Hannah Butcher – BrightonSEO April 2016: Don’t make me mad! blogger Hello, my name is...

@whitedotnet@HannahFButcher
HELLO,
MY NAME IS BLOGGER.
DON’T MAKE ME MAD!

I occasionally
write some
stuff.
And get to eat
burgers on my
travels.

Why work with bloggers?

The advantages of
working with
bloggers:
Bloggers are usually
very focused on
niches
1
Bloggers usually have very
engaged communities of
readers
2
http://whdot.net/getmustr-guide

Hannah Butcher @HannahFButcher • Mar 30
Calling all #PRs & #SEOs:
why do you work with
bloggers? Give me your top
reason for #outreach
107 votes • Final results
Link Building
Product/place reviews
Publishing your content
Social shares
22
%
22
%
28
%
28
%

Why do bloggers want to
work with you?

Hannah Butcher @HannahFButcher • Mar 30
#Bloggers: why do you work with
#PRs? #journorequest
#bloggerrequest
Longer responses welcome!
144 votes • Final results
Exclusive content
Review products/places
New opportunities
Relationship building
14
%
22
%
35
%
29
%

So, how are we f*cking up?

We blame:
Time & budgets
“I’m not going to spend a week emailing each
blogger individually waxing lyrical about how great
their blog is for the sake of pleasantries with no
guarantee it’s going to be worth it. What if I spend
an hour reading a blog, crafting a pitch and the
blogger doesn’t reply?”
– Laura, Six out of Ten
http://whdot.net/sixoutoften-prs-bloggers

We forget:
Bloggers are not journalists
“People start blogs because they love something,
and want to share that love and their own view on it,
in a different way. They do not get paid for their
time, and often spend considerable hours making
their blog perfect.”
http://whdot.net/mediavision-pr-blogger-relationship

We ignore:
That we’re partly to blame
“Editorial coverage (not advertorial, which is paid
media) is earned media that a brand receives from
publishing companies because the information was
compelling enough for its audience to cover the
information.”
http://whdot.net/socialmediaexplorer-bloggers

We made paid links the norm
Penalty warnings caused bloggers to react, and we adapted
Instead, we then made a shift & offered “great content”
But bloggers can't separate our link building efforts & PR efforts

Calling all #PRs & #SEOs: why
do
you work with bloggers? Give
me
your top reason for #outreach
Link Building
Product/place reviews
Publishing your content
Social shares
22
%
22
%
28
%
28
%
Remember this?

And this?
#Bloggers: why do you work with
#PRs? #journorequest
#bloggerrequest
Longer responses welcome!
Exclusive content
Review products/places
New opportunities
Relationship building
14
%
22
%
35
%
29
%

So, the struggle is real?

“WTF is ‘nofollow’?”

http://www.amuse-your-bouche.com/blog-tips-when-to-use-nofollow-
links/

We’ve made bloggers
(ir)responsible.

Let’s see what one blogger
says about us!
(eek)

Featured in:
National
Geographic
Matador Network
The Huffington Post

-
Janet,
I saw this cute, but painfully accurate, cartoon
shared by Gloria from The Blog Abroad and it made
me laugh, cry and get quite angry all at once.
Mainly thanks to the amount of emails I have
received this week asking me to do things for free.
Oh sorry.
I meant for exposure.

http://whdot.net/oatmeal-exposure

Ridiculous misconceptions
about travel bloggers
http://whdot.net/journalistontherun

Travel bloggers only want free stuff.
“Sometimes I believe the older generation has no
freaking clue how hard us bloggers work. They think
it’s a cute little hobby and thus they can ask us to do
things or for us to be their little guinea pigs and that
we will be grateful for anything that comes our way.”

Travel bloggers aren’t
good brand ambassadors.
“If you think my blog and Instagram is so good that
I should be your ambassador, show a little respect
and don’t ask me to pay to promote your business!”

