Tips for Running a Successful Blogger Outreach Program
December 17, 2015
An interview with blogger outreach experts at Techmagnate, India’s leading SEO company.
Have you ever tried a blogger outreach program as a part of your content marketing strategy? It’s an essential part of the SEO plan that content marketing services experts always follow. It is one of the most important digital marketing practices that involves posting engaging and informative articles, blogs etc. on popular third party blogs. This process leads to greater visibility, more traffic, and steady growth in SERP rankings, as your content gets required amplification by leveraging the existing audience of the particular blog.
In order to explain what a blogger outreach program is in simple and easy to understand steps, we decided to conduct an interview with our in-house digital marketers Shubhi Gupta and Anjali Dixit, who handle blogger outreach campaigns at Techmagnate, New Delhi. This interview will provide useful insights into blogger outreach practices and how SEO professionals get benefit from them. Here is the detailed interview:
Q1. What’s a blogger outreach program and how does it contribute to digital marketing campaigns?
Shubhi: Blogger Outreach is a public relations activity which is performed to find popular blogs or a reputed blogger community and leverage their audience to popularize our own content. The selection of these blogs depends upon the type of business for which we are running the campaign. For example, if we are running a digital marketing business, then the third party blog should be related to SEO, PPC, social media marketing or content marketing. This helps us boost traffic, visibility, engagement and growth in SERP rankings.
Anjali: Blogger Outreach program involves pitching to the bloggers on behalf of your clients in order to post the latter’s content on the bloggers’ sites for the benefit of the client. In turn, it benefits the blogger as it attracts new visitors to their sites. Sometimes, the website mentions the actual author’s name under the content; at others, they may place your content under their own blogger’s name. If bloggers keep on mentioning your (the actual author’s) name, it will help create a good collection of articles with your byline. This, in turn, increases your authority and popularity, which helps you get your articles and blog posts easily approved of by other bloggers in the future. This activity of convincing them to mention your name is also a part of blogger outreach campaign.
Q2. Do you use any tools for blogger outreach? How does this process work?
Shubhi: Yes, I do. According to me, the best tool for blogger outreach is BuzzStream. It is an advanced technology for link building, which saves both time as well as effort. It minimizes the effort required for blogger outreach activities as it only requires the digital marketer to provide contact details (including email id, phone number, Facebook, Twitter and Google+ account details) along with the URLs of blog sites.
Anjali: Rather than using any tools, I prefer to search blog sites directly through Google for outreach purposes. That is easier and more convenient according to me.
We follow certain popular blogs and keep posting articles on these. A few of them are:
• Huffingtonpost • Buzzfeed • Trendhunter • Scoopwhoop • Limeroad • Askme
Q3. Have you ever had to promise monetary benefits to bloggers?
Shubhi: Yes, sometimes, bloggers either give us some hint, or openly ask for money. But, we politely refuse it. Remember, there are always better alternatives and you don’t have to shell out money to publish quality content that adds value and solves some problems for the user.
Sometimes, clients prefer to give goodies rather than pay money in order to get their content posted. Let me share one such incident with you –we had a client by the name of ‘Baggout’, who promised to gift t-shirts to bloggers in return for placing their content on the blogsites. Anyway, the general idea is to provide some sort of an incentive to return the favor.
Anjali: Elite bloggers may sometimes demand huge amount of money that we generally may not be able to afford, so a mutual trust must be built to influence them without having to pay any money.
Anjali: Here are some tips to choose the right blog-sites:
Tip1- The traffic of the particular blog must be well above average (normally it should be more than 1,000 visitors per day)
Tip2- Search for sites which have domain authority that puts them above #40
Tip3- Page authority should be more than #40 as well
Tip4- Page rank should be more than 2
Tip5- Must have social signals (such as Facebook likes and shares, Tweets, Pinterest and Google+ shares and comments)
Tip6- Site must be related to the article or topic and/or your business niche
[You can use tools for blog searching like Guestr, My Blog Guest, etc.]
Tip7- The content quality of the articles posted earlier must be good.
Tip8- Using Google Operators is the best way to search blogsites
For example, we use the following codes to search websites related to fashion, which allows us to search and contact the bloggers in order to place our content on their sites.
Code input- [inURL:Guestpost+fashion] URL output- www.FashionIndia.com/Guestpost Code input- [inURL:writeforus+fashion] URL output- www.FashionIndia.com/writeforus
Tip9- Each post should have only one external link, but remember that it should not be a promotional one. Create natural links and avoid unnatural links.
For example, never assign links to phrases like ‘Buy shoes online’, as it is considered promotional text. It is better to insert a hyperlink with a phrase such as ‘material of shoes’ to build a natural link.
Tip10- Site should have a good User Interface and navigability
Tip11- Site must be indexed on Google
Q5. What are your best PR outreach practices?
Shubhi: For me, the basic channels to reach out to them are either through phone calls or emails. You can also use social media sites such as Twitter to contact them. Contacting them through your personal profile on Facebook, Google+ or Twitter and using an email id with your own name (like: ‘shubhigupta@….) helps in building an authenticity as well as to establish trust. Do you think it is easy to achieve success at blogger outreach? It is neither easy nor difficult. It is a two way process, so you need to develop a trustworthiness before you start running any such campaign.
Anjali: Best PR outreach practices include using personalized mails and being active on social media sites. If we contact them through mail, we need to follow up with them at regular intervals. You can also contact interested bloggers through social media, or specifically through Twitter Mentions. Regardless of how occupied they may be, it’s surprising to know how they check to see who has “mentioned” them on Twitter.
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