How To Use Guest Blogging To Expand Your Audience Base

How To Use Guest Blogging To Expand Your Audience Base

Reaching a wider audience is a common challenge for many content creators and marketers. The solution lies in leveraging the untapped potential of guest blogging.

By contributing to other reputable blogs, you gain their established audience and enhance your brand’s visibility and credibility.

However, it’s crucial to approach this with a balanced strategy, intertwining both conventional methods and creative, out-of-the-box techniques.

This blend ensures that your guest blogging efforts are not only seen and remembered but also drive meaningful engagement and expand your audience base effectively. Plus, you become the favored writers of blog owners.

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How can guest posts help build substantial traffic for brands?

Guest posts are a powerful tool for brands seeking to build substantial traffic, primarily because they tap into the established audiences of other blogs or platforms. This strategy allows brands to showcase their expertise and thought leadership in front of a new, yet relevant audience, increasing brand exposure and credibility.

By contributing valuable, high-quality content to reputable sites, brands can attract interested readers back to their own sites, resulting in a significant boost in traffic.

Furthermore, guest blogging opens the door for networking opportunities and potential collaborations, which can further extend a brand’s reach. It also plays a pivotal role in enhancing search engine optimization (SEO), as backlinks from respected sites boost a brand’s search rankings, making it more visible and accessible to a broader audience.

Ultimately, guest posting is not just about immediate traffic gains; it’s a strategic investment in building long-term relationships and establishing a brand’s authority in its niche.

Creating interesting guest posts with proven and unusual ideas

Creating compelling guest posts demands a blend of proven strategies and innovative, unconventional ideas—a principle that embodies my “Unusual By Strategy” forte.

This approach is rooted in the belief that while traditional methods provide a solid foundation for content creation, it’s the infusion of unusual, creative ideas that sets a brand apart. For instance, while a standard practice might involve using SEO-optimized, topic-relevant content, an offbeat approach could include integrating interactive elements like quizzes or infographics to engage readers uniquely.

Similarly, instead of just presenting facts, weaving storytelling elements with data can make a guest post more memorable. This dual strategy ensures that the content not only adheres to the best practices of content marketing but also offers a fresh perspective that captivates and retains the audience’s interest.

Ultimately, the goal is to strike a balance where reliable methods meet inventive techniques, thereby crafting guest posts that are both authoritative and intriguingly distinct.

8 significant ideas to create high-traffic generating guest posts

Leveraging my 40+ years’ experience as a Brand Content Strategist with a penchant for the unusual, I have outlined eight ideas below. These ideas combine time-tested approaches for guest blogging success with unique twists to further expand your audience base. Each idea is rooted in proven content marketing strategies, yet they are enhanced with innovative elements.

This blend ensures that while the fundamental principles of effective guest blogging are honored, they are also reinvigorated with fresh, unconventional tactics that are designed to make your content stand out and resonate more deeply with new audiences.

How To Use Guest Blogging To Expand Your Audience Base (Infographic)

1. Identifying the relevant blogs and influencers to contact

A crucial step in leveraging guest blogging for audience expansion is meticulously researching and selecting blogs and influencers that align with your brand’s niche and values. Imagine, for instance, a company specializing in eco-friendly products.

To maximize impact, they should target blogs dedicated to sustainability, green living, or eco-conscious consumerism. This focused approach ensures that the content reaches an audience already interested in the topic, thereby increasing engagement and the likelihood of attracting followers back to the brand’s own site.

It’s more than just finding any popular blog; it’s about finding the right fit where your expert insights can shine and resonate. In content marketing, this is akin to placing your product in front of an audience predisposed to be interested, rather than casting a wide net in the hope of catching a few interested individuals.

By identifying and connecting with these niche-specific blogs and influencers, brands can create symbiotic relationships that bolster their authority in their domain and, in turn, attract a more engaged and relevant audience.


