Pitching a blogger is like offering a trade.
If you want a blogger to write about you, you’ll have to help them too. There are a number of ways you can help a blogger. Depending on the blogger’s specific goals, they may or may not be interested in each one.
Understand who you’re pitching, and you’ll be able to figure out how to help them.
Here are some ways that you might be able to help a blogger:
1. A good story
First and foremost, you should be offering good content.
The product has to actually be a good fit for the audience. It has to be something that their readers will enjoy learning about.
Explain how the product plays a role in a greater trend that’s relevant to the audience.
Bloggers, like any other media, are looking for interesting topics to cover.
2. A product to try
A lot of bloggers love to get free products.
If it’s a website that they’d have to pay for, give them access for free.
If it’s a website that’s free, try to do more blogger outreach during your test phase. Then you can give them access to your “private” membership.
If it’s a physical product, send it to them. If you’ve done a good job of researching the bloggers before you pitched them, you should know which ones would actually enjoy your product.
3. Prizes to give away
You can give the blogger more than one product so they could share it with their readers.
Many bloggers turn this opportunity into some sort of contest or sweepstakes to drive more traffic to their site. Others will just add a note at the end of their review that they have some to give away.
Either way, they make their readers happy, which makes them happy. Everyone wins.
The most obvious route here is to buy advertising on their site. This could lead to getting coverage as well, as now the blogger will be familiar with your company, and may want to share what you’re offering.
Yes…sometimes you can just pay a blogger to write an article. This one can get a bit touchy and has to be done right.
More and more bloggers are looking to make a living from their writing. They may not be opposed to some direct compensation.
Keep in mind, they DON’T have to write positive things about your company and your product. They will absolutely have to disclose that you paid them.
It’s like advertising…but you don’t control the message, they do. This way, it’s often more trusted and in turn, powerful.
5. An opportunity to make money
If your goal is for a blogger to write about your product in order to drive more customers, then try an affiliate program. This way, when a reader buys your product, the blogger can make some money too.
These kinds of partnerships often go beyond just a blog post. If it’s a good fit, the blogger may be open to a long term relationship, and will work together with you on a number of promotions.
6. Traffic, links and recognition
Do you have an area on your site dedicated to media coverage of your site? Let the blogger know that it exists, and if they write about you, they will be included there.
Do you have a membership based website? Perhaps you can make the blogger a featured blogger on your site.
Better yet, the most natural method is to simply do an interview. You can share the blogger’s story with your readers on your blog. This will also send them a link and traffic. If you do a good interview, your readers win, and the blogger wins.
7. An invitation
Are you hosting an event in the near future? Send them an exclusive invitation and throw in any perks you can. Don’t ask for anything in return. If they come to your event and enjoy themselves, the chances that they’ll write about you will be much higher.
There are a few basic ideas to get you started.
Things to remember:
- You have to actually want to help the blogger. If they feel like they’re being bribed to write a post, they may be reluctant to work with you.
- There is no one right answer, aside from providing a “good story”. All bloggers will appreciate a good story. For the other options, you need to figure out which ones make sense for the blogger you’re looking to reach.
- If you give the blogger a product or money, they have to disclose this whenever they write about you. This could affect how much readers trust the blogger’s post. That’s why, if possible, it’s always best to attempt to get coverage without having to pay for it.
What are other things you can do to help a blogger?
Photo cred: Daniel Horacio Agostini