Incorporating guest bloggers is an excellent way to supplement a content calendar while also developing partnerships with other healthcare professionals, hospitals or providers. These relationships can help keep your content robust while providing opportunities for cross-promotion.
If you’re considering adding guest writers or bloggers to your content strategy, here are a few tips to keep in mind:
- Set expectations. Once you’ve determined the topic for the assignment, be clear about what you are looking for from the writers. Specify the word length and let the writer know whether he/she should provide visuals. If you have a style guide that can be shared externally, be sure to send that to the writer, as well. And don’t forget to set a deadline! Even though you may not be paying the writer, deadlines are needed to stay organized and on track. Small content teams are often the norm in healthcare today, but small doesn’t have to mean less content.
- Keep the writer’s voice. It’s important to keep content consistent with your organization’s tone and style guide, but maintain the guest writer’s voice, as well. Adding unique voices to your blog or website can keep it vibrant and interesting.
- Avoid too much promotion. It’s fine to include a few links back to the guest writer’s website or blog – in many cases, the writer is providing the content for free, so it’s the least you can do! However, make sure the post isn’t too promotional of their brand or organization. Find a good balance between internal and external links.
- Include a guest writer bio. It’s a good idea to include a small bio about the writer to specify that the content was created by someone outside of your organization. This is also a good opportunity to share links to the writer’s website or social media accounts.
- Share the content with the writer. Once you post the content, don’t forget to share the link with the writer and encourage him/her to post the link on their social channels. Be sure to tag the writer or his/her company in your social posts, as well. This can encourage cross-promotion and get more eyeballs on your content.
If you have the time, we also recommend developing a guest blogger guide that you can easily give to new contributors. This guide can include information around style and tone, expectations for article submissions, disclaimers about editing and more. Having these materials at the ready can speed up content creation and help avoid a lengthy editing process.
What tips do you have for successful guest blogger relationships? Share your advice with us in the comments below!