  • Utilize advanced search techniques: Employ search engines with specific keywords related to your industry and niche. This helps in discovering blogs and influencers who are not only popular but also directly aligned with your content’s focus.
  • Leverage social media insights: Explore social media platforms to identify influencers and blogs that are frequently mentioned or shared within your niche. Social listening tools can be particularly effective in pinpointing these key players.
  • Check competitor collaborations: Analyze where your competitors are guest posting. This can give you insights into which blogs are open to guest contributions and are relevant to your industry.
  • Attend industry events and webinars: Participate in industry events, webinars, and online forums. These platforms often reveal thought leaders and influencers who could be potential contacts for guest blogging opportunities.
  • Use blog aggregators and directories: Utilize blog aggregators and industry-specific directories. These resources can provide a curated list of blogs and influencers, making the identification process more streamlined and focused.
Unusual Idea


Consider the idea of “Influencer Cross-Pollination.” This unusual enhancement involves identifying influencers who may not be directly in your niche but have overlapping interests or audiences. For example, in the case of a company specializing in eco-friendly products, instead of solely focusing on sustainability bloggers, they could target influencers in related fields like minimalist lifestyle, vegan cooking, or outdoor adventure.

These influencers might share a portion of their audience who are eco-conscious but haven’t been directly exposed to sustainability-focused content. By tapping into these slightly tangential audiences, the company can reach potential customers who are likely to be receptive but haven’t yet been saturated with similar messaging.

2. Analyzing the target audience of your shortlisted blogs

To maximize the impact of guest blogging, a deep dive into the target audience of each shortlisted blog is essential. Imagine a tech company that specializes in innovative home automation systems.

By analyzing the audience of a tech blog they’re considering for guest posting, they can understand not just the basic demographics like age or location, but also the specific interests, challenges, and preferences of these readers. Are they tech enthusiasts who thrive on the latest gadgets, or are they more concerned with practical applications of technology in daily life?

Understanding these nuances enables the creation of tailored content that resonates deeply with the audience. In content marketing, such precision targeting ensures that the message reaches the right ears, increasing the likelihood of engagement and conversion.

This strategic alignment of content with audience interest not only enhances the relevance and appeal of the guest post but also reinforces the brand’s expertise in its niche, fostering trust and authority among potential customers.


  • Conduct audience demographics analysis: Gather data on the age, gender, location, and educational background of the blog’s audience. This basic demographic information is crucial for tailoring your content to suit their preferences and lifestyle.
  • Explore audience interests and behaviors: Use social media analytics and blog comments to understand the interests, hobbies, and online behaviors of the audience. This insight helps in creating content that aligns with what they find engaging and relevant.
  • Analyze engagement patterns: Study the types of posts that generate the most engagement on the blog, such as comments, shares, and likes. This reveals the topics and formats that resonate most with the audience.
  • Identify audience pain points and needs: Through surveys, feedback forms, or comment analysis, determine the challenges, questions, and needs of the audience. This enables you to create content that provides solutions and adds value to their lives.
  • Assess audience’s content consumption preferences: Look into the preferred content types (articles, videos, infographics) and length, as well as the platforms where the audience is most active. This helps in crafting your guest post in a format that is most appealing and accessible to them.
Unusual Idea


Consider the idea of “Emotional Resonance Mapping.” This unusual enhancement involves delving beyond basic demographics and interests to map out the emotional triggers and values of the audience. For the tech company specializing in home automation systems, instead of just understanding the tech-savviness of the readers, this approach would involve identifying the emotional reasons behind their interest in technology.

Are they seeking convenience, security, or a sense of being at the cutting-edge? By aligning the content with these deeper emotional drivers, the company can create guest posts that not only inform but also emotionally connect with the audience, fostering a stronger and more memorable brand relationship.

3. Developing content of high quality and deep authority

Developing content of high quality and deep authority is essential for guest blogging success, as it not only captivates the audience but also establishes your brand as a thought leader. Take, for example, a financial consultancy firm aiming to expand its audience through guest blogging.

The firm should focus on crafting well-researched articles that delve into complex financial topics, breaking them down into understandable insights for the average reader. This approach not only provides immediate value to the readers but also showcases the firm’s in-depth knowledge and expertise in finance.

High-quality content is a cornerstone of effective content marketing because it builds trust and credibility. When readers find genuine value and authoritative information in your guest posts, they are more likely to seek out your brand, resulting in increased traffic and engagement.

This strategy elevates your brand above the competition, making it a go-to source for reliable information in your industry.


