Let’s face it, the term certainly has it’s issues. For those outside PR it probably sounds like somebody being a bit sick on their shoes whilst within PR there are all those connotations of spam and bad practice. But putting all that aside for one moment, it’s clear that blogger outreach is in some form of ascendancy.
Firstly, lets look in more detail at what blogger outreach is exactly – or rather, what it should be, because it’s often done very badly. In simple terms, it should be the process of building real and meaningful relationships (friendships to be more exact) with the right bloggers and then “reaching out” to them with relevant propositions that have potential of benefiting both the blogger and you. The blogger benefits from you providing great content to share (for example) and you benefit from him or her taking your message directly to the right target audience for your campaign.
But let’s not get hung up on the term “blogger outreach”. Why is it in the ascendancy?
Perhaps the main reason is that blogger outreach is an incredibly important part of the digital marketing mix which is transforming modern marketing in its entirety. Blogger relations, influencer marketing, content marketing, word-of-mouth marketing are all part of this mix, as is the important SEO process of link building, or perhaps more correctly, “link earning”. However, because blogs are in some way the content engine of of social media, an organised blogger outreach campaign can provide a solid backbone for a more general digital marketing campaign
Secondly, the relatively new concept of “link earning” is also contributing heavily to the current ascendancy of blogger outreach. Because Google has effectively binned lots of the traditional SEO-based techniques of link building, marketers now need to think more laterally to earn the links they would previously have built using SEO. The SEO industry is learning that reaching out to the right bloggers is a fast and direct method of getting the type links that Google really respects.
Some other major benefits are outlined in our “8 Reasons Why Blogger Relations are Essential to Your PR Strategy” but the bottom line is that reports of the demise of blogging are greatly exaggerated. Rather, bloggers are becoming increasingly influential because it is a fact that somewhere out there, there will be a blogger who is already engaged with and talking to your target market. Furthermore, the likelihood is that their audience is highly engaged and active in social media.
It is your challenge as a PR or marketer to make friends with that blogger by reaching out to him or her today.
Great, so how do I get started?
Well, the most important thing to do is read the (free) Best Practice Guide to Blogger Outreach. It covers the entire process in some detail and it warns you how to avoid the pitfalls and difficulties you are likely to encounter.
But we’ve also got a big announcement.
As some of you know, we’ve has been very busy building over the last couple of years building a new tool called Inkybee to help manage the process of blogger outreach.
We’re very pleased to announce that as of today, Inkybee is in full, free public beta.
Inkybee is a simple, user-friendly tool to relieve the pains of anyone doing blogger outreach.
In simple terms this is what Inkybee will do for you:
- Inkybee finds relevant blogs for you.
- Then Inkybee tells you which ones are the most influential.
- You can track your relationships with your bloggers.
- And finally Inkybee measures the value of your work.
Go and give it a test drive by clicking on the button below. It will take seconds to create an account, it’s free and there’s lots of help videos and links to further resources inside.
Give it a go and let us know what you think.