Michelle Mckinley is the senior director of growth marketing at CareerArc, a team that offers technology-based social recruiting and outplacement...
What is Guest Posting?
Guest posting (or guest blogging) refers to the process of writing content for the purpose of being posted on someone else’s blog. This can mean you have written the post for another company’s blog, or they have written one to be featured on your blog. When you write something on your own blog, it’s just known as a post. What makes a post a “guest post,” then, is that it is featured by a fellow business that shares some similarities to your own.
Why is Guest Posting Important?
Guest posting is important for a couple of key reasons. For one, guest posts are extremely valuable tools for reputation marketing and building community in your field. They can get your business mentioned on relevant popular sites as well as occupy branded search query results.
The other and perhaps more important reason for guest posting, however, is to use them to embed backlinks. An important part of marketing, backlinks can gain your business more visibility and engagement when done correctly. You want backlinks to be natural in that they aren’t forced and are relevant to your business’ products, solutions, or services.
The best backlinks are earned from businesses that are similar to yours, reputable, and have a large following. Guest posting, then, is primarily done to get the word out on your business and also earn a link back to one of your web properties (i.e. your business website or social media page) from a well-respected source.