  • Research thoroughly for accurate information: Ensure that every piece of content is backed by comprehensive research from credible sources. This enhances the authority of your content and positions you as a knowledgeable expert in your field.
  • Incorporate unique insights and perspectives: Differentiate your content by adding unique insights or fresh perspectives on common topics. This not only adds depth but also sets your content apart from others in the same niche.
  • Utilize data and case studies: Support your content with relevant data, statistics, and case studies. This concrete evidence not only strengthens your arguments but also adds a layer of trustworthiness and reliability to your content.
  • Maintain a consistent voice and quality: Develop and adhere to a consistent voice and quality standard in your writing. Consistency helps in building a recognizable brand identity and ensures that your content is always associated with high quality.
  • Edit and refine for clarity and comprehensiveness: Rigorously edit your content to ensure it is clear, concise, and comprehensive. Well-edited content is easier to understand and more likely to be perceived as authoritative and trustworthy.
Unusual Idea


Consider the idea of “Narrative Immersion Technique.” This unusual enhancement involves weaving storytelling elements into authoritative content to create a more engaging and memorable experience for the reader. For the financial consultancy firm, instead of presenting data and insights in a traditional format, they could frame their expert advice within real-life stories or hypothetical scenarios that illustrate the impact of financial strategies on individuals or businesses.

This approach not only delivers the necessary information but does so in a way that emotionally connects with the audience, making complex financial concepts more relatable and digestible. By combining narrative elements with authoritative content, the firm can captivate the audience more effectively, leaving a lasting impression that goes beyond mere facts and figures.

4. Incorporating SEO best practices to increase visibility

Incorporating SEO best practices is a crucial element in ensuring that your guest posts reach the widest possible audience. For instance, a health and wellness brand writing a guest post for a popular fitness blog can maximize its reach by strategically using relevant keywords.

These keywords should align not just with their brand’s offerings, but also with the typical search terms their target audience uses. This includes long-tail keywords that capture specific queries, enhancing the chances of the content ranking higher in search engine results.

Moreover, optimizing meta descriptions and titles for click-through rates can significantly boost visibility. The inclusion of internal and external links within the content not only aids in SEO but also provides additional value to readers by directing them to more useful information.

These SEO tactics are essential in content marketing as they ensure that high-quality content doesn’t just sit idly on a website but actively attracts and engages the right audience, leading to increased traffic and potential conversions for the brand.


  • Keyword optimization: Carefully select and integrate relevant keywords, including long-tail phrases, into your guest post content to improve its visibility in search engine results and attract targeted traffic.
  • Meta description and title tags: Craft compelling and keyword-rich meta descriptions and title tags for your guest posts. These elements are crucial for search engines and can significantly impact click-through rates from search results.
  • Strategic use of internal and external links: Incorporate relevant internal links to your own content and external links to authoritative sources. This not only enhances SEO but also adds value for readers and credibility to your post.
  • Optimize for mobile and loading speed: Ensure your guest post is mobile-friendly and loads quickly. Search engines favor mobile-optimized and fast-loading content, which can improve the ranking of the host blog and your post.
  • Image optimization with alt tags: Use high-quality, relevant images and optimize them with descriptive alt tags containing keywords. This aids in improving the SEO of the post and enhances its appeal to visual searches.
Unusual Idea


Consider the idea of “Semantic Enrichment SEO.” This unusual enhancement goes beyond the traditional use of keywords and delves into the realm of semantic search optimization. For the health and wellness brand guest posting on a fitness blog, this means not just using relevant keywords but also incorporating related terms and phrases that capture the context and intent behind the search queries.

By understanding and utilizing the language and related topics that their target audience might also be interested in, the brand can broaden its reach to users who are searching for related content, even if they aren’t using the exact keywords. This approach aligns with how modern search engines interpret and serve content, ensuring that the guest post appears in more nuanced and contextually relevant search results.

5. Planning for long-term relationships with blog owners 

Planning for long-term relationships with blog owners is a strategic move in guest blogging, as it fosters ongoing collaboration and a steady stream of audience engagement.

Consider a boutique travel agency aiming to establish itself as a go-to source for luxury travel experiences. By forming a lasting partnership with a well-known travel blogger, they can regularly contribute guest posts, providing fresh, exclusive insights into high-end travel destinations and trends.

This ongoing relationship not only keeps the agency’s brand top-of-mind among the blog’s audience but also builds a sense of trust and familiarity. In content marketing, such sustained connections are invaluable. They allow for a deeper and more consistent brand narrative to be shared over time, reinforcing the agency’s expertise and unique offerings.

Additionally, a long-term partnership can lead to other collaborative opportunities, such as joint marketing campaigns or events, further amplifying the brand’s reach and solidifying its position in the market.


