Blogger Outreach

THIS is the final POST OF “THE GUIDE TO BLOGGER OUTREACH” BLOG POST SERIES TO HELP YOU AND YOUR BUSINESS BECOME MORE COMFORTABLE WITH BLOGGER RELATIONS.  GET THE ENTIRE GUIDE NOW FOR FREE HERE.

And there you have it!  We’ve now covered the entire guide to blogger outreach.  Easy right?  Let’s recap shall we?

It’s become pretty clear that your business has to adapt to the new media relations world.

Here are 5 ways that new media relations beats the traditional alternative.

So we ask, how is your business adapting?

To break down the process of blogger outreach and new media relations, we’ve developed a simple step by step model. Introducing…

Step 1: Find

The first step in blogger outreach is to find the right bloggers for your project.  Assuming you’ve already planned your project strategy and goals out, you can now find the people who are the right fit for those goals.

The main resources that you can use are:

1. Blogrolls
2. Twitter chats
3. Blog databases
4. Twitter directories

Step 2: Research

The second step is to research the bloggers, so that you have a better idea of whether or not they’re a good fit for your project.  Remember, this is the most important part of your whole campaign for two reasons:

1. It helps to identify the right bloggers for your campaign—the bloggers who will actually appreciate your story.
2. You can make your pitch as personalized as possible.

It’s important to know what kind of information you should be looking for, and where you can go to find it.  Once you do your research, you’re ready for step 3.

Step 3: Engage

Now, if you want to increase your chances of finding success in your blogger outreach campaign, you should begin to engage with the bloggers that you found.

There are a few different ways that you can start to engage with bloggers.  Here are a few options:

1. Comment on their blog posts
2. Email them
3. Reply to their tweets and RT their links
4. Involve them from the start

Step 4: Pitch

Now the fun part.  The pitch.  It’s a delicate art.  Your pitch can make or break your entire campaign.

But hey, here’s the good news.  If you’ve already done all the hard work to research and engage the bloggers, the pitch becomes easy.  It becomes a “soft sell”.

Here are some tips to writing an effective pitch:

• Write captivating email subject lines
• Personalize the email message
• Remind them of previous connections
• There’s beauty in brevity
• Be a knowledgeable and helpful resource
• There are more channels than email
• Always give first

Step 5: Track

You’re not done yet!  Now for the final step, track your campaign.

You’re going to want to keep tabs on the conversations that sprout up after you pitch the blogger so you can respond.  Here are some things you should be doing after the pitch:

1. Join the conversation
2. Share their content
3. Stay involved after it’s all done
4. Measure the results

And that’s it!  Yes, it will take time and there are no guarantees of results. If you approach it the right way though, blogger outreach can do wonders for your brand, allowing you to spread awareness, build a community of supporters and get valuable feedback on your product or service.

If you don’t want to spend time gathering all of that information about each blogger, and organizing it into spreadsheets, then give BlogDash a try.

We also ask bloggers what they’re interested in being pitched about, so you can eliminate a lot of the guessing game.

Want to get the entire guide?  You can download the full ebook for free.  Send it to your colleagues.  Do whatever you want with it.  It’s yours to become a better media relations professional.

You thought that was it didn’t you?  Once you pitch the bloggers, you get the story, and your job is done, right?  Wrong!

This is where you start tracking.  Once you track, you need to do 3 things:

1. Join the conversation

To be sure you know when the blogger writes about you, use Google Alerts, Tweetbeep (Twitter alert) or other tracking tools so that you’ll know as soon as that post goes up.

It’s very important to know when the post goes up, because that means you can be the first one in the conversation.  Joining the conversation in comments of a post about your brand is extremely important, especially if your competitors are mentioned as well.

Here’s a great example of what I did when the smart folks at oneforty compared BlogDash to two other tools.

We were the last one listed in the post, but the first ones in the comments. The conversation quickly became focused on BlogDash, because people responded to my comment.  You then had to scroll down almost 10 posts before you saw anything from the competitors.

That post ended up driving a lot of traffic to BlogDash and even brought in a few clients.

2. Share their content

Do everything you can to share the blog post.  Send it to your newsletter and your networks.  You can link to it on your site.  The more traffic you can drive to that post, the more value you can get out of it (assuming it was positive).

