Blogger Outreach: How to Promote Your Content on a Budget?

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Blogger-Outreach-How-to-Promote-Your-Content-on-a-BudgetIn a sea of content, even high-quality articles get lost in the depths of the Internet.

But have you ever wondered why some blogs get traction faster than others? Even some new blogs get thousands of visitors within just a few months of going live. And you who have worked long hours to write that epic content get zero visitors on your site.

So what good is your high-quality content if no one knows about it, right?

In this post, we’ll cover the basics and tips on how to promote your content using blogger outreach.  There’s a greater chance you have heard about it, and even curious on how to do it.

If you’re unsure of where to start, let us shed some more light on how you can supercharge your content with blogger outreach without spending too much.

First, let’s have a recap.

What is Blogger Outreach?

Blogger outreach is a hybrid of content and influencer marketing strategies. It is used primarily to effectively drive traffic to any site.

Why hybrid? As the term implies, it involves reaching out to bloggers to promote your content. Not just any blogger, in this sense, but those who have already attained success and are touted as digital influencers.

These are people who have already built an audience by demonstrating their expertise and knowledge in their niche. They maintain audience loyalty through consistent, reliable, and unbiased content.

The Blogging Boom
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So in a sense, blogger outreach is creating a strong network through recommendations of these influencers. Banking on the fact that most people trust online reviews as much as a personal recommendation and will visit a website after reading positive reviews.

Seems easy? Let’s stop there for a second. When we say “reaching out” to influential bloggers, it does not mean simply sending out an email to them and nothing more. It involves building a genuine and meaningful relationship with these influencers over time through a variety of channels, i.e. social media, email, comments on their blog posts, among others. Once you have that relationship established, helping each other out in terms of content promotion comes naturally.

And that leads us to a crucial point: How do you find these bloggers? How can you reach out to them and build an authentic and lasting relationship?

How to Get Your Content Front and Center of Bloggers?

Optimize pitch and scale to the right volume
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As Orison Swett Marden said, “Don’t wait for extraordinary opportunities. Seize common occasions and make them great. Weak men wait for opportunities; strong men make them.”

In the same thinking, you’ve got to take strategic steps to make blogger outreach work for you. It can be scary at first when making the first contact with these high-profile bloggers. The fear of rejection can be a strong demotivator. But hey, opportunities will not open up if you sit there and do nothing.

So, my general rule of thumb if you want blogger outreach work for you is to create and publish content consistently.

I know that most people find that hard to do. But what good is tapping influencers to promote your content if you have little to nothing to show for?

Writing won’t be a chore once you determine what you are most passionate about. Then find out how to provide value to your audience while writing about your passion.

What is the one topic you could talk with your family and friends for hours and still never get tired of going about?

I find that sharing personal experiences, telling stories, and providing instructionals are best to engage the readers. If you can write for fun and still give some practical tips about a particular subject, even better.

As for me, I started blogging to document my adventures and experiences while traveling to Europe and Asia with my girlfriend. The more content we produce, the more readers are drawn to our blog.

We explained the full logistics around our trips, accommodations, and anything about the places we visited. By sharing our passion for travel, it all began to click. The blog became a resource for people’s travel needs. I also get to share tips on how to blog effectively and went on to guest post to a handful of other sites as well. 

At the same time, we infuse our written content with images that audience love. They not only get to read our adventures, they also get more inspired to travel through the stunning visuals we provide.

Not only stills, but YouTube videos embedded in a blog post, for example, catch the reader’s attention and are powerful tools to get your message across easily.

Remember that you are writing for people who search the Internet primarily to find a solution to their problem. When you are presenting something that you yourself delight about, readers can feel that, and so do bloggers you would want to network with.

The Search Process

So how do you find bloggers you can reach out to? There are two ways: Do it manually by Google search or use a blogger outreach tool.

