I love guest blogging, kinda like how I love running. And by that I mean I don’t really love guest blogging, but I do love the benefits of guest blogging AND the smug wave of accomplishment having completed a guest blog.
That’s why I write guest blogs on my specialist topic – websites, SEO, and small business – for other websites, and why I invite some of my favourite expert peers to contribute guest blogs on our Studio Cotton blog.
A guest blog is an article published on a website by an author who is not permanently associated with that brand/organisation. It’s a mega popular and mutually beneficial arrangement.
The website owner (who I’ll henceforth refer to as the Publisher) gets a lovely, relevant piece of content that can increase their website traffic and compliment their marketing.
The guest blogger (who I’ll henceforth refer to as the Contributor) gets an SEO-boosting backlink from the article, plus an extra source of website traffic and attention from a new audience.
PLUS both parties can benefit from brand association, where an audience attributes qualities from one brand partner to the other. So, if Sally has been a fan of Publisher for years, and thinks Publisher is trustworthy and proper smart, when Sally sees Contributor’s guest blog, she might transfer those qualities of trustworthiness and smarty-pantsosity onto Contributor too.
That’s why I’m writing this non-guest blog to help contributors like you make the most out of their guest blogging partnership, and just write the best gosh-darn article for someone else’s website.
BTW, this article doesn’t cover how to choose the best guest blog websites for your brand OR how to pitch your guest blog – my business bud Eleanor Mollie has a lush article on guest blogging that goes into more detail on these aspects.
Now, let’s get into those guest blogging tips.
1. Establish clear guest blogging expectations with your Publisher
Wouldn’t you hate it when you spend 4 hours writing a guest blog article that you’re really proud of, and then the publisher makes heavy edits, removes your backlinks, changes your pictures, adds a typo into your name, and then doesn’t share it with their audience on social media? Oh, and then they posted it on 5 other websites under their own name too.
Ok, that’s a very unlikely hypothetical scenario, but it’s not impossible to imagine.
Or, wouldn’t you hate it if you spent 4 hours writing a guest blog article that you’re really proud of, and then the publisher doesn’t change a thing, but they didn’t share it on their Instagram even though they ALWAYS share their blogs on Instagram and they have like 40,000 followers and you’d just assumed that since they usually share blogs, they’d share yours too.
Ok, that’s a very VERY likely scenario, and the type of situation that I want you to avoid.
Unclear expectations are a sure-fire way to foster disappointment, bitterness, befuddlement, and soured business relationships.
Early in the guest blogging arrangement, I highly recommend either the publisher or the contributor fires off an email with something like this…
Contributor expectations
- 800-1,250 word guest blog about [thing]
- Will contain minimum 5 backlinks
- Final editorial control
- Delivered by DD/MM/YYYY
Publisher expectations
- Can request reasonable edits
- Will be online for minimum of 1 year
- Will share within 1 month of posting on:
- Threads
2. Ask for blogging or editorial guidelines
I nearly rolled this guest blogging tip into the expectation setting section, but I thought it was worthy of its own point.
Editorial guidelines provide clear direction for writing on behalf of an organisation. This will often include tone of voice guidance like, “We are whimsical” or, “We HATE whimsy” and the classic, “Use common contractions, e.g. can’t instead of can not”.
Now, as a guest blogger, there’s usually a lot more leeway when it comes to how you write, as you retain your personal blogging voice.
However, editorial guidelines will also cover what you write, and it’s very important you stick to these if you wanna avoid a faux pas.
Common editorial guidelines for guest bloggers could include:
- No swearing or adult language
- No monetised/affiliate content (including links)
- Any professional relationships must be disclosed (e.g. if someone is your client/supplier/brand ambassador)
- This article cannot exist in full or in part on any other blog/publication
- Must link to small/independent businesses where possible (e.g. your local book shop instead of Amazon)
- All articles must be over 750 words
- And maaaaaany more
One I’d like to add in here is any use of AI. At the time of writing, the use of AI and platforms like ChatGPT is still exploding in popularity, particularly in the world of blogging.
