The Importance of Blogger Outreach

As it turns out, many people want to know -- but the answer isn’t clear:

• A 2012 survey by blogging.org estimated that there are 31 million bloggers in the United States. 

• You can find a more recent attempt to quantify the number in this humorous article from The Washington Post, which estimated about 106 million bloggers in the United States alone.

• Some suggest that another way to determine this elusive answer is by looking at the total number of blogs published. WordPress reports that, as of January 2016, more than 409 million people view more than 3 billion pages each month. And that doesn’t include the countless number of other platforms in addition to WordPress that are used to publish blogs (Blogger, Typepad, Squarespace, LiveJournal, etc.).

Oh Google, why have you failed us?

And so it seems, because there are so many different methodologies for computing this number, combined with the fact that so many blogs come and go daily, it’s difficult to put a hard number behind it. 

So let’s just take “a lot” and give it some industry perspective. At the October 2015 High Point Market, the Home Furnishings industry’s major tradeshow, there were 181 registered publications, 48 of which were bloggers. That’s 26.5 percent! And when you look at how this number has increased over the past several years, there is a theme. …You guessed it: More bloggers, and sadly, fewer members of the “traditional media.”

We’re not saying ditch your old media list – absolutely not. But we do recommend refreshing it. Having your product featured in online posts by popular bloggers generates tremendous exposure for your brand. Because of their increasing influence and their online presence, blogs also provide an opportunity to engage in online conversations with other industry thought leaders and with your existing and potential customers.

Pitching a story to a blogger takes some creative thought and new techniques. Bloggers work fast, have different deadlines, and they are looking for exclusivity. … It’s important to understand these differences when building a relationship with a blogger.

And creating and nurturing these connections can prove to be beneficial in the future: Some of the most influential bloggers are now being featured as guest bloggers by national online publications that have tremendous reach. You can also maximize a blogpost by repurposing it to: create content for other platforms, reach new audiences, build media relationships, gain exposure from other outlets, and initiate additional contact with current customers and prospects.

With that kind of influence and exposure, it’s essential to pay attention to bloggers (even if they work in their parents’ basements).

Six Benefits of Blogger Outreach:

• Extending Your Marketing Dollars: Blogger outreach is free. Yes, it takes time and specific skills, but with the right thought and techniques, you can use the power of the press to spread the word about your business, augmenting your investment in advertising.

• Reaching Your Target Audience: With so many bloggers crafting fresh content every day, there are many opportunities to find those who reach your target audience. A more focused approach can often lead to increased product sales.

• Leading, Rather than Following: Don’t let your competitors outshine you. Become the thought-leader in your industry.

• Gaining Trusted Exposure: Bloggers’ opinions matter because they are consumers. And today’s consumers trust other consumers more than they trust advertising.

• Create Viral Potential: If the content is useful and informative or entertaining, consumers may help spread the word about your product or service on social media by tweeting, sharing and re-posting the content that has been featured in a blogpost.

• Build Ongoing Relationships: You can cement mutually beneficial relationships by learning how to approach bloggers, what kind of content each one is looking for, and by demonstrating how quickly you can supply the information they need. Once you become a reliable and trusted source, the next time they are in a pinch for content, you’ll be at the top of their list.

Contact us for more information about how we can help put you ahead of the curve when it comes to blogger outreach.