Because it works.

Content marketers often use guest blogging as a means to build brand credibility and gain valuable backlinks that boost their search engine ranking. But be warned, the only way this works is if you actually contribute something that has real relevance and value to your brand, the website you’re contributing to, and the target audience.

As early as 2014, then-head of Google’s web spam team even pointed out that guest blogging doesn’t work simply because “it’s just gotten too spammy.” In a sense, he’s right—when something is written simply for the purpose of building backlinks, it will do nothing to move your marketing goals forward. However, when you make it a point to write something engaging and informative, ensure that it’s well-written and interesting, your guest post will be able to drive traffic to your site and achieve content marketing goals.

So, despite guest blogging naysayers out there, I do advocate adding it as one of your content marketing efforts. Here are some reasons why:

1. You Gain Great Exposure To Targeted Traffic

When you reach out to do a guest blog for a related website, it instantly allows you to reach their audience. Not only are you given access to a whole new set of readers, but these are also readers that you know are interested in what you have to say. This kind of access to targeted traffic is something that you can really leverage to drive more traffic to your site.

2. Boost Social Media Shares

Generating social media shares for your post is a great way to expand your reach online and boost your visibility on search engines. If you created a guest post that’s worthy of sharing, the engagement and shares should come easily once the site publishes your content. To boost shareability, incorporate media that can draw attention and engage your readers. For example, adding infographics can help raise engagement. The use of videos and images can also help make your article more shareable online.

3. Grow Your Social Media Following

With guest blogging helping you increase your volume of social media shares, you should know that it’s also helpful in growing your social media following. By contributing a blog that people will want to read on a site that has great authority and credibility, you’re essentially establishing yourself as a company worth vouching for by a website they trust. This makes you more compelling to follow and allows you to win your target audience’s trust.

4. Raise Your Online Authority

On search engines, it’s all about building your authority so you’re recognized as a trusted and reliable source of information. By contributing guest posts on blogs with high authority, you get to establish your own credibility and trustworthiness making your target audience more receptive to any idea or call to action that you may want to pitch.

Bottom Line?

Guest blogging, when done right, is a great way to build your authority in whatever niche you’re in. Leverage the opportunity by putting a lot of effort behind your content. If you have any questions on the best way to craft your guest blog content, join the conversation on our Twitter or LinkedIn, or leave a comment in the comment section below.