For those of us who do influencer marketing and blogger outreach, we are dealing with bloggers every day and like everything; there is a genuine and truly care about their subject, and Digital Marketing Agencies in Sheffield people who have seen an opportunity to get free stuff and / or make money easily. Fortunately, this is becoming less and less common, but how do you know which one?
Well this post will give you an overview of what you should be looking for, some of the tools that you can use to help you and some general suggestions as a way to communicate with each other. Remember, this is not about getting all you can from a blogger, it’s about how to form a relationship with someone that you really can get involved with and can become advocates of your brand. It is always a two-way street.
How to tell if a blog is ‘good’?
First things first, this post is primarily concerned with the marketing reach of bloggers and influencers as an extension of the PR, not just linkbuilding. If you are offered any compensation then you have no-follow links.
Now, there are a number of things to see when you look through the blog to get an idea of what they are writing about, what they like, what their readers / followers like and whether or not your offer might work. First we will deal with the basics (remember this will change in accordance with the priority importance of your own):
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Traffic – This may be very important for most people. The best way to determine the level of traffic to the site just ask the owner of the site. Most, if not all of the original bloggers and site owners will have a media package, if they refuse or fob you off, treat this as a red flag. Tools like SimilarWeb is a fairly accurate way of ensuring traffic sites. Do not take it as gospel, but is accurate enough to get a ‘second opinion’.
Interaction – Read their blog post, they get audience interaction and comments from them? Blog comment in particular can be a great way to see if they are engaged and active audience – and therefore legitimate.
Are they talking about blogs and bloggers in their content? If they do (and appears to be genuine) is also often a good sign that they are part of the community involved.
Here social – check their social profiles. Look at the overall figures, but also pay attention to who and how many people are interacting. Are there any conversations going on? Do people like and share? It’s normal that people will often have a social platform that is far more important to them than others but you are looking for a decent interaction in all of them. Do not just look at the numbers – perhaps less reputable sites often have multiple profiles and other sites they use to interact. If it’s always the same few people who appear in the post, look elsewhere. Also, high follower numbers but low involvement could be a sign that this is not real followers.
Content – In this point it is easier to tell you what you should look for red flags than what makes ‘good’. We will discuss that in a later point. Although they are rare, there are a number of sites out there that exist purely as a guest post / sponsored posts / link farms and this should be avoided. There are a number of ways to handle this
Do blogs have a main theme for its contents? Most blogs are lawful, and it is often unclear what it was.
Are there a lot of random kind of writing ‘Top 10’ on different subjects? It can be great pieces of content, but they must comply with the overall theme of the site and you should not be surprised to see them on the site.
Is the article contains a link to a Digital Marketing Company Sheffield keyword-rich anchor text? For example, “… some people would say that the cost of high-quality wood effect double glazing is the best choice for …” Bonus points if they are for the company completely unrelated; I once saw a link to a furniture company in an article about a vacation in Spain.