3. Stay involved

Even after it’s all said and done, they’ve written about you and you reported the results to your boss or client, stay involved!  You never know when you might want to reach out to the blogger again.

The real value in working with bloggers comes with the long term relationships.  These people aren’t just writers.  They’re consumers who now support you.

4. Measure

It’s important to measure the impact of your campaign so you (or your client) can learn and improve for the future.  Here are some things that you can measure:

• Social mentions - how many tweets, shares, etc… did it get?
• Comments – did a conversation happen on the blog post?
• Traffic – check your analytics.  How much traffic did it send?
• Leads – How much of that traffic translated to leads?
• Awareness and sentiment- This is harder to measure, but how many more people now know about your brand? How many of them developed a positive opinion because of the campaign?

THIS POST IS PART TEN OF “THE GUIDE TO BLOGGER OUTREACH” BLOG POST SERIES.  DON’T WANT TO WAIT? GET THE ENTIRE GUIDE NOW FOR FREE HERE.

So we’ve covered the first three steps of the FREPT system: Find, Research and Engage.

Now, the part you’ve all been waiting for…

All your hard work to this point can go down the drain if you don’t do this part correctly.

But hey, here’s the good news.  If you’ve already done all the hard work to research and engage the bloggers, the pitch becomes easy.  It becomes a “soft sell”.

There are several components to remember when pitching a blogger.  Here are some tips to help you succeed:

1) Write captivating email subject lines.

As media relations trainer Michael Smart reminds us, “The sole purpose of the subject line is to get the blogger to open the email.”  Don’t get too cute or sensational with your subject.  Just get them to open it.

That doesn’t mean you can say whatever you want in the subject line just to get them to open the email.  If it’s not honest, and consistent with the message, you’ll fail fast once they open it.

2) You must personalize the email message.

At the very least, use their first name.

Sometimes, it helps to start the pitch with a reference to one of their blog posts and share a quick thought on it.

The point here is to make it very clear that this message was written for them, and only them.

Ignore this if you choose to mass message bloggers.  A personal approach is always better, but if you have to mass message, then don’t try to make it sound personalized… it will just come off sounding fake and cheesy.

Want a sure way to ensure that the blogger knows the pitch was created specifically for them?  Send them the pitch in video format.  Just you, in front of a camera talking, to the blogger.   Real. Personal. Works like a charm.

3) Remind them of previous connections.

If you’ve connected with them before, you could remind them.

If you contacted them by email once before and they replied, you may even want to just reply to that last email thread when you pitch them.  It will remind them of what you spoke about.

If they don’t respond to your initial contact, it’s okay to send them another email in a couple weeks.  Sometimes they don’t see it.

4) Beauty in brevity.

Keep it short.  No more than four paragraphs.

5) Be a knowledgeable and helpful resource.

How can you provide as much information and multimedia as possible while still keeping it brief?

You can attach separate files to the email message.  If you insist on adding a press release, it’s best to add it as an attachment.  Don’t paste it in the email message.

If you sent them something physical to review, like a book or product, include a flash drive, or a QR code that leads them to the other content.

It may be smart to use a service like Pitchengine where you can package and share all of your PR assets with bloggers without including it in your email.  This way, you can keep the email short while providing all the additional information and multimedia (videos, pictures, etc.) on your Pitchengine page.

The idea is to make it really easy for the blogger to form a story.  They’re busy people.  Save them time.

6) There are more channels than email.

According to Technorati, around 80% of bloggers reported using Twitter. The most popular reason for using Twitter was to promote their blog. 56% of bloggers directly link their Twitter account with their blog.

87% of bloggers use Facebook (but only 34% of bloggers have a Facebook page dedicated to the promotion of the blog).

If you’ve done a good job of connecting with the blogger on Twitter or Facebook, it can be effective to initiate the pitch in a private message.  Send them a quick direct message saying “Hey, wanted to run a story by you.  Mind if I email?”  This way they’re expecting the email and will be more receptive to it.

LinkedIn could also be a good place to message the blogger…depending on the blogger and their industry.

If you message them on these platforms, and they use them regularly, chances are they’ll at least see the message.

Some bloggers prefer receiving pitched through these platforms because it ensures that they’ve connected with you before.  Others hate it.  Do your research first.

7) Give First.

The #1 thing to remember is that a pitch should be an opportunity for the blogger, not a request for a favor.

