I have been running blogs since 2005, and in the last year to 18 months it has become clear that brands and companies are trying to tap into this rich source of advice and recommendation for their businesses. It is also clear that almost all of them do it really badly, and do not understand what a blogger mindset is and how to get the most out of it.
So here are my 7 tips and thoughts:
(1) Read their blog - in depth. And then pitch or make contact in a personal and targeted way. As a blogger with fairly busy sites, I now get almost daily approaches. Most are clearly generic and off some list or cut and paste. If you want bloggers to partner, you need to show you understand their blog. Blogs for most are hobbies and things of passion...
(2) Remember bloggers are trying to or have a USP or point of difference, you need to help provide that. So, for example, access to wide range of people from the brand to meet or talk to versus a standard release or approach. My busiest blog is my Tips For Travellers blog, and in the travel blog world there are zillions of them. I need to make sure I have an angle and approach...
(3) Bloggers want more traffic. How can you help them get that? Links from your sites? Training on SEO and other traffic driving activity.
(4) Bloggers want recognition and to stand out. The space is very cluttered, and anything you can do to elevate their credibility or reputation will be well received. So things like awards, membership of top bloggers and so on.
(5) Bloggers are getting organised and forming informal and formal groups. They help to screen the best blogs, and always looking for good speakers, sponsors to cover cost of events and so on. Work with these as they are well connected, can be very efficient and effective.
(6) Bloggers are looking for some revenue. For many it is a hobby, but need some revenue to pay for the site, equipment, travel to events and so on. Some are trying to make a full time living from it. It will not always be free to get bloggers on board. It may not mean direct payment, but events and so on. Or buy ads rather than just trying to get "free" coverage...
(7) Build a personal relationship. For example, there is one person at Orient Express that will be the contact with me. She was the host at their event and made sure I was welcomed and introduced me around. I noticed everyone had some bloggers "under their wing" as it were.
Thoughts and tips based on your experiences as a blogger or brand based on what works and does not? Leave a comment on the blog posting...
Tweet
Do you have any thoughts? Leave a comment on the blog. Where you will also find details of how to subscribe for email updates, follow me on Twitter and Facebook, or subscribe for the free podcast.
No comments:
Post a Comment