There have been plenty of posts made on the topic of online publicity. This one by far takes the cake. It's written by a freelance blogger (Lindsay Robertson) and not a publicist.
Lindsay explains the success of a publicist who chose to focus on 8 blogs that covered her client's subject and that she could enjoy reading religiously and on a personal level. The publicist only sent content specific to each blog's interests.
"content filters up as much as it filters down, and often the smaller sites, with their ability to dig deeper into the internet and be more nimble, act as farm teams for the larger ones."
In the past I've had clients who only think as far as the quantity of blogs being reached out to and the volume of traffic each one receives. C'mon. Let's take a lesson in minimalism. Less is more.
Furthermore, blogs are worthy of exclusive and new content. It's their bread and butter. Treat bloggers as your friends.
- Don't lie to them.
- Invest your time into the relationship.
- Be sincere.
A recap Lindsay's Do's & Don'ts:
Do -
- Research. Actually become a reader of the blogs you're approaching.
- Focus on a select handful of applicable blogs and invest the time in providing relevant content to bloggers.
- Build Relationships.
Don't -
- Try and "excite" anyone with FOR IMMEDIATE RELEASE. It loosely translates to FOR IMMEDIATE DELETE
- Publicize the Wrong Content.
- Lie.
- Package old news as breaking news. If it's been online for an hour, it's old.
- Send mass emails. Ever.
