Monday, March 17, 2014

Guest Blogging 2014

seo tips
 Google's Matt Cutts, the search engine's chief spam fighter, rallied a call that has many marketers shaking. The days of guest blogging, he said, are above for SEO. If you're just guest blogging to get links, he goes on to say, you're in bad company.

What he's referring to is awkward guest blogging that basically mimics the article marketing of old: bombarding mediocre content at every site on the web in hopes of scoring a link, without a thought to branding, audience, or relevancy.

Even with Google fast down on spammers, not all is lost. But it's dangerous to treat guest blogging deferentially.

Here's a closer look at how guest blogging can be one of your top tools for establishing credibility, authority, and thought leadership.

Recognize Why Thought Leadership Matters

There are many different kinds of writing obtainable to content marketers, from in-depth content like ebooks or white papers to quick blog posts meant to amuse and delight. Thought leadership elevates content formation to new heights by focusing in on quality insights, good writing, and taking a forward-looking position on key issues.

According to the Harvard Business Review, it begins with your brand which is "your personal assure to the market and to the world." They go on to explain that it's not sufficient to be the person that speaks Spanish, the most efficient sales leader, or some other similar skill-based position. These can be eliminated, or someone can come along who does what you do better, faster, or cheaper.

The best way to become exceptional is to build a brand centered on your unique strengths and contributions.

Instead, reframe the question to ask, "So how do you build a reputation as a singular expert – someone who doesn't just contribute in the conversation, but drives it?" You drive the conversation by identifying trends, formulating well thought-out points, and taking them to highly visible venues to begin to share.

Thought Leadership Starts With Defining a location

Thought leadership is about expertise. To move into the realm of writing or speaking for thought leadership purposes, you first have to determine your unique positioning.

What is it that you have to say and that you want to say that's diverse than everything else that's already being said? The answer can range from present a radically different position on the key trends and issues of your industry to simply putting a different twist on execution.

For example, if everyone talks about the value of video marketing from a theoretical viewpoint, but you're creating 3,000 word in-depth tutorials that really move people forward, that's your niche.

How you define your place can be based on several things:
•    What are your underlying goals for thought leadership activities? Are you promoting a specific business, or building your brand as the foundation for a career in a specific industry?
•    Where are your strengths? Are you able to write quickly? Are you comfortable on camera? Can you make people laugh with quirky top 10 lists, or do you have access to unique contacts that could be the foundation for a powerful interview series?
•    What series of smaller objectives are you going to tie to your content marketing, such as specific bylines or becoming known for talking about certain issues?
•    What unique experience or perspective do you have that's in demand in your industry, but hasn't been claimed by an expert yet?
•    From an industry perspective, what are some urgent questions that you and your peers and competitors are facing? What is the hot news or the biggest trend? If you think six months to two years into the future, can you answer the same questions and start talking about them now?
Develop Your Content Strategy

Thought leadership has many unusual components. shaping your strategy for "getting your message out" is a critical aspect of a practical thought leadership movement.
Choosing your channels is as weighty a decision as important your message. There are numerous opportunities available to you, for example:
•    Create a blog or website that becomes an authoritative brand in your space.
•    Contribute to other publications.

•    Talk at conferences, panels, and other industry events.
•    Write articles for trade magazines or convention publications.
•    Guest post in a range of online venues.
•    Host a podcast, video program, or interview show.
•    Invest in writing longer works, such as books, ebooks, and white papers.

If nothing else, remember this one key takeaway: the most efficient thought leadership efforts are systematic, and help you achieve a series of goals that build your brand along the way.
Make Some Key Decisions About Brand You

"Thought leadership" is a term that's used and injured to describe a lot of things. Mostly, it refers to having a platform to affect the discussion through your writing, speeches, work, and more.

At another level, thought leadership also means that you're valued for your skill and someone that others consult when they want to hire someone in your space. In extreme cases, "thought leader" becomes almost a job description, describing someone who writes books and travels to conferences for a living.

Expect Part of the Game to be Psychological

It's durable to move from thinking of yourself as an employee to a manager or leader. But stepping outside the idea that you're not just leading a company, but that you're taking a leading role in your industry also requires some major mind shifts.

Cutts' call to action is an important chance to look at guest blogging as just one part of building your personal thought leadership table. Thought leadership is about defining your brand, connecting with an audience, and moving the conversation forward. Many tools are at your disposal to make that happen successfully.

 you might also like: How Guest Blogging efficiently Boosts reliability

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