A quickfire definition of blogger outreach is when businesses collaborate with bloggers, influencers or online content creators to generate authentic content to promote their brand. The process typically involves a business reaching out to carefully curated bloggers, working with them to share content to the influencers’ audiences.
By nature, blogger outreach is closely related to content marketing and social media marketing strategies. This is because the assets created as part of the outreach campaign are shared via blog, video, website and social platforms.
It’s a relatively new idea in the grand scheme of things but something, which businesses small and large are now realising the advantages of.
What are the benefits of using blogger outreach as part of your business marketing plan?
The big one is brand exposure. The main benefit of blogger outreach and influencer marketing is how far they can extend the reach of your brand. Some online content creators have followings in their hundreds of thousands (some even millions), which they can get your brand in front of in one fell swoop.
It’s also a good way to turn up the dial on your trust factor. If influencers or bloggers are happy to promote your brand and talk about how fantastic you are, it’s going to send out all the right signals to their audience. Customers will trust in your brand if they see the people they look up to are also buying into it.
Outreach is also a good way to get Google’s attention. Having your content appear on a reputable site which then links back to yours demonstrates credibility. These are called backlinks and are one of the best tools to help you climb higher up the search results.
Depending on who you reach out to, you have the potential to reach out to niche audiences really easily. For example, if you want to target the parent market, kick start a ‘mummy blogger’ outreach campaign.
Influencer marketing trends to watch out for in 2020
According to research carried out by US agency, Linquia, 39% of marketers plan to increase their spend on influencer marketing in 2020. More and more businesses are acknowledging the benefits of this niche strategy and trends suggest that it will be a similar situation here in the UK too.
We’re expecting to see:
- More emphasis on ‘nano’ influencers i.e. those with a small (1k-9k) but loyal following
- Instagram will remain the most popular platform for this type of activity
- More disclosure and transparency about brand partnerships to adhere to ASA guidelines
- Video content will continue to dominate
- Influencer marketing will become a more legitimate part of business budget and performance reports
- More focus on storytelling and creating a narrative around partnerships rather than just the ‘hard sell’ approach
This content was provided by our good friends over at Team Organic. See what we did there?! They provide expert digital marketing and organic SEO advice, including outreach content.
