Guest Posting to Boost Your Brand

In previous articles, we saw guest posting as an effective link building strategy.

In this case, instead of focusing on the backlink creation strategy, we will shift our perspective towards marketing and branding. 

We will see how through guest posting you can boost your brand and create business opportunities.

Let’s get started!

Table of Contents

What is guest posting

Guest posting involves participating as a guest on another blog different from yours. Writing guest posts not only serves to gain backlinks but is also a digital marketing strategy that will help boost your brand and online visibility.

This is how Google works: Content and links. As “The Marketing Strip” states, “A well-matched marriage.”

Benefits of guest posting for your brand

By publishing as a guest on prominent blogs in your sector, you generate benefits for your brand, such as:

– Increased brand awareness and visibility.

– Expanded reach because by writing in a medium different from yours, you reach a new audience that is likely to include your target audience.

– Increased visits to your website and with them business opportunities. The content you provide generates user interest in your brand.

– Networking: You generate strategic relationships with other professionals in your sector for possible future collaborations, thus increasing your network of contacts.

– As a result of these collaborations, the branding of the brand and online reputation grow. Gradually, you stand out as a reference in your sector. 

When someone searches on Google for your author name or your blog, in the SERP results, in addition to your blog articles, the guest articles you have written on other relevant blogs will appear. The user will verify your guest posting efforts, enhancing your brand's online reputation.

– Trust: For users to trust you, you must write about what you master, not invent it. This way, you will position yourself as an expert in the field, and that trust from the user will also increase.

– Authority: When you make a guest post on a relevant industry blog, the reader understands that if that medium has trusted you, it is because they know you have sufficient knowledge to do so. 

This provides you with authority and relevance from the user's perspective. It implies that you are an expert in a sector, as confirmed by other reputable blogs.

Guest Posting to Boost Your Brand

Let’s look at some tips to get the most out of guest posting focused on branding.

Write about a specific topic

If you want to be recognized for something, focus on that topic.

For example: If you write as a guest about Marketing and SEO topics and your blog, focus on that theme, because if you write about cooking, for instance, and sign that content, you may confuse readers who start to follow you.

And for cooking content or others you collaborate on, do it under a white label or another profile, but not with your professional brand.

The key is to be an expert in whatever you are writing about.

Look for relevant sites for guest posting

You should search and select well on the sites that offer guest blogs in your same niche.

Focusing on domain authority is important, especially for link building purposes; in this case, you should look for blogs that can help boost your brand.

Look for websites with content written by experts who verify the authorship of the writer. Seek to publish content on those sites where the post author is not an “admin” but is properly identified.

Another way to find blogs and quality media is with our Unancor platform. We assist you throughout the search and selection process to ensure there are no possible mistakes. When hiring a post, you can submit your own article and request to be credited as the author of the text.

Do you remember the importance of EEAT?

While this term, as we saw, has a greater impact on SEO, we want to reflect on enhancing the brand.

Google values the creator's knowledge on a specific topic and rewards those quality useful contents not generated by AI that cannot demonstrate human experience.

Previously, Google accepted content even if it was anonymous; now it states that if your content is not published under someone's authorship, it can be considered spam.

Therefore, guest posting signed by the respective author will enhance trust from the user. 

And from Google's perspective, if an author publishes on a specific topic, it enhances the relationship between the thematic entities and the author, thus Google better understands what your website is about and rewards your ranking.

Good Content

Once you find the blog where you will make your guest post, you must offer quality, relevant, and reliable content to ensure that this first collaboration is not the only one with them.

If the content adds value to the user, they will keep an eye on the author in future related searches. Thus, you will be boosting the brand.

It is a mistake to offer low-quality content solely based on obtaining the link, as this will give a bad image to your brand.

Evergreen Content

For guest posts, always try to use evergreen content. As you know, evergreen is a type of timeless content.

That is, these texts never expire, meaning they have an indefinite or at least very long validity period.

This way, the user will associate that knowledge with your brand and keep it in mind as a reference on the topic.

Optimize Your Biography

Some blogs that allow guest posting do not link to the guest author's blog in the biography.

Therefore, make sure to make the most of these lines. Most biographies allow a profile picture, a description, and some add a link to the author's website.

Focus on the biography description to enhance your brand, as that is where readers will pay attention.

