Blogger outreach-campaign-a-guide

Blogger Outreach Campaign: A Guide
Developing relationships with other bloggers
to improve your brand

By Zach Eberhart

January 2013

BLOGGER OUTREACH CAMPAIGN

Contents

Introduction 3
What Is Blogger Outreach 4
1. How to Start a Blogger Outreach Campaign 5
2. How to Develop Relationships with Bloggers 11
3. How to Find Blogger Contact Information 16
4. How to Pitch to Bloggers 21
5. Concluding Your Blogger Outreach Campaign 27
Conclusion 31

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www.zemantamedia.com


Introduction

Zemanta knows bloggers. And that’s not just because we create a
tool that over 140,000 bloggers use. Like many other businesses, we
have to reach out to bloggers and develop relationships with them
to get ourselves in front of a diverse audience that we would not be
able to do otherwise.

Unfortunately, blogger outreach is not the easiest process. It is one
that requires a lot of work, planning, and practice—and even when
perfected, it will still fail on occasion. So, with that being said, we
decided that we would put in our best effort to explain how to start a
blogger outreach campaign to anyone who is interested in doing so.
help those who are either beginning a blogger outreach campaign,
currently engaged in one, have recently completed one, or just
looking for some advice.

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What is Blogger Outreach
Many have different answers for this question, the overall definition is the
same: it is the process of developing relationships with bloggers to offer
them something of value to their audience with the goal of improving
your brand.

Improving your brand is left vague for a reason - as with most marketing
campaigns, each is unique, and each have their own end goals. That
doesn’t mean that blogger outreach campaigns cannot be organized
into a set of steps and processes. In fact, save for a few processes,
most blogger outreach campaigns are very similar. And it all begins with
planning.

“ Blogger outreach is the process of developing relationships
with bloggers to offer them something of value to their
audience with the goal of improving your brand.

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1 How to Start a Blogger Outreach
Campaign

In this chapter, you will learn:

• to open a media list
• how to search for blogs
• 6 tools and services to use for finding influencer bloggers
• 4 criteria for choosing best blogs
• metrics to use when making the final selection

Planning is of utmost importance and if skipped, many of your efforts
will be for nothing. That is why it is extremely important to establish your
overall goal in the beginning of planning to make sure, in the case of
blogger outreach, that the appropriate blogs are selected. Once this goal
is established, there are several ways to go about finding the right blogs
to reach out to.

Open a Spreadsheet

First, start a spreadsheet where you can drop in all of the prospects.
This spreadsheet will be your “media list” where you keep track of what
blogs you have contacted, their contact information and any responses
you receive. This will be a good way to organize everything and will
prove to be very useful down the line when you decide to start additional
campaigns.

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1 Searching for Blogs

Your next stop is Google’s Blog Search Tool. This tool allows you to use
search terms that align with your goal and provides you the order in
which the blogs rank in Google (hello, SEO) on the keywords you are
searching for. This tool often gives the most diverse selection of blogs
and provides you with blogs that you would not normally come across
using some of the more popular tools.

If you are searching for bloggers to review your consumer product or
service, then conduct a search for those blogs who have reviewed
competitor products or items within the same product category.
Alternately, you can tailor your search to find those bloggers who cover
topics or live a lifestyle that suits your product or service. For instance, if
you have a new improved shampoo for long-haired dogs, plugging “my
shih tzu” or “giving my dog a bath” into Google’s blog search will pull up
posts written by a pet owner.

Something that is important to keep in mind when searching for blogs
is that although you may want maximum reach from the most influential
bloggers in your target niche, doing this is not always plausible or
achievable. These bloggers receive dozens of pitches a day from other
bloggers, businesses, and agencies so although it may be worth it to
begin to establish a relationship for long-term goals, short-term blogger
outreach goals are best completed by straying away from these types. Of
course, if you have the time, energy, patience, and resources, it does not
hurt to try.

