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The state of earned media blogger outreach

Biznology

I’ve been doing earned media blogger outreach as a profession since 2006 and a lot has changed. To be frank, there are a lot of bloggers with their hands out looking for pay to play these days that it can feel a little daunting. Blogger outreach isn’t remotely sales or marketing, either, because the entire analog of blogger outreach is the PR pitch not the cold call.

The state of the blogger outreach union ten years on

Biznology

I stared my first blogger outreach agency back in 2006. Ten years on, the state of the union of blogger outreach is good for brands and agencies but great for the bloggers and online influencers. Tell anyone that you’re a blogger or a podcaster and you’ll know what I mean. Blogger Outreach is Hard. Blogging Isn’t Cool. Blogging is Hard. Groan.

Trying GroupHigh for Blogger Outreach Campaigns

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I am hereby making the jump from humans to robots for all my blogger research. In And what was I comparing all of these social CRMs, influencer-identification services, and blogger databases to? I was comparing them to the cost of hiring a team of people to do all of the work by hand. For military bloggers, I need lists that are both American and also pro-military and pro-soldier.

The bloggers are the victims of bad blogger outreach

Biznology

I just wrote an article , Blogger outreach is earned media PR, isn’t it? wherein I suggested that some bloggers are kinda jerks because they lead any blogger outreach with “here’s my advertising packet.” Bloggers, in fact, are the victims and we digital and PR agencies are the perps. If you’re in your mid- to late-30s — or even 40s, gah!

Blogger outreach is more PR than social media

Biznology

Back in 2006 I developed a strategy of blogger outreach that allowed my to reach out to more than just 25 top-tier bloggers by hand over time but to 2,500-5,000 bloggers. While I agree that the top-25-50 bloggers do deserve deep, long-term, and personal engagement, spending that sort of time, over time, on “everyone else” would take all the time in the universe.

Influencer marketing is one percent inspiration, ninety nine percent perspiration

Biznology

Last night I had the honor of dusting off my trusty old long tail earned media blogger outreach deck and updating it for the new world of earned media influencer marketing for the lovely  Brigitte Winter and her Georgetown School of Continuing Studies  students. Blogger outreach tends to focus on only identifying and engaging top-25 influential bloggers. Waiting for class.

It’s normal to be bad before you’re good

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” You’re your own barrier to entry:   all your favorite bloggers, writers, editors, designers, vloggers, and podcasters were bad at first. attended Ira Glass ‘ talk at Wolf Trap last Saturday and my take-away is :  it’s normal to be bad before you’re good. used to be a photographer and, to be honest, real shooters use the best cameras and lenses they can easily afford.

Blogger outreach is scary

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Unlike a few years ago, today everyone at least pays lip service to reaching out to bloggers the same we PR people have always reached out to mainstream media. But I am still surprised that many companies don’t do blogger outreach, even today. Simply put, blogger outreach is scary. It is a case of the abuser blaming the victim, the blogger. Image via Wikipedia.

Why most marketers should ignore A-List bloggers

Biznology

The D-List bloggers! And those D-list bloggers influence the C-List, who influences the B-List, and then the A-List. The post Why most marketers should ignore A-List bloggers appeared first on Biznology. Admit it. You look at those stories in Huffington Post and Mashable and ask yourself, “Why isn’t my company getting their message in there?” Like this post?

Influencer outreach is more PR than marketing or advertising

Biznology

Almost three years ago I wrote  Blogger outreach is more PR than social media. And, if you can’t convince the blogger or social media influencer that what you bring to the table today, via email or DM, is a win-win-win, then you’ll end up with goose eggs. Ask for too much money (to make ’em go away, though they often pay). Payola, baby! But I sure as hell do now!

Influencer marketing tools of the trade

Biznology

So, since blogger outreach is at the top of mind, I thought I would talk a little bit about the tools of the trade — what we use to stoke excitement about our clients! have never successfully sorted out how to use their campaign tools but when it comes to hunting down a lot of topical bloggers that I could either upload to Traackr or GroupHigh or or hand over to my human research team.

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Are you taking advantage of B2B marketing data?

Biznology

So, perhaps you might think that I didn’t have much to learn when I picked up  B2B Data-Driven Marketing by fellow Biznology blogger Ruth Stevens and Theresa Kushner. Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. Wrong. And that was just in the first couple of chapters.). Like this post?

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Take your bloggers and social media influencers to lunch

Biznology

And, it’s so very rare that anyone who pitches bloggers and expects them (us) to do stuff for free ever asks bloggers (us) out to do stuff IRL (in real life). But you also must remember that most bloggers have very rich lives outside of their blogging life. Both bloggers and online influencers have real relationships with their readers and fans. And tweet it.

I’m an influencer, pay me more!

