by Stephanie Furlan, Marketing Coordinator at Atomic Reach
Running dry on ideas on how to freshen up interest for your business? Seek advertising opportunities with bloggers and publishers to jolt your marketing and publicity strategy. In Technorati’s 2013 Digital Influence Report, “According to consumers, blogs are more influential in shaping opinion than Twitter, and when it comes to affecting purchase decisions, more important than Facebook.” Here are three types of advertising that bloggers can take part in to help promote your business:
Online ads a.k.a banner ads are a form of paid media. Some bloggers and publishers have their stats (on unique visitors, demographics, etc) on their website or you can send a request to gain access to their media kit. Then, you can determine whether or not to advertise with them or find out what kind of ad space is available.
Keep in mind: Do not discredit a blog or website if they have a small community. Technorati has found that “When it comes to community size, 54% of consumers agree that the smaller the community the greater the influence.”
Sponsored content is another form of paid media. Some bloggers and publishers will mention on their website or in their media kits how much it will cost.
On the online magazine Paper Droids I manage, we give advertisers two options: provide content they created or the website’s writers will create an original article and include any advertiser’s requests (embedded links/product images/mention an upcoming event, etc). We even provide an option to push sponsored content through our social media networks too.
Sponsored content can be a great way to get creative or have someone else create fun and engaging content to promote your business and have a new audience take notice to it.
Keep in mind: Some niche-based blogs or websites may only be interested in content that only reflect topics they cover on their site.
Also, in my experience with Paper Droids, we ensure transparency on any and all sponsored content. Foremost, this is to stay honest with our audience and keep their trust in us.
Transparency also helps blogs and websites stay honest with search engines. If they publish sponsored content that does not normally fit with their usual content and do not mention that it is in fact sponsored content, it will hurt their SEO.
Congrats! You’re lucky enough to catch someone’s eye and capture their interest enough to have them mention or write about your business without having to throw money at them.
Bloggers and other publishers are great resources to spread word about your business, and its products and services. And it helps your business gain more inbound traffic.
Sometimes, bloggers and publishers may find out about your business, love what they see, and create content promoting it. It’s all about luck!
If you don’t want to wait around for some luck, you can ease things along by networking with bloggers, letting them know about your business. This route may be a little more time consuming because you’re trying to start and nurture a relationship with the blogger or publisher. But in the end, it can be very rewarding.
Ultimately, based on your goals and the time you have, one or more different blog advertising strategies may or may not work for your business. But one thing is certain that seeking advertising opportunities with bloggers can be a new, exciting, and rewarding way to promote your business.
This is a guest post by Stephanie Furlan, marketing coordinator for Atomic Reach, a content curation platform. She frequently contributes to the Atomic Reach blog, writing about content marketing, content curation, and social media. In her spare time, she is the digital marketing manager, sales and advertising coordinator, and an occasional writer for Paper Droids, an online magazine dedicated to geek girl culture.