  • Regular communication and updates: Maintain consistent and open communication with blog owners, sharing updates about your industry, new content ideas, and feedback on past collaborations to foster a sense of partnership and mutual growth.
  • Offer exclusive content or first-access: Propose providing exclusive content or first-access to your latest research or products, giving the blog owner unique material that adds value to their platform and audience.
  • Support their initiatives: Show support for the blog owners’ initiatives, whether it’s promoting their content on your channels, participating in their online events, or contributing to their community discussions, to build a reciprocal relationship.
  • Provide constructive feedback and suggestions: Engage in a constructive exchange of ideas and feedback about the content and collaboration, offering suggestions for improvement that benefit both parties.
  • Explore joint ventures beyond blogging: Propose and explore opportunities for joint ventures beyond guest blogging, such as webinars, podcasts, or co-authored whitepapers, to deepen the relationship and collaborative scope.
Unusual Idea


Consider the idea of “Co-creation Escalation”. This unusual enhancement involves not just contributing content, but actively engaging in a collaborative creation process with the blog owner. For the boutique travel agency working with a travel blogger, this could mean jointly developing a series of interactive travel guides or co-hosting virtual travel events.

By moving beyond the standard guest post arrangement and creating unique experiences or content, the agency and blogger can forge a deeper, more symbiotic relationship. This joint venture not only benefits both parties by pooling resources and ideas but also offers the audience a richer, more diverse perspective, enhancing the appeal and reach of both the agency and the blog.

6. Promoting your guest posts through diverse channels

Promoting your guest posts through diverse channels is a critical step in maximizing their reach and effectiveness. For example, a local organic food company that has penned a guest post for a popular health and wellness blog can amplify its impact by sharing the post across its social media platforms, like Facebook, Instagram, and LinkedIn.

They can also include a mention or link to the post in their email newsletter, reaching subscribers who may have a vested interest in organic living but aren’t regular readers of the host blog.

In addition, the company could leverage the post in relevant online communities or forums dedicated to organic food and healthy lifestyles. By diversifying the promotional channels, the company ensures that its guest post reaches a broad audience, drawing traffic not only to the blog post but also to their own website.

This multifaceted approach is vital in content marketing, as it increases the visibility of the content, engages various segments of the audience, and enhances overall brand reach and recognition.


  • Share on social media platforms: Utilize your brand’s social media accounts to share the guest post, tailor the message for each platform, and use relevant hashtags to increase reach and engagement.
  • Feature in email newsletters: Include a brief summary and link to the guest post in your email newsletters to inform and direct your subscribers to the content, thereby driving additional traffic to the host blog.
  • Utilize paid advertising: Consider using paid advertising options on social media or search engines to promote the guest post, targeting it to a specific audience that aligns with the topic.
  • Collaborate for cross-promotion: Work with the blog owner to create a cross-promotion strategy, where both parties share and promote the content through their respective channels to maximize exposure.
  • Engage in online communities and forums: Share and discuss the guest post in relevant online communities and forums, adding value to discussions and directing interested readers to the full article.
Unusual Idea


Consider the idea of “Interactive Promotion Gamification.” This unusual enhancement involves turning the promotion of your guest post into an interactive game or challenge for your audience. For the organic food company, this could mean creating a social media challenge where followers are encouraged to share their own experiences with organic products or recipes mentioned in the guest post.

Participants could be incentivized with rewards like discounts or a feature on the company’s social media page. This strategy not only promotes the guest post in a fun and engaging way but also encourages active participation and user-generated content, significantly amplifying the reach and impact of the post across various platforms.

7. Engaging actively with readers' comments and feedback

Engaging actively with readers’ comments and feedback on your guest posts is a critical aspect of audience building and content marketing. Imagine a fitness equipment manufacturer who guest posts on a popular fitness blog.

When readers comment on the post, whether it’s to ask a question, provide feedback, or share their own experiences, the manufacturer should respond promptly and thoughtfully. This engagement shows that the brand values its audience’s opinions and is keen on maintaining a dialogue, not just broadcasting a message.

Such interactions deepen the relationship with the audience and enhance the brand’s reputation as approachable and customer-centric. Moreover, this active engagement can provide valuable insights into customer needs and preferences, which can be used to refine future content and product development.

Responding to comments also keeps the conversation going and can increase the visibility of the post, as ongoing engagement is often favored by blog algorithms, leading to increased traffic and exposure.