Biznology

About the panel: Chris Abraham , digital strategist and technologist, is a leading expert in digital: search engine optimization (SEO) , online relationship management (ORM), Internet privacy, and online public relations with a focus on blogger outreach, blogger engagement, and Internet crisis response. Lucky for me, a major focus of our time together was influencer marketing.

Add For Immediate Release to your podcast queue

Biznology

Chris Abraham , digital strategist and technologist, is a leading expert in digital: search engine optimization (SEO), online relationship management (ORM), Internet privacy, and online public relations with a focus on blogger outreach, blogger engagement, and Internet crisis response. So, it was an honor to be included. Will this help or hinder the growth of the category?

The art of writing the perfect blogger pitch

Biznology

Over the last five years that Abraham Harrison has been pitching bloggers on behalf of clients, we have learned a thing or two about how best to reach bloggers, how to engage them, how to get them to carry our client’s message to their readership. Whether we’re doing an outreach to the bloggers of mainstream media and celebrity blogs or to someone who has just set up a blog for the first time, it all begins with the message model. Bloggers don’t trust PR firms. We We don’t take the blogger’s interest in our pitch for granted. 

Do-it-yourself influencer marketing

Biznology

We’ll cover A-list and long-tail outreach, bloggers, journalists, and social media influencers across different platforms, and discuss what does and doesn’t work in earned media and how to pay-to-play if you’re not getting results. Chris Abraham’s latest webinar was about influencer marketing. You built it, where are they? Content marketing is expensive in time and cash.

The Quantum Mechanics of Blogger Outreach

Biznology

My long tail blogger outreach strategy is periodically challenged or criticized as being too aggressive. The argument generally goes as follows: if you send thousands of email pitches to topically- and demographically-relevant bloggers and online influencers in one go, you’re spamming. This is not to say this sort of quantum blogger outreach is easy. Image via Wikipedia.

What is Social Media Marketing?

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” Previously limited only to bloggers, influence marketing has widened the angle of its lens to realize that there are all sorts of influentials all over the Internet. These days, Influencer Marketing includes Blogger Outreach and even specialties like Message Board Marketing. For years, I struggled to explain to my mom what I do for a living. development (is anyone listening?),

Janet Thaeler & Maryanne Conlin on Influencer Marketing

Biznology

For two reasons: 1) you can relate to how shitty being blogger can be, especially based on how crappy a lot of pitchers, brands, and marketers are on a day-to-day basis, especially in your INBOX. 2) you can always lead that you’re a fellow blogger and include all of your mad social media and blog bonafides  in your pitch. Influencers Are Shifting from Blogs to Social Media.

Blogger outreach is earned media PR, isn’t it?

Biznology

My definition of blogger outreach has always been about acquiring earned media coverage from bloggers and online influencers. My My definition–and my assumption–has always been that blogger outreach is public relations and not paid media. I may well be mistaken. That’s all well and good but it is not blogger outreach. ” (Wikipedia). Right?

Influencer marketing should not be about collecting influencers

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Brands consider it threatening to their own equity but it’s much easier for people to connect than a brand and a person even if the person is a citizen journalist cum blogger. And since I have been hawking my wares on the Interwebs since 1993, bloggers don’t have to work very hard at all to check me out verify that what I say is true. ” Influencers are people too.

My PocketCHIP is a portable Linux box

Biznology

OK, I feel like I have lanced the boil that has built up from not being a geek since 2006, so I’ll return to the world of blogger outreach, influencer marketing, online relationship management, SEO, and social media strategy. My first job after college was managing a room full of Sun SPARC Solaris pizza boxes. Then I saw that a company called Next Thing Co. But, oh, the PocketCHIP!

Remember to market to your own influencer network

Biznology

Here are some blog posts I have written on the subject over the last couple weeks: Earned media blogger outreach is alive and well! I really love influencer marketing. Too much. So much, in fact, that I often forget to do the sales and business development work required to keep Gerris Corp moving forward. An army runs on its stomach and a company runs on its revenue. What Is Contactually?

Google is a lying liar that lies

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I’m going to get a lot of blowback for this. The following list of Google lying liar lies all have exceptions to the rules. And, Google does make examples of bad actors. That’s all Google has and that’s really all you have when it comes to whether or not someone clicks on your content or not. You still need to write for robots  – Google is smart. And Google acts pretty dumb.

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One person can change the world. Thank you, Internet

Biznology

People are transitioning, en masse, from makers to consumers, from bloggers to readers, from YouTubers to commenters. Start with WordPress.com or Blogger and start writing. Top redditors may well hold more power in the world than top YouTubers and bloggers. And another word for lurker is “reader,” is “follower,” is “fan.” Right now.

Google “mobilegeddon” starts today — are you prepared?

Biznology

Blogger. Back on Feb 3, 2015, I told you  why you need a mobile-native website today  — now, it’s more like you need a mobile-native website today ! Literally. If your site isn’t mobile-native today, April 21, 2015, you might lose a little under 50% of all of your search traffic. Starting today. You’re in luck if you’re on the East Coast: Google’s on PST.

