The document provides tips for working with bloggers effectively. It advises understanding the blogger's background, content, and audience before working with them. Bloggers should be compensated for their work in creating content, as blogging is a profession. Campaigns require planning deliverables like reporting and rules for contests. Developing long term engagement and working relationships with bloggers will lead to better outcomes than one-off campaigns. Quality bloggers should be prioritized over quantity.

1. 1. 2. 3. 5.4.
ERICA EHM // PUBLISHER, CREATOR, @YUMMYMUMMYCLUB

2. I’mthepublisherandcreator
ofYMC—THEonline
destinationforCanadian
womenwithkids.
IstartedYMC8yearsago.
TheYMCnetworkof
bloggersandinfluencers
reaches5millionpeople
everymonth.
Iknowbloggers.

3. Iwenttoour
#YMCCommunityof
influencersandasked
THEMwhatyou'redoing
wrong.

5. 1.

6. 1.
Know your blogger and their content.
• What’s their blog about?
• What is their background? Are they married? Where
do they live? Do they have kids? Do they have pets?
Nut allergies? Hardcore likes or dislikes? Bottom-line
beliefs?
• Um… what’s their name?

7. 1.
• Stop with the “hey there” and “dear <insert name>”
• Stop sending the wrong people the wrong releases
• Understand how your brand fits with the voice,
content, and audience of your chosen blogger(s)

8. 2.

9. Influencers with large followings may look
good for reach, but…
• Can they write a proper sentence?
• Is their content original?
• Are their posts helpful? Relatable? Shareable?
• Are they actually the best fit for your brand?
• Are they really engaging with their audience?
2.

10. 3.
Blogging is an actual profession. True story.
• If you book a blogger you better have a budget
• Bloggers are your copywriters, freelance writers and
journalists, speakers, hosts, and brand ambassadors
• Value your bloggers and pay for every part of their
involvement – from pitch to reporting

11. • Compensation should also include
accommodations, transportation, and
other – if not all related expenses.
3.

12. Campaigns don’t manage themselves
• Did you discuss reporting?
• What kind? Click thru’s? Page views? Retweets?
Repins? Likes? Shares? Impressions?
• Does the blogger have a reporting template?
• Will they be providing you with screenshots?
• Do they have vetted ‘rules and regs’ for contests?
• Do you?
4.

13. 4.
Not going to do your job? You’ll attract
bloggers who...
• Share and RT without ever having clicking a link
or vetting an article
• Fake stats
• Copy and paste your press release with out really
engaging with brand

14. Trade love’em and leave’em one-off
campaigns for long term engagement.
• Don't just use bloggers for quick one off
campaigns
• Develop a strategy for how you want to
leverage their skills, their unique voice,
klout and reach
• Create long term initiatives and develop
working relationships
5.
#PGMoms #streamteam #YMCBabyandMe

15. What you SHOULD be doing with
bloggers:
• Research your bloggers
• Quality over quantity
• Pay your bloggers
• Outline your KPIs
• Get post-program reports
• Build long term relationships
5.

16. Erica Ehm
Publisher, Yummymummyclub.ca
erica@yummymummyclub.ca
@yummymummyclub