Also exploding – a surrounding controversy and very mixed public opinion.
With this in mind, I would highly recommend reaching an understanding with your publisher if you intend to use AI in the creation of your blog article.
What if they don’t have editorial guidelines for guest bloggers?
Smaller organisations that do not publish many (or any) guest blogs are unlikely to have official editorial guidelines. Heck, we’ve built up a nice little bank of small business guest blogs and I’ve still not written up our own Studio Cotton editorial guidelines.
If you find yourself in this situation, I’d follow the lead of the publisher’s own blogs, and if in any doubt whatsoever, drop them a quick message to gain clarification.
3. Choose a blogging topic that appeals to your crossover audience
You might have already pitched your guest blog topic, in which case, skip over this fella. Or just save it for next time I suppose.
So. Before I cracked open this WordPress editor, I did a quick peruse to check out what other articles already existed on the subject, to make sure there was still room for my expertise, and to make sure I had enough unique tidbits to add to the topic.
There was one piece of advice that cropped up over and over again: guest bloggers should write for their publisher’s audience.
And, although this sounds logical, I very VERY heavily slightly disagree.
Hear me out.
Let’s say you craft and sell outdoor dining sets, and you’re writing a guest blog for a local interior designer – well, most of their audience likes reading about cute interiors, and you have heaps of opinions on cute interiors, so you write the best guest blog EVER on how to create the ultimate coffee bar in your kitchen.
And boy-oh-boy is it a great article. It earns heaps of traffic for that interior designer’s website, and some of those people click through to your website.
What do they find? Outdoor dining. Fluff all about kitchens and coffee bars.
So whilst yeah, I do want you to choose a guest blog topic for your publisher’s audience – I only want you to write it for the people who are in your audience too.
Crafting a guest blog for your crossover audience puts your expertise in context, and massively increases the chances of you leaving a relevant impression on your readers.
4. Write for the understanding level of the publisher’s audience
Back to outdoor dining fella, I’m going to call him Victor.
This time Victor’s writing a much more sensible guest blog on how to choose outdoor dining furniture that’ll last for years, not just this summer. In his section about wooden garden furniture, he’s suggested that hardwood tends to be the more durable and sturdy option.
Yes. Hardwood.
Like, I know I defo learned about hardwoods in secondary school, but I can’t remember them off the top of my head. Walnut maybe? I can’t remember seeing any walnut garden furniture out and about though. I guess I have to Google it.
In this situation, Victor has written for a knowledge level not likely to be possessed by the publishing Interior Designer’s audience. It’s an easy fix though: just give a couple of examples. Hardwoods like teak, acacia, and eucalyptus. Lovely.
However.
Now Victor is writing a very similar guest blog, this time for a woodworking guild on the topic of how to craft an outdoor dining table that’ll last for generations. This audience almost certainly knows which woods are hardwoods, so that extra clarification might not be needed.
What do you do if you’re not sure what the blog readers know?
Write the shortest possible explanation for the person who knows the least. This isn’t just a great tip for guest blogs, but for your own blog articles too. Speaking of…
5. Apply the same best practice rules for your guest blog as one on your own website
A good blog is a good blog, no matter whose website it’s sitting on. The same tips that help the blog posts on your website to rank higher in Google searches, attract traffic to your website, turn readers into social followers, and grow your reputation apply to your guest blogs too.
Now, because writing all the tips for writing great blogs definitely won’t fit into this article, I’ve handpicked a few blogs about blogging from me and my team:
- Choosing a topic: Blog SEO: 41 content ideas for your listicle
- Writing a blog headline: How to write great blog titles with our NASALS mnemonic
- Writing a listicle: 6 simple steps to writing a banging listicle blog for your small business website
- Writing with personality: 10 easy peasy ways to make small business blog content more subjective
- Blogging for SEO: 10 clever ways to improve the SEO of your old blog articles
6. Tell readers who you are in your blog introduction
A blog introduction sets the scene, and a very important part of that scene is who the actual fluff is the reader listening to. Reading to. Watching? Reading.