Your website is wearing mom jeans and shoulder pads

Biznology

Reputation management is much hotter than ever, search engine optimization (SEO) is no longer considered snake oil, and blogger PR and social marketing. Too many people in this game have been burnt themselves by the surprised cat named Google, Blogger, Influencer, Twitterati, ending up scratched, bitten, and shamed. The Language of Business is Moving Faster Than You Are.

Why aren’t you already cross-posting on LinkedIn?

Biznology

If you’re already a blogger, do it now. Last week I wrote Medium is the Messenger , where I asked why aren’t you cross-posting on Medium.com ? Well, if you aren’t already, why aren’t you already cross-posting on LinkedIn? On Medium, I have a potential readership of 4.8k Why Wait? Hello, Are You Still Here? The LinkedIn Publishing Platform is Easy to Use. Go Do It Now.

What’s new in content marketing?

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As with influencers,  inviting guest bloggers to post applicable content on your site can drive traffic and increase brand exposure as well. Content marketing is the technique of generating and distributing valuable and relevant content in order to attract, educate, and obtain a target audience with the goal of driving profits via customer action. Automated Content. Niche Content.

IF you haven’t THEN you should use IFTTT for social

Biznology

IFTTT can stalk your phone, your behavior on Twitter , Instagram , Bitly, Blogger, Buffer, Delicious, Facebook , Facebook Pages, Feedly, Fitbit , Flickr, Foursquare, your iOS or Android GPS location , LinkedIn , Pocket, Reddit, SoundCloud , Tumblr, Twitter, Withings, and even Yo (and so many more, I just cherry-picked). Share new Blogger blog posts to Facebook. Tweet Happy New Year!

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Biznology’s best info on influencer marketing

Biznology

Take your bloggers and social media influencers to lunch. ways to use bloggers in your content marketing strategy. I am going to take advantage of the fact that every one of my favorite TV shows are on holiday to indulge in a “best of” Biznology blog post myself. “How dare you?” ” you say, “you need to write a new post every single Tuesday!”

Advertising methods are too ephemeral

Biznology

This is both the sort of thing that Google loves — it is SEO catnip — and it is just the sort of content that flows, both upstream to A-list bloggers and to mainstream media and down to your readers, aggregators, and to other bloggers and other blogs. I tell anyone who will listen to me that the current crop of advertisement methods is too short-lived.

5 of my favorite productivity apps

Biznology

For example, if you create this subject line: Subject: 1U App response @gerris #1uapp #1u #blogger #influencer #reply. The note that’s created would be titled “1U App response” and it would be filed under the Gerris notebook and the note would be tagged with #1uapp #1u #blogger #influencer #reply, which could and should help you find that note later. So, here we go.

How NOT to pitch a blogger

Biznology

Last week, I talked about how blogger outreach is scary , and I talked about why this fear exists for most people before they start talking to bloggers.  In great measure, these fears exist because of the horror stories that have resulted from wrong-headed approaches. Bloggers will always call you out if they sense you’re just calling it in. Tweet This Post.

Social Media is a life sentence

Biznology

You, neophyte content marketer , beginner business blogger, tiny tweeter, petite Plussers, fascinated Facebooker , will jump-in feet-first, pour all of your time and attention into it, loose yourself into the bottomless pit of want known as social, and then become exhausted, dejected, ignored, unfulfilled, and spent with nothing to show for it — well before your half-year anniversary.

Reproduce all your own stuff on your professional page

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It has a beautiful personal story but it doesn’t have anything to do with blogger outreach , social media marketing , content marketing , search engine optimization , search engine marketing , influencer outreach , or online reputation management ; however, everything I write about is. It’s time to call all of your content home. It’s time to call all of my content home!

Are anonymous communities most authentic?

Biznology

“A s long as the roots of relationship are not severed, all is well. And all will be well in the communitys garden. There will be growth in the spring!” It’s like taking the glory suit off of the Klansman. That said, are anonymous communities more authentic? . Maybe. Reddit , Twitter, most message boards, and even Facebook (if you’re smart) allow anonymity. Goaded?

Search isn’t about search anymore, it’s about social

Biznology

Bloggers : while they may no longer be the only kings of the kingdom, bloggers have a lot of bang for the buck because not only do they have a lot of SEO mojo associated with their blogs, they tend to be shameless self-promoters and minor deities themselves. Search will never be the same as it was as recently as a few years ago. Instead of only producing one very expensive. Do it!

Mizuno running long tail outreach marketing case study

Biznology

My presentation is titled  Blogger Outreach Case Study: How I Activated Hundreds of Bloggers for Mizuno Running. See what we did to engage and activate hundreds of bloggers, from the top 100 running bloggers down the every single blogger who self-identified with being a Runner.” Long Tail Blogger Outreach. What is a runner? Every Blog is Sacred.