Bloggers can be excellent resources in brand promotion. But if you want them to talk positively and authentically about your brand, you need to build strong relationships with them.

As a blogger myself, some of my closest relationships are with brand marketers. They know about my blogging style and my strengths and weaknesses as a blogger. We discuss trends in the marketplace and creative ways to promote their brand.

By focusing on deep relationships, brands will reap long-term benefits. But it’s important to know what bloggers want and expect from a relationship in order to build a good personal rapport.

What Bloggers Want From Brands:

• Know the blogger: Brands should become familiar with the blog and pitch a relevant story or idea. As a blogger myself, I can’t tell you how many times I receive a pitch that isn’t related to what I write about. I kindly respond that I would be happy to entertain the pitch if we could adjust the campaign to make it more authentic for my readers.

• Allow creative license: Giving the blogger the creative license to put a campaign in her words and style can do more for the campaign in the long run. So-called cookie-cutter campaigns serve a purpose when speed and quantity are factors; however, allowing the blogger to use her creativity and verbiage can almost always result in a better promotion for the brand or product because she’ll be more authentic with her audience.

• Remember social media acknowledgment: Brands and companies need to understand that retweeting, regramming, reposting, and sharing the bloggers work is good for everyone and provides better reach.

• Share campaign goals: The more the influencer knows about the goals of the program, the better he can put his authentic spin on the campaign. Remember, this is a team effort.

• Acknowledge that time is valuable: Brands need to understand that a blogger’s time is valuable and that they work with other clients as well. This establishes a foundation of respect that the blogger is sure to reciprocate.

• Be clear and concise in communication: Bloggers need to know exactly what is expected of them. Brands should be very clear on directions and expectations.

• Appreciate deeper relationships: Bloggers want to be more than just hired work—they want to be partners. Many bloggers are looking to build more substantial relationships with their favorite brands. They want to be a part of shaping marketing campaigns and are willing to bring their personal and professional expertise and insider info to the table. And a long-term relationship doesn’t always involve payment. There are several brands I work with and lean on for giveaways of products on my blog in return for sharing new brand information.

The partnership between bloggers and brands has added a valuable dimension to online marketing. With a dash of understanding and a sprinkle of nurturing, you can develop a win-win relationship that results in even greater success. And isn’t that what everyone really wants?