Guest-Posting Trifecta

In my September 2014 post, I stressed the importance of having a storefront, which for authors (and freelance copy editors, proofreaders, cover designers, and web designers) means a website. Next to an engaging, meticulously edited book, this is your first order of business. But once you’ve done so, how do you let people know you’ve set up shop in cyberspace? Can’t you just “build it and they will come”? Ah, if only that were so.

But don’t despair, for there is the most effective and quite simple strategy that benefits not only your business or blog or both but also that of other industry-related businesses. This strategy is called guest posting.

Guest posting is just what it sounds like—you post an article as a guest on another’s blog. In my case, I saw an invitation on Twitter from a self-publishing company for authors, editors, and cover designers to post an article on the company’s blog. I contacted them, pitched my idea for an article, and received the green light. From that one guest post (April 13, 2011, “Don’t Bypass the Copy Editor”), I have received business from clients I might not have met otherwise. But there’s no need to wait for an invitation. Just contact the owner of the blog on which you would like to post and ask if he or she welcomes guest posts and go from there!

The beauty of guest posting is not only its ease and simplicity but also what I call the guest-posting trifecta: publication, marketing, and goodwill.

1. Publication

This is the dream and goal of every writer, even those who may not be concerned with book sales, such as freelance editors, proofreaders, cover designers, bloggers, etc. Writers are communicators and connectors, but in order to so, they need readers. I have writer friends who tell me they aren’t interested in publication, yet they are prolific bloggers. Guess what? Without realizing it, they are already published! And there is no better way to increase readership and thus communicate and connect with even more people than guest posting on another’s blog.

2. Marketing

Ugh. Just the word, along with its sister “networking,” strikes dread if not terror in the hearts of most writers. Yet guest posting is a fabulous way to market yourself and your work, all through the written word—your chosen medium—and from the comfort of your own computer. Music to your ears, right?

3. Goodwill

All business is competitive, and book sales and blogging, as well as the business of freelance publishing professionals, are no exception. But it doesn’t need to be adversarial. Guest posting actually inspires goodwill between the site owner and the guest rather than pitting them against each other. And this goodwill is paid forward when the guest then welcomes another to post on his or her blog. As I see it, we are all on this journey, so why not help one another succeed?

The best part of guest posting is that it’s a win-win. You and your book, business, and/or blog gain exposure, as does that of the site owner when you promote your post through word of mouth, Twitter, Facebook, LinkedIn, Google+, etc. So don’t be afraid to reach out to other site owners (including yours truly!). Many of them would love new content and, like all savvy business people, the opportunity to expand their readership.