The anatomy of an ideal guest blogger  At Econsultancy we’ve always tried to share the knowledge of our community, which is far greater than our own collective brain.

We used to do this primarily through a weekly interview with an in-house e-commerce professional, where we’d try to ask the kinds of questions that would lead to some revealing answers. We’ve always greatly preferred actionable insight, rather than exclusive company news.

A few years ago we published the first post on this blog and shortly thereafter started to invite industry experts to contribute articles. The Econsultancy brand is heavily aligned to ‘learning’, and what better way to learn that to share first-hand insight from guest bloggers who are insanely knowledgeable in their field?

What’s in it for guest bloggers?

Guest blogging is a great way of putting yourself on the map. You do this through thought-leadership, by sharing know-how, and by being active within the community. Guest blogging can do wonders for your reputation if you do it right.

It can also help to extend awareness about what you do, your subject/s of choice, and the tools and techniques that you employ. That being said, blatant hawking sucks, so steer clear of that. If your post reads like a sales pitch then it won’t get published, or if it does, the readers will see straight through it.

Guest blogging can also be good for traffic. Our headlines are automatically pushed out onto Twitter, and with 38,000+ followers they naturally attract clicks (and retweets). A portion of that traffic will follow the scent trail all the way back to the guest blogger’s site, if the post is good.

The anatomy of an ideal guest blogger

Heart. Are you a sharing, caring type of person? Are you passionate? If you’re prepared to help others and love what you do for a living then you’re potentially a great guest blogger. And you can learn how to write for the web, so don't worry too much about that if you're a first time blogger.

Lungs. A capacity to contribute regularly is essential. We ask our guest bloggers to submit at least one post a month, and not to give up after one or two posts. Frequency matters...

Stomach. Do you have the appetite and capacity for guest blogging? Are you hungry enough for it, or is it just a passing fad?

Mouth. Opinion is what makes the world spin, and it’s important to have one. But it’s just as important to back up your thoughts with as much proof as you can muster, and to avoid long-term navel-gazing (soothsaying sucks).

Brain. Real world insight is the thing that makes a guest blogger stand out from the crowd. And you want to be remembered, right? Anybody can – and should – have an opinion, but it is much harder to shed light on difficult subjects, or topics that have been well covered elsewhere. The best posts on this blog are helpful, useful, practical and are full of takeaways.

Legs. Does your post have legs? Will it attract lots of feedback? Will it travel far and wide via social media platforms? Will it be picked up by other bloggers? Will it generate a bandwagon of retweets*?

Ears. It’s important to listen and to respond to the comments that your post will attract, whether they appear on the blog you’re contributing to or via the likes of Twitter. Good writers stay alert and don’t sign off once their posts have been published.

Eyes. It’s really important to look before you leap. Since I launched this blog in mid-2006 we have published more than 7,000 posts, so the chances are that we’ve already written that post you were thinking of writing about how brands should start using Twitter, or SEO tips for e-commerce managers. Duplication is a waste of everybody’s time, so it’s best to check in advance and to make your post sufficiently distinct from others that have already been published (or to think of an entirely new one).

Fingers. Well, they’re for pointing, right? We’re big believers in linking to other sources of goodness, so try to back up posts with supporting evidence wherever possible. Try to avoid pointing at yourself all of the time, as nobody likes a self-referential show off.

Spine. All bloggers need to have a backbone and a thick skin. Sometimes it can get a little personal. Don’t feed the trolls! Transform into a duck if necessary!

Soul. It goes without saying that all writers should have a soul, otherwise there’s little point in putting pen (finger) to paper (keyboard). I’m not sure where one’s soul lives on an anatomical chart, but let's not worry about that right now...

If you're interested in guest blogging for Econsultancy then please make friends with our editor, Graham Charlton. At this stage we're mainly on the lookout for client-side guest bloggers. 

*Hat tip to Ged Carroll for defining the collective noun for retweets! 

[Image by meddygarnet via Flickr, various rights reserved]

Chris Lake

Published 14 February, 2011 by Chris Lake

Chris Lake is CEO at EmpiricalProof, and former Director of Content at Econsultancy. Follow him on Twitter, Google+ or connect via Linkedin.

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Comments (6)

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Eszter Gulácsi

It seemed to be an easy job at first sight but after reading this it isn't that easy, I think... :) Needs an extrovert personality...

over 7 years ago


Wedding Blog

I agree about sharing the love and that its great having contributors/ guest bloggers -I started doing this with my blog at the beginning as I wanted specialists to share their interests/ advice in certain areas. However I found that sometimes people who might be specialists in their field can't write engaging content ..... I've had quite a few times when people have asked to guest blog and then I've thought that their content etc is not up to scratch and I'd be embarrassed to put it up on the blog. In that situation its awkward as they've put in hard work but I don't want to publish it as. Now I've found it is easier in general to just not accept guest bloggers. The other problem with guest bloggers is that often they just want to promote their own products/ services which is boring for the reader and means that their content can be very one sided. I suppose the quality of the guest bloggers will also depend on your site/blog as you're not going to get amazing guest bloggers if you've got a small niche blog with little traffic (that might be a hobby)

over 7 years ago


Joe Pelissier

Interesting that there are so few comments here.

Either the guest bloggers are blogging away or potential guest-bloggers have suddenly realised that good writing is hard graft.

You may be an 'expert' in your field but for me writing a post is about

a. Structure - choose the right one
b. Layout - that supports online readability
c. Language - use a conversational style to create rapport

You then perfect your craft.

As Ernest Hemmingway wrote:

“Most writers slough off the most important part of their trade – editing their stuff; honing it and honing it until it gets an edge like a bullfighter’s killing sword.”

over 7 years ago


industrial lcd display

Nice one.
People having extrovert personality will make some profit from it.
Thanks for sharing

over 7 years ago



One post a month isn't too much of a challenge. Interesting perspective on the "legs"; it's good to have in mind your desired result before writing.

almost 7 years ago


Dr. Laureen Wishom

Thanks for sharing this. I was most helpful. Liked your analogies. The legs really resonated with me. I am working on a blog now so this post will help me prepare a better blog for next week. Thanks.

over 6 years ago

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