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Brands and bloggers (Part 1) - another way to promote your business

11 October 2013

Blogging is becoming more and more popular in Australia, with recent reports indicating there are over 6 million blogs in Australia. Australians also spend more time reading blogs than people in the US, Japan, Britain and many European countries. It is hardly surprising that many brands are choosing to direct some of their marketing spend towards sponsoring blog posts.

Traditional media has definitely changed and brands need to keep up. Social media is everywhere. While many are familiar with the benefits of using facebook and twitter and LinkedIn, not as many are aware of the benefits of using a blogger to help promote their message.

Research suggests that 92% of consumers say they trust recommendations from friends and family above all other forms of advertising. Online consumer reviews are the second most trusted source of brand information and messaging, with 70% of consumers surveyed indicating they trust messages on this platform. 

This is good news for brands on a number of levels. Using bloggers is not free as many bloggers expect to be paid for a sponsored post, but the reach is often greater, and far more cost effective than using traditional advertising. 

So if you are a brand and you are thinking of using a blogger to help you promote your message, what do you need to know and do?

  1. Make sure the blogger’s readers are your target market. Read their blog, see what they talk about, write about, how they engage with their readers. Many blogs make it clear whether or not they will be open to being approached – check out their About Us page, or the Advertising/PR page if they have one.
  2. Ask the blogger for their media kit (yep, many bloggers have them) or for a description of who their readers are. You also want to know how many readers they have – how many unique visits each month vs how many page views.
  3. Many bloggers also promote their posts (and your product) via twitter, facebook, pinterest and other social media outlets, which can increase your exposure.
  4. Be very clear in your approach to the blogger about what you want them to do and what you will give them in exchange. Be aware that many bloggers will ask for a cash payment. Provide guidance regarding the time frame you expect the blogger to write in - bearing in mind most bloggers blog as a hobby and have full time jobs and families to also juggle.
  5. A good blogger will write an honest post with their opinion of your product and will not show you first for approval. Don’t expect a gushy post about how great you are – you might not get one.  

There are a range of different services a blogger can provide you – these might include:

  • Sponsored posts
  • Sponsored feature article
  • Recipe development (for food products)
  • Giveaway of your product on their blog
  • Mention in a blog newsletter
  • Mentions on other social media
  • Advertising on the blog
  • Brand ambassadorship.

If you are interested in working with bloggers but not sure what to do, I’d be happy to help - just get in touch

I write a food blog, The cook’s notebook, and have worked with a number of brands to help promote their products and services.


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