Guest Content Creation (GCC) in the Brow Industry

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1. Background

This article is informed by the insights and observations of 131 brow pigmentation experts. These professionals, who mainly focus on techniques like powder brows, hairstrokes, and microblading, contribute a wealth of knowledge, with most having more than three years of experience in this area. The research that forms the basis of this article was carried out from 2019 to 2024, with some studies still in progress.

The focus is on a specific marketing strategy - guest content creation - which, despite being underutilized by many in the brow industry, has been effectively implemented by others. The goal is to clarify this strategy and provide actionable advice for its application, highlighting how it can lead to success in brow pigmentation.

2. Concept of guest content creation

Understanding guest content creation

Many brow artists know the potential benefits of guest content creation but find the approach daunting. Attempts to contact website owners, academy leaders, or editors often end in silence or polite refusals. So, what is the secret to overcoming these obstacles? This article introduces an effective method that has proven successful for numerous artists. The emphasis should be on the quality and relevance of your content, treating it as if it were of the highest caliber. This mindset reduces the concern of connecting with gatekeepers of platforms that reach your target audience.

Viewing it from the perspective of the channel owner

A vital insight from experienced artists is the necessity of adopting a new perspective. Artists interested in creating guest content must consider how their contributions can benefit the platform or feed owner rather than focusing solely on their promotional needs. This shift in mindset is critical for success. The chances of success are slim without understanding the channel owner's perspective. Aligning your content with the needs and interests of the platform owner can pave the way for new opportunities and collaborations.

3. GCC for brow artists

Guest content creation for brow artists

GCC is a powerful strategy for brow artists aiming to widen their audience, attract more attention, and acquire backlinks. But what exactly does GCC involve, and how can it be effectively employed in powder brows artistry?

Defining guest content creation GCC is a content marketing strategy where individuals produce content for third-party websites, social media feeds, blogs, or other platforms to promote their personal or professional brand. This strategy centers on delivering value to the audience of the host medium. In return, as the content creator, you enhance your online visibility and reach. It's crucial to recognize that GCC is not a means for free advertising for a powder brows artist. Guest posting is about mutual benefits, not unilateral promotion.

Feedback from medium owners

Many editors and owners of platforms with large followings, such as Powderbrows.com, have voiced concerns about the quality of guest content they receive, often describing it as "utterly unacceptable." Common criticisms include content of poor quality, simplistic texts focused on self-promotion, and sometimes even unreasonable demands for posting. Low-quality images or texts that merely advertise the artist or their academy are examples of ineffective GCC practices. This approach misses the mark of what GCC aims to achieve and is usually counterproductive.

Therefore, GCC effectively allows powder brows artists to expand their audience and establish an online presence. Nonetheless, it necessitates a deliberate approach that prioritizes quality and aligns with the goals of both the content creator and the medium owner. Grasping this equilibrium is essential for the success of guest content creation.

4. Advantages of GCC

Why GCC is invaluable for brow artists For artists specializing in powder brows or hairstrokes, GCC should be a fundamental component of your marketing plan. The rationale stems from balancing visibility with budget management, which is particularly vital for newcomers to the beauty industry.

An economical marketing choice

Early stages of launching a brow business often face financial constraints, making expansive marketing efforts challenging. With the high costs associated with advertising, GCC emerges as an efficient and cost-saving alternative. By investing time and creativity in crafting compelling content instead of spending on ads, the financial benefits of sharing your work on well-followed platforms can be substantial. The cost savings compared to paid marketing efforts can surpass thousands for just one post, not to mention the unquantifiable advantages and networking possibilities.

No direct financial investment is required

One of the most appealing aspects of GCC is that it does not necessitate any financial expenditure. This strategy is accessible to all, especially artists lacking a significant marketing budget or the resources for costly ads.

Establishing industry authority

Featuring your content on platforms with a broad audience aids in building your reputation as a brow expert. In this context, authority means earning respect and trust through demonstrated expertise and experience. For emerging artists, it offers a chance to present oneself as an authority in the field.

Increasing inbound contacts and revenue

GCC can lead to a significant uptick in inbound contacts—potential clients who reach out to you because they are actively seeking brow services. Numerous artists have found that guest posting has resulted in more bookings and higher income. This strategy showcases your skills and connects you with individuals interested in your services.

Considering all these factors, the significance of GCC cannot be overstated. Numerous established artists credit guest content creation as pivotal in advancing their careers, particularly at crucial moments. Both financially and in a broader sense, the impact of such initiatives is profound, highlighting the necessity of incorporating GCC into your marketing strategy.

5. Content is the New Currency

In digital marketing and online promotion, the concept that "Content is the new currency" is increasingly prevalent. To grasp and utilize this idea effectively, it's essential to understand that the content you provide for guest posting is a form of currency. You're using this content to 'pay' for the advertising and promotion you receive.

