Marketing to blogs

A frequent topic of conversation these days is how to market to bloggers. It’s abundantly clear that coverage in the right blog can have a huge impact. This combined with the seemingly low barrier of entry with regards to getting to the bloggers, makes the allure almost irresistible. There are a lot of bands out there, in other words, who think they’re the next Arcade Fire, but don’t know how to get traction with the bloggers.

One of my favorite bloggers, Elise Bauer, who maintains a number of blogs, including one at the top of one of my RSS feeds, Simply Recipes, provides a very helpful insider’s POV aptly titled: The Do’s and Dont’s of Marketing to Bloggers.

In her list, she points out some wonderfully practical advice that can help you get coverage while avoiding getting blacklisted. Not surprisingly her number one “Do” relates to values and knowing your market – familiar themes to any reader of 9GS:

Start by creating a targeted list of bloggers. Use tools such as Technorati, BlogPulse, or Alexa to help find blogs that speak to your target audience. Note that although the biggest blogs may be more influential, they tend to get hit up all the time for marketing requests and may not be that responsive. So don’t ignore a blog just because it has 20 inbound links (as accounted for by Technorati) and not 200. It may be just the blog you want.

Check out the full list, and start working with confidence.


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