Our series „Interviewing Bloggers and Decision Makers“ continues: In early 2014 we started asking questions on the topic of Blogger Relations to featured bloggers and company spokesmen. As we go along, the answers of both sides will result in important insights on how bloggers and companies can move closer together. This series‘ goal is to capture a status quo of Blogger Relations in the year 2014.
„Blogger“ is a placeholder – it can be influencers of various platforms (bloggers, vloggers, instagramers, twitterati, pinteresters etc.).
You will find a list of previous interviews further down below.
We gladly accept recommendations of guest authors, under firstname.lastname@example.org
Part 19 of the series: Joe Miragliotta, founder of Joe’s Daily.
Please find the German version of the interview here.
Yes, and if you can believe it, sometimes too often. I love building relationships with new and existing brands, but you should never have only their content to show. Diversity is good when it comes to blogging, especially when it’s a lifestyle site.
Both good, and bad. Most of the time a brand will want to show off their lifestyle, and how it doesn’t revolve just around their product. Others, they want to force-feed the content and try to write the posts for you. That’s just bad business.
For me there are two major mistakes a company can make: informal pitches and trying to write the article themselves. As someone who checks their email as soon as they wake up, the last thing I want to see is a “Hi there” or “Hi”, and then a sloppy email following the informal greeting. If you are trying to pitch my brand, then address to me how your company might be a good fit. Not some mass pitch you put together for every “lifestyle” site on the Internet.
Lastly, and quite possibly the worst mistake, are companies that try to write the article for you. Whether you have paid me or not to write the article, you should NEVER try to dictate how you want it to sound. That takes away from my brand.
Start building relationships with bloggers that have active social followings. These days it isn’t about the blog post uniques, but the brand’s uniques as a whole. A blog post will come and go, and end up being archived down the line. Building a solid relationship with a brand and their social team is dynamic and will prove to last far longer. Use Taco Bell as an example. They have more than a handful of celebrities and high-profile influencers that are constantly talking about them. I know for a fact many aren’t even being paid, but treat it like a friendship.
Become their friends, but not a fake friend. Like I mentioned before about Taco Bell, if you treat your blogger/influencers as friends, the pay-off will be far greater.
Networking! This business is all about networking. I’ve made my best agency contacts from other blogger friends I met at a mixer. This goes the same for companies and how they treat bloggers. When I make friends with someone from an agency, chances are I’ll look at their pitches before anyone else. Wouldn’t you do the same for a friend?
Dealing with companies that just don’t get it. As I’ve mentioned, some companies think because they are paying you they get final say. To a certain extent they should. Similar to a commercial they are paying for. However, would you hire Steven Spielberg and tell him how to direct? NO!
The biggest accomplishment is seeing the value of your work finally paying off. Many of sites like mine started out as a hobby. I know for me I just wanted to do “cool shit”, so I did it. Now I’m getting paid for it and couldn’t be happier. I think when you see your passion turn into a job, that’s the biggest accomplishment right there.
Blogs have achieved, and better yet shown, that working from home is a possibility. No college degree needed.
I see there being a lot more brand deals happening, and even more blogs being built. This is both good and bad for me, but I welcome the competition. I do hope things like Vine drop off a little, but that’s just my personal opinion.
Allocate more money for blogger/influencer outreach. I have more than 5 years experience in entertainment marketing, and let me tell you, the amount of money I’ve seen spent on silly campaigns that end up doing absolutely nothing is sickening. Invest in influencers to share your message and I guarantee you the return will be far greater and less expensive.