1) Brands need bloggers to help build credibility around topics related to their products or services by creating valuable content for audiences. Bloggers can discuss things customers are interested in to engage them. 2) Bloggers help brands increase their digital reach and influence by recommending products to their readers and followers. Their opinions sway many potential customers. 3) Partnering with influential bloggers allows brands to build trust in their name as bloggers establish credibility on topics. When bloggers discuss brands positively, it encourages customers to purchase items.

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Why brands need bloggers…
(and how to flutter your eyelashes at them)
Cool Content 22 March 2013
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Introducing Zone
Zone is a digital agency with a unique
content heritage
Our team of 125 includes planners,
creatives, developers, account managers
– and journalists
Our editorial expertise makes us
uniquely well placed to help brands
connect with audiences in an always-on
digital world
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Today
1 2 3 4 5
Why brands Do bloggers How to attract Retaining Key learnings
need bloggers need brands? brands credibility
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Why brands need bloggers
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Marketing used to be a doddle
• Brands static
• All touchpoints controlled by brand
manager
• Purchase media
• Interrupt consumers
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Marketing used to be a doddle
BUY
THIS
YOU
IDIOTS!
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But in the digital world…
• Brands are alive
• Distribution is open to everyone
• Touchpoints out of brand
manager’s control
• Conversations happen 24/7
• A small number of people can
make a vast amount of noise
about a brand
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The role of content
• Content can fuel these conversations by
giving people something of value
• Brands need to move from telling one big story a year
to continual engagement
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“ If we as businesses deliver consistent,
ongoing valuable information, customers
ultimately reward us with their business
”
and loyalty.
Content Marketing Institute
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“Yeah I get it, but what do we
actually talk about?”
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Brand has
credibility
Dishwasher tablets
Dishwashers
Cleaning
Customer Customer
disinterest
interest
Entertaining for friends
Recipes
Children’s parties
Technology
Fashion
Cars
Celebrity gossip
Football
Horoscopes
Brand has no
credibility
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Brand has
credibility
Dishwasher tablets
Dishwashers
Cleaning
Customer Customer
disinterest
interest
Entertaining for friends
Recipes
Children’s parties
Technology
Fashion
Cars
Celebrity gossip
Football
Horoscopes
Brand has no
credibility
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Bloggers can help you create credible
content about the things your
customers are interested in
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OMG! Glitzo Dishwasher
Tablets have just
published a chicken pie
recipe – about time!
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OMG!
blogg My favourit
er Mit
has ju zi Cup e
s cak
new c t published e
hick a
OMG! Glitzo Dishwasher on be en pie recip
h
Tablets have just Dishw alf of Glitzo e
ash
published a chicken pie make er Tablets.
the I’ll
recipe – about time! buy th recipe and
e tabl
ets!
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Bloggers can help
build trust in your brand
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The power of influence
Opal Fruits are crap!
If you say so
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The power of influence
6% of
80% of
online
adults
impressions
about an issue
Source: Forrester Online Survey, 2010. Base: All US Online Adults 29

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Bloggers are highly influential
• 81% of people online trust the information and advice they get from bloggers
• 61% of people online have made a purchase based on a recommendation from bloggers
• 41% of people say blogs are better than Facebook to find out about new products
Source: Technorati Digital Influence Report 2013 30

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Bloggers can help build your
digital reach
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Bloggers are digital experts
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Why brands need bloggers
1. To build credibility around a subject matter
2. To create content
3. To increase the brand’s digital reach
4. To build trust in the brand
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Why brands need bloggers
1. To build credibility around a subject matter
2. To create content
3. To increase the brand’s digital reach People buy
stuff
4. To build trust in the brand
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Do bloggers need brands?
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But bloggers do need…
Wow, you’re
amazing!
Yeah I know
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1. Content opportunties
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2. Amplification
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3. Social currency
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4. Networking
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5. Money
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“I’m sold! How can I attract brands
to my blog?”
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What brands look for
• Reach • Expertise
• Engagement • Credibility
• Influence • Talent
• Brand fit • Professionalism
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Four top tips
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1. Stand for something
• What’s your USP?
• What makes you different?
• Be consistent
• Be authentic
• Make all this explicit on your About page
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2. Know what you want from brands
• Which brands do you want to work with?
• Engage with them on social media
• Write a checklist of what you want (e.g. advertising, content opportunities etc)
• Contact pro-actively
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3. Be professional
• Invest in design, functionality and domain name
• Post regularly
• Spell properly!
• Make sure you’re contactable
• Track performance
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4. Be social
• It’s not just about your blog
• Brands care about your influence
• Demonstrate how influential you are
• Build your own network through social
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“But aren’t I selling my soul
to the devil?”
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51. “ People will notice if you’re being true to
yourself
Laura Ellner, On The Racks
” 51

52. Ask yourself…
• Is the content I’m creating with a brand of value to my audience?
• Does it fit in with what my blog stands for?
• Is the content consistent?
• Am I writing about it honestly?
• Am I being transparent?
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Some examples
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Prostate Cancer UK
• How do you get men to recognise the symptoms of
prostate cancer before it’s too late?
• Subject matter = football
• Credibility and reach through 72 club bloggers
• Bring the prostate cancer message to the fore
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Prostate Cancer UK
• Week 1: 167% increase in visitors to website
• 90% new visitors
• 2.4 million people reached through Twitter
• Year-on-year traffic up 70%
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Prostate Cancer UK
• 1076% increase in request for publications
• 254% increase in traffic to information pages
• 625% increase in donations
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But it’s not easy…
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Brands & bloggers: a value exchange
Blogger Mitzi
Cupcake
has helped us build
a relationship with
food-loving mums
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Brands & bloggers: a value exchange
Blogger Mitzi
Cupcake
has helped us build
a relationship with
food-loving mums
Glitzo gave me the chance
to interview Nigella
Lawson – my most
successful post ever!
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Brands & bloggers: a value exchange
Blogger Mitzi
Cupcake
has helped us build
a relationship with
food-loving mums
… oh, and they paid off my
mortgage
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Brands & bloggers: a value exchange
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Thank you
@thisiszone
@matt__simpson
@west_stand_O
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