The Guest Post is a fairly efficient resource in a content strategy. Guest posts increase the authority of a domain and allow you to reach new audiences.
Of the services offered by Digital Agencies, Content Marketing is one of the strategies adopted internally with the highest investment rates.
This is perceived when we evaluate both what are known as traditional agencies (63%) and digital agencies (75%) , according to The Investigation Panorama of digital agencies.
Content really is king, as we’ve already said here. However, if your agency does not have that differential, this is the time to review your strategy.
After all, we’re always looking to improve our results, right?
In addition, we learn that content is a great attraction and it does not make sense to offer it to your clients and not apply it in your own business.
You need to understand what you offer and be your main incentive, or better yet, an example of success, so that there are no doubts when you are hired.
Therefore, invest (and a lot) in your Marketing agency. A great tactic for this is to make guest posts .
With them, your agency will gain greater visibility in the market, increasing your chances of winning new clients and increasing your income.
In this article we will teach you what they are, their importance and how to include them in your strategy.
What is the Guest Post?
Do you know when you are reading a piece of content on a blog, for example, and you notice that it was written by a different author than the usual writing on that site? Possibly this is a Guest Post!
In other words,
Guest Posts are content that are published on a domain other than that of the author who wrote it. Its main objective is the transmission of external links from one domain to another , leading the reader to visit the website or blog of the person who wrote them and generating authority on the indicated page .
A more concrete example of a guest post:
Imagine if someone from within your agency wrote a text about the management of social networks, taking into account that this is one of the services offered by you.
Instead of publishing it on your site, that post will be published on the blog of a client or partner who works in a related area.
What are the advantages of the Guest Post?
The Guest Post, as we have already discussed here, can help your agency to obtain greater visibility in the market, increasing your chances of obtaining new clients and increasing your income. And the benefits don’t stop there:
Improve the positioning of your page
The Guest Post, in addition to everything we said and will tell you in this article, also contains something very important for SEO: backlinks.
The external links that you include in your article are extremely important for SEO.
These links are the most important factor in the positioning of pages in the Google search engine and that means that it will directly influence the position of your pages in the search engines . That is, people will be able to “find” you more easily in their online searches.
This is the main advantage of the Post: the possibility of receiving links from sites with high domain authority .
To understand a little more about the relevance of the guest post strategy, you can read this article on link building .
Reach a new audience
When your content is revealed only on your domain, it becomes something restricted to a certain audience, that is, a profile of visitors that your website or blog usually attracts.
In other words, it is important that you have your fixed audience that consumes your content effectively. But it is also important for the success of your agency that your content always reaches “new” audiences.
Have you ever imagined being able to attract and conquer a new audience ?
With the guest post that is possible.
In the example of managing related social networks, the content could reach a different audience than it would normally reach if it stayed only on your agency blog.
gain more authority
In addition to attracting more visibility for your business , the Guest Post helps you strengthen your authority on a certain topic .
After all, if you are known by another audience, you will gain credibility and thus, you will better position yourself in the market on the subject that your content addresses.
For that to happen, if we follow the example of social networks, you need to demonstrate what your agency understands on the subject.
This means that you must have content on this topic and that you need to convey confidence to those who are reading.
How to choose a partner for Guest Posts?
The first step to take is to analyze what your agency’s knowledge and challenges are . From there, you can decide who to invite to the Posts.
And, in this case, you already have good options both with your own clients and with your Agency’s partner blogs.
However, pay close attention now as it will be crucial to your strategy. Choosing a bad partner can nullify all the work done. To avoid this it is necessary:
Understand the Agency’s expertise
Find out the topics that your team masters and that can become the first messages of Guest Posts.
Collect some names of clients and partners of the Agency
Enjoy your client list and of course partners! They can be critical to the success of your Guest Post. Always remember to take into account the person for whom your content will be produced, they must show interest in the topics that your agency will address.
Look for blogs and sites that talk about topics close to those that your Agency deals with
Another factor that makes all the difference is to look for sites and blogs that have materials with similar themes to the ones you write about. And if there is a similarity in the subject of influences, surely the public of the blog or web page will also have it even more.
