The guest post is a fairly efficient resource in a content strategy. Increase the authority of a domain and 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 apparent when we evaluate both what are known as traditional agencies (63%) and digital agencies (75%), according to the Research Panorama of digital agencies. However, if your agency does not have that differential, now is the time to review your strategy.
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 make it your main incentive, or better yet, an example of success so that there are no doubts when it comes to being hired.
With this in place, your agency will gain greater visibility in the marketplace, increasing your chances of gaining new clients and expanding your revenue. In this article we will show you what they are, their importance and how to include them in your strategy.
What is guest posting?
Have you ever noticed that when you read content on a blog, for example, it shows that it was written by a different author than the one generally written on that site? Possibly this is a guest post. Guest posts are essentially content that is published on a domain that is not the domain 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 your agency wanted to guest post or write something about social media management, considering that this is one of the services you offer. Instead of posting it on your site, that post will be published on the blog of a customer or partner who is active in a related area.
Improve the positioning of your page
The external links that you include in your article are extremely important for SEO. These links are one of the most important factors in the ranking of pages on Google’s search engine results pages, and that means they will directly influence the ranking of your site. That is, people will be able to “find” you more easily in their online searches.
To understand a bit more about the relevance of guest posting strategy, you can read this article on our recently published blog for guest posting .
Reach a new audience
When your content is revealed only on your domain, it becomes somewhat restricted to a specific audience; that is, the 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 related social media management example, the content could reach a different audience than it would normally reach if it were kept only on your agency blog. If you want to produce guest posts for your blog with 100% accuracy, you can’t miss the complete guide to the theme we produce.
gain more authority
In addition to attracting more visibility for your business, the Guest Post helps you strengthen your authority on a given topic. After all, if you are known by another audience, you will gain credibility and, thus, you will position yourself better in the market on the topic that you address in your content.
For that to happen, if we follow the example of social media, you need to show what your agency understands on the subject. This means that you must have content on this topic and that it must convey confidence to those who read it.
How to choose a guest posting partner?
The first step to take is to analyze what the knowledge gaps and challenges are in your agency. From there, you can decide who to invite for posts. And, in this case, you already have good options both among your own clients and with the blogs of your agency’s peers.
Know the traffic of the website or blog
Checking if the domain you are going to publish has a large and engaged audience is one of the most important factors because, as we have already mentioned here, we want to reach a new audience with the Guest Post.
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, be on the lookout for these signs:
- If a company page mentions their agency on social media;
- If a blog states its product, service, or name in a post;
- Also, if a blog links to you from their domain in a post;
- If a blog publishes other guest posts.
Perhaps one of these instances is the best signal to submit your proposal. Leverage your agency’s expertise in producing content and send a letter to your client proposing Guest Posts.
How to produce a guest post?
With the topic 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.
Even after the analysis of the agency and with the chosen theme, it is important to keep in mind that, like any content marketing strategy, the Guest Post also needs a well-defined objective before being produced.
As you have seen, through Guest Posts associations can be created and new visitors can be conquered, in addition to improving the positioning of your page in Google search. Would you like to know more about guest posting? Then check out our marketing calendar kit so you can plan your guest blogging actions!