I hear this question weekly: what’s better – to publish your best content on your own blog or use it to guest post?
My obvious reply is “Do both” 🙂
In reality, there are too many “It depends” to answer this question. It depends on how large your blog is; it depends on what your objectives are; it depends on your content; it depends on how well networked you are; etc.
Of course, you should have your own blog (which is your landing page and your personal loyal community home) an of course, to expand your reach, you should start guest blogging. There’s really nothing to compare…
But if you are looking for the clear explanation, here’s an awesome post by Wiep “Link Baiting versus Guest Blogging” which goes in-depth into the differences and (dis)advantages of both the content strategies.
And here are my takeaways:
|Content on your own site||Guest blogging|
|Content is hosted…||On your own site (which adds to its quality)||On another person’s blog|
|Traffic (from bookmarks, social media shares and search engines)…||Goes directly to your site||Goes to your site from clicks on your guest post hosted externally|
|Links (from other people who re-blog and bookmark your article)…||Go directly to your site||Go to your site through the links you used when writing your guest post hosted externally|
|You get guaranteed external backlinks…||No (unless people find your content really awesome to mention and link back)||Yes (as long as your links do not break the editorial guidelines of the target blog)|
|You can control the anchor text of your external links…||No – People who will re-blog your content and mention it in the round-ups will use whatever anchor text they want. (You can only control internal links which means less power)||Yes – You have full control as to how to link back to your own blog from the guest post (as long as this doesn’t break the editorial guidelines)|
|You are talking to your existing audience||Yes (until and if your content goes viral and your audience is expanded by social media shares which not always happens)||No – You are exposing your content to a completely new audience (the size of the audience depends on which blog you choose to guest post for) – which, as a rule, means more powerful for branding|
The bottom line? Do both! And do your best!
Psst. See also see another post answering another popular question: Guest Blogging versus Article Marketing