Guest posting is more than just about link building. Yes, getting links is important, but you want to present read-worthy content for your target audience, which will also help in branding. As such, selecting a quality guest posting service is critical. Content is not just about writing generic stuff. It has to be about what people want to read, and every content should be written around keywords that target your company.
A known guest posting service will only use experienced and trained content experts, and they will make sure that your website gets the right platforms, both for exposure and assured hits.