Industrial and Manufacturing Marketing Blog

Guest Blogging: An Important Strategy of Industrial Marketing

I’m sure by now you’ve heard about all the great benefits of blogging as a cornerstone of your content marketing. However, one aspect of this industrial marketing strategy that doesn’t get much attention is guest blogging. There are unique benefits of guest blog posts that deliver powerful marketing ROI.

In the past, many SEO experts pushed publishing guest articles and blog posts for the sole purpose of generating inbound links with keyword-rich anchor texts. This SEO or content marketing strategy relied heavily on quantity over quality of links. Google’s war on content farms has pretty much rendered this tactic useless. Don’t get me wrong, quality inbound links still matter in SEO.

IMO, there are three bigger benefits of guest blogging. They are:

  1. Broader exposure for increased brand and top-of-mind awareness
  2. Improved thought leadership from visibility in respected industry portals
  3. Increased authority and influence because you are more likely to be quoted by analysts, journalists and other industry experts

Relevant content combined with these three reasons leads to high quality inbound links. Together they have a far greater impact on lead generation for industrial companies than just SEO.

You need to be aware of Google’s author tag. It has a bearing on inbound links and guest blogging. You can find lots of information about this if you Google rel=”author“. To learn more about its impact on your marketing strategy, read the article “6 Reasons Why Google’s Author Tags Are Important to Leaders” by John Hall that was published on Forbes.com.

Here’s an infographic I found on Guest Blogging 101. (Click on the image to see the original larger version on visual.ly).

Guest Blogging 101

Achinta Mitra

Achinta Mitra calls himself a “marketing engineer” because he combines his engineering education and an MBA with 36 years of practical industrial marketing experience. You want an expert with an insider’s knowledge and an outsider’s objectivity who can point you in the right direction immediately. That's Achinta. He is the Founder of Tiecas, Inc., an industrial marketing consultancy in Houston, Texas. Read Achinta's story here.
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Comments:

  1. i hate guest blogging. i’m very polite and i always personalize my mails to blog owners. but one time, a blog owner replied with an ill-mannered tone despite my politeness.

    • @Louise,
      Don’t let one rude blog owner cloud your judgment about the benefits of guest blogging.

  2. Well Anchinta…I guess I am taking your advice. It is so refreshing to see someone else as passionate about the web as a viable channel to market. Guest blogging is probadly not even on the radar screen for 95 per cent of industrial marketers in this country. They are missing great opportunities. But they will catch on in the next few years and for the reasons you briefly outline above. More and more industrial marketers are understanding the value in web/marketing technologies, content marketing, etc. Great post and your reference to Google’s authorship tags is timely and important.

    • @Tom,

      Thanks for your comments and the kind words.
      I’m seeing more and more industrial companies getting serious about content marketing. Some have gone way beyond the “dipping our toes” phase and do really believe in it. These companies are generating more high quality leads at a lower cost per lead.

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