Travel bloggers aren’t travel writers.
“Here’s the response I got from the Head of
Marketing:
The way I see this relationship working is that you
provide us content of luxury travel and we increase
your viewer account on our blog and our social
media. I really think we can do some great things
together.”
Janet:
6,000+
Followers
Travel brand:
269 Followers

Travel bloggers don’t work hard.
“I heard an anecdote on this subject summed up so
well by Irish YouTuber Clisare at the recent Blog
Awards Ireland event in Dublin.
She was saying that people think a bloggers job is
so easy. All they need to do is think of something to
write about, then write it. Anybody could do that.”

Let’s look at how to
make things better

Get better at:
Transparency
http://whdot.net/browser-media

Get better at:
Understanding digital PR
If PR efforts focus on earned media, but bloggers associate
themselves with journalists, how come blogger outreach is paid
media?
When PR people go to the blogger and ask for them to help promote a
product, and the savvy and deserving blogger replies with his or her
standard charge for that type of promotional partnership, the PR firm
has to say no, because they usually don’t have the budget for it.

Get better at:
Budgeting
If bloggers are important to your campaigns, you better start
thinking of who to target & how valuable they are to you, or if
you should be spending time wooing the press instead.
Is the blogger worth their buck? Or are you just ticking boxes
that could easily result in alienating your outreach targets?

8 Blogger Relations Tips:
from a Blogger
http://whdot.net/prnewswire-tips

Start your
research on the
blogger’s ‘About’,
‘Disclosure’, and
‘PR’ pages

Then do even more research. If the
blogger doesn’t write about your topic,
post giveaways, or review products, your
time is better spent pitching someone
who does

Build the
relationship before
you pitch. Try
reading their blog
and leaving a
comment
– as yourself

Provide advance notice. If you’re pitching
an event, don’t wait until the week of the
event

Be clear, but
realistic with
your requests
Blogger: Sorry for the delay in getting
this live - I took a lot of video footage
and I'm trying to find the time to
finish editing it. Won't be long now
though.
Hannah: No worries at all! For some
reason, this time of year seems to get
busy for everyone. I’m sure it’ll be
worth the wait anyway, I’m looking
forward to seeing the video footage.
Blogger: The post is finally live :)
sorry for the delay:
http://quintessentiallyme.co.uk/2014/
10/chefs-table-martyn-meid.html

Think beyond the blogger.
Know the blog’s audience
Loves beer. Loves local stories.

Be prepared.
Be helpful

The relationship
doesn’t stop at
the blog post

Takeaways:
• Decide whether blogger outreach is the right tactic for your
budget
• Figure out whether you’re looking for links or you’re trying to
engage and expand your brand audience
• If your campaign has a need for bloggers, find the ones who fit
your budget and be fair – neither party should get taken for a
ride
• Take the opportunity to develop the skills of the blogger you
work with; build a better relationship by sharing your
knowledge of best practices
• Be nice. A happy blogger is a happy brand!

Don’t be:
An outreach horror story

Thanks for
listening!

*Bonus tips from Econsultancy*

Bloggers and PRs:
the 10 commandments
http://whdot.net/bloggers-prs

1. Thou shalt
not send
stationery.
← Start sending donuts.

2. Thou shalt
not use a quirky
subject line.
A quirky greeting is
better.

3. Thou shalt
not be formal.
It takes time to get to
know bloggers as people
but if you do, you win.

4. Thou shalt
not get
something for
nothing.

5. Thou shalt
not telephone.

6. Thou shalt
not be unaware
of blog output.

7. Thou shalt not
avoid
comments,
social, ‘the
churn’.

8. Thou shalt
not have an
opinion.

9. Thou shalt
not entertain pie
in the sky.
If you’ve got something,
give it up.

10. Thou shalt
not hide raw
data and
background.

Hannah Butcher – BrightonSEO April 2016: Don’t make me mad! blogger Hello, my name is...

Hannah Butcher – BrightonSEO April 2016: Don’t make me mad! blogger Hello, my name is...

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