When I began my career in communications (don’t ask how long ago; I’ll lie to you), the only thing we had to worry about was building really strong relationships with journalists to do the media relations part of our jobs.

Now we have to worry about that and relationships with bloggers and influencers and customers and prospects and competitors and detractors and cynics and trolls and ambassadors.

Add to that creating content that is valuable, educational, and fun to read (or listen to or watch) and using the social networks to distribute it without being self-serving, and understanding search engine optimization and you suddenly have a very full day.

As we do all of this, we tend to forget there is one extremely effective way to repurpose content and reach new audiences without extra work: Guest blogging.

There are two ways to think about guest blogging. Either you can have influential bloggers in your industry write for you or you can write for high authority sites that will help with your own search engine optimization, new audiences, and even sales. (more…)