1. Manual Google Search

  • Search for bloggers in the same niche as you. It is best to use long-tail keywords to find the results you are looking for. If you would like to connect with travel bloggers, you can be as specific as including your target geographic location and the kind of traveler you are writing for. For example, “solo travel tips to Maldives blog”. Notice that I inserted the word blog there. This is to narrow down the search even more and exclude the larger corporate publications.Search Result - Solo Travel Tips to Maldives Blog
  • Once you got that covered, it’s time to open some websites that look interesting to you.
  • Identify the metrics that matter to you. Evaluate the blogs according to those metrics. If you would like to know more about their traffic, use Alexa. To evaluate their engagement on social media, visit their social media pages, and see how many shares and comments they get on their posts.
  • Find their contact information. The best case scenario is you’ll find their email address on their blog. If there’s no email, look for a contact form where you can say a few lines of compliment about the blog. No contact form? Try to look for the bloggers in other channels such as Twitter or LinkedIn, and ask how you can get in touch.
  • Once you have your list of target bloggers, it’s time to create a personalized pitch. Every blog is unique. So it’s best to tailor fit your message for each one. It’s important to reference a recent article you read, either about the blogger or a specific post related to the blog, and then present the value of collaboration.
  • Send your email.

2. Using a Blogger Outreach Software

If you’re willing to shell out a few bucks for a monthly subscription, this option, without a doubt, is an absolute time-saver.

Influencer marketing software such as NinjaOutreach helps you manage your outreach campaigns in one tool. So no more going back and forth on Google Search and separate CRMS to search for high-profile bloggers, influencers, and leads.

Ninja Outreach DashboardAside from bloggers’ contact information, influencer marketing tools yield social shares, SEO metrics (domain authority, MozRank, number of backlinks), and what types of collaboration they offer, i.e. sponsored posts, giveaways, product reviews. All these metrics can be used to easily evaluate your target bloggers.

Once you’ve built and organized your list, you can start sending out emails using templates you build using the software. Or you can create personalized message to each one of your prospects and use another email automation tool like Drip.

How Do You Evaluate Bloggers?

Here are some metrics you can use to evaluate the bloggers on your list:

1. Social Following

Determine the social networks that are most important to you, and then align your social strategy with the blogger’s strength. For example, if you are into e-commerce, look for bloggers with significant reach and following on visual-led platforms like Instagram, Pinterest, and Snapchat.

Are you focused on personal development and giving professional advice? Try searching for the bloggers on LinkedIn or Reddit. Evaluate their engagement, the quality of their articles, and the number of comments and shares on their posts as well.

If you are a fitness buff, look into video content platforms like YouTube to produce tutorials and reviews.

2. Traffic and SEO Authority

While it can be tough to measure traffic, there are tools like Alexa to provide you with indicators if a blog is getting a significant number of visitors or not.

Ahrefs, SimilarWeb, Compete and Quantcast are also worth considering in terms of gauging site traffic. These tools also provide data on backlinks, anchor keywords, and visitor stats that help your SEO.

Speaking of SEO, you can use Domain Authority and Page Authority as benchmarks.

There’s an ongoing debate whether PageRank still matters. But until Google says that PageRank isn’t as valued as it once was in terms of ranking, it won’t hurt to continue using it as an authority benchmark.

3. Location

If you are targeting an audience in a specific geographic area, it’s best to look for bloggers in the same locale. Location-specific targeting is more common for retail, food and restaurants, and recreation niches.

For example, a car dealership in Seattle may want to look for related car enthusiasts who blog in that area.

Cultivating Relationships

Blogging, at its very core, is social interaction. We blog to share our thoughts and interact with our readers, especially to those who have the same interests as ours. In that process, we build meaningful relationships based on a foundation of trust.

With that said, reaching out to high-profile bloggers should not be a daunting task. Personalization is key to let your voice be heard, as well as providing value to interactions, and being honest with your intentions.

Cultivate Relationship - Email Sample
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Some of the more effective ways to get noticed are commenting on the bloggers’ articles, sharing their content, subscribing to their email, linking out to their posts, mentioning them in your article, and giving them a shoutout in social media.

