Preparing a Pitch to Write a Guest Blog

In my blog from last July, I wrote about whether authors should blog. I wrote that blogging is one way for authors to support their marketing efforts and gain more readers. I mentioned a few platforms such as Blogspot, WordPress, Squarespace, Substack, Medium, and even your own website. These serve well to build an audience for your content, but if you need time to gain a following and you have an idea for a blog you want to share, you can spread your message to existing audiences in the meantime. How do you do this? You can borrow another publisher’s audience through a guest blog. Although not every platform is open to bringing in outside content, many see the value of welcoming a topic that they have not yet covered but know it will resonate with their readers.

Platforms may seek out guest bloggers, but more often than not, a blogger must make the inquiry. However, it is not as simple as asking if you can guest blog on someone’s post, especially if you have never engaged with that writer’s content.

Similar to querying publishers and literary agents, you have to prepare yourself adequately with a proposal that is clear, concise, and compelling. This is your pitch, and, as a potential guest blogger, you’ll have to convince the host that you can contribute an article that benefits their audience.

You may have a host and topic in mind but first ask yourself the following questions before you inquire about being a guest blogger.

Am I acquainted with the host’s content?

Do I know what is drawing readers to its platform?

Do I have a similar level of expertise to the host?

Can I provide something that the host will find valuable to their readers?

If you cannot answer a resounding yes to these questions, your inquiry may come off as spammy, solicitous, and self-serving. Here are some guidelines to help you prepare your pitch to be a guest blogger with authenticity.

PLANNING

Engage and build rapport-Connect on social media, comment, like, and share. The more you engage, the more trust and loyalty you will establish.

Research- Study their content to determine gaps you could fill. One way you could do this is by conducting keyword research on your competitors’ sites.

THE ASK

Make delivery succinct and enticing-Use simple language, be brief, and interesting.

Don’t make it about yourself- Briefly introduce yourself and compliment their work by linking to articles you enjoyed. Propose unique ideas that you think could benefit their readers and why.

Show proof of your expertise- Give samples of your writing relevant to their audience, yet don’t send an article you’ve already published unless they agree to it.

EXECUTION AND PROFESSIONALISM

1.     Share your well-researched draft in a format that you can easily collaborate on.

2.     Ascertain that you understand their content guidelines and be open-minded to revisions.

3.     Match your voice to the host’s writing tone.

4.     Thank them and provide your contact information so they can reach you.

5.     If no response, allow a bit of time and then follow up.

Preparing a pitch for a guest blog post is as important as writing the blog post itself. If you are doing it correctly, you are demonstrating to the platform or company host that you have the familiarity and expertise to provide ideas and writing that is relevant to their subject matter and will be of interest to their readers. When this is coupled with your professionalism in following through on their editorial requirements and collaborating with ease, you will have forged a mutually beneficial relationship that can drive profitable engagement for both.