Is guest blogging dead?

As digital marketers struggle with the ever-evolving SEO methods, this question has been making the rounds in the industry.

In 2024, it will be interesting to see if Google’s constant algorithm changes and observant eyes have made guest blogging obsolete. Or does it still have significance in the vast world of link-building?

Keeping up with the rapid changes in the digital landscape makes staying ahead of the curve more critical than ever.

What if there are more creative and valuable options out there that are simply waiting to be found?

This blog aims to explore the continued relevance of guest blogging and present new and innovative methods that are transforming the link-building industry. Let’s get started!

The State of Guest Blogging in 2024

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Once considered a cornerstone of digital marketing, guest blogging has experienced considerable changes since its inception. Authority Hacker reports that 64.9% of link builders use guest blogging as a component of their link-building approach.

It first gained popularity as a potent link-building strategy that benefited both parties: guest writers received high-quality backlinks to improve their SEO, while blog owners received new content.

This symbiotic relationship resulted in a surge of guest posts throughout the internet, with marketers using this tactic to increase their site’s authority and drive organic traffic.

The advantages that made guest blogging so famous were numerous.

First, it offered a reliable way of creating quality links which is an important ranking element for search engines. Such content would then be posted on high quality sites within their niche which would tell search engines that their sites are important.

Moreover, guest blogging enabled brands to reach new consumers and enhance their profiles. The social interactions and networking opportunities resulting from these collaborations also increased its popularity.

Current Challenges

However, like any other digital marketing strategy, guest blogging also came with challenges due to its popularity.

One of the major concerns is Google’s policy on guest posting. Over time, Google has continued to crack down on manipulative SEO practices, such as exploiting guest blogging for link schemes.

However, in 2014 the then leader of Google’s webspam team, Matt Cutts explicitly stated that guest blogging for SEO is ‘done’ and marketers should not engage in this activity if they are specifically after links. This declaration had an impact on guest blogging since it made marketers afraid of the penalties.

Another critical issue is the excessive use of guest posts. As the strategy became popular, the guest content quality started declining. Websites are filled with low-quality and poorly written articles that are not useful to the reader.

This flood of low-quality content reduced the efficiency of guest blogging as a strategy because both the search engines and the audiences grew more picky. Obtaining high placements has also become rather challenging.

Popular sites have become pickier as they often receive hundreds of guest post requests daily and only take proposals that offer them something valuable.

Alternative Link-Building Strategies

As guest blogging faces new obstacles, it is critical to investigate fresh link-building tactics that will propel success in 2024. Let’s explore these alternate strategies:

1. Influencer Partnerships

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As of 2024, influencer partnerships are vital to successful link-building campaigns. Nearly 90% of marketers think that influencer marketing yields returns on investment (ROI) that are on par with or higher than those from other marketing channels.

Working with influencers is different from standard link-building strategies in that it uses the credibility and reach of people who have built a devoted following in particular areas. These influencers could include thought leaders, industry experts, social media celebrities, and bloggers.

Trigwell Cosmetics, an online beauty firm created during the pandemic, strongly emphasizes influencer marketing, according to CEO Zoe Trigwell from the UK. According to data provided to the BBC, in 2022, this marketing approach made up about 25% of their £2.9 million yearly revenue.

In December, they ran their most prosperous influencer and social campaign. They gave influencers free products to promote on their TikTok shops, where they received a cut of every transaction. Trigwell sold all 2,500 of the limited edition powder puffs in just five and a half hours, demonstrating this tactic’s success.

How to Identify and Approach Relevant Influencers

Research is the first step in identifying the right influencers. Brands should seek influencers with an audience that suits their target demographic.

Consider the case of Kraft Heinz. The brand carefully selected 12 influencers based on the relevance of their content, audience demographics, and follower engagement levels. The influencers were then assigned to develop two campaigns aimed at millennial families.

The results were impressive: the campaigns generated over eight million impressions overall, with a 5.7% engagement rate. With an astounding 103% increase in engagement, this campaign outperformed Kraft Heinz’s usual campaigns.

Once identified, approaching influencers requires a personalized and value-driven strategy. Start by engaging with their content, commenting on posts, sharing their work, and building a rapport.

When reaching out, craft a compelling pitch that highlights mutual benefits. Clearly outline what you offer, whether it’s exclusive content, product samples, or monetary compensation, and explain how the partnership will provide value to its audience.

2. Content Collaboration and Co-Authoring

Content collaboration and co-authoring involve multiple individuals working together to create, edit, and finalize content. These terms are often used in writing documents, articles, reports, or other types of content. Here’s a brief overview of each:

• Content Collaboration: This refers to the process of multiple individuals or teams working together on a piece of content. Collaboration can involve brainstorming ideas, sharing resources, providing feedback, and contributing to the content.
• Co-authoring: Co-authoring specifically refers to the practice of multiple authors working together to write a single piece of content. Each author contributes expertise, insights, and writing to create a cohesive final product.

Benefits of Co-Authoring Articles with Industry Experts

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Content collaboration and co-authoring involve partnering with industry experts to create high-quality articles. This strategy enhances the credibility and authority of your content by associating with respected figures in your field.

