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Blogging in the Age of Modern Marketing 26 Guest blogging can be an effective approach for building awareness and credibility for your brand. Start your guest blogging strategy by iden- tifying the influential blogs that your target audience reads. Most influen- tial blogs accept guest submissions and this is a fantastic way to get your content and brand to a wider audience. Incorporate guest blogging into your content strategy and submit exclusive, well- written, and strategic content to these blogs. Content on sites like this can easily yield a couple hundred social shares in a single day; make sure you strategically incorporate back links in your content body and bio, and include references to your brand if appropriate (don't do a sales pitch!). Over time, guest blogging can raise brand awareness with your target audience and positions you as a thought-leader on key industry outlets – not to mention the SEO benefits of a popular blog linking back to your site. Also consider opening your blog up to guest writers. Remember that you likely won't get much traction with guest blogging until you've in- creased your brand awareness and audience. All of this takes time and patience so don't fret if people aren't rushing to submit pieces to your blog. A s yo u c o n t i n u e yo u r c o n t e n t m a r ke t i n g s t r a t e g y a n d p o s t o n l a r g e r b l o g s , g u e s t b l o g g e r submissions will start to trickle in. GUEST BLOGGING 7

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