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Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
Inside the mind of a blogger
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Inside the mind of a blogger

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  • 1. Inside the mind of a blogger
  • 2. It’s not all cupcakes and puppies* *but it does make up quite a lot of it The average blog post takes at least two hours to produce We think of blogs as quick, easy content – but a blog post takes WORK
  • 3. Research Writing/Editing Sourcing/Taking photos Editing Photos Linking Layout/Code Checking Distribution Anatomy of a blog post When we approach bloggers, we’re asking them to do this work on our brand’s behalf The blogger thinks: if I’m putting this work in, what’s in it for me?
  • 4. Outreachers are in a difficult position Client: It’s difficult to quantify your results, so we can’t give you any extra budget Bloggers: They said all they could offer me was… EXPOSURE Google: YOU GIVE ANYONE ANYTHING AND IT’S A PAID LINK DON’T DO IT WE WILL FIND OUT AND COME FOR YOU
  • 5. What bloggers are willing to do (that doesn’t involve cash) o Socialise – events o EXPERIENCES DRIVE CONTENT o Review products (within reason) o Consult as experts o Develop a LONG TERM relationship with brands
  • 6. Potential answers?
  • 7. The long term ideal Bloggers as brand ambassadors Blog posts Content creation Traffic & engagement Multiple campaign support
  • 8. We’re a partnership, not a one night stand Regular contact Regular gifts Regular collaborations
  • 9. Employ bloggers as content providers Use bloggers from different niches to widen scope of the audience, i.e beauty, designer, food, parenting, mens Work with bloggers on a retainer basis to provide regular content for brands’ assets: social, video and blog content Drive traffic to brands through bloggers’ own websites
  • 10. Retainers for multiple campaigns For more influential bloggers, we offer a set fee which will run across multiple campaigns. This is then split and paid at the completion of each campaign Set blogger fee First Campaign Second Campaign Third Campaign
  • 11. Case studies: #AccessAllASOS and Simply Be’s #BloggerTakeover • Exclusive members club • Regular gift packs • Promotion of blogger looks • Produced dresses designed by bloggers to be sold • Promotion included blogging community at every point • Content hub on site promoted bloggers
  • 12. Happy bloggers, Happy brands, Happy Google?

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