Publishing content on a regular basis has become a necessary component of an online marketing campaign today. Content is what engages target audience members and attracts the attention of search engine spiders. It also helps to fuel a social media strategy by ensuring that there is always something worthy of sharing with followers. In order to maintain this steady stream of content, it’s recommended to add a blog to your website. It helps to keep your website content “fresh” which is viewed favorably by both the search engines and target audience members.
While many website owners understand the importance of operating a business blog, blogging on a regular basis can be quite challenging. The most important thing is to keep the blog active. A business blog that is only updated once every few months gives the impression that the business that runs it is lazy. If a visitor lands on the site, clicks over to the blog, and sees that the most recent post was from a few months back and is no longer even relevant, it just looks unprofessional. A business blog should be updated at least once a week, a few times a week is even better. Depending on the size of the business or the resources that they have, this could be very difficult to do. Sometimes there just isn’t time in the day to write a blog post that is well written and thoroughly researched which is why many business blogs accept guest posts.
Accepting guest blog submissions is a great way to supplement your blog and ensure that it remains active with new posts on a regular basis. Over time, a business blog should gain momentum and visibility in the industry as long as it is being promoted properly. When this is the case, there is usually an abundance of guest bloggers that are looking to contribute. This is great, but it’s important to keep the mission of the business and brand in mind when accepting guest posts. It’s important to be selective, instead of accepting nearly anything just to reach some sort of post quota that has been set forth.
Before accepting a guest post it’s important to do a background check on the blogger. Check out some additional samples of their work that has been published online. Read their blog and some guest posts that they’ve submitted elsewhere. Look at their social media presence, how active are they? What is their social following like? Does their work get much attention- comments, shares in social? Is the content that they create in line with the type of content that you normally publish on your blog? A guest post should still be related to the products or services that you offer and provide value to your blog visitors. It’s important that you get something out of the deal too, if you are allowing them to post on your site and even include a link back to their site. Essentially you are endorsing them. It’s ideal if the blogger has an established following in your industry or a closely related industry. Their followers may become your followers.