Co-authored articles often feature diverse perspectives and deeper insights, making them more valuable and engaging for readers. This increased value can attract more backlinks from high-quality sites that recognize the expertise and comprehensive nature of the content.

Additionally, co-authoring broadens your reach as both authors promote the content to their respective audiences, driving more traffic and increasing engagement.

Collaborating with experts also helps build strong relationships within your industry, paving the way for potential partnerships, knowledge exchange, and mutual support that can enhance your business’s credibility and growth.

Strategies for Finding and Pitching Potential Co-Authors

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Finding the right co-authors requires a strategic approach. Start by identifying experts in your niche with a solid online presence and a reputation for high-quality content.

Use tools like LinkedIn, industry forums, and professional networks to locate potential collaborators. Once you have a list of prospects, engage with their content—comment on their articles, share their posts, and build a rapport.

When pitching potential co-authors, personalize your outreach. Highlight mutual benefits, such as reaching new audiences and enhancing both parties’ credibility.

Clearly outline the proposed topic, your vision for the article, and how their expertise will add value. Demonstrating genuine interest and offering a clear, compelling pitch increases the likelihood of successful collaborations.

3. Digital PR and Newsjacking

Digital PR involves using online media and digital channels to build relationships with key influencers, journalists, and bloggers, gain high-quality backlinks, and improve online visibility. It’s about creating compelling stories and content that resonate with your target audience and are picked up by media outlets, blogs, and social media.

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An example of this is IBM’s Cost of a Data Breach Report. In this study, the tech giant surveyed 550 companies targeted by cybersecurity attacks to gather insights into the costs and repercussions of such incidents.

The findings were widely covered by major tech news platforms such as TechRepublic. The report secured backlinks from 9,200 domains per Semrush’s Domain Overview tool. This outcome probably contributed significantly to establishing IBM as a leading authority in the security sector, a notable advantage for a company specializing in cybersecurity products.

Benefits of Digital PR for Link Building

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• High-Quality Backlinks: Digital PR can help you earn backlinks from authoritative websites, improving your search engine rankings.
• Brand Exposure: It can increase brand visibility and credibility by mentioning your brand in reputable publications.
• Traffic Generation: Earned media coverage can drive targeted traffic to your website, increasing the likelihood of conversions.

How to Use Newsjacking for Backlinks

Newsjacking involves leveraging current events or trending topics to create timely and relevant content that attracts attention and earns backlinks.

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Surreal, a cereal brand, is a prime example of this. They took advantage of the buzz surrounding AI tools to create a stir on social media. Surreal posted billboards featuring prompts they entered into an AI copywriting tool to promote their cereal.

They then shared the outcomes in a viral LinkedIn post, garnering over 1,400 likes and 75 comments. The billboards likely reached thousands of individuals. This playful approach effectively and humorously highlights Surreal’s product features.

To use newsjacking for backlinks:

• Monitor News and Trends: Stay updated with your industry or niche news and trends.
• Create Relevant Content: Develop content that addresses current events or trends, offers a unique perspective, or adds value.
• Promote Your Content: Reach out to journalists, bloggers, and influencers who cover similar topics, offering your content as a resource.

Best Practices for Creating Newsworthy Content

To create newsworthy content that attracts backlinks, consider the following best practices:

• Timeliness: Be quick to respond to current events or trends.
• Relevance: Ensure your content is relevant to your audience and ties into the news or trend you’re leveraging.
• Uniqueness: Offer a unique angle or perspective that sets your content apart.
• Credibility: Use credible sources and data to support your content.
• Promotion: Actively promote your content to journalists, bloggers, and influencers to increase its reach and chances of earning backlinks.

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Numerous content types are available for creation, but it might be worthwhile to explore data-based storytelling. According to a report by Cision, journalists highly favor this approach.

Is Guest Blogging Still Relevant?

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Despite these challenges, the question remains: Is guest blogging still relevant in 2024?

The answer is nuanced. While not completely extinct, guest blogging has changed its function. High-quality, well-executed guest blogging can still be valuable, especially when the goal is to provide value rather than acquire links.

Nowadays, guest blogging ought to be approached with an emphasis on quality rather than quantity. Content must be valuable, engaging, and relevant to the host blog’s audience.

Authenticity and relevance are crucial; guest posts should not just drive SEO metrics but also seek to establish connections, impart knowledge, and encourage community involvement. Guest blogging may still be quite beneficial when done right, providing opportunities for networking, authority building, and brand exposure.

Guest blogging can still be useful in certain situations. Expert guest postings, for instance, can be quite beneficial for companies with specialized knowledge requirements. For example, a mental health clinic can write guest posts for wellness blogs, discussing new therapies, mental health awareness, or tips for managing stress and anxiety.

Moreover, guest blogging can be made more effective by utilizing it as a component of a larger content marketing strategy that also incorporates email marketing, social media promotion, and other audience interaction techniques.

Conclusion

While traditional guest blogging may not have the same weight as it once did, it is far from dead. Marketers need to adapt their approach to succeed in 2024 and beyond.

This means focusing on high-quality, niche-relevant websites and offering valuable, original content that benefits the audience. However, it’s also crucial to explore alternative link-building strategies.

By combining different strategies with a refined approach to guest blogging, marketers can navigate the evolving link-building landscape in 2024.