Blogger outreach is an important aspect of almost any marketing and PR campaign. Millions of people read blogs daily, and they stay on the internet forever. So, whether you’re trying to get guest blogging opportunities, have your product reviewed, or you just want a blogger to cover some piece of company news, there’s a lot to be gained from reaching out to bloggers.
Now, a lot of times, people will focus their blogger outreach efforts on connecting with the top bloggers in their niche. And while there’s certainly something to be said for establishing relationships with top influencers in your section of the blogosphere, there’s also something to be said for the benefits of getting coverage on smaller blogs.
Why should you target smaller blogs?
- Less competition – While everyone else is trying to get coverage on that blog with 300,000 subscribers, you could go after the blog that has maybe 500-100 subscribers with much more effectiveness. It’s easier to get coverage on smaller blogs, because you’re fighting fewer people for that coverage. Your pitches will stand out, and you’ll have an easier time establishing a relationship with the author.
- Blogs can grow over time – Just because a blog has only a small number of subscribers now doesn’t mean it won’t become a popular blog later. Blogs take time to grow. No blog starts out with a massive audience. They grow over time. So, building relationships with a small blogger now could prove to be very profitable later on.
- Small media has a certain credibility to it – A lot of people just don’t trust bigger media outlets anymore. They assume that those outlets are bought and paid for, publishing content with ulterior motives. There’s a certain level of trust that comes with smaller blogs.
- Smaller blogs may have a tighter focus – Sometimes, a blog is smaller because the subject matter it covers has a limited audience, and there’s nothing wrong with that if it’s relevant to your particular interest. A highly focused story on a small blog with an engaged audience could be more effective than getting covered in front of an audience who mostly doesn’t care about you.
What are some of your best tips for reaching out to bloggers? Share them by leaving a comment.
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Grab three free ebooks, including the Big Press Release Book and Twitter Tactics, here: http://www.ereleases.com/insider/freebooks.html