Inside the mind of a blogger
It’s not all cupcakes and puppies*
*but it does make up quite a lot of it
The average blog post takes at least two hours to produce
We think of blogs as quick, easy content – but a blog post takes WORK
Research Writing/Editing
Sourcing/Taking photos Editing Photos
Linking Layout/Code Checking
Distribution
Anatomy of a blog post
When we approach bloggers, we’re asking them to do this work on our brand’s behalf
The blogger thinks: if I’m putting this work in, what’s in it
for me?
Outreachers are in a difficult position
Client: It’s difficult to
quantify your results, so we can’t give you
any extra budget
Bloggers: They said all they
could offer me was…
EXPOSURE
Google: YOU GIVE ANYONE ANYTHING AND IT’S A PAID LINK DON’T DO IT WE WILL FIND OUT AND COME FOR
YOU
What bloggers are willing to do (that doesn’t involve cash)
o Socialise – events
o EXPERIENCES DRIVE CONTENT
o Review products (within reason)
o Consult as experts
o Develop a LONG TERM relationship with brands
Potential answers?
The long term ideal
Bloggers as brand
ambassadors
Blog posts
Content creation
Traffic & engagement
Multiple campaign support
We’re a partnership, not a one night stand
Regular contact
Regular gifts
Regular collaborations
Employ bloggers as content providers
Use bloggers from different niches to widen scope of the audience, i.e beauty, designer, food, parenting, mens
Work with bloggers on a retainer basis to provide regular content for brands’ assets: social, video and blog content
Drive traffic to brands through bloggers’ own websites
Retainers for multiple campaigns
For more influential bloggers, we offer a set fee which will run across multiple campaigns.
This is then split and paid at the completion of each campaign
Set blogger fee
First Campaign
Second Campaign
Third Campaign
Case studies: #AccessAllASOS and Simply Be’s #BloggerTakeover
• Exclusive members club• Regular gift packs
• Promotion of blogger looks
• Produced dresses designed by bloggers to be sold
• Promotion included blogging community at every point
• Content hub on site promoted bloggers
Happy bloggers, Happy brands, Happy Google?
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