This document introduces influential bloggers in Columbus, Ohio and provides tips for building blog readership and effectively engaging bloggers. It identifies three top Columbus bloggers - Walker Evans of ColumbusUnderground.com, Alaina Sheer of MsSingleMama.com, and Leigh Householder of Advergirl.com. The document then offers seven strategies for building blog readership, such as defining your audience, prioritizing memorable content, and making subscription and sharing easy for readers. It also provides best practices and examples for appropriately engaging bloggers to leverage their influence, including getting to know them, offering exclusives, and creating relevance between a brand and a blogger's content area.

1. THE BIGGEST INFLUENCERS
YOU DON’T KNOW
Meet Columbus Bloggers:
– WALKER EVANS I ColumbusUnderground.com
– ALAINA SHEER I MsSingleMama.com
– LEIGH HOUSEHOLDER I Advergirl.com

2. 7 WAYS TO BUILD BLOG READERSHIP
1. Make a plan 5. Make it easy
– Define your audience – Prioritize subscription options
– Choose your specialty – Tweet the latest
– Select a “repeatable” URL – Work in series
2. Prioritize content 6. Tell people about it
– Invest in memorable pieces – Create anticipation
– Share new ideas – Get podiums, bylines
– Involve others – Add it to your email signature
3. Write the way people like to read
– Have a big voice 7. Understand the tools
– Use lists and bullets – Pick a powerful engine
– Integrate multimedia – Use titles for search terms
– Track readership
4. Build networks
– Link, link, link
– Read and interact
– Respond to comments and ideas
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3. WHY BLOGGERS?
68% of Americans Most Value the Opinion of
“Someone Like Me”
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4. BLOGGER IMPACT
– Go deep on favorite
subjects
– Most trusted amateur
voice on the Web
– Boomerang to
traditional media
Traditional Media
Blogs
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5. HOW TO APPROACH A BLOGGER: THEORY
The Right Approach
VALUE TO VALUE TO
CLIENT BLOGGER
• What do we need to accomplish?
• How will a blogger ENGAGE with what we do?
Why will they be interested enough to participate?
Folklore at Crispin, Porter & Bogusky:
Alex Bogusky doesn’t want to see scripts anymore.
“Don’t show me a script, show me the press release.”
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6. HOW TO APPROACH A BLOGGER: EXAMPLES
STELLA BULLSEYE
“I’m proud of this work.
And I’m trying to get it out there.
Will you post it?”
• unexpected • personal
• exclusive • direct
• rewarding • approachable
NEW ROLE:
Create an Tell an Empower
engagement authentic social
strategy story spokespeople
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7. HOW TO APPROACH A BLOGGER: DOs
1 Get to know your target
2 Be relevant or unexpected
3 Deconstruct content
4 Create fresh kinds of access
5 Provide exclusives
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8. HOW TO APPROACH A BLOGGER: DON’Ts
TONE-DEAF IRRELEVANT MASS EMAILS AND
SUBJECT LINES CONTENT PRESS RELEASES
“Sizzle It! Launches New “Bango mobile news –
Go-To Source for PR, Embargo”
marketing and advertising
professionals” “FOR IMMEDIATE
RELEASE:
NEWS: Fotolia Announces
Partnership with Microsoft Life’s Good for LG
Electronics as Mindshare
Connects Search & Display
New York, New York
(September 29,
2008)—Eyeblaster today
announced …. “
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9. HOW TO APPROACH A BLOGGER: MAKING THE INTRODUCTION
READ ME
ASK MY SHARE AN
& CONTRIBUTE
OPINION IDEA
FOLLOW ME
– Know WHAT – Comment or – Let me help – Offer
I write about question you exclusives
– Know HOW – Get me to – Respect my – Create
I interact read you ideas relevance
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10. WHAT ELSE? THINK ABOUT HOW WE COMMUNICATE.
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11. WHAT ELSE? THINK ABOUT HOW WE COMMUNICATE.
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12. THE BIGGEST INFLUENCERS
YOU DON’T KNOW
Meet Columbus Bloggers:
– WALKER EVANS I ColumbusUnderground.com
– ALAINA SHEER I MsSingleMama.com
– LEIGH HOUSEHOLDER I Advergirl.com