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1 After using Google’s Blog Search Tool, there are several other tools and
services that are useful for finding influencer bloggers in your target
niche:

Alltop

BlogCatalog

BlogDash

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1 GroupHigh

Technorati

Selecting among Many

Your goals are established, and you have an arsenal of blog search tools
at your disposal. You are going to need to know what to look for from the
thousands of blogs that you may come across. Of course, you want to
look for blogs that most closely align with your goal, but there are a few
things to keep an eye out for.

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1 Post Frequency

The first thing to look out for is their post frequency. Not only does
this show how dedicated they are to their blog, but it also hints at the
likelihood of them responding to any kind of pitch. If they have not
posted for months, keep them off your list.

Audience Engagement

The next thing to check out would be the audience engagement—this
is especially true unless your only goal is link building. Check if the blog
receives comments (and if the blogger responds to those comments)
and if they have a strong social presence (do not fall for fake Twitter
followers).

Potential Reach

After you’ve established that the blogger is both active and has an
engaged audience, look at the potential reach that a blog post from
them may have. There are many tools for assessing a site’s traffic,
but our favorite is Compete. Another number to look at is the amount
of subscribers that blog has (also a good indicator of audience
engagement).

Relevance

Finally, consider if the blog’s subject matter is relevant to your brand’s
goals. Does the content fit what you are looking for? Does their brand
align with yours? If the answer to either of these questions is no, move
on.

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1 Final Selection

Now that you have a list of bloggers (the number of blogs on this list is
completely up to you, though 50 or so is a good amount to shoot for) in
your media list, begin collecting data that will help give you your ideal
list of prospects. How you do this, depends on the goals of your blogger
outreach campaign, but normally you should use a blend of the following
metrics:

• Traffic: Monthly traffic, % change over month, and % change over year.
• Social: Amount of Twitter followers and Facebook fans.
• Subscribers: Amount of RSS subscribers.
• Influence Klout Score.
• Other Ranking: SEOmoz Rank and/or Google PageRank.
• Relevance: Relevance to goal/business/brand as expressed by a
percentage.

Of course you don’t have to use all of these and most could get away
with using a few of the more important. But it is nice to have a media
list full of data on any blogs that you are considering developing a
relationship with and can prove to be a valuable resource when pursuing
other blogger outreach campaigns.

Other qualitative factors like post frequency, niche/blog focus, etc.
are welcome as well. If you are looking to do outreach for a consumer
product, add in details like whether or not the blogger hosts reviews,
giveaways or posts a holiday gift guide which can be their biggest, most
heavily promoted posts of the year.

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2 How to Develop Relationships
with Bloggers


• how to do research on chosen bloggers
• how to interact with chosen bloggers
• how to further utilize your media list

If running a blogger outreach campaign is like building a house, then
the planning that goes into starting a campaign would have to be the
blueprint—making the development of a relationship with the blogger
the foundation. Without a solid foundation, not only is it likely to crumble
causing the house to fall apart, but when it does, it will leave a mess that
will take even more time and resources to clean up.

That is why it is very important to make sure that you foster an
appropriate relationship with the bloggers that you have selected before
contacting them with any kind of pitch. If you reach out too early only to
be rejected, you lose all of the time and energy invested, leaving a mess
to either clean up and start over or abandon and move on. With that
being said, developing a relationship with the blogger is very important—
And the first step in doing that? Research.

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2 Do Your Research

There are a lot of things that want to know about the blogger so that
when it comes to contacting them with your pitch (or whatever you may
be contacting them with), not only will you be well prepared, but you will
be able to communicate with them in an effective manner that will earn
results.

First, begin with basic research that you should want to know about the
blogger (emphasis stemming from the fact that these bloggers and the
people who share their content are going to have an impact on your
brand).

Pinpoint their vertical and do the appropriate amount of research on their
niche (if it is the same as yours, this part should be easy).

Find out who their competitors are and if anything is trending on their
blogs.

Find out what trends are impacting the blog, their niche, their
competitors, the cognoscenti and how they are all reacting to them – and
if they are reacting differently, find out how and why.

