Working with Bloggers to Create Socially Shareable Content

Creating content is a key element to any social media marketing strategy. However, many brands are finding it challenging to break through the “content clutter”. Every minute nearly 3,400 images are pinned on Pinterest, 72 hours of new video are are uploaded to YouTube, 2.4 million shares occur on Facebook, and 216K new photos are uploaded to Instagram.

sharable content

Image via DOMO


Quality content must RESONATE, INSPIRE, and ENGAGE a brand’s audience so much so that its’ fans want to share it with their friends.

For many brands, creating a variety of content is challenging. Today, brands want to be active on nearly every social channel including Pinterest, Instagram, Snapchat, Facebook, Twitter, Periscope, Vine, Tumblr, Meerkat, etc.  However, each of these channels requires a unique approach to content strategy.

Through influencer marketing and blogger outreach, brands have an opportunity to collect creative content made by their fans, for their fans specific to each channel.

Brands can work with bloggers/influencers by:

  • Collecting Images of their product in everyday life
  • Receiving Reviews of their product
  • Hosting Giveaways
  • Collaborating on Pin It To Win It Contests
  • Creating custom Pin Boards designated for Influencers
  • Developing unique Hashtags
  • Organizing “Loop” Giveaways on Instagram
  • Collecting Video reviews, tutorials, testimonials, etc.
  • Launching Takeovers on Twitter, Instagram, Snapchat, Periscope, Meerkat, etc.
  • Cohosting a Twitter Chat
  • Live Streaming events
  • And more!

I recently worked on a unique blogger campaign for one of my military-related clients. Unlike most blogger outreach initiatives, we were not asking influencers to review a product, mention the brand on social media, or sponsor a giveaway. Since the brand lacked the ability to create their own original content, we were reaching out to bloggers who wrote or shared similar topics to see if they would be interested in sponsoring a post that we could later include in the brand’s social media content calendar.

We outlined a list of blog topics ranging from DIY activities to Deployment Tips that the military community would find useful and reached out to the appropriate blogger/influencer.  In just a few weeks, the campaign resulted in 6 blog posts, over 111K impressions, and 413 engagements. One of the DIY blogs even had over 144 repins and that number grows by the day!

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The biggest takeaway here is that we can leverage influencers and bloggers for things beyond typical product reviews and giveaways. Why not team up with an influencer to host a fun Twitter Chat or a meet and greet on Periscope? If you have an “Instagram-worthy” product, find 20+ fashion bloggers to host a loop giveaway thereby increasing exposure for your brand and theirs.

It’s time to think outside the box and consider alternative ways of collecting content and sharing your brand’s message.  Through blogger relationships, not only can brands receive a plethora of original, quality content, but that content can also be seamlessly integrated into one’s social media marketing strategy.

How have you worked with bloggers and influencers to collect and/or create original content?

About the author: Kellen McAvoy is a Social Media Strategist at Internet Marketing Inc., a full service digital marketing agency specializing in SEO, PPC, DIsplay Advertising, Website Development, Social Media, and Content Marketing. She is also the author of A Cup of Kellen, a Food, Fitness, and Lifestyle blog.

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