Is guest blogging hurting your brand?

ID-10049738“Image courtesy of jscreationzs/ FreeDigitalPhotos.net”

Being able to keep up with the demands of blogging is challenging – from researching topic ideas, to drafting and then finding the time to write about them – and most people will be relieved to have an extra pair of hands to help out. This is why Guest Blogging services have really flourished. A company’s blog is a tool for sharing information with their audience. When regularly updated, it provides a constant flow of traffic to their website and allows them to promote whatever it is they offer. Really, it is the number one marketing tool, allowing business to communicate with their audience and letting them be a part of the conversation. When blogging, businesses need to think, “What is it my audience interested in?” and, “How can we stand out from our competitors?”.

Having a reliable group of Guest Bloggers ensures that the blog can stay active. Maybe the business write three blog posts a week. By involving a Guest Blogger, they can cut that down to one post, while the Guest Blogger deals with the other two. That means less work, and nobody ever complained about having to do less work! By coming to an agreement with a Guest Blogger and delegating them a share of the work, it allows focus to be directed elsewhere within the company.

Finding a trustworthy Guest Blogger can end up being mutually beneficial for both parties. It’s a case of, “You scratch my back and I’ll scratch yours”. By letting a Guest Blogger blog for your business, they will be more inclined to return the favour and allow you to post on their blog. This is a win-win situation, as you branch out your network and your business ends up garnering more attention. It’s a very personal form of advertising; by reaching out directly to people who may have never heard of your business, businesses get access to a new audience and new clients.

Guest blogging can be detrimental to your business if mismanaged. Businesses invest heavily on creating the perfect ‘image’. In the online world, businesses must interact with clients and the audience, and importantly, have a coherent ‘voice’ that works in tandem with your brand. Having many different ‘voices’ can make a blog seem inconsistent and can put off readers. If a blog has a certain standard of posts, it is perhaps better to keep blogging in-house, instead of outsourcing. Otherwise, businesses are left with setting out guidelines, proofreading and checking outside posts, creating more work than if the blog was written in-house!

Like with anything, management is key. Businesses are very personal and you have to be careful who gets involved in them. Guest Blogging has it’s uses, but it is a double-edged sword. When done well, it is a welcome addition to any business. Done badly, and there’s a risk of losing all hard work put in to build a brand’s credibility.

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