I’m sure by now you’ve heard about all the great benefits of blogging as a cornerstone of your content marketing. However, one aspect of this industrial marketing strategy that doesn’t get much attention is guest blogging. There are unique benefits of guest blog posts that deliver powerful marketing ROI.
In the past, many SEO experts pushed publishing guest articles and blog posts for the sole purpose of generating inbound links with keyword-rich anchor texts. This SEO or content marketing strategy relied heavily on quantity over quality of links. Google’s war on content farms has pretty much rendered this tactic useless. Don’t get me wrong, quality inbound links still matter in SEO.
IMO, there are three bigger benefits of guest blogging. They are:
- Broader exposure for increased brand and top-of-mind awareness
- Improved thought leadership from visibility in respected industry portals
- Increased authority and influence because you are more likely to be quoted by analysts, journalists and other industry experts
Relevant content combined with these three reasons leads to high quality inbound links. Together they have a far greater impact on lead generation for industrial companies than just SEO.
You need to be aware of Google’s author tag. It has a bearing on inbound links and guest blogging. You can find lots of information about this if you Google rel=”author“. To learn more about its impact on your marketing strategy, read the article “6 Reasons Why Google’s Author Tags Are Important to Leaders” by John Hall that was published on Forbes.com.
Here’s an infographic I found on Guest Blogging 101. (Click on the image to see the original larger version on visual.ly).