How to Develop Blog Content That Can Be Used for PR
Guest blogging has a scandalous past. It started with slimy SEO tactics “guest bloggers” used to up their page ranks. For several years, guest blog posts were littered with invisible keywords and messy copy and pastes. In 2011, a New York Times article revealed guest blogging’s sins against search engines. This led to a decline in guest posters trying to “trick” Google with spammy content.
Yet still the scandal continued. Companies pumping out mass quantities of poor quality content labeled “content farms” began trying to outsmart Google. Mashable defines a content farm as:
“A company that employs large numbers of often freelance writers to generate large amounts of textual content which is specifically designed to satisfy algorithms for maximal retrieval by automated search engines. Their main goal is to generate advertising revenue through attracting reader page views as first exposed in the context of social spam.”
To make matters worse, in 2011, Matt Cutts made a statement in this article discrediting guest blogging in its entirety. This sparked a media firestorm in the marketing community. Matt Cutts later semi-redacted his statement, but it got everyone talking about—and slamming—guest blogging.
But guest blogging isn’t dead, especially when it’s done right. As a startup with a small team and lean budget, guest blogging has been a way for us to drive sales directly through good calls to action to an ideal audience. Guest blogging just for the sake of free links and SEO is trashy. Guest blogging for the right reasons is classy.
If your motives are to expand your platform as a thought leader in your industry and/or market a product through education, guest blogging is definitely something to try.
Using these key actionables, we were able to experience great success in guest blogging for a well-known church marketing blog. One of our employees made an introduction to the blog’s editor via Twitter and quickly established a relationship. As we familiarized ourselves with the blog’s content, we noticed few posts covered mobile technology for churches. Seeing an opportunity to educate, we virtually approached the editor with an offer to guest post about mobile apps for churches. From there, we wrote a series of four posts, launched once a week for four weeks, each addressing a topic relating to mobile apps. We took care to produce well-written, high quality content, and the blog’s readership noticed. Over the course of the series, we had thousands of views, 66 inbound leads and booked 32 sales appointments.
Guest blogging only works when done right. Through building relationships, having a solid bio on a Gravatar account, positioning yourself as a thought leader and writing concisely, you can bypass the guest blogging scandals of the past and experience great success. Guest blog with class, don’t be crass.
What’s your guest blogging story? How has it helped/hurt your overall strategy?
These Content Marketing articles have been curated by our friends at Raidious, a real-time digital marketing agency.