If you write, you’ve heard of the Five Ws. It’s basic information gathering for the reader. Write for your readers and stop writing for search engines. That’s the message Matt Cutts, head of Google’s web spam team, has been repeating anyway:
“If you're using guest blogging as a way to gain links in 2014, you should probably stop. Over time it's become a spam practice. I wouldn't recommend accepting a guest blog post unless you are willing to vouch for someone personally or know them well.”
Guest blogging isn’t dead. It’s just coming under greater scrutiny from search engines. Cutts understands that we write for exposure, branding, increased reach, our community, etc. “Those reasons existed way before Google, and they'll continue into the future.”
If you or your marketing partner is writing guest blogs as a link building strategy, you’re doing it wrong. Don’t add to the decay of guest blogging. Write better content for your readers.