For B2Bs, Guest Blogging Beats Having a Blog

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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.

3. ROI

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 If your blogging strategy is more than a year old, it’s out of date, guaranteed.

(Image credit: © designaart – Fotolia.com)

About Brad Shorr

Brad Shorr has more than 25 years of B2B experience in the packaging industry. He is a writer, blogger and content marketing specialist who has been active in social media since 2005. Connect with Brad on Twitter: @bradshorr.

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2 Comments to “For B2Bs, Guest Blogging Beats Having a Blog”

  1. Heidi Thorne says:

    Contrarian, but nonetheless true. Since I run two B2B blogs, I can attest to the amount of work it takes to keep on top of blogging, as well as to the difficulty in attracting backlinks no matter how hard you try.

    The only issue I have with relying on a guest posting strategy is the same argument I have against social media: Your content on other sites is NOT under your control. Should the site owner change hands or completely overhaul their blog, your content and backlinks could be lost. Then it’s back to square one.

    • Heidi, Thanks for commenting! Control is an issue, but a strong guest blogging strategy should result in content placed in many different blogs over a long period of time. The odds of all those blogs disappearing is fairly remote in that scenario.