Whatever pre-outreach activities you implement, consider these words of advice:

  • It always pays to be polite even when voicing your own opinion. Sometimes just being friendly and personable while referencing some of the blogger’s recent posts work wonders.
  • When giving (unsolicited) advice, it is best to share your own experience about the topic at hand. That way, you show that you are still working on educating yourself and not making assumptions. It will even open up more replies from others who might have the same experience.
  • Do not share links haphazardly. If you share a link to your own website, make sure it adds value to the discussion.
  • If you are presenting an argument to counter the main thought of the post, be prepared to support it, cite credible sources. Do not argue for argument’s sake.
  • If you think there might be some vague areas in the post, it wouldn’t hurt to ask questions. Sometimes a simple “Can you explain more about this situation?” can create more clarity and spark the initial outreach engagement with the blogger.
  • Don’t push influencers to share your content. Mention them only when relevant.

Make sure to email the bloggers to inform them if you mention or feature them in your article. Most of them will send a thank you note either through social media or a blog comment, and will share your content, especially if it’s well thought out.

Quite often, when they fail to respond, it’s best to send a follow-up. A good rule of thumb is to wait three days to a week before sending a follow-up email. But don’t follow up more than once or twice. Just let it go and find other opportunities to reach out to them.

Blogger Services You Can Collaborate With:-

  • Sponsored posts
  • Product reviews
  • In-person events
  • Guest Posts
  • Online promotions/giveaways
  • Blogger events
  • Podcast and blog sponsorships

There are rules and regulations on sponsored posts, ads, and reviews. So make sure to review them before engaging in such collaborations.

Do You Have to Spend Much for Blogger Outreach?

Blogger outreach comes with costs. But with strategic planning, you don’t have to go over your allocated resources. Here are some important things to consider in funding your outreach campaigns:

1. Costs associated with creating content to support blogger coverage

There is a growing number of bloggers who accept monetary compensation for posts. But there are still a lot of them who are happy to partner with fellow bloggers in their niche for exposure and compensation in-kind.

Be sure to set expectations for coverage if you’ve decided to work with a blogger on a paid basis. Engagement in social media, cross promotion, and video blogs are worth taking a close look into the agreement of both parties.

2. Giveaways and incentives for bloggers and their communities

These, in a way, are in-kind trade to keep from paying for sponsored content. However, they still cost money.

Incentives and giveaways can be implemented in the form of prizes and vouchers for special contests or sweepstakes in collaboration with another blogger who occasionally share your content.

Should You DIY or Outsource Outreach Campaigns?

At the end of the day, it still boils down to the goals you set for yourself. How large of a traffic do you want your blog to achieve and in over what time period?

Honestly, it’s best to do it yourself when you are just laying the groundwork. It’s more cost-effective and a lot more personal in approach.

Using influencer marketing tools can save you time and unburden you in terms of data-driven evaluation. Investing in one is definitely an advantage.

But if you want to start with at least a dozen high-profile bloggers, that’s fine too. You can always go for the manual route and use Excel and search manually on Google. Starting out small and taking advantage of other free tools to get more eyes on your content is definitely an option.

When you’ve achieved your desired results and ready to scale up, it’s time to reevaluate if you need a marketing manager to handle your outreach campaigns. And then review scope, funding sources, and collaboration approaches.

Conclusion

Blogger outreach is still one of the best ways to amplify your content and promote your brand. Reaching out to high-profile bloggers in your niche should not be a daunting task. It doesn’t need to hurt your budget either. You have to remember what’s most important is building authentic relationships, as well as leveraging the essential tools. The rewards of far greater success will come after.

This is a guest post by David Schneider.

David Schneider

About The Author
David Schneider is the cofounder and CEO of NinjaOutreach, an all in one Prospecting and Outreach tool created to streamline the process of connecting with influencers. He can also be found @ninjaoutreach.