Remember to make the pitch about the blogger and his/her readers.  Sometimes, a good story is enough.  Other times, a blogger may need more.

One way to provide value is to literally give them something either to use, or to give away to their readers.  You could give them the product you want them to review, or a free account to the site you’d like them to cover.

Another option is to send traffic to their blog.  Can you link to their blog from your site?  Perhaps you can add a section to feature bloggers that write about you.

Sometimes, a blogger may just want cash payment, though I wouldn’t recommend this approach when looking for product reviews.  It makes more sense when you’re looking for bloggers to write an article for your blog/site.

The point is, the more clear value you offer them, the more receptive they’ll be to working with you.  Remember though, if you give them anything, they have to disclose the relationship.  It’s the law.

There is no single solution for all your pitching needs.  The value in doing your research and personalizing your message cannot be stressed enough.

It’s important not to sound too “salesy”.  No one likes being sold to.  Approach it naturally and comfortably, and you’ll be fine.

What methods have worked for you when pitching bloggers?

THIS POST IS PART NINE OF “THE GUIDE TO BLOGGER OUTREACH” BLOG POST SERIES.  DON’T WANT TO WAIT? GET THE ENTIRE GUIDE NOW FOR FREE HERE

So you’ve searched and researched.  Now, if you want to increase your chances of finding success in your blogger outreach campaign, you should begin to engage with the bloggers that you found.

By engaging with bloggers before you pitch them, you’ll increase your chances that they’ll recognize you and respond to your message.

How much and how long you should actually engage with a blogger depends on the blogger.

The more professional bloggers are comparable to traditional journalists.  They’re on the lookout for great stories and opportunities, so they will be receptive to a pitch assuming it’s targeted and personalized.  In this instance, engaging is less important.

Many bloggers aren’t so professionally minded.  Their blog is personal…it’s their baby and they’ll only let certain people in if they know and trust them.  Engaging first is most important with these kinds of bloggers.

How can you engage with them?

1. Comment on their blog posts

Especially posts that are relevant to your story, without coming across as “pitchy.”  Make sure you’re contributing sincere, comfortable and valuable comments.  You want them to remember your name more than your company, so that they recognize you when you pitch them.

2. Reply to their tweets, and ReTweet their links

Replying is most important action on twitter.  Same as in blog comments, you want them to remember your name so that when you reach out to them, they recognize you.

Replying is more important than retweeting.  Bloggers, especially popular ones, tend to glaze over ReTweets.

If you comment on a post and then share the link with their twitter name in there, you’ll stand a better chance of getting their attention.

3. Email them

You don’t have to wait until you pitch to make the first email contact.  Send them a message to share your thoughts on their latest blog post.  Ask them a question.

Email can be a great way to build an initial relationship.  Then, when you actually want to pitch them, you have the option of replying to the existing email thread.

4. Involve them in your project from the start

If you’re building a new tool, conduct market research by interviewing bloggers.  Get them involved in the building process so they feel like they own a part of it.

You can also ask them for a quote that you want to include in a blog post.  Or even do a full interview with them on your blog.  Most bloggers are really receptive to doing interviews.

This will help you get their support early on, without asking for too much.

With BlogDash, you can create lists of bloggers, and respond to their tweets and blog posts right there.

What have you done to engage with bloggers before pitching them?

THIS POST IS PART EIGHT OF “THE GUIDE TO BLOGGER OUTREACH” BLOG POST SERIES.  DON’T WANT TO WAIT? GET THE ENTIRE GUIDE NOW FOR FREE HERE

In the last post in this series, we discussed Step 1 in the FREPT model: How to find the right bloggers for your blogger outreach campaign.  Step 2 is research.

Your entire blogger outreach campaign is a huge waste of time if don’t research properly.

This is without a doubt, the most important step in the FREPT model!

It’s important to learn everything you can for two reasons:

1. It helps to identify the right bloggers for your campaign—the bloggers who will actually appreciate your story.
2. You can make your pitch as personalized as possible.

So what information should you look up?

You don’t necessarily need ALL the following information, but the more you can learn the better.  Here are some questions you want to be able to answer:

1. What does the blogger write about?   Also, what kinds of posts do they write?  Reviews? Opinion? Lists?
2. How “professional” is the blogger?  Do they make money? Do they have ads? Have they worked with businesses in the past? (Usually, if the blogger has a more professional approach, they’ll be more receptive to pitches.)
3. Who is the blogger’s audience?  What are their demographics? (ie. Age, location, sex etc…_)
4. Are they influential on other social networks?  What is their total reach?