Anyway. Introducing yourself is one of my favourite blogging tips, and one that totally also applies to those blog articles on your own website.
All you need is a single sentence, something like, “as someone who makes outdoor dining furniture…” or, “these are tips I’ve picked up over 10+ years decorating Christmas trees for our shop windows,” or, “That’s why I write guest blogs on my specialist topic – websites, SEO, and small business…”
Introducing yourself in your guest blog opening immediately adds trust and authority, and starts the process of helper your reader become interested in what you do.
7. Authentically schmooze your publisher in your blog
Oh Aime, you tactical little sausage. If you’re writing a guest blog for an organisation or person you want to impress – be a little suck up. Just a little.
Drop in references to projects they’ve done or products they sell, and definitely try to link to other blogs on their website.
One lesser sung benefit of guest blogging is that it helps you build and blossom that professional relationship. What starts as a guest blog could turn into a bigger collaboration, or perhaps even a commercial exchange.
Just keep it subtle and natural, don’t chuck in a “Publisher is THE BEST COFFEE SHOP IN BRISTOL AND EVERYONE SHOULD GO”, if you really mean “Publisher is actually my favourite coffee shop in Bristol, and you’ll often find me sipping on a latte whilst planning out my next thing you’re reading about.”
PS. Writing nice things about your publisher also increases the chances of them sharing it again and again with their audience.
PPS. If you do actually wanna read about the best coffee shops in Bristol, we have a blog about that, too.
Utterly shameless self-promotion
Utterly splendid websites for small businesses & independent brands
Looking for a website that generates visits, impresses client, and fills your inbox with enquiries? We’d love to create one for you.
8. Go to TOWN with backlinks to your own website
Remember when I wrote about how guest blogging creates SEO-boosting backlinks? Well, that’s actually the main reason why guest blogging is as popular as it is. A backlink is a link from any other website to your website, and they can be really hard to get.
Like, you can’t just log into someone else’s website back end (hehehe) and edit their pages to add in links to your website. That’d be mean/wrong/impressive?
It doesn’t take long to exhaust easy SEO backlink building opportunities, and once the basics are ticked off, guest blogging is one of the most reliable and beneficial methods of earning those valuable digital connections.
A lot of guest bloggers will make sure to include one or two backlinks, usually in the introduction (by linking the first instance of their own brand or blog name) and/or conclusion, often preceded with a classic, “find out more about me [here]”.
That’s a solid backlink-building performance. But instead of solid, let’s aim for exceptional.
Go out of your way to include links to other pages and resources on your own website. Take this blog as an example, where I’ve already included 6 links to pages on the Studio Cotton website. It’s linky as heck, but I bet you didn’t once think, “hmmmm, this is rather linky”.
Whilst the first backlink is likely to have the most impact on your SEO, every backlink is an opportunity to send more people to your website – so seize ’em.
Oh, and check out my post on SEO backlinks for beginners: Why? Where? How?! Please?!!! if you want more SEO backlink know-how.
9. Never turn your guest blog into a sales pitch
I’ve already deeply dived into what I want you to do with your guest blog, but here’s what I NEVER want you to do: sell.
A blog article isn’t a sales pitch. If someone wanted to buy something, they’d look for a sales page or product. By writing a sales pitch – something that says “you need this thing I sell” – you’re not only creating a potential big-ol’ turnoff, but you can lose credibility, as your reader assumes you’re writing with the purpose of extracting fivers from their pockets.
A blog’s purpose is to inform, inspire, entertain, and/or answer questions. It’s definitely a good idea to mention your products – especially if they illustrate a point you are trying to make – just don’t push your reader to buy.
No, not even in the conclusion.
10. Deliver on the promise of your blog headline
You’d be surprised by how many blog posts don’t end up being about the thing they were supposed to be about.
