From the Cool Content Cornwall event at the Eden Project, Spring 2013

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Why brands need bloggers…
(and how to flutter your eyelashes at them)
Cool Content 22 March 2013
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Introducing Zone
Zone is a digital agency with a unique
content heritage
Our team of 125 includes planners,
creatives, developers, account managers
– and journalists
Our editorial expertise makes us
uniquely well placed to help brands
connect with audiences in an always-on
digital world
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Today
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Why brands Do bloggers How to attract Retaining Key learnings
need bloggers need brands? brands credibility
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Why brands need bloggers
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Marketing used to be a doddle
• Brands static
• All touchpoints controlled by brand
manager
• Purchase media
• Interrupt consumers
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Marketing used to be a doddle
BUY
THIS
YOU
IDIOTS!
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But in the digital world…
• Brands are alive
• Distribution is open to everyone
• Touchpoints out of brand
manager’s control
• Conversations happen 24/7
• A small number of people can
make a vast amount of noise
about a brand
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The role of content
• Content can fuel these conversations by
giving people something of value
• Brands need to move from telling one big story a year
to continual engagement
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“ If we as businesses deliver consistent,
ongoing valuable information, customers
ultimately reward us with their business
”
and loyalty.
Content Marketing Institute
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“Yeah I get it, but what do we
actually talk about?”
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Brand has
credibility
Dishwasher tablets
Dishwashers
Cleaning
Customer Customer
disinterest
interest
Entertaining for friends
Recipes
Children’s parties
Technology
Fashion
Cars
Celebrity gossip
Football
Horoscopes
Brand has no
credibility
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Brand has
credibility
Dishwasher tablets
Dishwashers
Cleaning
Customer Customer
disinterest
interest
Entertaining for friends
Recipes
Children’s parties
Technology
Fashion
Cars
Celebrity gossip
Football
Horoscopes
Brand has no
credibility
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Bloggers can help you create credible
content about the things your
customers are interested in
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OMG! Glitzo Dishwasher
Tablets have just
published a chicken pie
recipe – about time!
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OMG!
blogg My favourit
er Mit
has ju zi Cup e
s cak
new c t published e
hick a
OMG! Glitzo Dishwasher on be en pie recip
h
Tablets have just Dishw alf of Glitzo e
ash
published a chicken pie make er Tablets.
the I’ll
recipe – about time! buy th recipe and
e tabl
ets!
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Bloggers can help
build trust in your brand
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The power of influence
Opal Fruits are crap!
If you say so
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The power of influence
6% of
80% of
online
adults
impressions
about an issue
Source: Forrester Online Survey, 2010. Base: All US Online Adults 29

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Bloggers are highly influential
• 81% of people online trust the information and advice they get from bloggers
• 61% of people online have made a purchase based on a recommendation from bloggers
• 41% of people say blogs are better than Facebook to find out about new products
Source: Technorati Digital Influence Report 2013 30

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Bloggers can help build your
digital reach
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Bloggers are digital experts
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Why brands need bloggers
1. To build credibility around a subject matter
2. To create content
3. To increase the brand’s digital reach
4. To build trust in the brand
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Why brands need bloggers
1. To build credibility around a subject matter
2. To create content
3. To increase the brand’s digital reach People buy
stuff
4. To build trust in the brand
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Do bloggers need brands?
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But bloggers do need…
Wow, you’re
amazing!
Yeah I know
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1. Content opportunties
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2. Amplification
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3. Social currency
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4. Networking
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5. Money
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“I’m sold! How can I attract brands
to my blog?”
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What brands look for
• Reach • Expertise
• Engagement • Credibility
• Influence • Talent
• Brand fit • Professionalism
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Four top tips
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1. Stand for something
• What’s your USP?
• What makes you different?
• Be consistent
• Be authentic
• Make all this explicit on your About page
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2. Know what you want from brands
• Which brands do you want to work with?
• Engage with them on social media
• Write a checklist of what you want (e.g. advertising, content opportunities etc)
• Contact pro-actively
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3. Be professional
• Invest in design, functionality and domain name
• Post regularly
• Spell properly!
• Make sure you’re contactable
• Track performance
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4. Be social
• It’s not just about your blog
• Brands care about your influence
• Demonstrate how influential you are
• Build your own network through social
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“But aren’t I selling my soul
to the devil?”
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51. “ People will notice if you’re being true to
yourself
Laura Ellner, On The Racks
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52. Ask yourself…
• Is the content I’m creating with a brand of value to my audience?
• Does it fit in with what my blog stands for?
• Is the content consistent?
• Am I writing about it honestly?
• Am I being transparent?
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Some examples
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Prostate Cancer UK
• How do you get men to recognise the symptoms of
prostate cancer before it’s too late?
• Subject matter = football
• Credibility and reach through 72 club bloggers
• Bring the prostate cancer message to the fore
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Prostate Cancer UK
• Week 1: 167% increase in visitors to website
• 90% new visitors
• 2.4 million people reached through Twitter
• Year-on-year traffic up 70%
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Prostate Cancer UK
• 1076% increase in request for publications
• 254% increase in traffic to information pages
• 625% increase in donations
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But it’s not easy…
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Brands & bloggers: a value exchange
Blogger Mitzi
Cupcake
has helped us build
a relationship with
food-loving mums
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Brands & bloggers: a value exchange
Blogger Mitzi
Cupcake
has helped us build
a relationship with
food-loving mums
Glitzo gave me the chance
to interview Nigella
Lawson – my most
successful post ever!
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Brands & bloggers: a value exchange
Blogger Mitzi
Cupcake
has helped us build
a relationship with
food-loving mums
… oh, and they paid off my
mortgage
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Brands & bloggers: a value exchange
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Thank you
@thisiszone
@matt__simpson
@west_stand_O
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