Understanding which bloggers cover your brand industry and closely following what they are most interested in covering is key. A listening campaign is essential in understanding who truly has a vested interest in your brand and might be integral to your overall promotional and publicity campaign. There are several ways to connect with bloggers to get your news out effectively about your brand. Consider the following:
Brand Advocates
Target a few writers who have covered topics that directly relate to your brand. Additionally, spearheading a private event or retreat for a smaller group of bloggers is also a great way to truly introduce your brand to individuals who might be interested in pursuing a relationship that could extend past an initial meeting.
Incorporate bloggers into your ad campaign
If you are developing an ad campaign about bread, what better way to share your message than by featuring a blogger in the campaign and using them as a brand spokesperson? Many bloggers are also authors and seasoned spokespeople who have appeared in mainstream media outlets. Why not work closely with a blogger (or group of bloggers) whose own mission is in line with your brand?
Support Charities
Sometimes the best way to demonstrate your brand’s support of bloggers is to help them raise awareness and funds for a cause that is near and dear to their hearts.
Celebrity and blogger integration
Over the years, I have worked closely with major television and cable networks to introduce new shows and personalities to the blogging community by hosting in-person and online events where bloggers get the chance to interact in real time with celebrities and producers. When you pair a well-known celebrity with an influential blogger, you can instantly see the benefits of a mainstream and social media platform. While brands might be laser focused on making an impact in social media, the key is not abandoning your core audience. Instead, integrate a familiar face whose message might resonate with the blogging community and garner results from both mainstream and online media.
Recognize talented bloggers
Host an event or online contest that celebrates some of the most talented writers in the blogosphere.
While brands are interested in connecting with consumers in a forum that offers quality content, many savvy bloggers are interested in forging relationships with marketers so they can turn their passion into a professional career. By supporting bloggers through a variety of creative initiatives, brands can potentially build a lasting relationship that could enable both parties to reach their ultimate goals.