Guest posting is more than just a strategy for building links and driving traffic: it's an art form. Effective guest posting requires a deep understanding of how content spreads on the web and the patience to create compelling content that users will want to share with their friends and colleagues.

In this guide, we'll be covering everything you need to know about guest posting, from the many different types of posts that you can write to the way in which you should go about building relationships with potential link partners.

The Art of Guest Posting

The first thing you'll need to do is figure out what kind of guest post you'd like to write. Different types of posts are suited for different audiences, just as different audiences respond well to different qualities in writing.

Before we get into the specific kinds of guest posts that you can write, it's important to understand just how content spreads on the web; if you don't have a proper understanding of how content moves through online communities, then your guest posts will be unlikely to reach an audience.

How Content Spreads on the Web

The way in which users behave when reading and sharing content can be broken into three categories: fast, medium, and slow. Understanding these methods of content consumption can help you craft content that will spread throughout the web.

1: The Fastest Content is Content That Gets Shared Immediately

When something is "viral," it means that millions of users are sharing it at almost exactly the same time. Videos, pictures, memes, gifs—this kind of content tends to go viral often because it's easy to consume, it's fun, and it's highly sharable.

These viral posts typically contain humorous or inspiring content, paired with a compelling headline that tells users why they should care about the post in question. A great example of this type of content is Why Every Picture Of My Dog Is The Most Adorable Thing You'll See All Day, a post from BuzzFeed that went viral earlier this year.

The goal of your content should be to share as quickly as possible, but you can't control how people will react to it. If you're going to go for the "viral" approach, then you'll need a hook that makes users want to share your content.

2: The Second-Fastest Method of Content Consumption is Sharing After Substantial Debate

Many viral posts are shared immediately after they're posted, but users will sometimes debate whether or not they should share the post in question before they actually go through with it. This type of sharing usually happens on sites like Reddit, where multiple people have to weigh in on the content before it's actually shared.

An example of this type of viral post is I'm 29 Years Old, and I'll Never Date Someone Younger Than Me, a personal essay that gained widespread attention after it was published on Thought Catalog. The article inspired debate throughout nearly every major online community, as users began weighing the pros and cons of dating younger individuals.

The way in which this type of content spreads throughout the web is similar to how people share memes, but it tends to be longer-lasting. Memes typically only have time to gain momentum on one subreddit before they're forgotten about, but viral pieces are still being shared months after they were first published.

This type of viral content doesn't have to be in list form, but it does need to provoke debate—don't expect your post to go viral if there's no discussion surrounding it.

3: The Slowest Method of Content Consumption is Sharing After Passive Reading

Finally, users will often go through the front page of their favorite sites before they share any content or discuss it with their peers. These users tend to sort through content that has already been shared, so even if your guest post falls into the third category, you'll still likely be able to reach an audience.

This type of content typically stays within one site, so you shouldn't expect to see any long-term effects of your guest post—in other words, don't expect to see links pointing back at your site after you publish a post like this.

What's important about each of these categories is that you understand how your users will read your content; if they're expecting it to be fast-paced and highly sharable, then you'll need to create something interesting that draws people in. If you're going for passive sharing, then you'll need to provide the content that people will enjoy when they come across it in their feeds.

Each of these techniques has its own benefits and disadvantages, but by understanding how users interact with content on your site, you can craft posts that increase your visibility and get seen by as many eyes as possible.

How to choose a topic to write on?

When choosing a topic to "Guest post" on, you'll need to find a site that matches the type of content you want to publish. For example, if your post will be shared passively throughout your target audience's social networks, then it needs to be something that they'd enjoy reading when they're bored. If your users are more inclined to share viral content after the debate, then you'll need to write something controversial that will inspire discussion.

Don't be afraid to experiment with your topics, but make sure you're consistent; if you publish one post about the best bars in your area, then you should probably continue to write about other things related to bars (food, drinks, etc.). If you start writing posts unrelated to the bar scene, then your readers will likely resent you for it.

Choosing a Site to Publish on:

Once you know what type of content you want to publish and how your target audience will receive it, find a site that matches the general tone of your post.

For example, if you're writing a list post about the best bars in your area, then it needs to be hosted somewhere where people are likely to-read lists. Sites like BuzzFeed or Cracked are perfect for this type of content because they're designed to maximize the number of views that each article receives.

If your post is more suited for debate, then you'll need to focus on sites like Quora or Reddit, where people will be able to discuss things with each other after reading your piece. Different subreddits have different standards, so make sure you research each site before publishing a controversial post.

If your post is going to be shared passively throughout the social networks of your target audience, then it should be hosted on a general interest blog like Huffington Post or Business Insider—the goal here is to get the widest possible reach.

Frequently Asked Questions

1: What is a Guest Post?

A guest post is content that you publish on another site in exchange for a link back to your website. The links included in guest posts won't have much of an effect if they're not backed by solid on-site SEO, but they can still help you get found online.

2: How do I get a guest post written on my site?

You'll need to find a site that matches the "type" of content you want to publish. Contact sites that match this description and send them some samples once you know what type of content your target audience will be interested in. Make sure your samples are well written and perfectly edited before sending out a pitch.

3: How do I find Guest Posts to write on?

You can start by looking at successful guest posts in your industry, then reverse-engineer their success by finding sites that matched the type of content they published. Once you have a list of relevant blogs, craft an email and send it to them explaining why you're a good match for their audience.

4: How do I find sites that will allow me to Guest Post?

You can start by looking at successful guest posts in your industry, then reverse-engineer their success by finding sites that matched the type of content they published. Once you have a list of relevant blogs, craft an email and send it to them explaining why you're a good match for their audience.

5: What is the best way to make my website stand out with Guest Posts?

The links included in guest posts won't have much effect if they're not backed by solid on-site SEO, but they can still help you get found online. One of the best ways to make your website stand out is by writing a high-quality guest post.