I put together a case study and exploration of blogger outreach for a webinar I put on for a company yesterday and I thought I would share it here. I might go from calling it Long Tail Blogger Outreach to Deep Blogger Outreach or Deep Content Marketing. Anyway, it was meant to be spoken through so I will do that as well but for now check it out and let me know what you think
9. • Blogger outreach tends to focus on only identifying and
engaging top-25 influential bloggers
• Out of those 25, maybe 3 will cover your story over the course
of a campaign
• We collect every blogger who has ever had a thematic interest
in our customers
• We collect them all – all of them – into a "universe" – a list
• We reach out to each and every one of them – no fewer than
2,000 but often 5,000 – via email
• But then that’s where the work starts
9
Brand + Digital
10. • The initial blast is akin to speed-dating
• Most good pitches don’t require a personal relationship
• Success depends on five things:
1. Freshness & quality of the list collected
2. Generosity of the “gift” being offered in the pitch
3. The ability of the email to reach the inbox
4. The charm & responsiveness of the responders
5. Following up twice after the initial email outreach 10
Brand + Digital