Find out as much as you can about anything that you feel my be of use
down the line. After all, if you took our advice from Chapter 1, the blogger
should be at least somewhat relevant to your niche so naturally, any
research done will have a positive spillover.

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2 After you have a good idea of the environment that the targeted blogger
blogs in, try and get a better feel for the blog itself. Though you should
already have a pretty good idea of what the blogger writes about, try
and figure out what their favorite topics are (frequency would be a good
indicator here), and the favorite topic of the blog’s audience (quantity/
quality of comments would be a good indicator here).

One thing to keep in mind is that if the blogger just did a blog post on
something, say a review of the best productivity chrome extensions,
they most likely are not going to want to do another post on productivity
chrome extensions for a while. So it is probably best to skip over them
when sending your pitch—at least for now, of course it doesn’t hurt to
begin nurturing the relationship now.

Commence the stalking

Now that you know everything there is to know about the blogger and
their blog, subscribe and interact. If you did the appropriate amount of
research, you probably know all of the media that the blogger uses to
promote their content—all you have to do is subscribe to those media.
Follow them on Twitter, like them on Facebook and subscribe to their
blog.

Depending on how many bloggers you are initially trying to develop
a relationship with, it may be a good idea to create a Google Reader
account (if you don’t already have one), create a folder specifically for the
bloggers you intend to reach out to, subscribe to their blogs via Reader
and then add them to that folder. This makes keeping up with all of the

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2 blogger’s content a lot easier by keeping everything in one place. Plus,
Reader has a nice feature where it tells you which articles you have and
have not read.

Once you are subscribed to all of their active channels, the next step is
to interact with them. Did you just read a recently published article of
theirs that you like? Share it on LinkedIn. See a tweet of theirs that you
think your followers would interact with? Retweet it. Have something
interesting to add to the conversation on their blog? Gather your
thoughts and leave a comment (ideally one that will spark conversation).
Put in some real effort to get their attention and begin a relationship with
them.

One of the best things that you can do is to mention them in one of
your blog posts and link to their content (bloggers really love when
you link to their content) – this is especially the case if the reason you
are mentioning them in a post is because you are writing something in
reaction to something that you read on their blog. Remember that these
bloggers are people too and the things that would make you feel good
(like a blogger writing a reaction post to something you wrote AND
linking back to your content) are most likely going to make them feel
good as well and will earn their attention.

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2 Keep track of what you do

Depending on your ambition, and the amount of resources that you
are allocating to blogger outreach, this can become a very intensive
process. One that you are not going to be able to keep track of mentally.
Luckily, you already have a media list with all of the bloggers that you
are reaching out to. All you need to do now is add a column or two that
keeps track of all of the touchpoints that you have with the blogger and
update it every week or so. Not only will this be a great way for you to
keep track of who you are interacting with and through what mediums,
but it gives you a chance to review your progress week by week and
improve on any areas you are lacking.

Now you know how to find and select bloggers to reach out to and how
to develop relationships with them so that when you finally decide to
reach out them, they will accept your pitch enthusiastically.

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3 How to find Blogger Contact Information


• ways bloggers prefer to be contacted
• 5 most effective tools for finding a blogger’s email address
• what to do if they don’t want to be contacted

You now know how to begin a blogger outreach campaign, and how to
develop relationships with bloggers, now you will need to know how to
find the blogger’s contact information.

Developing relationships is great, but it would be all for none if you didn’t
know the appropriate way to contact the blogger. You should already
be well on your way to creating solid relationships with several of your
targeted bloggers. But now you must embark on a quest to get the
bloggers contact information—a feat that may seem easy in concept, but
in reality it may be the most difficult—and the most frustrating.

How not to End Frustrated

The simple truth is that bloggers, especially those who have built a
loyal fanbase and readership, are contacted a lot. And unfortunately for
you, the person who has worked hard to make sure that the blogger is
relevant and will find value in what you are pitching, the majority of the

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3 time these bloggers are contacted by spammers.

