Content + Community
Content supports the community. Community doesn't exist without content.
A lot of people argue that of the goals of an online content marketing strategy is to support your link building efforts. However, content marketing should be more than just a way to get link juice for SEO purposes. You should consider it as a way to build your brand - increasing your reach within your target market. Here is why guest posting should be a part of your online content strategy.
1. You get more brand exposure
If you have a popular blog, you know the speed in which buzz can be created from publishing a great post - controversial or not. When you write as a guest blogger on another site (or even have someone write on your site), not only do those readers get an unique point of view, they have access to new expertise that they couldn't have found themselves.
Readers always look for fresh information and once they realize that they get great content, it's more likely that they will share the blog to others. By writing on other blogs as a guest poster, you are taking advantage of expanding your network and brand exposure by showcasing your expertise. You will have access to new readers and by engaging them, they will perhaps become your fans.
2. Improving your website's SEO
It doesn't matter if you guest post on another blog, or have someone post on yours, guest posting is not only a way to get more varied and interesting content but also helps with your own site's SEO. By posting on popular blogs, you get the opportunity to get your name on authority blogs, whose backlinks will provide you with some great link juice from search engines. Additionally, when readers find content that is interesting and informative, they tend to share it with others. With traffic from guest postings, plus shares amongst readers, you will receive targeted organic traffic. Many SEO experts mention that receiving a high authority backlink from a guest post carry more weight from Google than the thousands of links received from article marketing or directory submissions.
Remember that writing for your own blog is quite different from writing guest posts for others. You must not only be aware of the writing style of the blog but also make sure that your topic is related to readers' interests. Take the time to write a great guest post as this will be your calling card to increasing your own blog's visibility.