to Write the Perfect Guest Post Pitch
- Using Social Media to Pitch Your Guest Post
- What Topics Should You Suggest to Bloggers?
- How to Keep Track of Your Progress
- How to Write the Perfect Guest Post
- How to Write the Perfect Author Bio
Your campaign may be winding down once your guest posts get published, but it’s still not quite over. The next step is to take the time to promote your various live articles, driving traffic to the target blogs and as a result your website.
The promotion of your live guest posts is important because it:
- Is ultimately promoting and helping accomplish the goals of your guest blogging campaign.
- Makes site owners more likely to invite you to contribute in the future.
- Helps you remain active and connected to current followers and clients, and increase their engagement with your brand.
There are a number of great ways to promote your guest posts including social media, your own site’s blog, and linking to them within the other guest posts you’re preparing.
Making the effort to promote your guest posts is a win-win situation for everyone involved. Viral marketing tactics can result in a huge influx of additional readers and potential customers.
In order to maximize the effectiveness of your posts, as well as increase your chances of being invited guest post in the future, make sure that you’re interacting directly with your articles’ readers.
This can be as easy as engaging with people who share your article across social media or replying to questions and comments left by readers directly on the post.
By actively encouraging conversations among the posts’ readers, you’re adding value to the target blog and increasing your potential clients’ level of engagement at the same time.
Measuring the Effectiveness of Your Guest Posts and Guest Blogging Campaign
In the end, you should go through the different published guest posts and document the results of each one.
Just like with keeping track of your guest post pitches, tracking the results of your articles is best done through a spreadsheet.
A few of the different metrics you should document include:
- The number of comments each article receives.
- The SEO metrics of each blog that published your guest posts
- How much traffic is being sent from each article to your website or landing page?
- Are visitors to your website actively engaging with it, or quickly leaving?
- If you’re generating leads or promoting visitors to take a specific action, what rate of traffic is converting?
By tracking the various different aspects of each post and conducting A/B testing on your landing pages, you can identify what’s working to help you reach your goals, and what isn’t.
If you’re still continuing to post guest articles as part of your guest blogging campaign, you can make the changes needed to optimize future contributions. If this campaign is over, the results can still provide insight that will make your next campaign much simpler and more profitable.
After everything is said and done, your entire guest post campaign should be measured against the goals you set early on. Did you reach your targets, or did you run into unexpected problems along the way?
Some goals are easier than others to measure. For example, you can set quantifiable goals for how much traffic you hope to receive from a campaign, but measuring perceived expertise or how well relationship-building is going can be much tougher.
A few ways to determine if your campaign was an overall success:
Networking and Building Expertise – Are the owners of your target blogs pleased with your contributions and willing to accept future guest posts? Do you maintain regular communication with them?
Establish Expertise – Are customers and clients responding positively to your posts, and are they well received in your industry? Are they the most informative resources on their topics out there?
Getting Traffic and Increasing Brand Awareness – How much of an increase have you seen in traffic from your posts? Are you receiving more traffic from other sources due to familiarity with your brand?
Generating Leads – Is your website seeing an increase in traffic and are conversion rates at the levels you had hoped for? If not, conversion optimization may be the next step.
Link Building – Have your pages moved up in the SERPs? Are you seeing more organic traffic to your website?
If you’re finding the results you’ve been hoping for, your campaign was a success and you can take the lessons learned and apply them to future guest blogging efforts. If your results fell short of your expectations, sit down and determine where the trouble arose in order to help ensure success and avoid making the same mistake next time.
Guest blogging isn’t always easy, and can take some effort and trial and error to get right, but it is still one of the most effective ways to grow a small business.
If you need more information on what to do after your guest posts get published check the following posts:
- Promoting Your Guest Posts for Maximum Success
- Why You Should Interact with Your Guest Posts’ Readers?
- How to Measure the Effectiveness of Your Guest Posts
- How to Measure if Your Guest Post Campaign was a Success
All-in-all, putting together a successful guest blogging campaign takes time, knowledge and dedication. It’s a long-term process, and not one that will generate results overnight. Guest blogging can generate powerful long term results though, and is one of the best ways for small businesses to increase revenue and experience high levels of returns on their marketing budget.
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