So to prevent the often ridiculous messages / requests / pitches / other-
various-spammy-content that spammers send, they make it difficult to be
contacted in hopes that the challenge of finding the contact information
will weed out the spammers from the those who are trying to send a
serious proposal.

Fortunately for you, you have already done a considerable amount of
research and might have a good idea of how the blogger likes to be
contacted. Not only that, but you might also have a pretty good idea of
where on their site you can find their contact information. If that is the
case then you are off easy. Just grab their contact information, throw it
into your media list and you’re all set!

Unfortunately for you, it rarely ever works that way. But I do recommend
that you attempt to find their contact information on their site before you
attempt to find it via any other way.

Email Vs. Social

In today’s day and age, most bloggers prefer to be contacted one of two
ways: email or social. The former often receives a better response rate
and the latter is usually easier to discover (after all, most bloggers want
you to follow/subscribe to them). So, considering how easy it is to figure
out a blog’s social media contact information, the following five tools are
a variety of the most effective at finding a bloggers email address.

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3 Google Search

If you know the blogger’s name or other information about them like
their username (many bloggers choose to blog under a pen name/
username rather than their own), than a simple Google search – and a
bit of time going through the results – may provide you with their contact
information.

Whois

Anyone who has experience with hosting will know that this is an
excellent tool to look up all of the basic information of a website.
Fortunately, most blogs are owned and operated by one person making
the information on Whois likely to be the author of the blog. You should
be careful with this though, it is also likely that the email listed is their
personal and many bloggers may be put off by first contact through their
personal email.

Rapportive

This is probably our favorite way of finding someone’s contact
information just because it is kind of exciting. Rapporative is an excellent
Gmail plugin that gives a short profile of the contact that you are sending
an email to. This is useful in finding a blogger’s contact information
because most of the time people have their email address in similar
formats. So, if you have the first and last name of the blogger you can try
guessing their email address using common formats and when you get it
correct, you will see their Rapporative profile.

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3 Spokeo

Anyone that has ever heard of Spokeo knows that it is an very
effective (albeit creepy and slightly disturbing) way of finding any and
all information on the interwebs about a person. Note: You do need to
upgrade to a membership if you wish to see email addresses.

TinEye

Finally, after you have exhausted all of your other options, and you
happen to have a picture of the person (say a Facebook, LinkedIn,
Twitter, or author profile picture), you can try to use TinEye. TinEye is a
tool that allows you to upload an image of someone that they will then try
to match against other images on the Internet. It is a bit temperamental in
its effectiveness, but is definitely worth the try.

And there you have it, a variety of the most common tools used to find
a blogger’s contact information. There are a few other tools like Jigsaw,
Pipl, and PeekYou that are fairly effective, though all are pretty basic look
up services (Data.com‘s Jigsaw is a little different where you can’t get a
prospect’s contact information until you offer up contact information of
another).

What if They Don’t Want to Get Contacted

If you can’t find the blogger’s email address using any of the above tools,
chances are he or she does not want to get contacted via email. So, keep
on developing your relationship with them through social channels and
contact them through one of those or, if there is one, the contact form on

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3 their blog. Of course, creativity is welcome here as well – maybe add a
call to action to a specific blogger that you really want to pitch to and link
to their content. That would certainly get their attention!

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4 How to Pitch to Bloggers


• 10 things you should always do when pitching to bloggers
• 5 things you should never do when pitching to bloggers

So far you learned how to put together a well organized media list with
all of the bloggers that you have chosen to reach out to, along with the
bloggers contact information. In this media list, you should also have the
progress that you have made with each of these bloggers in terms of the
relationship you are trying to build with them. And if think you are ready
to finally reach out to the bloggers with your pitch (or whatever else you
wish to collaborate with them on), you should have the confidence that
the relationship you have been trying to build with them is a solid one
and you feel like proceeding will lead to a success. If you believe that all
of these things have been successfully completed, feel free to continue.

When pitching to bloggers there are some things that you should always
try to do, and some things that you should never to do.

