5 Things Bloggers Want You To Know Before You Pitch Them
Hey brands, you need bloggers more than they need you. Louisa Claire of blogger agency Brand Meets Blog has some tips on how to communicate better with the bloggerati.
Recently I was sent four emails from a brand who wanted to give me a discount to their online store so that I could make a purchase and write about my experience on my personal “Mummy” blog.
Putting aside the terrible premise of such a pitch, I closed my blog several months ago and set an email auto responder to this effect. Yet the “friendly follow up” emails continue. I shudder to think at the amount of time, and money, being lost by that company and many others like it, who don’t know what they’re doing when it comes to reaching out to bloggers.
As blogger and director of a blogger outreach agency, I spend a considerable amount of time talking with and training bloggers on how to work professionally with brands. Through this I hear recurring comments about what bloggers really want from brands; you may be surprised to know this has less to do with money and more to do with communication.
This feedback rings true for me as a blogger of almost eight years. Having seen and experienced firsthand some fantastic pitches alongside some downright awful ones, I have found most of the bad pitches (and the corresponding poor uptake they generate) could be easily avoided through improved communication practices.
So, if working with bloggers is part of your digital strategy, then let me share with you five things bloggers would love you to know before you reach out to them.
1. Bloggers don’t need your content
While the brand managers I work with through are highly respectful of bloggers, my experience as a personal blogger regularly introduced me to brands who felt that they were doing me a favour by providing me with a content angle for my blog.
Bloggers are experts at creating content that their readers will love and while they might enjoy working with their favourite brands they don’t need content from a third party. Make sure that from the outset you have a clear benefit for them and their readers that goes beyond providing them with a blog post idea.
2. Don’t be “that” guy; get the basics right
It’s no secret that bloggers would love you to craft a personal pitch. Don’t skip this step in the name of time saving. The way you pitch a blogger communicates how important the activity is to you and how important it should be to them.
While I realise the super-personalised pitch is not going to be possible every time, there are some things you will want to get right. The main one is a bloggers name – it may seem so obvious that it’s not even worth mentioning but it is the single most common thing I hear from bloggers. Being relevant is the second most common complaint I hear; making sure that your brand and product is relevant to the blogger is essential if you want to them to get involved.
You don’t want to be the person who emails a blogger and calls her the name of her deceased child, or the person who emails the blogger vulnerably sharing their infertility journey with the offer of plentiful newborn products. Yes, those are both real examples. No, they did not go well.
3. The Press Release is confusing
Bloggers aren’t being jerks or “difficult” when they don’t respond to your press release. Part of our training process for bloggers is to help explain how the industry works so that they can respond appropriately. During this process we have found many bloggers genuinely don’t know what to do with the press release.
If you want meaningful coverage for your brand or client, the press release needs to be a bonus that is provided alongside your key message and request. Spending a few moments writing an email that a blogger can relate to will tell them that you are serious about getting their attention; as blogger Fee Dixon from Oh Gorgeous Baby says, “first impressions set the tone of the whole relationship”.
4. They want to make some money
Bloggers want to make money. This isn’t because they are greedy, it’s because they pour enormous amounts of time into building a community and they understand this is valuable. As the industry becomes more professional, they are expecting to be treated accordingly and this includes being paid.
5. They want to know your goals so they can help you achieve them
Bloggers are increasingly professionalising their approach to working with brands and are keen to understand the bigger picture of the campaign so that they can deliver their best. Blogger Alison Hallworth from Talking Frankly says that finding out what brands are hoping to get out of the relationships is one of the key things she wants to know when being pitched, And she’s not alone. Oh Gorgeous Baby’s Dixon says: “If a blogger understands the brands strategy better, then they know if they can meet the brand’s goals or not.”
Being more open with bloggers about what you are trying to achieve will help them determine if they can help you, as well as craft a campaign that encourages the right reader actions from their community.
We all value great communication and the great news is that you may very well alter the outcome of your next blogger activation simply through getting your pitch right.
Louisa is the founder and director of blogger agency Brand Meets Blog.
Please login with linkedin to comment
Ad disaster CHE Proximity Designworks Sarafan Advertising Agency Sitecore The InsidersLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.