Inside the mind of a blogger

It’s not all cupcakes and puppies*

*but it does make up quite a lot of it

The average blog post takes at least two hours to produce

We think of blogs as quick, easy content – but a blog post takes WORK

Research Writing/Editing

Sourcing/Taking photos Editing Photos

Linking Layout/Code Checking

Distribution

Anatomy of a blog post

When we approach bloggers, we’re asking them to do this work on our brand’s behalf

The blogger thinks: if I’m putting this work in, what’s in it

for me?

Outreachers are in a difficult position

Client: It’s difficult to

quantify your results, so we can’t give you

any extra budget

Bloggers: They said all they

could offer me was…

EXPOSURE

Google: YOU GIVE ANYONE ANYTHING AND IT’S A PAID LINK DON’T DO IT WE WILL FIND OUT AND COME FOR

YOU

What bloggers are willing to do (that doesn’t involve cash)

o Socialise – events

o EXPERIENCES DRIVE CONTENT

o Review products (within reason)

o Consult as experts

o Develop a LONG TERM relationship with brands

Potential answers?

The long term ideal

Bloggers as brand

ambassadors

Blog posts

Content creation

Traffic & engagement

Multiple campaign support

We’re a partnership, not a one night stand

Regular contact

Regular gifts

Regular collaborations

Employ bloggers as content providers

Use bloggers from different niches to widen scope of the audience, i.e beauty, designer, food, parenting, mens

Work with bloggers on a retainer basis to provide regular content for brands’ assets: social, video and blog content

Drive traffic to brands through bloggers’ own websites

Retainers for multiple campaigns

For more influential bloggers, we offer a set fee which will run across multiple campaigns.

This is then split and paid at the completion of each campaign

Set blogger fee

First Campaign

Second Campaign

Third Campaign

Case studies: #AccessAllASOS and Simply Be’s #BloggerTakeover

• Exclusive members club• Regular gift packs

• Promotion of blogger looks

• Produced dresses designed by bloggers to be sold

• Promotion included blogging community at every point

• Content hub on site promoted bloggers

Happy bloggers, Happy brands, Happy Google?