Essentially, you want to figure out if they’re going to care about your story, and what kinds of opportunities do they find valuable?  How can you help them?

So now you need to get the answers.

Here’s where you should look:

• Recent posts
• About page
• Pitch policy (if they have one)
• Geographical location
• Social accounts
  • Twitter
  • LinkedIn
  • Facebook
• Other publications they write for
• Frequency of posts
• Klout score (Klout is a measurement of someone’s online influence.)
• Network—other bloggers they are connected to and communities where they participate
• Site analytics—get an idea of their traffic (none of these are terribly accurate)
  • Google page rank
  • Compete score
  • Alexa ranking

Once you’ve gathered and organized all this information, you should have a good idea of which bloggers you need to focus on for the rest of your campaign.

Yes it can take a really long time gather this information and organize it into spreadsheets (Or you can use BlogDash, where it’s all done for you).  But trust me, it’s totally worth the time commitment.

Get to know who you’re pitching before you pitch them.  Understand what they’re looking for, and how you can help them.

What issues are you facing when researching bloggers?  How can I help?

THIS POST IS PART SEVEN OF “THE GUIDE TO BLOGGER OUTREACH” BLOG POST SERIES.  DON’T WANT TO WAIT? GET THE ENTIRE GUIDE NOW FOR FREE HERE.

What is the best approach to find the right bloggers for your brand?

All of the bloggers that you find initially may not be the ones you ultimately pitch, but rather a starting point for whom you might want to reach out to later.

You’ll want to find as many bloggers as possible in the targeted niche.  In some niches, you may not be able to find as many.  Either way, this step will allow you to get the big picture of the bloggers in the space, which you can narrow down in the following steps.

Where can you find those bloggers?  It’s not always easy. Some niches have more than others.  Here are some free resources that have been used:

Blog Databases

• Technorati – provides a technorati ranking as well.  At this point, technorati has become less valuable, with a lot of spammy accounts.
• BlogCatalog – very community and group focused.
• Alltop – Alltop will give you a really high level look at the most popular blogs in an area.  Remember though, it’s not always best to reach out to just the most popular blogs.

Twitter Directories

• WeFollow
• Twellow

Twitter chats

Twitter chats are organized, scheduled chats on twitter that focus on a specific topic.  You can find twitter chats by searching for their hashtag, and joining in the scheduled chat.  Bloggers are very often also on twitter and might participate in twitter chats, including:

• Blogchat
• Journchat
• pr20chat

Blogrolls

Blogrolls are lists of blogs on a blog, usually found in the sidebar.

These are all great tools, but none of them were made for blogger outreach, so it can be tough to find the bloggers you’ll want to include.  That’s why we built BlogDash.

Another option is to buy a list of bloggers or use a media database.  The bloggers you find won’t be very targeted though, and you’ll probably still have to do most of the research manually.  Lists and traditional PR management tools also tend to be very expensive for the value you’re getting out of it.

What are some other ways you can find bloggers?

THIS POST IS PART SIX OF “THE GUIDE TO BLOGGER OUTREACH” BLOG POST SERIES.  GET THE ENTIRE GUIDE NOW FOR FREE HERE.

THIS POST IS PART FIVE OF “THE GUIDE TO BLOGGER OUTREACH” BLOG POST SERIES.  GET THE ENTIRE GUIDE NOW FOR FREE HERE.

Blogger Outreach can seem very complicated, simply because there are so many damn bloggers out there.  It’s an unfamiliar space for many businesses today.

So let’s break the process down a bit.

Introducing…

Step 1: Find

The first step in blogger outreach is to find the bloggers you might want to reach.  All of the bloggers that you find now may not be the ones you ultimately pitch, but rather a starting point for whom you might want to reach out to later.

Where can you find bloggers?

• Blog Databases
• Twitter Directories
• Twitter Chats
• Blogrolls

Step 2: Research

This is the most important step in your entire campaign.  The quality of your research will determine whether you’ll be successful in your outreach.

It’s important to learn everything you can about the blogger for two reasons:

• It helps to identify the right bloggers for your campaign—the bloggers who will actually appreciate your story.
• You can make your pitch as personalized as possible.

