Blogger Outreach: The Sexy Name for What PR Pros Have Been Doing for Years

Posted on June 1st 2013

Blogger Outreach: The Sexy Name for What PR Pros Have Been Doing for Years

blogger outreachSo it seems bloggers are climbing their way up to the top of important content producers. They’ve even arguably become more beneficial than celebrities in the influencer space because of their uber loyal networks.

But what hasn’t changed is that reaching out and tactfully forming relationships with these modern influencers who can cause action over awareness is something PR professionals have been doing for years.

Because of this, PR pros have an advantage over some of the brands who are jumping on the blogger outreach train. They understand the importance of nurturing relationships, having a two sided relationship and recognizing advocacy—key components of blogger outreach.

To successfully appeal to bloggers, PR pros are using their traditional charm with a few minor tweaks.

Bloggers Are a Little More Sensitive Than Traditional Journalists

And rightfully so. They have had to fight harder to make their way in a niche. Once their way is paved, they usually cannot make a living from the blog, it’s the job they do after their full time day job.

Cater to their sensitivity by actually reading the blog and referencing a post or a topic they write about a lot.

Examine Their Entire Digital Footprint

Most bloggers aren’t just bloggers. That’s why they are a great springboard when acquiring social media coverage.

Take a look at the topics they actively talk about. Finding their common post tags can help with this. Do their topics align with your brand? If not, move on.

Bloggers tend to be very active across social media channels as well. Find these channels. Observe their engagement with their audience and the size of their audience.

Next take a look at their SEO metrics to see how they’ll rank on Google and traffic data to see how much exposure they can give your brand. While reach and metrics shouldn’t be your first priority, you don’t want to reach out to a blogger with 5 followers, right? It’s the whole if a tree falls in an empty forest does it make a sound scenario…

Luckily there are blogger outreach tools out there like GroupHigh so that you can examine a blogger’s entire digital foot print in one place.

Bloggers are Niche Specific—Go Beyond the Genre

It’s easiest to search for bloggers by genre but do the research to make sure they are a contextual fit by niche. Traditionally it was okay for professionals to pitch every fashion journalist. Bloggers dive a bit deeper, though.

Fashion bloggers need to be filtered by niche. High risk fashion. Animal friendly clothing. Vintage. Etc. Pitching the wrong fashion blogger would be like wearing a neon green t-shirt to funeral. A big no-no.

Mid-Level is In

Instead of pitching only the best, many brands are seeing success by pitching a higher volume of mid-level influencers. Thus, finding blogs with a loyal audience who fits snugly within a niche has been more beneficial than getting on the radar of a mega influencer. Not to mention cheaper and easier.

Lose the Press Release

With the nature of my job, I talk to a lot of bloggers. They all gripe about being sent press releases. They may still work for traditional journalists but bloggers hate them.

For PR pros, blogger outreach is just more of the same with a few modern digital tweaking. From letting go of the press release to researching every blogger, these tweaks are easy to adapt into any strategy so if you’re not doing blogger outreach already what are you waiting for?

Do you have a tip for other PR professionals when it comes to reaching out to bloggers?

Kristen Matthews

Kristen Matthews

Manager, GroupHigh

Kristen Matthews is a writer and content marketer based out of Boulder Coloardo. She enjoys life through adventure and creativity. You can contact her for any writing requests or collaboration ideas at [email protected] and follow her @KristenWords or @GroupHigh

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Comments

Andrew Martin
Posted on June 1st 2013 at 12:34PM

Great article Kristen, thanks for posting this.

I'm on both sides of the fence when it comes to the bit about the 'press release'.

I receive press releases, and i used to write them too. When I receive one, i check to see if it's relevant to my blog subject area, if it is, or partially is then i'll consider writing an article around it.. but it has to be anchored into my blog subject area. If it's not, then i ignore it.

On the 'other side', when I've contacted bloggers, I've tried to pick the same kind of on-topic rationale that I use myself. I've often given free product and ask them to blog a review - this can of course go either way, but hey, free content all round! This seems to work better, and of course provides those important link backs to the product sites.

Thanks again for the article.

Kristen Matthews
Posted on June 3rd 2013 at 5:27PM

Hi Andrew!

I'm glad you liked the article and thanks for the compliments!

Also, thanks for weighing in about press releases. I still write them, I just don't submit them to bloggers because I've heard too many negative things from bloggers about press releases. My experiecne is they like an outreach email crafted just for them. I can't blame them, I don't like to feel like I'm on a chain email as opposed to being hand selected!

The free product defintely seems to be the best approach when it's applicable, huh? 

Keep in touch, Andrew, by following me on Twitter @kristenwords and we can have more blogger outreach discussions!

 

Tom Collins
Posted on June 2nd 2013 at 12:51PM

Great advice, Kristen! Especially your lead-in urging brand representatives to "understand the importance of nurturing relationships, having a two sided relationship and recognizing advocacy—key components of blogger outreach."

Cooincidentally, our team at BlogPaws has just had our demos and started our trials with your GroupHigh tool, which I see as enabling us to smooth the indentification and introduction process and help track and verify the success of working with our bloggers. Say hi to John and maybe we'll see you at Upslope some day! ;-D

Kristen Matthews
Posted on June 3rd 2013 at 5:24PM

Hi Tom!

I'm glad you liked the article, blogger outreach done well is something I'm very passionate about!

Good to hear that you've got a GroupHigh trial going, you're in good hands with John.... I'm familiar with BlogPaws, I think a contact at Hill's Pet told me about it. Not to mention the coverage you guys have under "blogger outreach" so I've come across plenty of articles about your company. Keep up the good work!

So you know about Upslope? You must be in the area? You may just find the GroupHigh team there often....