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Juggling The Jargon: Guest Posting

Juggling The Jargon: Guest Posting

I’m not too fond of computers to be honest. I don’t really like sitting in front of one for hours on end. I like sports. I’m always on the move. I have ants in my pants. But I’ve done some more research on content marketing and I’ve realised that my business partner was right: it really is what our start-up needs

I now know what content marketing is. I’ve read through many different sites and watched quite a few videos on YouTube. However, I tried verbally describing it to another friend of mine and I failed miserably; in fact, my grammar was all over the place. But I think I’ve finally got the hang of it.

So what is content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

That definition was taken from a website which really, really helped me: the content marketing institute.

Now let’s see if I can define it from my perspective. Basically, instead of spending a ton of money on TV ads or billboards, I can use the internet to publish any kind of content which could help to promote or advertise my brand or product. At least that’s what I think it is as far as I understand it. I can use social media portals such as Facebook or Instagram. And if my viewers like what they see, they can share the content with their social network. I have no idea whether that would lead to any significant results though. I don’t really use Facebook much. And I downloaded Instagram and Twitter last week just to see how it operates. I just found out today that there is a “Linkedin” – whatever that is. Is there any hope for me?

What now?

I’m still a marathon away of being as productive as those guys who bash their keyboards all day every day. I have no idea how I’m going to attract readers consistently. My content has to be relevant, otherwise what’s the point? Where am I going to get my ideas from? What if I run out of ideas? How am I going to keep my audience interested – regularly? And as far as I understand content marketing, my audience need to be lured in on a virtual conveyer belt, and then those mere readers are expected to be converted into customers, real paying customers – when does that happen? How do I build that bridge?

So while figuring how to do that, my business partner contacts me and says we should get into guest posting. Guest posting… what on earth is that? So he explained it to me. Either he speaks too fast or I’m just a slow follower, but it was totally Greek to me. OK, so here we go again…

Rob: Google?
Google: Yes Rob, what would you like to know today?
Rob: What is guest posting?
Google: Guest posting or guest blogging?
Rob: Is there a difference?
Google: Ah man, hang on, let me just have a look, there you go. Read this!

This is guest posting

So I checked out about 3 or 4 different websites to get an idea of what guest posting / blogging is. In a nutshell, it’s I scratch your back and you scratch mine. I basically write useful or interesting blog posts for another company website in order to boost their content, and in return I get some of the credit. My name or brand gets linked to the content I produce. That way, my brand can be spread and recognised on a broader scale. Increasing such brand awareness can direct an audience to your site and thus producing a healthy flow of traffic. Basically, content marketing on other – not so hostile – turf.

So now I sort of get the idea of guest posting, but I still have no idea what to write about. I’m still new to all of this – it probably drives my business partner nuts. A bit like teaching my dad to use an iPad for the first time. Whatever I write, it’s got to be relevant and interesting. I don’t want to be spamming anyone. If all goes well, this could be a great way to get noticed: my blogs might even be shared on social media platforms. One thing to bear in mind, my content has to be valuable, educational and interesting – not a sneaky advert in disguise. We’ve all become too smart to be tricked, haven’t we?

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