Don’t Forget SEO Writing

Some guest authors forget the SEO writing part when guest posting. Remember that you should:

– Consider the main and related keywords.

– Complete SEO Title and meta description as these will appear as a description when this post appears in search results. For the SEO title, use a maximum of 60 characters and for the meta description a minimum of 120 and a maximum of 160 characters.

– Avoid using very long paragraphs.

– Use brackets in the title; according to a HubSpot study, headlines with clarifications in brackets performed 38% better than those without.

– Use H2, H3 headers... and bold text to facilitate reading and improve user experience. Articles that organize their content with H2 and H3 tags have better performance in shares and backlinks.

– Pay attention to grammar and spelling.

– Offer recommendations on internal links.

Some blogs have conditions for guest authors that you must meet if you want to publish on them.

Don’t Fall Short

The word count you can use for your posts varies greatly depending on the blog where you will do the guest posting.

Some blogs require a minimum of 1500 words, while others do not specify a quantity, only that it resolves the user's search intent.

But generally, longer content allows you to better develop the topic and showcase your knowledge, meaning you demonstrate that you know what you are writing about. This makes your audience consider you an expert in your niche.

Mention Relevant Sources

If guest posts include data from studies, technical reports, or reliable research, they will add value to the content.

Thus, guest posting in this aspect will reinforce the author's brand.

Add Visual Content

Use images, photographs, videos that complement the article to enhance the user experience.

You should add alt tags to all your images so that both Google and readers can better understand the content.

Alt text (or alternative text) is a description of the image.

Additionally, it serves to explain what is in the image in case it does not display.

You can check the image guide from Google.

Share on Social Media

Once the guest article is published, it is advisable to share it on the social networks you use to communicate with your audience and encourage them to interact with the text.

Don’t forget to tag and thank the blog where the article was published.

This part of guest posting will also enhance your brand's branding.

Pay Attention to Comments

Of course, you must respond to the comments made on the guest article. This fosters communication, generates credibility, and continues to add value to the content.

The people commenting may be or are your potential customers.

More than One Guest Posting, Please

Try to make, if possible, more than one guest post on the same blog to establish yourself as an author of the site and thus position yourself as a reference in the subject.

If you apply everything we mentioned earlier, such as quality content, providing relevant data, well-structured, etc... it will not be difficult to achieve.

This creates synergy between both sites and among other blogs in the same market niche.

How to Connect with the Blog You Want to Publish On

To find guest posting opportunities, you can search Google for phrases like: “blogs for guest posting” or related keywords.

Once you find the ideal blog to publish as a guest, you should keep in mind:

– Write a personalized email explaining briefly why that collaboration fits into their blog.

– Include in the email some previous guest posts for reference.

– Include several relevant topics for the article that are not already published.

Keep in mind that your digital brand is everything you do online, so your way of acting is also part of your brand.

Example of a Guest Posting Proposal

“Good morning [contact name],

I am X, the webmaster and creator of the blog X+1, which focuses on [topic].

I congratulate you on the content of your blog and believe that the themes of our websites share interesting aspects for the audience.

Therefore, I would like to propose writing an article as a guest author on your blog. Reflecting on certain topics such as:

1- X
2- Y

I would be delighted to publish on your blog.

Thank you in advance.

[Your name]

Save Your Guest Posts

Make a copy of your guest article, as if for any reason it disappears from the blog where you published it, you will lose it.

For example, if you publish and that blog disappears, you will not be able to recover that work of yours unless you have a saved copy.

What Google Says About Guest Posts

According to Google, they can be done but not to obtain links, but to complement brand visibility.

Quote: 

Recently, we have observed an increase in the number of links with fraudulent content in articles categorized as contributor posts, guest posts, partner posts, or distribution. Typically, these types of articles are written by one website or written on its behalf and published by another different website.

Google does not discourage the use of these types of articles when their purpose is to inform users or visitors of another site or to increase the visibility of your cause or company. However, the guidelines of Google regarding link schemes are violated when the main intention of these articles is to create large-scale links directing to the author’s site.

Conclusions

Through guest posting, you can boost your brand and consequently increase opportunities for your business.

By doing so, you benefit your online reputation, as users evaluate the quality level of your content and position you as an expert in the field.

And the branding of your brand grows, as with guest posting you are conveying your brand values and identity.

And you, have you tried this marketing strategy yet?

Let us know in the comments.