Have you incorporated blogger outreach into your content marketing tactics? If not, you’re missing a trick, and a pretty big one at that.
Of the 65% of top US brands which implemented influencer – or blogger – marketing programmes in 2012, 64% said this technique generated revenue. This is according to Technorati Media’s 2013 Digital Influencer Report, which highlighted the increasing importance of bloggers in any content marketing MO.
Building relationships with bloggers can be time consuming, sure, but when done properly it can play a major role in a brand’s quest for success. The key to successful blogger engagement is preparation, and here’s a brief tutorial on how to do it well.
Don’t skimp on the research
Cyberspace is vast; immeasurable even, and more than capable of homing thousands upon thousands of blogs. It is therefore crucial to apply some sort of filter technique, finding out which kind of bloggers would be suitable to promote your message. You should then set aside the time to read relevant blogs, find out what motivates them and whether they are happy with product promotion.
No one puts blogger in the corner
How much of a following do your potential bloggers have? From Twitter followers to YouTube views, it’s like going back to high school: popularity matters. A high level of activity on social media accounts generally corresponds with the influence of a blog, so it’s a good place to start. You don’t want your blogger shrinking out of the limelight – you need someone with a strong voice that people listen to.
It’s not all about the looks…
A classy looking blog is great, but don’t be overawed by looks to the point where you forget to take style of writing and tone of voice into account. It is essential to get both spot on in order to get a brand’s message across in the right way.
Now that you’ve found the right blogger, it’s time to fire up your emails and get in touch, but read these tips first…
Master the basics
Calling a blogger Dave when their name is Dale (a pet hate of our Publishing Director, Dale) or diving in without a suitable greeting is not cool, whether it’s down to an accidental oversight or time pressures. Simple as they might seem, the basics really do matter.
Keep it simple
Bloggers are busy people; most are managing their blogs as a second job while trying to run their careers and/or a household. Make the opportunity clear to them, be as flexible as possible and listen to what they have to say.
Speak their language
Whether you are simply adapting your style of writing to fit theirs in an introductory email or actually leaving your mother tongue behind on a temporary basis, it is important to make the effort to be on the same page.
What’s your USP?
Providing them with information they could not have accessed on their own, such as audience research or statistics, is likely to pique their interest and curiosity.
Jenny Maclean
