Presentation from Paddy Moogan on How Brands can Work with Bloggers. Learn how to decide which bloggers to work with and what kind of campaigns you can run with them to benefit your business.

1. How Brands can Work with Bloggers
Paddy Moogan

2. Let’s cut to the chase

3. Working with bloggers is going
to cost you £££
(and it’s only going to get worse)

5. Estimated income ~ £4m a year

6. Blogging isn’t a
hobby anymore

7. Blogging isn’t a
hobby anymore

8. Blogging is big business

9. Many bloggers want to make
some kind of income

10. They have audiences – expect
to pay to reach them

11. A bit like reaching
this audience

12. And this one…

13. Not all of them will charge for
everything, but you need to be
prepared to pay

14. Bloggers care about looking good
in front of their audience

15. Treat blogger outreach as
proper campaigns – it’s not just
about the links

16. Bloggers are not journalists

17. Journalists care about page views
and have a salary

18. Journalists
cover stories

19. Newspapers will feature
your brand too…

20. …they’re called advertorials
and you pay for them

21. How to choose bloggers to
work with

22. Be picky – many bloggers are
picky about who they work
with, you should do the same

23. What are your goals?

24. Traffic

25. Check their traffic levels against each other

26. Also compare against your own website

27. You can also use these tools
Link and Link

28. Check their blog comments

29. Social shares

30. Use Buzzsumo to run analysis of their blog
Link

31. What networks do they have influence on?
Link

32. What length of content is optimal?
Link

33. What content types perform well?
Link

34. Compare bloggers to each other

35. Check how many social shares they typically get

36. See which networks drive those social shares

37. Are you reaching a new social audience?

38. Are you reaching a new social audience?

39. Only 6,000 new people…

40. Links

41. Who generates the most links?

42. Export from Buzzsumo into URL Profiler
Link

43. You’ll get a list like this

44. Pivot table magic in Excel

45. Here is what you get

46. Why not just use Moz Open Site Explorer?

47. How to get the most out of
blogger campaigns

48. Email marketing
Email marketing

49. Content series – not one-offs
“Brands make the mistake of
only wanting to work on a
one-off basis.”

50. Reverse guest blogging

51. Data capture (email / social)

52. Offline events

53. Get this deck here:
www.aira.net/searchlondon

54. Thank you!
paddy@aira.net