The benefits of guest blogging - and how to get it right
Updated: Nov 24
When you write a guest blog, you’re creating content to be listed on a different website from your own but under your name. It’s kind of like a little gift to the business owner you write it for, so that they have a brand new blog to put on their website that they didn’t need to write.
But guest blogging isn’t just about helping out another business owner - it can also be a huge boost to your own business too!
I get loads of questions from my audience about whether guest blogging is effective and how to do it, so here I’ve tied together all of my thoughts on the matter for your reading pleasure! These are the biggest benefits of guest blogging, and alongside each one I’ve included a note about how you can make sure you feel that benefit with every guest blog that you write.
Get your voice heard by a brand new audience
The most obvious benefit is that you get to display your message to a brand new audience, and this can seriously boost the numbers of your own audience if you get it right. If you’ve been getting by generating all of your leads from a small pool of people, this opportunity is not to be overlooked.
The key to this is to be strategic about who you approach about guest blogging - make sure the business you’re writing for is both complementary to your own and shares the same or similar target audience. For example, if your business is all about helping people to improve their mental health, it might be a good idea to approach other health and wellness businesses that have a similar ethos but perhaps focus on a different area of health. These people will have their own expertise that may not include your own specialism, so their audience will benefit from, and be interested in, reading your wisdom.
There’s also little benefit in writing a guest blog for a business who has even fewer subscribers than you do. That might seem harsh, but we’re here to get real results for your business, right?! Put on your big-girl pants and start approaching businesses who have a bigger audience than your own. Chances are, the people running these businesses will have even less time for content creation and will be really grateful to be offered a guest blog from the right person. As above though, make sure they have a target audience who will genuinely benefit from reading your blog and who are likely to be interested in finding out more about what you do.
Establish connections with fellow business owners for support and referrals
Guest blogging isn’t just about your audience though; it can also be a great way to build up your network of fellow business owners. For those of us running our business by ourselves, it can get lonely without any colleagues for support, brainstorming, or general chit chat.
By building relationships with others doing the same as you, you’ll benefit from that feeling of kinship that keeps us going on the difficult days. It makes the good days feel even more exciting too, because you have someone to celebrate with. The bigger your network, the more likely you are to receive referrals too, purely because more people know about you and what you do.
To begin establishing partnerships that really serve you, make sure you are reaching out from a place of genuine care and interest. This is where it’s important to carefully select the businesses you want to blog for, making sure they are perfectly aligned with your own values and that they complement your work without being a competitor. For example, if you are a website designer, perhaps consider reaching out to a copywriter or a graphic designer.
Instead of simply requesting to send them a guest blog, ask how they’re doing, whether they’d be interested in working together as guest bloggers, and if there’s anything in particular you could support them with in their content. Not only will this mean that you can provide them with a blog that is as helpful as possible for their readers, you’ll also be well on your way to forging a long-term, supportive relationship.
Boost SEO to your own website
Here’s where things get a bit technical - but stick with me! Google absolutely loves you to refer your readers to other reliable websites in your content. The more you can do this, the more trustworthy it will consider your website to be, and therefore the more it will present your site in search results.
When your blog is published on your new biz bestie’s website, they’ll link to your site and any other channels you’ve included in your Call to Action (CTA). This benefits you in two ways: it ensures that readers can easily click through to learn more about you and join your audience; but it also shows Google that another website considers you to be trustworthy and therefore a good website to show in search results. Bonus!
Hyperlinks within your content are the key to making this work. Try not to overdo it with dozens of links throughout, but wherever it makes sense to link to one of your existing blogs, you can add this in.
Make sure that your CTA is very clear too. The clearer you are about what you want the reader to do, the more likely they are to actually do it. So consider carefully what would be the most useful thing to link to and make sure the reader can’t resist clicking it!
Establish yourself as the expert in your niche
When you’re invited to write a guest blog on your subject, I like to see it as that business owner giving you a great big vote of confidence in your ability and expertise. They wouldn’t feel comfortable hosting it on their website and sharing it with their audience if they didn’t think you were the bees’ knees, would they?
This vote of confidence shows through to the entire world, because once it’s on their website, anyone can access and read it. Knowing that the business owner they trust has presented you as the expert on the subject instead of writing about it themselves will mean that everyone in that audience will see you as the expert too. And guess who they’ll think of when they need help with the particular problem that you solve?
There’s no secret sauce to getting this right - just be your wonderful self and let the passion you have for your subject shine through! Remember to include all the info you want the readers to know about you - that could be a headshot so that they can put a face to a name, and maybe a little biography so that they can start getting to know, like, and trust you. Most importantly of all, make sure they know where to find more of your amazing content (because they’re definitely going to want to keep reading!)
A note on sharing
It’s really tempting to upload your guest blog to your own website too; after all, you wrote it, and you want as many people to see it as possible!
But you need to be a little bit careful about this. Even though Google loves to see you linking to other websites and sharing their content, it despises duplicate content, i.e. the same blog being posted on two different websites. Doing this could actually undo all of the good SEO work you did by writing the guest blog in the first place.
But that doesn’t mean that you can’t be actively sharing your guest blog. In fact, I’d encourage you to promote it as much as you can! Here’s a few ways you could do this:
Send it to your email list
Post about it on social media
Repurpose sections into social media posts, linking to the full post in the CTA
Feature an excerpt of it on your website, then link to the full post
Any and all of these strategies will ensure your blog gets maximum exposure, which in turn will mean you and your new biz bestie will reap the rewards of the project.
Looking for help getting started with blogging?
My free Facebook group Blog Magic: Blogging Hints and Tips for Coaches, Consultants and Counsellors is just the place for you. In there, I offer training in how to write blogs that generate you leads, as well as support and inspiration to help you show up in your content with confidence.