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:
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.
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.
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.