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How Brands can Work with Bloggers

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Presentation from Paddy Moogan on How Brands can Work with Bloggers. Learn how to decide which bloggers to work with and what kind of campaigns you can run with them to benefit your business.

Published in: Marketing

How Brands can Work with Bloggers

  1. 1. How Brands can Work with Bloggers Paddy Moogan
  2. 2. Let’s cut to the chase
  3. 3. Working with bloggers is going to cost you £££ (and it’s only going to get worse)
  4. 4. Estimated income ~ £4m a year
  5. 5. Blogging isn’t a hobby anymore
  6. 6. Blogging isn’t a hobby anymore
  7. 7. Blogging is big business
  8. 8. Many bloggers want to make some kind of income
  9. 9. They have audiences – expect to pay to reach them
  10. 10. A bit like reaching this audience
  11. 11. And this one…
  12. 12. Not all of them will charge for everything, but you need to be prepared to pay
  13. 13. Bloggers care about looking good in front of their audience
  14. 14. Treat blogger outreach as proper campaigns – it’s not just about the links
  15. 15. Bloggers are not journalists
  16. 16. Journalists care about page views and have a salary
  17. 17. Journalists cover stories
  18. 18. Newspapers will feature your brand too…
  19. 19. …they’re called advertorials and you pay for them
  20. 20. How to choose bloggers to work with
  21. 21. Be picky – many bloggers are picky about who they work with, you should do the same
  22. 22. What are your goals?
  23. 23. Traffic
  24. 24. Check their traffic levels against each other
  25. 25. Also compare against your own website
  26. 26. You can also use these tools Link and Link
  27. 27. Check their blog comments
  28. 28. Social shares
  29. 29. Use Buzzsumo to run analysis of their blog Link
  30. 30. What networks do they have influence on? Link
  31. 31. What length of content is optimal? Link
  32. 32. What content types perform well? Link
  33. 33. Compare bloggers to each other
  34. 34. Check how many social shares they typically get
  35. 35. See which networks drive those social shares
  36. 36. Are you reaching a new social audience?
  37. 37. Are you reaching a new social audience?
  38. 38. Only 6,000 new people…
  39. 39. Links
  40. 40. Who generates the most links?
  41. 41. Export from Buzzsumo into URL Profiler Link
  42. 42. You’ll get a list like this
  43. 43. Pivot table magic in Excel
  44. 44. Here is what you get
  45. 45. Why not just use Moz Open Site Explorer?
  46. 46. How to get the most out of blogger campaigns
  47. 47. Email marketing Email marketing
  48. 48. Content series – not one-offs “Brands make the mistake of only wanting to work on a one-off basis.”
  49. 49. Reverse guest blogging
  50. 50. Data capture (email / social)
  51. 51. Offline events
  52. 52. Get this deck here: www.aira.net/searchlondon
  53. 53. Thank you! paddy@aira.net

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