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Essay-style content created for online publishing generally falls under one of two categories: blog post and guest post. Both types of posts are useful for SEO and digital marketing purposes. They can both drive traffic, improve conversion optimization, and even solidify a poster’s reputation. Yet they are distinctly different in many ways.
Is one type of post better than the other? No, not really. It is more a matter of the two post types having distinct and different purposes. Understand what those purposes are, and you have the starting point for essay-style content that does the job you want it to do.
Some of the differences between blog and guest posts are rather subtle. However, this first one is not. Blog posts are published on the originator’s website. Let’s say John runs a carpet cleaning business. Blog posts written for his business appear on his web page, whether he actually authors them or not.
Guest posts are published on sites other than John’s. He may find other home contractors willing to swap posts with him. He might publish on an industry related website. The point is that the posts are hosted on external sites completely separate from John’s business site.
Writing Style and Angle
Although both types of posts can and should be quite informative, blog posts tend to be a bit more personal and informal. Why? Because the site owner is using their blog to communicate directly with customers as though they were speaking face-to-face. Blogging is more personal. It is more conversational.
Guest posting is just the opposite. This is largely due to the fact that sites inviting guest post participation are taking posts from authors all over the world. The audience is much larger and more diversified. Thus, guest post content is more formal. It is more hard information and less personal expression.
The next major difference between the two types of posts is found in the links embedded within the content. According to Webtek Digital Marketing, blog and guest posts can both offer outbound links to relevant third-party sites. However, blog posts also tend to offer internal links to other pages on the owner’s site.
Meanwhile, guest posts always include at least one link back to the originator’s website. So a carpet cleaning article on a third-party site would somehow link back to John’s site. This is true even if John hires someone else to produce the content for him.
Finally, there is a subtle difference between the two types of posts in terms of target audience. In most cases, blog posts are intended to reach customers who are already familiar with the company’s business. They can and should be used to drive new traffic, but blogs are primarily designed to ensure that loyal customers remain loyal.
Guest posts have a different purpose: bringing new customers into the fold. They are designed to target people who may have never heard of a site owner’s company before. They are designed to improve a company’s online reputation, thereby making that company more attractive to potential buyers.
All these differences indicate adjustments in style, tone, and messaging. A writer could choose the same topic for both a blog and guest post. But because the two types of post are different in terms of publishing location, target audience, etc., the author has to approach the topic from two different angles.
Now you know the difference between blog and guest posts. For the most effective marketing results, site owners should be utilizing both of them.