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Nowadays, public relations make the world go round, especially as your products are sold based on the connection with the customers. Valuable content boosts your credibility and promotes brand growth, allowing you to reach a broader audience. A very effective yet underutilized tool is the guest post, which establishes you as an expert by delivering valuable information.
You can write the posts yourself, or go for paid guest posting services, to make matters easier for you. Regardless, the right guest posts on the right websites can bring a greater audience your way, improving your visibility and potentially improving your conversion. In this article, we will explore more on how guest posting can improve your PR strategy.
Benefits of Guest Posting for Your PR Strategy
Guest posting offers a variety of benefits for your PR strategy. As you are pushing quality content towards different audiences, you may enjoy the following:
To be effective, guest posts must be placed on reputable websites with a good reach with Google. The moment your content appears on such a website, it means that the source approved of your content as valuable, validating your insight. This approval will make it more likely for other readers to trust your brand and see you as an authority yourself. The more you post, the greater your voice will become in your field.
Unlike blog posts that you publish on your own platform, for your own audience to see, guest posting helps you tap into an audience you did not have before. You can interact with them in a natural way that you could not have before, because you have now created a link with them. Such exposure to a different target audience can eventually lead to increased followers on your social media or higher traffic to your website.
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Creates Organic Advertising
Advertising involves using a series of tactics to promote your products and brand, that much we already know. Organic traffic, on the other hand, does that without you having to spend a single dime. This is good for you, especially considering 32 percent of traffic is organic. Moreover, since hosts generally only allow informational content, not promotional, the articles often remain evergreen. As such, the guest posts will still bring traffic your way long after they have been posted.
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Creates Strategic Partnerships
When you choose a platform to post your guest posts on, it is generally not a random collaboration. Very often, they are close enough to your niche that a collaboration with you will benefit them as well. It doesn’t matter what domain they usually work in; with each post, they publish valuable information to their readers. In the end, you get more traffic through the backlinks, whereas they get access to regular, high-quality content. And considering that most bloggers want to maintain a steady voice throughout their platform, they’ll likely want to continue collaborating.
When it comes to brand advertising, we want that extra boost of traffic to increase our sales. However, that’s not the only thing Google looks at; it looks at your links, connections, value of content, and everything else to determine your position. The more reliable you seem in its eyes, the likelier it will be to show you at the top of search results. If you consistently post guest posts on authority websites, Google will see you as reliable and offer you more visibility. In hindsight, this can improve your SEO in the long term, especially as the posts will keep staying there.
Tips for Effective Guest Posting
Guest posting can significantly benefit your PR strategy, but you have to do it right if you want it to work. Here are some ways to make guest posting work right for you.
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Find Authority Publishers
For you to enjoy all the SEO benefits that guest posts have to provide, you need to make sure the website where you post the content holds authority. On a scale from 1 to 100, it should hold at least 40. The higher that number is, the better it should be for your traffic. While you can technically go for websites under that benchmark, it likely won’t bring much value for you and could be a waste of good resources.
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Pitch the Content as High Value
When creating the guest post, you should pitch the value of your content directly to your readers. Each reader is there with a purpose: to find information that could potentially help them solve a problem. As a result, when reading, they want to know they’re getting that information from an expert. The higher your credibility, the easier it will be to create your pitch, so you should make sure you establish your authority from the start of the article.
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Work with Reliable Partners
The domain that you are posting on should not be the only “partner” you collaborate with. A strategic guest posting campaign can take a lot of effort, especially since you must be consistent and publish on numerous websites – all while running your own business. A guest posting service, for instance, can help you keep a good content flow so that you don’t accidentally get kicked down the search results.
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Adapt Your Style and Tone
When readers end up on a website they’ve been following, they expect to see the same tone and style that they’re used to. If their general tone is lightweight and fun and you create a serious, complex-looking post, there’s a good chance they’ll skip it. Respecting the tone shows that not only do you respect their brand, but that the content remains authentic enough for the readers.
It might be tempting to push your brand forward, but remember: readers are skeptical of promotional content in blogs. They want information and valuable tips, not for someone to say how they are the best in their field. The only way to convince them of that is to show that you know what you are talking about while keeping the backlinks as natural as possible.
The Bottom Line
Guest posting can significantly boost your PR, as it establishes you as an authority in your field. The higher the value you offer to the readers, the likelier they will be to trust you in the end.
