How to Research Bloggers Before You Pitch Them

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
    1. Frequency of posts
    2. Klout score (Klout is a measurement of someone’s online influence.)
    3. Network—other bloggers they are connected to and communities where they participate
    4. 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?


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    1. Avatar

      Awesome story once again! Thank you;)

    2. Avatar

      I would have to say, well stated.

    3. Avatar

      I am extremely inspired along with your writing skills well with the format on your weblog. Is this a paid subject matter or did you customize it your self? Either way keep up the nice high quality writing, it’s rare to look a nice blog like this one today.

    4. Avatar

      Awsome article and right to the point. I am not sure if this is in fact the best place to ask but do you guys have any thoughts on where to get some professional writers? Thx

    5. Avatar

      I’m not positive where you’re getting your info, but great topic. I must spend a while studying more or figuring out more. Thanks for magnificent info I was searching for this information for my mission.

    6. Avatar

      where can I learn more about this? thanks!

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    About BlogDash Team

    BlogDash Team
    BlogDash has been helping brands and bloggers connect since 2011. Focusing on open communication and building real relationships, we created an easy-to-use Blogger Outreach Software platform to streamline communication between PR agencies/brands and bloggers. We know a lot of time is involved in finding appropriate bloggers, gathering information, engaging with them and finally pitching them. Our mission has been to simplify this process and turn blogger outreach into a viable PR mechanism for any brand.