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Blog Influencer Marketing

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How Does Influencer Marketing work in Blogs?

Blog influencer marketing campaigns are centered around bloggers making, writing, and sharing articles that will in some way promote a brand and make it appealing to their audience. The more informative the writing, the better they resonate. These writeups are usually detailed and informative on specific subject matters.


Why Brands Should Use Bloggers?

Blogs reach readers seeking information on specific topics. If your audience is seeking information, it makes sense to incorporate bloggers into your social marketing efforts. This focused engagement is closely related to Google’s recommendation engine and how it boosts bloggers with well defined forms of articles.

Google’s search algorithm and ranking systems are made up of not one, but a whole series of algorithms. Search algorithms look at many factors, including the words of your query, relevance and usability of pages, expertise of sources, and your location and settings. The weight applied to each factor varies depending on the nature of your query.

There are five key factors for blogs to rank higher: 

  • Meaning of your query
  • Relevance of webpages
  • Quality of content
  • Usability of webpages
  • Context and settings

While users expect to see quick content from other influencers, blogs go deeper. Lean into informative, fact-based content with bloggers.


Selecting the Right Bloggers for Your Brand

The key to success on blogs is working with bloggers whose readers match your target market. Bloggers who appeal to and influence the behavior of your target customers. Always remember, relevance is more important than reach. Don’t merely opt for blog influencers with the most massive readers – go for those with the most suitable audiences for your goals.

Once you’ve selected suitable bloggers, you will need to contact them and form a partnership. Some are easier to work with than others. You’ll want to ensure that any deal is acceptable to your bloggers. Most want to know if there is something in it for them, and if the collaboration helps their audience.

Don’t give your bloggers a verbatim script. A core feature of blog influencer marketing is natural storytelling and compelling content. Give your bloggers enough flexibility to tell your story to their fans in a way that feels authentic. A bloggers’ readers will instantly know if the content promoting your products are made in a different style to the blogger’s usual articles, and they are likely to react badly.


Making a Brief for Blog Influencers

Don’t restrict them too much — the best bloggers have their own voice, and by stifling that, sponsored content won’t resonate with their audience. Instead, go for overarching themes — share the campaign’s main goal and the key bullet points you want them to convey. But, ask them to interpret this how they see fit.

Get permission to reshare — explicitly state that your brand has the right to repurpose their content for marketing across blogs and other platforms for a specified time frame (eg/ 6-12 months).

Specify your deliverables — do you want just one article? What are the key communication points of the article, a product review, a business discussion, tech conversation, insider information, or a tutorial? Be clear about your expectations.

For a more in-depth look at blog influencer resources, check out our Influencer Marketing Resources here.


Getting started with Influencer Marketing on Blogs

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