A holistic approach to blogger outreach
What is ‘blogger outreach’ and how do I do it?
That was the prominent undertone from a series of creative workshop sessions we recently hosted in the trendy Ace Hotel in Shoreditch. The proliferation of alternative media platforms has rendered the PR industry perplexed, and the knee-jerk reaction has been to throw money at it. But a holistic approach to blogger outreach is possible, and it is a far more attractive proposition for both brands and bloggers alike.
Marketing Land defines blogger outreach, or influencer marketing, as the process of leveraging influencers with an established and substantial following in exchange for “free access to the product or service” or a fee for publishing content. But the notion that bloggers are simply ‘reviewers with reach’ is misguided, and PR professionals are missing a trick if they define them as such.
Successful bloggers are able to reach large networks of people because they produce great content that resonates with a target audience. Talya’s blog Motherhood: The Real Deal, is a good example. The hilarious account of the “general WTF-ness” that comes with being a mother embodies the spirit of being a blogger by connecting to her audience with good content that is relevant. We landed this release not because we paid, but because we have established a relationship centred around those principles.
As a PR firm working from inside the media – the so-called Trojan horse effect – we are able to land branded content across the board because we take a media-first approach to outreach. At a blogger level, that is about supplying good content, engaging with blogger communities and using our media-base to collaborate with bloggers to ensure the content cycle is rewarding for all parties involved.
Here’s a short guide to our blogger outreach programme.
Content generation
Bloggers, like any other publishing genre, are in the business of providing engaging content to readers. Where they differ is that they have free reign over how they produce that content. Unlike mainstream media outlets there is no protocol when it comes to blogging, which breaks the mould of the holistic model applied by PR companies when outreaching to the media. Press releases are outmoded, spokespeople are redundant and branded messages can be off-putting, but that doesn’t mean that content is unwanted.
At 72Point, we take a hands-off approach to content distribution. Our own digital media hub is tailored exclusively to online publications, providing all the necessary materials in a simple-to-use format. We encourage collaborators to get creative with the content we provide them, or even engage with it. Like this.
Building communities
Communities are a focal part of the blogger ecosystem. Social media communities exist across all genres, many of which are active with meetups and conferences regularly taking place across the country. In order to have a feel for the pulse of the community, it is really important to engage with these networks.
The digital hub has a large community of more than 500 bloggers which we endeavour to engage with on a regular basis. Our Ambassador Programme gives us access to key influencers who work within blogger communities, and we regular discuss topics such as content generation and co-creation in our forum, as well as outreaching over social media.
Co-creation
We strongly believe that bloggers should be a part of the creative process, and we endeavour to involve bloggers in the work we do wherever we can. Our ambassadors have worked with us on several releases which have subsequently given them great exposure in the national press. Here’s a couple of examples:
Plus Size Bloggers Speak Out About Body Shaming
Demand for Ethically Sourced Clothes Increasing
The blogging community has been somewhat neglected by the PR industry thus far, and it is to our detriment. Alternative media outlets offer a lot of promise and arguably as much or more ROI in terms of engagement and social interaction than national press. But involving them in the outreach process should be less about throwing freebies their way and more about involving them in the creative process. It’s undoubtedly a long-term endeavour, but ultimately for a very worthy cause.
