Today’s guest post comes from Kate at Kate Says Stuff.
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If you’ve been a blog reader of late you will have noticed that the blogosphere is changing.
Five years ago when I started my first blog, it was very much a vehicle for sharing personal stories about my family. My readers were entirely family and friends and it was lovely. The other blogs I read predominantly were those of my own friends, with a few of the ‘famous’ (American) blogs for good measure.
These days you are just as likely to find sponsored posts (where a company or third party on behalf of a client pays the blogger to write on a particular topic) and product reviews in amongst the more personal writing on many blogs. The PR industry has discovered that the trusted word of a known and loved blogger is worth far more in terms of advertising value than many other mediums, and bloggers can receive countless emails weekly asking them to consider writing about a variety of products.
So what does this mean for the new blogger?
Firstly it is important to work out where you stand on the issue of blog advertising. Many bloggers are not at all comfortable with the concept. If this is you, a polite no thankyou to any offers will suffice. If the idea of commercial enterprise within your own blogspace does not sit well with you, you are under no obligation to anyone except yourself.
If however you are interested in exploring the opportunities that blogging can provide there are a few ways to help maximise your exposure and help you along the way.
Building a Readership
You don’t need to have thousands of followers to be of interest to advertisers. Far more important is the relationship between yourself as the blogger and your reader. Do you interact and invite comment on your posts? Do you have other means by which readers can connect with you such as Twitter or a Facebook page for your blog? Who are your readers and why are they interested in you?
The blogging community is a very welcoming one. Try joining a forum such as Digital Parents and get to know other bloggers. Be active and involve yourself in conversations. Ask questions and share ideas. If you already have blogs that you love to read, introduce yourself to the blogger via Twitter or their own Facebook page.
Make sure your posts have a Twitter and/or Facebook share button at the minimum. Many readers love sharing posts they have enjoyed. Make sure you do the same too! Unlike in business, there is room for everyone and when you share the work of other people it doesn’t detract from your own ‘bottom line’. Be genuine and thoughtful.
Attracting Attention
The content of your blog is what will attract and retain readers. But how to attract PR agencies?
Have an ‘About Me’ page on your blog so any PR representatives who find it can get an idea of who they would be dealing with. It’s also useful to have a PR/Advertising page where you can invite contact and outline any guidelines you may have with regards to sponsorship.
There are a growing number of businesses designed to help the blogger/business relationship. Sign up with Brand Meets Blog and add a listing to the PR Friendly Aussie Blog directory as a great starting point.
Keeping it Real
It is so exciting to get your first email pitch. And your second. And third.
And it can be incredibly tempting to say yes to everything offered.
But first you need to ask yourself the following questions:
Is this in keeping with my blog? What’s in it for me? What’s in it for my readers?
With most offers you will know immediately if they will work with your blog. My rule of thumb is threefold. Would I buy it? Would I post about it anyway? Can I see where it fits into my categories right away? If I can’t answer yes to those three questions then the pitch is not right for me.
What’s in it for me? Free stuff is fun! Absolutely no doubt about that! But what is the value of your blogspace? When you are starting out it is easy to undervalue yourself, but try to remember that when you write a review you are providing valuable feedback to your readers. Honour your relationship with them and don’t be afraid to ask for more or for a variation on what is being offered.
What’s in it for my readers? Aside from your words of wisdom, is there a chance to try the product at a discount or a giveaway? Think about what you yourself would like to see in a review post and ask for the same. If you don’t feel the post is of value to your reader then you can be assured that they won’t either.
Most importantly be honest. If there are aspects of the product that you aren’t happy with, chat to your PR rep about them. Let them know what it is that hasn’t worked for you. Your business and the business that develops through you are important to them. A dishonest review for the sake of keeping the company happy is a disservice to yourself and to your readers.
Blogging as a vehicle for advertising is a rapidly growing enterprise in Australia, and an exciting thing to be a part of. The most important thing to remember is to have fun with it! If you are enjoying yourself this will shine through in your posts. The most valuable thing I have gained as a blogger is the friendship of other bloggers, readers and PR reps as well. It’s a brave new world, and it’s yours for the taking. Enjoy!
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Kate has been blogging at Kate Says Stuff (http://www.katesaysstuff.com) since February 2011. She writes about life with her four children and the Supertrucker and is a big fan of working with PR and blog branding. She is also a systems junkie, a keen cook and a lover of competitions and giveaways.
