Blogger Relations Are the Perfect Advertising Foundation

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While advertising in the traditional sense (strictly self promotion) doesn’t work anymore, with the right foundation of modern marketing and content acquisition, some traditional advertising tactics are still very relevant and useful.

We now know that consumers are “ad blind” and want to hear about your brand from someone other than your brand itself. But, that doesn’t mean that the old way of doing things has to be completely revamped.

Instead, I suggest a detour. A detour with the first stop being a strong network of bloggers who advocate for your brand.

Next stop–you using traditional marketing tactics–you know, the ones you pay for–to promote their content instead of you directly promoting your brand.

Why Third Party Content

You don’t want to spend budget marketing your brand from your brand’s POV. I mean, that’s really biased right?

You want to spend marketing dollars giving a voice to third party people who are saying and writing good things about you. You want to get those juicy blog posts that say how cool you are in front of as many people as possible!

Thus, third party content serves two purposes. It is generated authentically and shared by said third party to their own network and it is the perfect asset for you to use when applying traditional marketing tactics.

Because blogger outreach and scoring word of mouth mentions isn’t a new marketing tactic, I don’t want to spend time going over how to do it but for those of you who are new to it (no worries we all are at some point), read Blogger Outreach: A Killer Guide and How to Develop a Solid Blog Outreach Strategy to catch up.

Or if you learn best with examples check out how Marriott Florida worked with a handful of bloggers for localized marketing or how NOT TO DO blogger outreach.

Once caught up you can earn some awesome content and repurpose it. Which brings me to my next point…

Ways to Traditionally Promote Earned Content

Once you’ve earned some valuable word of mouth content from bloggers it’s time to apply the “old school” way of doing things and dabble in some paid for or traditional tactics of advertising to perpetuate your earned posts.

  • Sponsored tweets: Link to a bloggers post in tweets targeted at your buyer personas. Think of a catchy CTA and set up a Twitter campaign. What I love about advertising through Twitter is that you set a budget so you don’t have to spend big to test it out. One of the best pieces of advice I can give from running sponsored tweets is to try out MANY tweets and see which ones perform the best. Thus, don’t hit “start campaign” and not monitor it. Check in a few times a day to see which tweets are getting the most engagement and delete from your campaign the  tweets that aren’t doing as well.
  • Display on your website: When buyers are seeking you out, links to or quotes from blog posts are perfect content for them to stumble upon on your site. Let sections of the blog posts explain your company and say marketable things about you instead of the voice of your website primarily being that of your company.
  • Facebook ads: Visually driven is key here so pair an awesome blogger’s post with a cool graphic. Just like Twitter, you can run a campaign with a targeted audience and budget of any size. Facebook is picky about having text in your image so keep this in mind when setting up your sponsored post.
  • Email blasts: Instead of email blasting a list of contacts info you write about your brand, send them a blog post presented in the form as a resource you’ve curated for them or something they’d find interesting. There are many email lists to buy from. I don’t think email marketing is dead. I just think sending emails about your company don’t work. Sending emails that help potential buyers via a blog post are a great way to make use of the email marketing tactic.
  • Link to in your own content: When putting out your brands own content, link to these awesome posts instead of more of your own posts.
  • Compile in to an eBook: With the bloggers’ permission of course compile some of the best posts in to an eBook and set up a lead capture form for download so that you can get contact info of all those interested in your topic.
  • The possibilities are endless, don’t be afraid to think outside of the box!

What are some ways that you’ve applied traditional advertising tactics to promote earned content? I would love to hear in the comments below!

Kristen Matthews
This monthly Blogger Outreach column is contributed by Kristen Matthews. Kristen is the marketing and community manager for GroupHigh in Boulder, Colorado. A constant thirst for creativity has driven her in to this profession because it's full of writing and new ideas. Kristen is passionate about content marketing and blogging because of the collaborative aspects these trends in marketing have taken. Kristen on Google+
Kristen Matthews


Outreach marketing enthusiast. Creative Strategist. Social Media Appreciator. Lover of red wine, nature, adventures and the written word.
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  1. says

    Great post, Kristen! I personally enjoy blogger outreach as well. Personally, I like to take the relationship offline whenever possible by setting up coffee meetings or lunch dates. During these meetings, I like to learn more about their interests and policies for working with brands. Because I’ve done my research ahead of time and know they are a good fit for our company and the clients we represent, I also take the opportunity to mention a variety of collaborative opportunities available with clients on our roster. And, I’m always careful to follow up with a handwritten thank you note. Not rocket science, but it’s one more way to add value to the relationship.

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