Step 3: Engage

How much you should actually engage with a blogger depends on the blogger.

The more professional bloggers are comparable to traditional journalists.  They’re on the lookout for great stories and opportunities, so they will be receptive to a pitch assuming it’s targeted and personalized.  In this instance, engaging is less important.

Many bloggers aren’t so professionally minded.  Their blog is personal…it’s their baby and they’ll only let certain people in if they know and trust them.  It’s important to get to know these bloggers on a more personal level before pitching them.

How can you engage with bloggers?

• Comment on their blog posts
• Reply to their tweets and RT their links
• Email them (without pitching anything)
• Involve them in your project from the start

Step 4: Pitch

All your hard work to this point can go down the drain if you don’t do this part correctly.

But hey, here’s the good news.  If you’ve already done all the hard work to research and engage the bloggers, the pitch becomes easy.  It becomes a “soft sell”.

Here are some things to consider when pitching bloggers (each tip won’t necessarily apply to all bloggers):

• Write captivating email subject lines.
• It’s always better if you can personalize the message.
• Remind them of previous times you’ve connected.
• There’s beauty in brevity.
• Be a knowledgeable and helpful resource.
• There are more channels than email.
• A pitch should be an opportunity for the blogger, not a request.

Step 5: Track

You thought that was it didn’t you?  Once you pitch, your job is done, right?  Wrong!

This is where you start tracking the conversation and following up.

To be sure you know when the blogger writes about you, use Google Alerts, Tweetbeep (Twitter alert) or other tracking tools so that you’ll know as soon as that post goes up.

Then you should join in the discussions and content sharing.  Help them spread the post across social platforms.  Respond to any comments they get on the post about you.

Even after it’s all said and done, they’ve written about you and you reported the results to your boss or client, stay involved!  You never know when you might want to work with the blogger again.

That’s just a really quick overview of the FREPT model.  We’ll dive into each of the steps in more detail throughout the rest of the Guide to Blogger Outreach blog post series.  So you can either subscribe by RSS, or if you don’t want to wait, you can download the entire guide to blogger outreach for free.

THIS POST IS PART FOUR OF “THE GUIDE TO BLOGGER OUTREACH” BLOG POST SERIES.  GET THE ENTIRE GUIDE NOW FOR FREE HERE.

The media space has changed, and your business has to adapt.

I know it sucks…  Adapting is never easy.

The thing is, media outreach opportunities have actually increased with the growth of the blogosphere.

Blogger outreach can be SO valuable for businesses (and bloggers).  Here’s why:

1. Targeted

There’s a lot of value in having a clear and precise understanding of whom you’re reaching with your message.

You can target a specific niche with traditional media, but only to a certain extent.  Blogger outreach really allows you to zone in on the specific interests that you’d like to reach.

Remember, there is a blog for EVERYTHING (or so it seems).  Each one drives a specialized audience.

2. Long-term relationships

When you work with a blogger, you’re getting more than just a blog post.  It’s a relationship that you can turn to time and time again.  If the blogger’s first experience with your company was a positive one, there is a greater chance that they’ll want to work together again.

They may mention you in multiple blog posts, or refer others to their blog post about you when asked for product recommendations.

You get more than media coverage; you get a vocal supporter of your work.

3. Trust

Bloggers tend to develop loyal readerships of people who trust them and their opinions.

Trust is transferrable.  If a reader trusts a blogger, and that blogger trusts your product, the reader in turn will trust your product.  When a blogger shares a positive opinion about your product, their readers will be inclined to adopt the same opinion.

Traditional journalists generally lack that “personal connection”, and will rarely share an opinion of a company or product. Their job is simply to inform objectively, and let the reader make their own decision.  It’s still valuable, but it doesn’t transfer that level of trust.

Of course, it works both ways.  If a blogger is being honest and they don’t like your product, they can convince their readers to dislike it as well.

4. Accessibility

It will be much easier to get an email in front of an average blogger, than a big publication in most cases.

Of course, there are bloggers out there who receive hundreds of pitches every week.   That’s why it’s often smart to target the middle range of bloggers. They’ll be the ones who will be excited to find targeted opportunities while still being able to make an impact for your business.

