Blogger outreach refers to the process of reaching out to bloggers and establishing a relationship for mutual benefit. The goal is to collaborate on content creation or to tap into their audience to promote a product, service, or idea. This process can involve blogger outreach programs, influencer marketing collaborations, blogger engagement techniques, and blogger relationship management strategies.
A blogger outreach program is a systematic approach to reaching out to bloggers and influencers. It can be managed in-house or outsourced to an agency. The program should include strategies for identifying relevant bloggers, building relationships, creating a pitch, and measuring results.
Influencer marketing is a subset of blogger outreach that focuses on collaborating with individuals who have a significant social media following. Influencers can have the power to sway purchasing decisions and increase brand awareness. Blogger outreach can involve working with influencers as part of the overall strategy.
Blogger engagement techniques involve building relationships with bloggers over time. This can include commenting on their blog posts, sharing their content on social media, or inviting them to participate in events or campaigns. The goal is to establish trust and credibility so that they become more receptive to collaboration opportunities.
Blogger relationship management involves ongoing communication and nurturing of the relationship. This can involve sending regular updates about product releases or offering exclusives for their audience. It's important to treat bloggers as partners rather than just another marketing channel.
Blogger outreach can result in increased brand awareness, exposure to new audiences, improved search engine rankings, and higher conversion rates. It also provides an opportunity for authentic content creation and can help establish long-term relationships with influential members of your industry.
To measure the success of your blogger outreach efforts, you should establish measurable goals and track key performance indicators. This can include metrics such as traffic, engagement, social shares, conversions, and revenue generated from the collaboration.
References:
Barger, J., & DeMers, J. (2016). The Ultimate Guide to Content Marketing & Digital PR: How to Get Attention for Your Business, Turbocharge Your Ranking and Establish Yourself as an Authority in Your Market. CreateSpace Independent Publishing Platform.
Chung, E. (2018). Bloggers Boot Camp: Learning How to Build, Write, and Run a Successful Blog. Routledge.
Gillett, R., & Gillett, B. (2015). The Ultimate Blogger's Guide: Start a Successful Blog and Make Money from It. Createspace Independent Publishing Platform.
IAB UK (2018). Influencer marketing: From compliance to collaboration.
Pennell, G., & Harper-McCombs, L. (2017). The Power of Blogger Outreach: How a Single Email Can Ignite Your Brand's Growth And Change Everything. Amazon Digital Services LLC - KDP Print US Edition