Like when a blog promises “5 ways to gain more Pinterest followers”, and actually one of the tips is “The Pinterest followers count doesn’t matter that much” – which is not a way to gain followers – and the others are personal anecdotes about the blogger’s own Pinterest experience.
And whilst this is unfortunate when you’ve accidentally done it on your own website, it can lead to a very awkward conversation when your publisher has to raise that you’ve not delivered on their expectations, or that of their readers.
11. Pop a variety of contact points into your guest blog conclusion
Find out more about me [here]. Classic, elegant, never stop. But what if your reader who’s just been totally seduced by your blogging prowess is more insta-curious, or perhaps wants to just keep reading?
When you’re summing up your guest blog, try to include 3-4 different contact points as a next step. Something like this…
If you’ve enjoyed this article about [topic], check out [title of other post] over on my own blog. I’d also love to hear your thoughts, so pop me a DM via [Instagram name] on Instagram to let me know what I’ve missed, and also check out my awesome posts about [topic] whilst you’re there. I also post weekly on LinkedIn, and occasionally dip my toes into Tiktok with short videos about [topic].
Until next time, you can find out more about me [here].
12. Use Google Docs for guest blog sign-offs
If someone has a blog, it’s incredibly likely that they also have a Google account – otherwise they couldn’t use website essentials like Google Analytics and my favourite SEO tool, Google Search Console.
Well, with Google Docs, you can send your blog draft to your publisher and give them the ability to suggest amends, or just give you the big fat sign-off.
On the subject of amends to guest blogs, Imma get a tickle controversial here.
A lot of people do not appreciate amends to their blog articles, especially if it’s part of a guest blogging partnership.
But. I don’t mind them, and heck – I think setting a precedent that welcomes feedback and input can improve articles.
As well as identifying typos and inaccuracies.
13. Proofread your guest blog twice or thrice or fourthice
I’ll make this short, because I am a total shitbag at proofreading by own blog posts. I bet you’ve already spotted a typo or two or six – and I’m sorry OK?!
In my opinion, the worst thing about typos in guest blogs is not appearing unprofessional or uneducated (which I reckon is debatable anyway), but it’s the fact that when you spot that typo in your guest blog, you can’t just log in and fix it.
Instead, you’ll either have to send a lil sheepish email to your publisher, or the far more likely scenario – it’ll turn into an itch you can’t scratch. You’ll know it’s there, haunting you from afar.
14. Provide everything your publisher needs before they ask
We’re done writing, so now let’s tie up loose ends before they even get goosey. As well as the actual guest blog post, your publisher will always need a few extra bits to get your article live and promote it. Stuff like:
- A mini bio to put next to your author credit
- A photo of you
- A featured image for the guest blog
- Any other pictures you want to include (as individual JPGs as they’re a right pain to extract from a document)
- A logo for your business
- Links to any social media platforms you need dropping in
Instead of waiting for someone to reach out and ask, take a look around your publisher’s blog and prepare a folder of everything they need. Better yet – send them a link to your media page, where they can help themselves to the brand assets they need to make you look your best.
15. Promote the heck of your guest blog
How do you get more people to read your guest blog? You send them to it. Share your guest blog on all of your active social media platforms, and make sure to tag your publisher to make it dead easy for them to share your posts.
And if you’re looking for ideas on how to spread your guest blog’s reach, of course I have another article for ya: 13 smart ways to promote that totally brilliant blog post.
About 4 hours ago I thought I’d just boff out a really quick blog article on how to write the guest blog post, but now it’s 7pm and I’m still in the office, as I can’t stop chit-chatting.
Still, I hope you loved these guest blogging tips, and I know you’re gonna be a total guest blogging pro when you start adding these into your practice.
I’m sure I missed some tips though, so please do DM me your favourites – you can find me posting all sorts of website & SEO tips on Instagram as @studio.cotton. Now, head over to read another blog post about blogging from me and my team, and just have a ruddy lovely day.
