It’s not easy to get your copywriting business off the ground. You need a range of copywriting skills for various types of content. Guest blogging is one content type that not only helps you show the world what your business is about but also gives your audience a sneaky peek at your writing skills.
Getting guest blogging correct can be lucrative, though challenging. Keep reading our in-depth ultimate guide to learn how to succeed with this type of copywriting.
What is the Main Difference Between Blogging and Guest Posting?
The key difference between blogging and guest posting is that the former involves writing engaging company content for your website. In contrast, guest posting involves writing copy as a visiting author to another website and informing the audience instead of selling products or services.
If we dig deeper into this difference and look at an example, we can shed some light on it.
One legal business might write a guest post that features on another company’s website. Its focus is to position the visiting author’s company as an authority. They may write about the legal differences between separation and divorce and pitch and request that the article be featured on a website about raising children.
The main differences between these types of copywriting include ownership, audience, and purpose. Here’s how this relates to our legal example above:
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Differences in ownership: A legal blog post about separation and divorce will feature on the writer's website. A guest post about separation and divorce will feature on another company’s website, which could have similar topics.
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Differences in the content audience: A legal blog post about separation and divorce will share the writer’s views on a subject with their audience. A guest post will show the writer’s expertise to the audience that the guest post’s website attracts. It may share some information about separation and divorce to an audience that visits a page on raising children.
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Differences in purpose: A legal blog post about separation and divorce can promote services like the law firm’s divorce services. A guest post on the topic can focus on building trust with new audiences and will not prioritise the legal services or product promotion for the law firm.
Is Guest Blogging Effective?
Many marketing departments in companies employ guest blogging as an effective copywriting method. Their educational edge builds trust and helps you branch out to new audiences.
It remains an excellent strategy in 2024 when you execute it correctly, specifically for a B2B (business to business) purpose and less so for a B2C or (business to consumer) purpose for several reasons:
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It matches the longer buying cycle that comes with B2B niches
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It leads to ongoing brand trust and credibility
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It gains exposure for your business
It’s especially effective if you are consistent with your guest posting. Your return on investment can be greater over longer timeframes, such as over a year or two.
However, excessive guest posting and seeking links on multiple sites can mean your content lacks quality when adding links for the sake of it. Aim for high consistency and high-quality guest posting. Avoid guest posting with a focus on excessive link building.
So, how can you gain copywriting success with guest blogging?
