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Guest Posting in 2023: 10 Tips for Recruiters to Increase Brand Awareness

As the year continues and evolves, it's essential to adapt your guest posting approach to align with the latest trends and best practices.

Building brand awareness is crucial for recruiting firms and individuals alike. One effective strategy that continues to stand the test of time is guest posting. By contributing high-quality content to established publications and authoritative websites, you can expand your reach, showcase your expertise and amplify your brand's visibility in 2023. 

As the year continues and evolves, it's essential to adapt your guest posting approach to align with the latest trends and best practices. We've gathered 10 invaluable tips to help you make the most of guest posting and boost your brand awareness to new heights. Whether you're a seasoned guest blogger or just getting started, these strategies will equip you with the knowledge and tactics needed to achieve remarkable results. 

Define Your Goals 

Before embarking on your guest posting journey, clearly define your firm's marketing objectives. Are you aiming to increase website traffic, gain backlinks or establish yourself as an industry thought leader? Understanding your goals will shape your approach and enable you to measure your success effectively. 

Research Relevant Platforms 

Identify reputable websites and blogs that align with your niche or expertise and target audience. Look for publications that have a strong online presence, high domain authority and an engaged readership. Focus on platforms that will provide maximum exposure to your target audience. 

Create Compelling, Evergreen Content 

When crafting guest posts, prioritize creating unique and insightful content that delivers value to readers. By offering fresh perspectives, actionable advice and thought-provoking insights, you not only resonate with your audience but also establish yourself as an authority in your field. While it's important to seize opportunities to provide opinions on newsworthy items, it's crucial to remember that guest posting focuses on longevity rather than a big splash.  

Aim to create evergreen content that remains relevant and valuable for years to come. While this may pose challenges in rapidly evolving industries like technology, strive for a balance of 90 percent evergreen content and 10 percent newsworthy or trending topics. By following this guideline, you ensure your work sticks around and continues to engage readers far into the future. 

Understand Guest Posting Guidelines 

Familiarize yourself with the guest posting guidelines of each platform you target. Pay attention to their preferred word count, formatting and style requirements. Adhering to these guidelines will increase your chances of acceptance and streamline the publication process. 

A word of caution: Google released some guidelines to be aware of when contributing content to other online publications. Here are some practices that might put your content on Google's bad list: 

  • Stuffing keyword-rich links to your site in your articles
  • Hiring article writers who aren’t knowledgeable about the topics they’re writing about
  • Using the same or similar content across these articles
  • Duplicating the full content of articles found on your own site (in which case the use of “rel=canonical,” in addition to “rel=nofollow,” is advised)

Develop Strong Relationships 

Building connections with editors and website owners is a crucial aspect of successful guest posting. To enhance your chances of acceptance and unlock future opportunities, engage with them on social media, leave thoughtful comments on their articles and establish a rapport before pitching your ideas. Cultivating these relationships will prove invaluable in your guest posting journey. 

Once you discover a reputable website where your guest posts resonate with the audience, go above and beyond to support that platform. While some SEO professionals may express concerns over the diminishing value of additional links, it's important to prioritize building your brand and influence. Although most guest posts only include a link in the author bio to your homepage (make sure it's a followed link!), remember that the first link holds the strongest impact, and subsequent links offer diminishing returns in terms of value. 

Instead of solely focusing on link value, shift your attention to establishing your brand within a strong publication and making a lasting impact on its audience. Many mistakenly prioritize obtaining a link and end up providing less impactful content that fails to resonate with the readers. By flipping this approach, you can provide invaluable content that genuinely engages the audience and builds your brand's authority. 

Craft Personalized Pitches 

Avoid generic outreach emails. Take the time to personalize each pitch, addressing the recipient by name and showcasing your understanding of their platform. Clearly communicate how your proposed topic aligns with their audience's interests and why it would be a valuable addition to their publication. 

Optimize Your Author Bio 

Your author bio is an invaluable opportunity to promote your brand. Craft a concise and engaging bio that showcases your expertise, includes a call-to-action and links to your website or social media profiles. This will drive traffic back to your brand and expand your online presence. You may not realize it, but your bio will often be the thing people click on when they want to learn more about you, so do your best to maximize its potential. 

Promote Your Guest Posts 

After your guest post is published, it's crucial to actively promote it across various channels to maximize its impact on your brand awareness. Take advantage of your social media platforms, email newsletters and professional networks to share the post. Tag the publication and individuals mentioned in the article, engaging with readers' comments and encouraging others to share the content. Expanding the exposure of your guest post will significantly contribute to increasing your brand's visibility. 

In addition to social media promotion, consider linking the article to your main website. You can create an “In The Media” page on your website to showcase your guest posts. This strategy enhances the credibility of your brand and provides visitors with a consolidated hub of your media features. 

While promoting your guest post, don't underestimate the power of traditional strategies. Share the post on platforms like LinkedIn, Facebook and Twitter and in and relevant Reddit communities where your target audience is present. By leveraging these channels, you can reach a wider audience and attract potential followers and customers to your brand. 

Monitor and Analyze Results 

Regularly monitoring the performance of your guest posts is essential to effective project management and understanding the impact they have on your brand. Track metrics like website traffic, engagement and conversions to gain insights into which platforms and topics resonate most with your target audience. This data allows you to refine your guest posting strategy, ensuring you focus your efforts where they yield the best results.  

Additionally, linking to your guest posts on other sites from your own blog or other relevant platforms creates a flourishing ecosystem of thought leadership, strengthening your brand and establishing your authority in your industry. By creating a breadcrumb trail of valuable content, you'll foster a cohesive and influential online presence that attracts and engages your audience. 

Maintain Consistency and Persistence 

Guest posting is a long-term strategy. Consistency is key to building your brand awareness. Regularly contribute valuable content and stay persistent in your outreach efforts. Over time, your brand will become synonymous with expertise and trustworthiness in your industry. 

Guest posting remains an effective strategy to increase brand awareness in 2023. By implementing these ten tips, you'll be equipped to maximize the impact of your guest posts and elevate your recruiting firm's visibility in your target market. Remember to define your goals, research relevant platforms, create compelling content, develop strong relationships and optimize your author bio. By promoting your guest posts and monitoring their performance, you can refine your approach and unlock the true potential of guest posting for your firm's growth. 

Samantha Prost

Sam Prost is a digital content writer with almost 10 years of experience who uses her upbeat and creative energy to write fresh, fun and custom content for our clients.

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