There was a time when blogs were all anyone was talking about, right? We moved on to flashier services, but we never lost sight of how important the medium is. Bloggers remain essential, whether as newsletter writers or in numerous other forms of written content, including the classic blog. The need for these word crafters is still there because the internet was built on it.
Here are six tips to help guide you in harnessing a blogger for your PR campaign:
Understand the Blogging Landscape
Not all blogs are the same. The early days of ‘mummy bloggers’ have evolved into a diverse array of blogs catering to various niche markets. Identify blogs that align with your target audience and have significant reach to ensure the best coverage for your efforts.
Conduct Due Diligence
Before approaching a blogger, review their blog over a few weeks. This will help you understand their style, opinions, and audience profile. Reading the comments can also provide insights into their readership.
Build Personal Connections
Unlike traditional media, where multiple people may be involved, bloggers are solely responsible for their content. Building high-quality, personal interactions with bloggers can significantly impact the likelihood of securing a positive review.
Engage Beyond Business
Show ongoing commitment to your blogger beyond business interests by regularly liking or sharing their posts across social media platforms. This helps cement your relationship and builds strong bonds for future collaborations.
Prepare for Subjectivity
Blogging is often opinion-based, unlike traditional media that relies on verified facts. Be prepared for subjective reviews, which may sometimes be harsh or irrational. Understanding this nature of blogging can help manage expectations.
Balance Relationships
There can be sensitivities between bloggers and traditional journalists. For instance, at events like the Melbourne Fashion Festival, tensions can arise over seating arrangements and perceived status. Treat all parties fairly to avoid alienating any group and maintain good relationships.
The Value of Blogging in SEO and Traffic
While blogging has slightly shifted towards newsletters and other formats, written content remains valuable for SEO and driving traffic. Blogs continue to be a crucial tool for improving search engine rankings and reaching wider audiences.
Incorporating bloggers into your PR activities can lead to excellent coverage for your client. Cultivating mutually beneficial, long-term relationships with bloggers who fit well with your client’s brand can yield results that often surpass traditional media.