Our publicist team is putting a lot of focus on getting coverage for our clients in blogs, both for major print publications as well as independent websites.
I think blogs are a great opportunity for product promotion for our clients, and we’ve had some great success lately. Most blogs cover specific topics, so we know our clients are reaching a very targeted audience. You can also see quick content turnaround in blogs, sometimes the next day or two.
I’ve experienced a few ups and downs when pitching bloggers. Maybe my experience will help you:
The Ups
A lot of independent bloggers are excited to be contacted; you just have to make sure to create a personal connection. Take a look at his/her site, and browse the content and comments. And for goodness sake, learn the blogger’s name! Never send an email that starts with “Dear Blogger”.
Another plus is that most bloggers don’t have an editor who has to approve a story idea, making that one less hurdle to overcome. So, if the blogger likes what you are pitching, he or she is much more likely to do your story.
Third, many bloggers update their content daily. That means they are always looking for something fresh and new to post on their sites to engage their readers. These bloggers are often willing to accept guest posts that you provide them.
The Downs
Bloggers can often be difficult to contact. Many don’t list phone numbers, so email or even just an online contact form is your only hope of reaching them. You have to be patient and wait for them to get back with you.
I’ve also learned that some bloggers will want to charge for product features or reviews, so make sure you know this before you pitch a product.