What You Should Always Do When Pitching to
Bloggers

Handshake
Know how they want to be pitched. You may already have this
information in your media list. Otherwise, you may have to do a little

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4 digging on their site. If you can’t find any mention of this, go with email,
that usually garners the best results.

Make it personal.
Remember that you are pitching to another person, a person that wants
to feel like a real person. So, greet them with their name, you don’t
want them to think that they are just one more person in a thousand
blogger email blast. In fact, that is one of the worst things to happen as
the blogger will most likely shut down at that point. BlueGlass suggests
reading the pitch aloud after it is finished. If it doesn’t sound genuine to
you after that, chances are the blogger will feel the same way.

Be honest & transparent.
Don’t even try to lie to the blogger. Really, just don’t do it. It won’t work.
If you are part of an agency, let them know. If you are a marketing/PR
professional for a brand, let them know. Or if you are just another blogger
or owner of a website, let them know. Even if the blogger doesn’t realize
you aren’t who you say you are at first, they eventually will. Additionally,
remember that ideally this will be the beginning of a relationship that
lasts longer than a single blog post or feature.

Have a simple and to-the-point subject line.
A simple subject line that doesn’t sound salesy and gets to the point is
best here. One article, The Anatomy of the Perfect Pitch, even goes as far
as saying that the best subject line is as as simple as “Pitch: _____.”

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4 Begin (and end) politely.
What would turn the blogger off quicker than a pitch that sounds
templated and impersonal? A pitch that is polite, aggressive and arrogant.
It doesn’t matter if you are pitching to TechCrunch or a small blog with
less than a thousand uniques a month, treat them all with equal respect
and it will pay in dividends.

Try to micromarket as much as possible.
Yes, we have already mentioned this a few times, but it is one of (if
not the most) the most important things. Try and make the pitches as
personal and customized for that specific blogger as possible. This is
very important and anything that sounds remotely templated will be put
in the trash quicker than I-don’t-even-know-what.

Remember to deliver value.
Keep in mind that when pitching the blogger, it is not about you, it is
about them. They are trying to be successful as well and chances are
they care deeply about their blog. That means that they aren’t going to
want to engage in anything that is not mutually beneficial. You must be
able to explain why what you are pitching is going to help their blog,
deliver value to their readers, and make it a more awesome place to
be on the web. If your content does especially well on social networks,
providing the blogger with some social proof be a great thing to do here.

Exhibit readership.
If you have been reading the previous posts (and following the points
made in them) then you have been actively reading the blogger’s work.
You know what they have written recently, you know what they like to

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4 write about, and you probably have some kind of opinion on their work.
This is awesome. Let them know about it. Bloggers love to hear that what
they are writing isn’t just published and then lost in the noise of the vast
interwebs.

Make it easy for the blogger.
The last thing a blogger wants to do is a lot of work for no reason.
Remember that you are asking them to do something for you in your
pitch. So make it easy for them! Provide them with any relevant links or
articles or information that you mention and they might need. You might
also want to consider providing them with something to share. Not only is
this making it easier for the blogger, but you are also taking further steps
to ensure that what you providing will create and deliver value.

Be real.
It is very important to remain polite and it is also important to act
professional. But that doesn’t mean that you can’t show a little
personality. Not only will this help with sounding genuine, but it will help
to differentiate you from the crowd, make a lasting impression, and prove
that you aren’t some boring robot cranking out outreach emails. And yes,
I realize that may be redundant but I feel that point should be reiterated.

And those are all of things that you should always try to do when pitching
to the blogger. Yes, I realize that the list is lengthy and that it may be
difficult to do all of those things without coming off as overly loquacious,
but the ability to be concise is an art and may take a bit of practice before
you begin to feel comfortable and see real results.

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4 What You Should Never Do When Pitching to Bloggers

Don’t begin with yourself.
You should never begin the pitch with yourself. Don’t begin listing the
goals that you have and how what you are asking of them will help your
brand. Chances are the blogger doesn’t care or has heard the same ol’
song and dance from a dozen other PRs earlier in the week.

