With the high volume of digital content being produced daily, many firms have incorporated blogger outreach into their marketing and PR strategies. After all, at its core, blogger outreach is an ideal combination of the two—yes, it can be an effective link-building method, but it’s also an opportunity to forge relationships. However, firms often make the mistake of conducting their blogger outreach in isolation, rather than merging it with the rest of their marketing efforts. To solve this problem, firms need to think bigger and create a marketing plan accordingly.

What is Blogger Outreach?

Blogger outreach is the act of pitching guest articles to blogs, publications, and other media outlets. The base purpose is to share high value content that demonstrates your firm’s expertise and increases your visibility in the marketplace. This serves to amp up your firm’s exposure and at times, drive traffic to your website through links within a post.

While publishing posts on other sites can be great publicity and have SEO value, blogger outreach has the potential to influence your firm in even bigger ways. Through integrating your outreach plans into your overall marketing strategy, you can build relationships with industry influencers and thought leaders that create future opportunities for collaboration.

This has rung true in our own experiences. Our initial focus was simply to secure placements on blogs with relevant readerships. From this, we developed a number of relationships with prominent bloggers and industry influencers and began to realize that many had expertise that’d be beneficial for our audience. The better news? We had expertise that’d be of value for their audiences as well. With this realization, our outreach efforts translated into thriving partnerships. Collaboration efforts have included joint research studies, webinars, and content sharing. Our outreach is now conducted more proactively, with an eye to all potential partnering opportunities.

3 Tips to Integrate Your Blogger Outreach for Increased Impact

  1. Keep your goals in mind. When creating a strategy for your blogger outreach, have clearly defined goals that support the rest of your marketing efforts. Identifying what you hope to achieve through guest posts can help guide the choices you make. Your goals should drive the types of publications you choose to target. While you should only seek out blogs with readers who would be interested in your content, you’ll need to also make choices for how wide you plan to cast your net—whether it’s within your given industry or across multiple industries. Aligning your goals with your marketing strategy can help you make choices that have the best long-term outcomes for your firm.
  1. Identify publications based on future potential. When you first begin searching for blogger outreach opportunities, choose publications that have the potential to provide future opportunities. Find blogs that you would be interested in writing recurring guest posts, should the option arise. Being able to cultivate a relationship that extends beyond your initial blog post can pave the way for additional collaboration. For instance, could you see yourself partnering with the firm on a webinar or hosting a conference together? Or perhaps you could share a research study or promote each other’s content to your respective audiences. Building these relationships helps create a blogger outreach campaign that has long-term benefits for your firm.
  1. Leverage social media to find and optimize opportunities. Since most bloggers share and promote their posts on social media, finding a firm with a large social following can be a great place to start your outreach efforts. Using social media to comment on or share the posts of other firms can help forge relationships that make reaching out for a guest post possible. Once you do publish a post on another firm’s blog, you can then use social media to help them promote it, to the benefit of both parties involved. By “piggybacking” off of each other’s social media, your blogger outreach relationship can build dual social followings.

The possibilities that can grow from blogger outreach and the building of relationships with other industry influencers are too beneficial to ignore. By isolating your outreach efforts, you limit the chances your firm has to fully capitalize on available networking opportunities. Instead, integrating your blogger outreach efforts into your overall marketing strategy brings the power of multiple audiences together, which allows your content to have an even bigger impact.

About the Author:

Sylvia Montgomeryis a Senior Partner at Hinge, a marketing and branding firm for professional services. At Hinge, Sylvia provides strategic counsel to national clients. She is a co-author of Inside the Buyer’s Brain and Online Marketing for Professional Services. You can follow Sylvia on Twitter @BrandStrong.