Bloggers and journalists are flocking to twitter these days.  It can make them more accessible, however mainstream journalists and high traffic bloggers still aren’t too responsive.  The middle range bloggers are the ones who interact on social networks frequently.

5. The network effect

Bloggers are usually connected to other bloggers.  They share each other’s content, read each other’s posts and comment on each other’s blogs.  So when one of them writes about you, chances are, the other bloggers in their network will write about you too.

True, if a mainstream journalist writes about you, you’re likely to get other articles out of it as well.  It’s a different dynamic, where both have their advantages.

Blogger outreach is relatively new.  It can be scary and it can seem like a lot of complicated and tedious work.  So let’s get to work on breaking down the process.

Why have you (or haven’t you) started doing blogger outreach for your company?

WE COVERED THIS TOPIC, AND WROTE AND EASY STEP-BY-STEP GUIDE TO DOING BLOGGER OUTREACH THE RIGHT WAY.  YOU CAN GET IT FOR FREE HERE.

THIS POST IS PART THREE OF “THE GUIDE TO BLOGGER OUTREACH” BLOG POST SERIES TO HELP YOU AND YOUR BUSINESS BECOME MORE COMFORTABLE WITH BLOGGER RELATIONS.  GET THE ENTIRE GUIDE NOW FOR FREE HERE.

It’s time to adapt your media outreach strategy…

Scoring a hit in the New York Times is still amazing, but the value in reaching out to bloggers and other influencers online continues to grow.

Average people are building a following online, earning the trust of their readers, and looking for targeted opportunities from businesses.

Having more options can be overwhelming at first, but once you understand them, you’ll appreciate the advantage.

What’s different about bloggers?

1. They usually have less traffic than “mainstream” publications.
2. They’re often focused on a more specific topic and/or location.
3. There’s a diverse range of bloggers with different goals, falling somewhere between professional and recreational.
4. Many bloggers consider themselves “hobbyists.”
5. Their blogs are very personal to them and they will immediately defend it if they feel someone is trying to take advantage.
6. Some bloggers write for a living, and are looking for ways to make more money.
7. Many bloggers are a combination of points 5 and 6.

You can waste a lot of time if you don’t do blogger outreach the right way.

Out of the bloggers involved in the Technorati 2010 State of the Blogosphere study, 34 percent said that they’d never talk about brands on their blog, and a little over half of those bloggers said that they would never write a review about a product or service.

That means you could spend a lot of time pitching bloggers to review your product with no chance of success from the start. You have to do your research.

Getting to know the specific person you’re pitching and crafting a personalized, targeted message has never been more important.

So how can you approach blogger outreach the right way?

We covered this topic, and wrote and easy step-by-step guide to doing blogger outreach the right way.  You can get it for free here.

This post is part two of “The Guide to Blogger Outreach” blog post series to help you and your business become more comfortable with blogger relations.  Get the entire guide now for free here.

In January 2011, BlogPulse reported that over 150 million blogs currently exist on the web.

Holy shit. Right?

You can find a blog on pretty much anything… basket weaving, bodybuilding you name it it’s there. If an interest exists, there’s probably a blog dedicated to it.

That means that content is becoming increasingly niche.  Publications that try to be everything to everyone are getting undercut by highly targeted blogs.  These niche sites are filling in the gaps.

Now, after years of exponential growth, bloggers and citizen journalists are increasingly regarded as truth-bearing news outlets, while faith in traditional televised news is waning.  A candid opinion from a blogger that a reader can relate to on the same level is extremely powerful.

The web has captured the attention span of the masses.  If content doesn’t exist online, it’s losing relevance.

With technologies like Twitter and RSS, speed is paramount in the eyes of the consumer, and bloggers are always ready to break a story without delay.

More information is being pumped out, by millions of people every day than could be read in a lifetime.  It has reached the point where content can become “old news” in a matter of hours.

It’s a crazy media world out there.  How is it affecting your business and PR?

Brands and public relations agencies relied on press releases and news wires to reach the right media sources for a long time.  That time is over.

List building sites and traditional media databases served as a reliable tool for media outreach.  These tools won’t work for blogger/influencer outreach.

These changes in the media world have a great impact on your business and your ability to spread brand awareness.

What are you doing to adapt?

We covered this topic, and wrote an easy step-by-step plan to doing blogger outreach the right way in our “Guide to Blogger Outreach”.  You can get it now for free here.