  • Promptly respond to comments: Ensure you respond quickly to comments on your guest post, showing readers that you value their engagement and are actively involved in the conversation.
  • Provide thoughtful and informed replies: Tailor your responses to be thoughtful and informative, addressing the specific content of each comment to foster meaningful interactions and demonstrate your expertise.
  • Encourage ongoing conversation: Ask open-ended questions in your replies to stimulate further discussion, keeping the conversation alive and engaging other readers.
  • Show appreciation for feedback: Express gratitude for both positive and constructive feedback, showing that you value reader input and are committed to improving based on their suggestions.
  • Monitor and engage across platforms: Regularly check and engage with comments not only on the blog itself but also on social media platforms where your guest post is shared, ensuring a holistic engagement approach.
Unusual Idea


Consider the idea of “Dynamic Dialogue Threads.” This unusual enhancement transforms standard comment sections into more interactive, threaded discussions. For the fitness equipment manufacturer, this could mean initiating a series of follow-up questions in response to readers’ comments, effectively creating a mini-forum within the blog.

Each comment thread can be tailored to delve deeper into specific topics mentioned in the original comment, such as personal fitness goals or experiences with certain equipment. This approach not only maintains engagement but also fosters a community-like environment where readers feel their input leads to meaningful, ongoing discussions. Such dynamic interactions can significantly enrich the reader experience, making the guest post a hub for valuable exchange and community building.

8. Analyzing your post's performance and adjusting strategy

Analyzing your post’s performance and adjusting strategy is a crucial step in refining your guest blogging efforts for maximum impact. Take, for instance, a boutique fashion brand that has published a guest post on a popular lifestyle blog.

By examining various metrics such as views, shares, comments, and click-through rates to their website, they can gauge the effectiveness of their content. If the post garnered significant engagement but low website traffic, the brand might consider tweaking their call-to-action or the link placement in future posts.

This data-driven approach allows for a nuanced understanding of what resonates with the audience and what doesn’t, enabling the brand to continually refine its content strategy.

Such analysis is integral in content marketing, as it informs not only the style and substance of future guest posts but also broader marketing tactics, ensuring that every piece of content the brand puts out is optimized for audience engagement and conversion.


  • Track key performance metrics: Monitor metrics such as page views, time spent on page, and bounce rate to understand how engaging your guest post is to the audience.
  • Analyze traffic sources: Identify which channels are driving the most traffic to your guest post, whether it’s social media, search engines, or direct referrals, to focus future promotional efforts.
  • Evaluate engagement levels: Assess the level of engagement through comments, shares, and likes to gauge how well your content resonates with the audience and stimulates interaction.
  • Monitor click-through rates: Keep an eye on the click-through rates from the guest post to your website, as this indicates the effectiveness of your call-to-action and overall interest in your brand.
  • Adjust content strategy based on insights: Use the insights gained from these analyses to refine your content strategy, focusing on what works best in terms of topic, style, and promotion methods for future guest posts.
Unusual Idea


Consider the idea of “Sentiment Mapping Analytics.” This unusual enhancement goes beyond traditional metrics and delves into the emotional response of the audience to your content. For the boutique fashion brand, this could mean using advanced tools to analyze comments and social media reactions for sentiment trends, such as excitement or curiosity about certain aspects of the post.

Are readers more responsive to the visual elements, the storytelling, or the practical fashion advice? By understanding the emotional pull of different content elements, the brand can adjust their strategy to focus on what truly captivates and connects with the audience, making their future guest posts more engaging and effective.

In summary

  1. Strategic selection and collaboration: The importance of carefully choosing relevant blogs and influencers for guest posting cannot be overstated. This ensures that your content reaches a targeted and interested audience, fostering more meaningful engagements and stronger connections.

  2. Quality content with a unique twist: Developing high-quality, authoritative content is crucial, but infusing it with unique, creative elements sets your guest posts apart. This approach not only captures the audience’s attention but also reinforces your brand’s distinct voice and expertise in your field.

  3. Comprehensive promotion and engagement: Effectively promoting your guest posts across diverse channels and actively engaging with the audience amplifies reach and impact. Additionally, analyzing the performance of your posts and adapting your strategy accordingly is vital for continuous improvement and sustained success in guest blogging.

Take your brand's content marketing from run-of-the-mill to remarkable

Shobha Ponnappa

"As a Content/Brand Specialist, and SEO/UX Writer, I can help transform your brand's online presence. I can lift it with innovative ideas to take it to an enviable position. Let's collaborate to create a captivating brand story, engage your audience, boost your online visibility, and increase your ROI. Take the next step towards your brand content success and contact me today."

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