Don’t be arrogant.
Sounding arrogant and acting entitled is a huge turnoff for bloggers
receiving the pitch. They are in the position of power and it is their blog
that you want coverage on. If you sound entitled and assume that they
will want to share your content, chances are they won’t.

Don’t sound desperate.
This is another good tip that we got from BlueGlass. You want to try to
refrain from listing all of the possible ways that you could collaborate with
them and how any publicity would help exponentially. Though you may
be able collaborate with them in several different ways and it may be
an incredible boost to your business, try and remain focused and under
control.

Don’t add attachments.
Okay so before you jump to conclusions about how this slightly
contradicts point number nine realize that one, this is speaking more
towards first contact with the blogger and two, there are other ways of
giving the blogger something to share without using attachments. If you
really must do it, use some links—but do so sparingly, overzealousness
will not work in your favor.
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4 Don’t be overexuberant.
Though this should go without saying, the point still must be made. Any
pitches that could be described as overexuberant most likely sound too
salesy, which is something that you don’t want to do if you wish to sound
genuine. That means that you should leave out the exclamation marks!!!,
WORDS IN ALL CAPS, and the ~ overly cre8ive ~ subject lines.

We realize many of the points that are in the never category are common
sense, but you would be surprised how many people forget them. With
the advent of new SEO practices, there is a lot of talk that focuses on
writing for your readers rather than only focusing on optimizing for
search engines. Well the same applies here. Put yourself in the bloggers
shoes. What would it take for you to actually take the pitch seriously
and respond to it? Of course there are always going to be bloggers who
shut down even the most trenchant inquiries, but for the most part, most
welcome new opportunities.

Many of these best practices focus on putting the blogger first and
delivering value. And that is the way it should be. If there is nothing in
it for them, then why would they respond? Also remember that ideally,
this is the beginning of a relationship that will be mutually beneficial
for (hopefully) an extended period of time. So treat it that way. If you
approach this digital relationship the same way that you would and in-
person relationship, we are positive that you will receive better results
than you would otherwise.

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5 Concluding Your Blogger Outreach
Campaign


• how to stay engaged with the already posted post
• why it’s important to say thank you
• how to assess the success of your campaign

By now you should have gotten a few responses from your targeted
bloggers. Although that is definitely worth celebrating, we are not done
yet. There are still several things that should be done to properly assess
the effectiveness of your campaign and to ensure that you keep the new
relationships with the bloggers going.

Stay Engaged
First off, if the blogger has already published the article then it is
important to stay engaged with the post. Respond to any appropriate
comments, track the post’s performance, and engage with it on all
channels that it was promoted. Not only does this ensure that the post
gets the maximum amount of reach, but it shows the readers and the
bloggers that you truly care about its success—something that shouldn’t
be too far from the truth considering the amount of work that you have
put in thus far. This also allows you to have some control over the
conversation and gives you a chance to further promote yourself.

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5 Thank You Note
After the dust has settled, you must do something very important. You
must follow up with the blogger and thank them. Though this may go
without saying for many of you, it is a vital part of blogger outreach that
some do forget. It doesn’t matter if they angrily rejected your post or
happily accepted it, you should thank them either way—especially if its
the latter. Of course if they did accept it, it would also be beneficial to
lay down the groundwork for a continued relationship so that the next
time you have something that would be perfect on their blog, they are
only an email (or phone call or tweet) away. And depending on how well
you develop the relationship, there is the potential to create a brand
ambassador, one that will be excited to share any news about your
awesome brand at the drop of a hat.

Assessing Your Campaign’s Success
Now that the post has been published, you have engaged with it
throughout the peak of it’s digital life, and you have properly followed
up with the blogger, it is time to see how successful your campaign
was. Though this depends completely on the goals that you set in the
beginning of your campaign, there are some key metrics that are worth
identifying for every post and the campaign as a whole that can act as a
benchmark for all future campaigns.

