July 26, 2013
While blogs have been around for more than a decade, the role they play as an effective media channel has increased dramatically over the past few years. They have become a powerful tool in helping businesses and organizations reach targeted audiences, increase brand awareness and grow revenue.
As the newest member of MP&F’s blogger outreach team, it’s only taken me a month to realize how much time and attention the team is devoting to maximizing the many opportunities that exist in the blogosphere for clients.
Kat and Kate, the leading ladies of MP&F’s blogger outreach team, refer to bloggers as “informed brand ambassadors,” and continually encourage our team to seek outside opportunities to improve our outreach strategy. Recently, I had the chance to attend an IABC Nashville luncheon, where Jessica Turner, professional blogger and founder of The Mom Creative, spoke about the do’s and don’ts of blogger outreach. In discussing various types of campaigns and what she looks for in a pitch, Jessica did a great job explaining the key points communications professionals need to know about the blogging business. If a blogger is not treated like a businessperson, the quality of the post (given the blogger agrees to write one) will show it. Here are some of the main takeaways from the luncheon:
- Blogs are much more relational than traditional media. Successful bloggers earn the trust of their readers, giving their content the credibility that traditional media often lacks. Jessica explained that she will not hesitate to say no to a pitch if the brand doesn’t appeal to her or her audience.
- Blogger outreach must start with building relationships. It’s crucial that the content in a pitch be relevant to the blog’s message, style and followers.
- What to look for in a blog: a strong following, content that is clear, engaging and consistent (the length and quality of the comment thread are good indicators!), and SEO tags. Displaying these tags or a search bar shows that audience interaction is important to the blogger.
- Offer the blogger various campaign and partnership options. These include unpaid features, product reviews/giveaways, sponsored posts, affiliate posts (compensation based on effectiveness of a coupon or promo code) and advertising. Social media promotion is also an affordable option, and is particularly appealing if a brand’s Twitter following is 10 times that of the blogger’s.
The real eye-opener was a story Jessica saved for the end of her presentation. She had posted on her blog, Facebook page and Twitter account promoting a four-hour sale of a brand she’s worked with multiple times. Her posts generated more traffic (and sales) to the brand’s website than the 1 million emails the company had sent out that morning. Needless to say, Jessica later received this particular product free.
It’s clear that blogger outreach can lead to measurable results for brands and businesses if executed correctly. Like businesses, bloggers want to be given expectations up-front, they want to be paid on time, and they want their content to be shared on other media channels.