Despite their increasing presence in the modern media landscape, the subject of working with bloggers will still make many business executives cringe. To several, the “blogosphere” remains a rather nebulous and untrustworthy concept which can be a little hard to grasp.
However, what initially began in 1999 as a fairly insignificant space for individuals to document their online diary has radically transformed into a bona fide digital platform and essential PR tool. The influencer landscape has a crucial impact on today’s consumers and can carry a lot of weight in terms of managing a brand’s reputation online.
Blogging is everywhere
With two in every three people now reading blogs on a weekly basis, blogging has transformed from a hobby into a legitimate career choice. Studies have revealed that 23% of current total Internet usage time is devoted to social networks or blogs. With consumers spending so much time in this sphere, brands are well advised to have a presence.
Blogging affects SEO
Even if you’re only well-versed with the very basics of search engine optimisation, you’ll be aware that generating links back to your website can be enormously beneficial in terms of boosting Google rankings. Once a relevant blogger has written about your brand or services and included a link directly to your website, not only will Google recognise it as a sign of page authority but visitors to that particular blog will also be presented with a direct call to action to visit your website.
Bloggers have an influence
As bloggers give such an honest insight into their daily lives, their readers relate to what they write on a much more personal level and are therefore more likely to mimic their behaviour. In an increasingly technological world, people are turning to the internet for ‘word of mouth’ opinions as opposed to their friends and family, and that is precisely the role the blogosphere is currently playing.
As an agency, we always err on the side of caution when it comes to blogger partnerships, as there are many things which need careful consideration. Firstly, choosing a blogger that closely matches your brand ethos is essential as you’ll want to ensure the message is reaching the right audience. Secondly, ensure that you’ve done a thorough background check on your blogger’s stats. Simple sites like Coveragebot will enable you to check their domain authority and will also give you an indication of their monthly online readership. Lastly, check their social channels to ensure that their engagement rate is consistently high, not just for high following figures.
Ultimately the message is clear: if you proceed with careful consideration and choose your partnership wisely, a blog partnership can be enormously beneficial to the awareness and reputation of a brand.