Guest posting is a powerful online marketing strategy that can help you boost your brand awareness, generate traffic, and build relationships with other influencers in your niche. But how do you write guest posts that are engaging and valuable for both your target audience and your host? Here are some best practices to follow.
Before you pitch or write a guest post, you need to have a clear idea of what you want to achieve and who you want to reach. Do you want to showcase your expertise, promote your products or services, or grow your email list? Do you want to target a specific segment of your host's audience, or appeal to a broader range of readers? Having a well-defined goal and audience will help you craft a relevant and compelling guest post that aligns with your host's expectations and guidelines.
To create an effective guest post, identify your unique selling points (location, amenities, pricing, flexibility, or expertise), research the host's audience (blog, SM, and other platforms to understand their demographics, interests, and pinpoints), and tailor the tone, style, and content of your post accordingly. Share industry insights, tips, or entertaining content that aligns with the host's brand and mission, and target specific readership segments. If you're promoting a family-friendly property, create content about child-friendly amenities and nearby attractions suitable for all ages. Finally, set metrics for success, measure progress over time, refine strategy, and achieve goals.
One of the most common mistakes guest bloggers make is not doing enough research on their host and their content. You don't want to pitch or write a guest post that is off-topic, outdated, or redundant. You want to offer something fresh, useful, and interesting that complements and enhances your host's existing content. To do that, you need to spend some time browsing their blog, social media, and other platforms, and learn about their tone, style, format, topics, and audience. You also need to read their guest post guidelines and follow them closely.
This is from the other side of the table. A strong performer in the LinkedIn content space and I were catching up virtually on Google Meet. Like any "coffee" conversation, common ground was quickly found. Me mentioning I'm now on the data analytics path (content I find interesting, and my audience will too), prompted his experience with analytics. He shared a story of how he uses various point averages and trend lines and point projections in his basketball hobby, especially in the last 8 minutes of the game prior to placing a bet. When you get face-to-face, people are hardwired to find common ground. It's baked in. I suggested he do a guest post. He agreed. Due to our conversation, he already has the perfect content for me and my audience.
The headline and introduction of your guest post are crucial for grabbing the attention of your readers and convincing them to keep reading. You want to create a headline that is clear, concise, and catchy, and that communicates the main benefit or promise of your guest post. You also want to write an introduction that hooks your readers with a compelling story, a surprising fact, a relevant question, or a strong statement, and that previews the main points or takeaways of your guest post.
To write a catchy headline and introduction for a guest blog post, follow these steps: Focus on the main benefit or promise of your post. Keep the headline clear, concise, and attention-grabbing. Use numbers, questions, or strong statements for impact. In the introduction, hook readers with a compelling story, surprising fact, or relevant question. Preview the main points or takeaways to entice readers to continue. By following these guidelines, you'll create an engaging entry point that captures your audience's interest and encourages them to read further.
The main body of your guest post should deliver on the headline and introduction, and provide value and actionable tips for your readers. You want to show your expertise, credibility, and authority on the topic, but also make your content easy to read, understand, and apply. You can use subheadings, bullet points, examples, images, charts, or quotes to break up your text and highlight your key points. You can also use stories, anecdotes, or case studies to illustrate your points and make them more relatable and memorable.
To provide value and actionable tips in a guest blog post, follow these steps: Understand your target audience's needs, challenges, and interests. Choose a relevant topic that directly addresses a problem or question. Break down complex ideas into simple, digestible points. Include specific, step-by-step instructions readers can apply. Support your claims with real-life examples, case studies, or data. Organize content using subheadings, bullet points, and numbered lists for clarity. Offer unique insights or fresh perspectives to set your post apart. By implementing these strategies, you'll create valuable, engaging content that resonates with readers and positions you as a trusted authority.
The call to action (CTA) is the last part of your guest post, and it should motivate your readers to take the next step after reading your content. Depending on your goal, you can ask your readers to subscribe to your email list, visit your website, download your lead magnet, share your post, or leave a comment. You want to make your CTA clear and compelling, and use words that convey urgency, value, and benefit. You also want to make it easy for your readers to take action, by providing a link, a button, or a form.
The guest posting process does not end after you submit or publish your post. You need to follow up and engage with your host and your readers, and show your appreciation and interest. You can send a thank-you note to your host, share your post on your social media channels, respond to comments and questions, and monitor the performance and feedback of your post. By doing so, you can build trust and rapport with your host and your readers, and increase the chances of getting more guest posting opportunities and referrals in the future.