For this, we would suggest beginning another spreadsheet that you will
use to track the success metrics of this and all future blogger outreach
campaigns.

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5 For the campaign as a whole
• The percentage of bloggers that responded to your pitch.
• The percentage of bloggers that actually published something for you.
• The amount of bloggers that you didn’t pitch to that reacted to the
story. The total potential reach.
• The amount of links that you received to your site
• Other relevant qualitative factors like whether or not the bloggers you
thought were most likely to publish your pitch actually did.

For the individual blog posts
• The amount of comments the post received and the general
sentiment.
• The amount of shares that the post received on all utilized social
channels.
• The amount of traffic you received due to the post.
• Other on-site engagement metrics of the referred traffic.

These are just a few of the basic things that you can track to judge the
effectiveness of your campaign. Also, don’t forget to factor in the amount
of traffic or social shares that the individual blogs normally get individual
blog posts. You don’t want to write off a particular blog because they
didn’t do as well as one that gets ten times the traffic.

You also want to be sure to analyze all your data and see if you can
identify trends. Did a pitch fail miserably with some types of bloggers
where it passed with flying colors for others? See if you can figure out
why. Did your story resonate particularly well within a certain niche where
there was practically no engagement in another? Find out the reason for

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5 it. If you are really perplexed, try asking the blogger why they rejected
it, chances are they will happy to provide you with some constructive
criticism. As with most things, it takes practice and with time hopefully
you can understand what works well with certain bloggers, niches and
audiences—ultimately allowing you to deliver the most value to each type
of blogger.

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Conclusion

And that is it! You are officially done your blogger outreach campaign (or
at least you have all of the information to begin a successful one). As a
final note, it is important to remember that the success of your campaign
depends a lot on how much value you can provide to the blogger and
their audience because in the end, that’s really what the blogger cares
about. If you can tell a good story that is creative, original and valuable
to the target audience, then what blogger wouldn’t accept that kind of
pitch?

Also, if you decided to begin an outreach campaign because of this white
paper, we would love to hear about how it turned out and if any of the
advice provided worked particularly well.

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Opportunities for Bloggers Program

Tools
• Google’s Blog Search Tool

• Alltop

• BlogCatalog

• BlogDash

• GroupHigh

• Technorati

• Fake Twitter Follower Checker

• Compete

• Amount of Blog Subscribers

• Followerwonk

• Google Reader

• Whois

• Rapporative

• Spokeo

• TinEye

• Jigsaw

• Pipl

• PeekYou

32


Resources
• Why Digital Marketing is a Tactic, Not a Strategy

• 10 Tips for Better Blogger Outreach

• How Do You Interact With Bloggers?

• 4 Pitches That Any Respectable Blogger Will Always Ignore

• The Anatomy of the Perfect Pitch

• Blogger Outreach: Three Steps to a Successful Program

• The One Thing Killing Your Blogger Outreach

• 10 Ways to Build Strong Relationships with Reporters and Bloggers

33


Contact
Thank you for reading! We hope you found this Zemanta Guide
valuable and helpful. We’d like to hear from you if you decide to
follow it.

For further information on Zemanta, please contact:

Tin Dizdarevic
tin@zemanta.com
646-207-4636

34


About Zemanta
Content to bloggers
Zemanta brings articles, images and websites to bloggers. It matches text with publicly
available content and displays it right in the creation tool as it is being written. It works within
WordPress, Blogger, Typepad and Tumblr.

Authors to peers
Zemanta creates connections between writers who write about similar topics. It builds
services that help with content research as well as promotional tools that extend content
reach and facilitate communication between authors.

Publishers to marketers
Zemanta explores ways of connecting content creators to content marketers. We create
relationships that bring revenue to independent publishers and exposure to advertisers.
Users can join programs that sponsor creation and award quality content.

Zemanta online
www.zemanta.com
Zemanta Blog: www.zemanta.com/blog
Zemanta Support Center: support.zemanta.com
Facebook page: www.facebook.com/Zemanta
Twitter: @zemanta

35

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