For B2Bs, Guest Blogging Beats Having a Blog
Many B2Bs are better off concentrating on guest blogging than maintaining an onsite blog. Here are my reasons.
1. Brand exposure
Unless your blog is attracting a huge audience, you’re better off putting your content on sites that already have huge audiences. Not only will those huge audiences increase your brand awareness, these readers may share your content through social media and spread your name around even more.
2. Search engine optimization
A huge weakness for many B2Bs is poor search engine visibility. A key reason for this is a poor link profile. It’s not easy for B2Bs to acquire inbound links from websites that are legitimate, relevant and authoritative. Guest posting on industry blogs creates such links, and can create huge separation between your firm and competitors in terms of rankings.
Writing is a chore. Outsourcing content can be an administrative headache. Managing a company blog chews up time and money. If content marketing is a must in 2013 — and it is — then you have to make the most out of your limited resources. For the two reasons above, you get a much bigger bang for your buck writing offsite.
4. Reduce or eliminate internal politics
Most firms are extremely picky about what kind of content appears on their sites. The result is, many corporate blogs are lifeless, watered-down blobs that don’t interest or inspire anyone. Lately, I’ve begun to see that content marketers have more latitude when their content appears elsewhere. This leads to a broader ranger of topics, a snappier writing style, and perhaps even taking on an unpopular editorial position. Guest blog posts are far more engaging than anything they can publish onsite, which adds up to a more effective content, which adds up to more authority, more brand affinity and more leads.
Yes, there are advantages to a corporate blog. If your company has the resources to maintain one AND guest blog, all the better. However, if you are forced to go one way or the other, guest blogging may very well be the best option. Whatever you do, don’t keep doing the same old thing. If your blogging strategy is more than a year old, it’s out of date, guaranteed.
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