I love data, stats and research so I was uber excited to find some new blogger outreach research and of course; I had to share! Econsultancy recently surveyed over 250 of the UK’s top bloggers to provide insights into what bloggers really want when it comes to working with brands and agencies. You can read the study here or keep reading for my summation and what I believe these findings mean to us marketers.
Key Understandings and Findings
- Blogger outreach is quickly evolving which has marketers always redefining relationships. Lately, this is due largely in part to ASA warnings and Google scares. Thus, a lot of marketers feel like they’re groping in the dark when it comes to working with bloggers.
- Many marketers also don’t have a firm grasp on how bloggers liked to be approached and how they want to work with brands. Or even, IF bloggers want to work with brands.
- The most noteworthy finding was that most bloggers seem to want to work with brands. In fact, 46 % like working with brands and agencies “a lot.”
- Only 1% of bloggers surveyed reported that they “hate” being contacted by brands and agencies.
- Understanding what motivates a blogger is crucial. So it’s important to know that 73% of bloggers 24 and younger desire blogging to be their full-time job.
- Bloggers, especially more experienced and older bloggers value editorial control.
- Over 65% of surveyed bloggers report getting contact by brands and agencies several times per week.
What This Means to Marketers
Younger bloggers are looking for a way to turn their blog into a career. This tells us that many of them want more than just a free product or cool tid bit of information. Sponsored posts are desired—just always proceed with caution and make sure the blogger has a genuine tie and connection to your brand before paying for a post.
Authenticity really is everything. Another thing to note from the finding that the majority of bloggers want to turn their blog into a career is that ongoing relationships with brands a bloggers aren’t only desired by the brands. Bloggers also benefit from working with you continually. I stated in key findings that bloggers, especially older ones, value editorial control.
The reason this is very important to understand is that many bloggers want to be approached with the prospect of a relationship with your brand but they don’t want you to tell them what to post and how to post. Don’t be afraid to reach out to a blogger and simply tell them that you want to work with them, and it’s okay to let them steer the HOW to work together ship.
This will ensure they fit your brand organically with their existing content which looks better for the both of you! Because so many bloggers reported being contacted A LOT, there are two things that marketers should keep in mind when it comes to their pitching tactics.
- Bloggers don’t have a lot of time; they want you to get to the point. So, keep your pitches short and sweet.
- Be very clear in what you want from the bloggers that you’re reaching out to and what you will provide in return.
How to Use This Data to Benefit Your Brand
I feel that this research can help shape where you take your blogger outreach from here. Understanding what motivates bloggers, how they like to be approached and what they expect from the brands and agencies the work with—allows you to formulate a blogger outreach strategy that goes above and beyond that of your competitors. Here are some blogger outreach resources that will help you use the data provided in this study and tweak components that you could be doing better.
- Pitching bloggers
- Going beyond the pitch
- What to offer bloggers
- Determine if you need a blogger outreach tool
- Blogger outreach examples to learn from
And of course, you can reach out to me anytime with questions. Blogger outreach strategy is what I live and breathe!