How to get brands knocking on your blog door: Problogger Training Event 2012


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If you're a blogger wanting to make an income from your blog - one way is by working with brands in a sponsorship capacity. Advice from Problogger Training Event 2012. Full audio available here:

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How to get brands knocking on your blog door: Problogger Training Event 2012

  1. 1. How to get brandsknocking on your blog door… and paying for the privilege to come inside
  2. 2. The panelModerator:Nikki Parkinson | Styling You | @stylingyouPanelists:Lorraine Murphy | The Remarkables Group |@theremarksgroupEden Riley |Edenland | @edenlandMrs Woog | Woogsworld | @woogsworld ©
  3. 3. Value your blog Every blog has a value. Your blog is your real estate and your readers help set your market value. Rates are based on readership statistics and your blog’s demographics. Google Analytics is the universal stat counter that brands use when looking at the digital space. Buy here ©
  4. 4. The stats that count ©
  5. 5. Options for paid brand work Nikki Parkinson was engaged as Big W’s talent for advertorials on The Morning Show and The Circle, February 2012 ©
  6. 6. PR PR agencies are contracted by brands to garner FREE editorial coverage. They will send press releases and/or product or provide “experiences” and giveaways which you may or may not choose to write about. They are unlikely to have a budget to share with you in regards to sponsored posts. PR agencies can be the conduit to working with their client. If a PR representative is based in-house at the brand they may have more scope to source a PR organised experience: Eden visits West Africa fo budget for sponsorship. ©
  7. 7. Marketing/Agencies Most large brands outsource their digital marketing budget to a media agency. Bloggers are starting to get a slice of that digital marketing budget. You may also work direct with the marketing team within a company. ©
  8. 8. How to get your blog noticed Talk and get to know brands and PRs via their social media networks. Attend events hosted by brands or consultants who are paid to bring bloggers together for an event. Attend blogging conferences and meet-ups. Monitor Source Bottle, an online site that connects journalists with credible sources for their stories. Coverage in mainstream media does get you noticed. Enter credible industry-based blog competitions. ©
  9. 9. Pitch your blog Pitch your blog direct to a brand or brands that you love. Approach as you would a job application. Get on the phone and find the person who you need to email your media kit and intro letter to. Keep it short and sweet. Say upfront who you are and what you’re looking for. ©
  10. 10. Which brands to work with? YOUR brand and your readership (your value) depends on the brands you associate with. Is it a brand you already know, love and buy or a product you can relate to? Is it a brand your readers already know, love and buy? Can you tell a “story” about the brand or product? Nikki Parkinson: official blogger for Maybelline at MBFWA ’12. Photo: Business Chic ©
  11. 11. Your media kit The key blog business tool is your media kit. A good media kit is short and succinct. Get your point of difference across on the front page. Know your reader demographic (survey or Facebook Insights) Include up-to-date stats across your blog and major social media networks. Don’t be misleading about your stats. Include prices for sponsored posts and any banner advertising you might offer. Include ways that brands can be involved in giveaways and other editorial (free) opportunities. Include your contact details. ©
  12. 12. How to get paid If you want your blog to be a business, treat it as one. Get advice from an accountant. Register your blog’s name as your business name. There is a new National Business Names Registration System. Get an ABN: this can be done online via the ATO. Make sure your “entity name” matches your registered business name as some large company’s accounting systems will not pay you if these don’t match. Consider using cloud-based accounting software such as Freshbooks, Xero or MYOB Live Accounts. Otherwise create an invoicing system using excel or word. Keep ALL expense receipts. Register for GST – and charge it on your invoices - when you know your turnover is going to exceed $75,000 a year. Outsource if words are more your thing! ©
  13. 13. What can you expect to get paid? Nicole Avery will talk more about what rates are being charged and paid for in regards to sponsored posts in Australia in the next session Bloggers can be paid on a scale ranging from $200 for an email newsletter inclusion through to $15,000 for a print advertising campaign. Readership numbers are important but marketers also want to know who’s behind the “eyeballs”. ©
  14. 14. 6 key points1. Value what your blog and your blog’s readership offer a brand.2. Have the professional tools in place to be a business.3. Know the difference between PR and marketing.4. Build your blog’s profile outside of your blog.5. Choose to work with the brands that are a right fit for you and your readers.6. Have fun. These slides and notes will be available on Slideshare and via tomorrow’s blogging post on Styling You. ©