Understanding the transactional nature of content

Consider the process as a transaction where both parties involved gain something valuable. On one end, as the content creator, you receive advertising and promotion for your services. Conversely, the host website or platform benefits from new, engaging content that enhances the site's value. This mutual benefit is the cornerstone of successful content-based collaborations.

The crucial role of content value

However, the consequences can be detrimental if you get a reputable platform with high engagement to publish content that lacks substantial value. Poor quality content can disappoint the host's audience, potentially damaging your reputation and the relationship with the platform. Hence, exchanging content for advertising must be equitable and advantageous for both parties. This approach should be as professional as any other business transaction. Recognize your worth and value, and ensure your content meets the advertising and promotion standard you aim to achieve.

Leveraging high-quality content

If you produce content that is practically useful, original, and presented through engaging text, exciting videos, or high-quality pictures, you have something valuable that the medium owner desires. This puts you in a favorable position to choose where and how your content is published. High-quality content opens doors to better promotional opportunities and positions you as a desirable contributor, giving you the upper hand in deciding the most strategic platforms for your content.

6. Balancing value in GCC

Kevin O'Leary, a prominent investor, suggested that the best deals are those where neither party gets everything they want but both make concessions. This wisdom holds in Guest Content Creation (GCC). The art lies in striking a balance where both the content creator and the platform feel they are giving up something valuable, yet both stand to gain significantly.

Understanding the exchange in GCC

As a content creator, you might create something of such intrinsic value that the feed owner or platform editor feels compelled to accept your branding message or promotion embedded within the content. This could be through an insistence on your part or because it's so inherently integrated, like a label, web address, or handle in a video or text built on your customer success story.

Negotiating a win-win deal

In this exchange, your effort and the value you invest in the post should be something you almost regret parting with just for the promotion you'll receive. Conversely, the platform should feel that they are providing an exceptional promotional opportunity, so valuable that they might question if the quality of your post justifies it. This interpretation of O'Leary's saying doesn't imply a loss for either party. Instead, it's about winning and knowing the value of what's being exchanged: you give away compelling content, and the medium owner provides substantial personal brand promotion for free.

Meeting the gold standard

In practical terms, this means two things for your content creation strategy. First, your post must be genuinely valuable, representing your expertise and insights – not something you'd give away lightly. Second, the platform that publishes your content should have an engaged readership where your content will be seen and appreciated.

The goal is to find a balance where both parties might feel slightly uncomfortable with the deal but fully recognize its inherent value. This ensures that both the content creator and the publishing platform are committed to the success of the guest post, with neither feeling they've compromised too much or too little. Such collaborations are more likely to be successful, benefiting both the brow artist and the host platform. Entering negotiations requires that your “currency" - your content - meets this gold standard, far from mere fluff and truly valuable.

7. Approaching medium owners

Be humble in your approach. Recognize that you might be just starting or one among many in your field. When approaching platforms, do so with straightforwardness, politeness, and professionalism.

Understand the platform's or feed owner’s style

Invest time to familiarize yourself with what they have published so far. This research will help you know their preferred tone, style, and content requirements. If you can't align your writing with the platform's style and tone, you risk wasting your time and theirs.

Evaluate your contribution

Critically evaluate what you can contribute. Be realistic and self-critical about what their readers would gain from your contribution. The collaboration might not be successful if there's a mismatch between the platform's interests and what you offer.

8. Enhancing “Evergreens”

When engaging in guest content creation, it's crucial to understand the concept of "Evergreens" – the foundational content pillars of a medium. These core topics have consistently driven traffic and engagement for the platform.

Recognizing the importance of “Evergreens”

"Evergreens" are those topics or articles that have become staples for a platform, often reflected in posts with high shares or consistent traffic. While it might be tempting to challenge these 'antiques' with fresh perspectives, understanding their value to the platform and its audience is crucial. Such topics are deeply integrated into the platform's identity, resonating with the readers' expectations.

Contributing to “Evergreens”

Rather than trying to reinvent the wheel or introduce entirely new themes, consider how your content can complement these established "Evergreens." This approach respects the platform's legacy and positions your contribution as enhancing and expanding upon the existing foundation.

Balancing innovation with tradition

Incorporating fresh insights, updated information, or new angles on these evergreen topics can make your content more appealing to the platform. It's about striking the right balance between offering something new and respecting what has historically worked well for the platform. This strategy can significantly increase your chances of your content being accepted and appreciated by both the platform and its audience.

9. Conclusion

Engaging in Guest Content Creation is a nuanced process that requires understanding the value exchange between content creators and publishing platforms. By recognizing the importance of providing high-quality, valuable content and strategically aligning with the platform's established "Evergreens," content creators can maximize their promotional opportunities.

Negotiating a win-win deal, where both parties recognize and appreciate the value of what's being exchanged, is the essence of successful guest posting. This approach ensures that the collaboration benefits both the brow artist and the host platform, leading to a successful and impactful guest post.

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