Blogger outreach is like any other digital PR and inbound marketing tactic—it is a strategy that thrives when comprised of creativity and innovation.
There are a few goals with blogger outreach and make sure you determine yours before you do anything else. To build brand awareness. To promote a specific product or service. To establish authority. Or to achieve advocacy are just a few.
These goals are fulfilled through guest posting, product reviews, product giveaways and sponsored posts. Usually an ongoing variety of all of them.
Determining a goal and a post tactic are important but the real hard work is choosing that creative element or touch of brand personalization that will be weaved in to all of the posts that you earn.
The bummer? The creative element is the hardest and least methodical part to come up with. For me, it just has to come when it wants to show up. However there are a few things we can do to speed up that process and encourage creativity to show up sooner than later.
- One—there are a few questions we can outline on paper. Not in your head. Or better yet in a team brain storming session.
- Two—look to other campaigns who nailed it and soak up some inspiration and see how you can do what they do but with your brand’s personality and flair.
Take a look:
Questions to Get the Wheels Turning
Like other forms of marketing, working with bloggers should weave in storytelling. So a lot of these questions are meant to help you tell at least a piece of your brands story when working with bloggers.
- What do you like most about your brand’s company culture? Are there ways to weave this in to a post that you work with bloggers on?
- Outline your brand’s story of how it came to be what it is now.
- What are your favorite customer reviews you’ve gotten pertaining to your product or service being promoted?
- What can you do to get consumers and blog readers to share photos that they would tag your brand in? (I.E sending out funky t-shirts or other creative brand items that would prompt tweets)
- How can you use the multi-channel approach? Meaning running a campaign that includes a blog post and Pinterest board. Or a blog post and Instagram share?
- What makes your brand different than your competitors?
- Are there upcoming holidays or cultural events that you can weave in to a blogger campaign?
- What can you give away if you were to host a giveaway or contest on a blogger’s digital space?
- What are your favorite brand assets that you would either want to insert or link to in a blogger’s post?
- How can you turn this in to an ongoing strategy instead of a campaign?
- What are five things you can have a blogger write about that your competitor
A Few Brands that Embrace Creativity and Innovation
Moen, a seemingly hard or at least boring brand to market has nailed the creativity nail on the head by turning their hardware in to jewelry.
Char-Broil is innovative in the fact that they don’t run campaigns, they create long term relationships with their bloggers.
Unclaimed Baggage isn’t just innovative in their business model but they are also creative in the fact that they host blogger events in which bloggers can pick out items for free and write posts about their experience with this brand.
Lorna Jane really knows what they’re doing when it comes to blogger outreach. They send bloggers free apparel and see if it sparks an organic post. I dig the no strings attach approach.
Delta used gamification and real people as influencers to promote their brand to New Yorkers. Check it out.
Apricot Collection has built their brand almost entirely off of working with bloggers. Visually driven posts of fashion bloggers in their apparel has gotten this brand for busy moms with style far.
Pizza Hut hosted one of the coolest events I’ve ever hears of. They flew bloggers out to Austin and showed them an awesome weekend that didn’t focus on their brand, rather focused on the bloggers.
Do you have any creative tactics or examples when it comes to brands being creative and innovative in their blogger outreach efforts?