If the people in the agency share the same problems and goals, the more possibilities you have to conquer them.
Evaluate domain and page authority
In the case of the domain, the parameters that must be measured to determine the quality of one are Domain Authority and Page Authority .
Both parameters range from 0 to 100 and finding sites with good ratings is essential to the success of your Guest Post.
After finding the sites that have all the characteristics we listed, the next step is to identify what is the strength and relevance of these domains. The best way to find out is to use some SEO tools like MOZbar , SEMrush , and Search Metrics .
Those tools will help you understand what is the strength of the domain you are trying to get links from.
Having a link from you pointing to their strong domain site means that you will improve your rankings in Google . However, a weak field may not help you much.
Know the traffic of the website or blog
Checking if the domain you will publish has a large and engaged audience is one of the most important factors, because, as we have already discussed here, we want to reach a new audience with the Guest Post.
The next step is to contact the chosen partner. If you are a client of the Agency this process will be easier, but if it is a new partner, make sure that this first contact is in the best possible way, after all, the first impression is important. For this case:
- Write in a personalized way;
- It is good that you know who you are sending the email to and pay attention to the tone used in the conversation;
Also, remember to tell a little more clearly about your agency and highlight the advantages that both of you would have with the Guest Post.
When choosing, keep in mind:
- If there are size limitations;
- If there is an ideal format requirement for the content;
- The way that the promotion of the content will be done;
- If there is a limitation of topics.
Is there an exact time to propose a Guest Post?
There is no magic formula to determine this. However, there are some signs that warn of good opportunities. So stay tuned:
- If a company page mentions your agency on social media;
- If a blog indicates your product, service or name in a post;
- Also, if a blog links you to their domain in a post;
- If a blog publishes another Guest Post.
Perhaps one of these moments is the most convenient to send your proposal. Take advantage of your agency’s expertise to produce content and your client letter to propose Guest Posts.
How to produce a Guest Post?
With the theme and partner defined, it’s time to put the strategy into practice and start writing. Remember that you want to conquer this new reader, therefore, your text must have quality and, again, convey value to those who are reading it .
To help you in this process, we are going to list some production steps to follow:
Even after the Agency’s analysis and with the chosen theme, it is not difficult to remind yourself that like any content Marketing strategy, the Guest Post also needs a well-defined goal before being produced .
And, to get to this, it is necessary to take into account that the guest is not an access for the direct growth of your blog, much less a quick way to reach the first place in the search.
Therefore, do not forget to plan your strategy for Guest posts. So, you can guarantee online visibility in a predictable way .
produce good content
No propaganda, huh? The Guest Post is not a place to talk directly about the products or services provided by your agency. It is very common for people to get confused and make explicit advertisements in Guest Posts. Don’t do it, okay?
It is important that you know that if you produce good content and that it is related to the given topic, people will naturally look for more information about your agency. Without you needing to advertise.
Write relevant content according to the previously chosen topic for the blog or website that will be published. If, for example, a more informal tone is used for the chosen blog or site, do so in your post.
Keep in mind that good content will always be relevant to the reader, as it will establish authority and pass value .
Use links sparingly
The external links present in the Guest Post go directly to your blog or website. They will be responsible for bringing new visitors to your domain.
However, both the links to your site and the content must have quality and quantity , but never in a proportion that harms the other.
Insertion of a CTA
Commitment is one of the most important objectives for those who produce Content Marketing. And it can be promoted through the calls to action at the end of the text, which should vary depending on the subject of the content, type of person and purchase scenario one finds.
A good CTA example could tell visitors to “Click” a link from another blog post and increase the chances of conversion or even offer an e book that is related to the topic of the post.
As you have seen, associations can be created through Guest Posts and new visitors can be won over. In addition to improving the positioning of your page in Google search.
Did you like learning more about Guest Posts? Then check out our Marketing Calendar Kit, so you can plan your actions with guest blogging!