Pitching to bloggers is different than pitching reporters. That’s because there are some key distinctions between bloggers and reporters. Granted, the line between the two groups is blurring more by the day, but for now at least, there are some differences. And if you want your blogger outreach to be effective, you need to understand these differences and how they affect you.
- They have fewer readers – For the most part, the bloggers you’ll be reaching out to will likely have far fewer readers than the traditional reporters you also reach out to. But this doesn’t make them any less important. Devoted blog readers can be very loyal to their favorite blogs, meaning they might be more responsive to the coverage you get.
- They’re usually focused on a more specific topic – A traditional reporter often wears many different hats. Sometimes, these hats share one common theme (e.g. a sports reporter that covers all different areas of the sports world), but with bloggers, it’s usually different. A lot of blogs tend to be hyper-focused on a specific topic. That’s why it’s really important to do your research and make sure you only make pitches relevant to that blogger’s interests.
- Blogging might not be their only job – For most bloggers, writing isn’t a full-time job. They might make a little money from their blogs, or it might just be a hobby they use to fill the time. So for them, covering your story might not be all that important, especially if you’re just sending out obviously generic pitches to a slew of bloggers.
- Their blog is their baby – Bloggers have pride in what they’ve created. They own their blogs. Traditional reporters don’t own the outlets they write for. As a result, bloggers are very protective of their babies, and they don’t respond well when they feel someone is trying to take advantage of them. You have to make much stronger pitches to convince them that the content you have is worth sharing on their blog.
- They determine their own publication schedule – Traditional reporters are always up against deadlines. Most bloggers don’t work with deadlines. They post what they want, when they want. This gives you a better opportunity of getting coverage.
- Blogger influence can grow over time – Just because a blogger might not have a lot of readers right now, doesn’t mean he won’t become a key influencer several months from now. Traditional reporters tend to have built-in readership with the outlet they work for. With bloggers, influence comes directly from within, and it stays with them, wherever they go.
What are some other ways bloggers and reporters are different?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Grab your free 160-page copy of the Big Press Release Book – Press Releases for Every Occasion and Industry here: http://www.ereleases.com/insider/bigbook.html