Maintaining your website’s blog page is a great way to get a leg up on your competitors who merely pay lip service to their own. Given the irregular way in which many update their own blogs and provide fresh content, even posting just once a month can see you make great strides up the search rankings.
Another popular way to improve your ranking is to use guest blogging as a means of link building. This may be through a guest blogging community, such as MyBlogGuest, or by approaching bloggers directly to ask if they accept quality posts in return for links.
However, many companies find themselves in a state of flux, where they do not have the faintest idea how to go about link building via blogging. Some of these will continue to concentrate on their own quality content, and inspire people to link back to their site naturally. While there is no doubt this is a sound strategy, it leaves the potential for building quality links via guest blogging untapped.
With this in mind, businesses seek out freelance writers, or another company, to do the guest blogging on their behalf. Is this wise?
Yes, Outsource It
If you have not got the time or the resources to embark on your own guest blogging program, then it makes perfect sense to outsource this task.
Many copywriters and content businesses are available and willing to do this, many of whom will already have established relationships with sites that allow guest blogging and will be able to begin your link-building program almost immediately.
You will also often get better value from a blogger who you outsource work to, as your in-house team can then spend time developing other elements of your strategy.
No, Do It Yourself
At the same time, by outsourcing your guest blogging strategy, are you aware of what is being done in your name? This practice is a similar to SEO in that regard. If you find a reliable blogger, then great, however if they decide to submit blogs to spam sites or use the same keywords or anchor text 100 times in a week, that is going to reflect badly on you, rather than the blogger.
You also need to consider the purposes of guest blogging, in terms of it becoming effective. Generally, you are looking to build a relationship with selected websites, so that you can produce regular content for their site, and hopefully find yourself seeing a large number of customers clicking through to your site and making a purchase or enquiry, as well as the improvements in search results.
If your outsourced writer leaves you in the lurch, however, you are back to square one. The writer has developed a relationship with the blogger, and they who have the contacts.
What We Would Do
While it can be tempting to outsource guest blogging in order to develop more links quicker, staying in house will have many more benefits in the long-term. As well as those discussed above, you will be sure that everything you produce is acceptable to you, and that your copy is written in such a way that it has your brand stamp all over it.
If you must outsource this in any way, then build the relationship and contact bloggers yourself, and then bring someone in purely to write the text.
Karl is an online content writer across a variety of industries, with a specific interest in online marketing practices, such as guest blogging strategies, PPC, and the use of numerous SEO web tools.