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Another Blog On The Fire
Stoke your exposure by staying warm and cozy with bloggers


There are over 160 million blogs on the internet. From the business-minded Business Insider to the entertaining Perez Hilton, blogs that cover all topics are now the third most influential digital resource.

With the internet currently controlling communication, bloggers are essential to your PR strategy because they offer a direct and precise way to get information to your target audience. Nowadays, most serious bloggers are even considered experts in their field; they have built up credibility and respect from their readers and there's nothing better than getting your message to your target audience than by someone who is trusted in that specific community. More than 80% of internet users read blogs and greater than 70% of consumers have even stated that blogs have affected what they purchase.

Consumers often trust bloggers more than brands because bloggers aren't tied to a commercial organization, so their opinions tend to mean more than what a business is directly telling their customers. Blogs are earned media, meaning that you have to present something of interest to the blogger for them to write about you. Since bloggers are considered authentic, their readers tend to trust their opinion more than a paid advertisement by a business. Bloggers can also become ambassadors, or advocates, for a brand.

Blogs themselves let you talk directly to your target audience and go straight to the people who are most interested in your business. Find the bloggers with the appropriate audience you are trying to reach, tailor your message just for them, and you'll connect with the people who are most interested in what your company offers. Blog posts are also an easy way to open up dialogue with your customers and are a direct way for customers to share their thoughts.

PR is about telling stories and bloggers can be your storytellers, so coming up with topics that are interesting and relevant is critical. By providing content that a blogger is interested in, you help the blogger with their content creation and also garner exposure for your business.

Below are some tips to successfully to build good blogger relationships:

  • Take a look at the blogger's About, Disclosure and PR pages. This is a quick way to see what the blog is about, if the blogger accepts pitches and how they can be reached. Many will also give guidelines on the topics they will, and won't, write about.

  • Know the blog's audience. Always keep in mind who will be reading a blog post. If the info you're planning to pitch crosses different niches, identify what bloggers are relevant in those niches and then tailor your pitch for each individual blogger. Or over a period time, pitch to the different audiences you want to hit.

  • Stalk past posts. Go back and read past blog posts from the last few months. You will be able to tell if the blogger writes about the topic you're looking to pitch, if they offer giveaways and if they will review products or a service. Also, check their blogroll (or other bloggers they follow) to see who else you might be able to reach out to.

  • Try to build a relationship before you pitch. One of the easiest ways to do this is by personally following the blogger on Twitter or Instagram. As yourself, not your business, you can "Like" the blogger's photos and respond to their tweets. You might also comment on one of their blog posts so that when you are ready to pitch the blogger, they might recognize your name.

  • No blast emails. It is a mistake to mass email all bloggers in your database. They won't appreciate the spam and there's a higher chance of your email being sent to the trash or your email being added to a spam list. By establishing a relationship online you will demonstrate that you are invested in getting to know the blogger. Once you do pitch them by email, they will be more likely to respond.

  • Be ready with additional info. As you send out your pitch, be ready with product shots, logos and other info they might need to complete their post.

  • Keep the relationship going. Interaction with the blogger shouldn't stop after they have published their blog post. This can influence future outreach with the blogger. Simply thanking them in an email or sharing their post on social media is a nice way to acknowledge the work they have done. Maintain the relationship after the post by re-tweeting or liking their tweets, liking photos on Instagram or offer to meet up with them for coffee every so often.

Getting cozy with bloggers has its benefits!