The blogger challenge

Written by Paul Maher

Recently at Positive Marketing, we decided to set up a blogger program for one of our clients. The main goal of the project was to get in touch with bloggers that were relevant to this particular client and get them interested in what he does. Sounds easy, right?

Wrong. Having previously worked in music, sport and technology, I have been in touch with various bloggers as well as journalists. I have to admit that it is always more difficult to get hold of those responsible for blogs than national or trade publications.

Here are five key differences which you should always keep in mind when approaching bloggers:

Availability : The first thing which comes to mind when thinking about the differences between bloggers and journalists, is the latter is always very busy, running from an interview to an event or a meeting. And while it is often notoriously hard to get some journalists on the phone, bloggers who don’t necessarily provide their contact details on their blog or social networks. There are more ways to contact journalists: send them an email or tweet, call the publication they are writing for to get their office of mobile number or meeting them at an event. Pitching to bloggers requires more time, effort and persistence.

: The first thing which comes to mind when thinking about the differences between bloggers and journalists, is the latter is always very busy, running from an interview to an event or a meeting. And while it is often notoriously hard to get some journalists on the phone, bloggers who don’t necessarily provide their contact details on their blog or social networks. There are more ways to contact journalists: send them an email or tweet, call the publication they are writing for to get their office of mobile number or meeting them at an event. Pitching to bloggers requires more time, effort and persistence. Work: Usually bloggers are studying or have another job whereas a journalist is paid to write, report and cover a story. This often means that their writing styles are different, more informed and opinionated. They have one thing in common though: passion.

Usually bloggers are studying or have another job whereas a journalist is paid to write, report and cover a story. This often means that their writing styles are different, more informed and opinionated. They have one thing in common though: passion. Content/Skills: A journalist usually has to write up a piece of a certain number of words for a specific media, but a blogger is its own editor without any content limitations. This means that often a blogger has to possess multiple content skills, such as photography, social media, SEO etc, as they run the whole show.

A journalist usually has to write up a piece of a certain number of words for a specific media, but a blogger is its own editor without any content limitations. This means that often a blogger has to possess multiple content skills, such as photography, social media, SEO etc, as they run the whole show. Deadlines: Working in editorial entails schedules and tight deadlines, not to mention being proactive about discovering the new trends, whereas bloggers can post content whenever they want. Being your own boss sometimes has its perks.

Working in editorial entails schedules and tight deadlines, not to mention being proactive about discovering the new trends, whereas bloggers can post content whenever they want. Being your own boss sometimes has its perks. Audience: Even if journalists write for a B2B publication or a segment, they will in most cases generate content for a larger audience than bloggers, who are usually developing content for a niche crowd.

Of course, neither is better than the other as they operate in very different ways and do different things, but every brand should consider working closely with bloggers as they are powerful brand advocates and add a new dimension to traditional media campaigns and PR coverage.

So if you want to build a successful blogger outreach campaign: know your goal, target the right niche audience, find a hook and don’t forget to be personal!