Bloggers and Businesses
There is a very real problem concerning bloggers that needs a resolution. Bloggers want real opportunities, real stories, and to be treated like real media professionals. Businesses desperately want to reach bloggers, in a professional manner, to offer them real stories and real opportunities. It’s a simple problem… but the bloggers and businesses just can’t convey the problem to one another.
Why are bloggers still getting horrible pitches?
Why are businesses spending hours and hours looking for bloggers to write about them, research their blogs, engage with them, only to end up failing miserably?
There are a few possible reasons:
- People are lazy and/or bad at their jobs, so they take shortcuts then blame the other side when it doesn’t work. This will always be a problem.
- There are so many bloggers out there (hundreds of millions just on Technorati), it’s near impossible to filter the space down to just the bloggers that make sense for the specific project.
- There’s no way to tell which bloggers are actually looking to be treated like a professional.
- Bloggers aren’t expressing their expectations clearly. They just expect businesses to know.
There’s definitely a missing connection. Bloggers and businesses are failing to communicate their goals and expectations to one another. For some businesses, it’s just much easier for to pitch to journalists. Every publication has a “pitch process” where anyone can submit a proposal for a story. They have a system in place. This is why research and engagement is so important for blogger outreach campaigns, so that it can be determined who the blogger is and what is the ultimate end goal.
There’s no “system” to pitch to bloggers; you just have to get them. Bloggers also expect businesses to come to them. Journalists often reach out to PR folks for stories. Perhaps, bloggers who want opportunities and stories should do more of the same. Businesses need to get to know bloggers on a deeper level than just casting a quick glance at their about page. It’s the only way to know whether or not you should pitch that person. That’s how you do blogger outreach until a better system is created.
Photo cred: i am riding on the screen name carousel