Blogging is Not Dead!
To win over today’s society of media influenced individuals, brands need to rethink their marketing strategies for generating traffic on their platforms.
Using influencer marketing requires a strategy that helps your platform and overall team grow its’ community. However, despite the potential, many influencer marketing campaigns often fall short because they forget about an important aspect, blogging.
At some point, you’ll probably encounter at least one influencer campaign that a brand paid a lot of amount of money for that doesn’t look authentic or executed well. Blogging is an aspect of influencer marketing that shouldn’t be overlooked.
To help you reach your goals with influencer marketing and beyond, we’re going to give you the rundown on how blogging impacts influencer marketing.
The best practices include authentic relationship building. When brands put people first, everything changes from a transactional interaction that might not work to a win-win collaboration. Blogging is the best way to get others to listen to what you have to say.
Let’s get into what influencer marketing is and how it can help you.
Earned vs. Paid Blog Posts
There are two sub-categories to blog marketing: earned blog posts and paid blog posts.
The first one is unpaid, and the other is paid. From my experience with unpaid blog posts, the brand sends out their product or service, the influencer tries it and then might post a blog on her social media channel with her thoughts around the product.
This is what most companies are trying to do, mainly smaller and medium-sized brands because of their limited budgets. Big brands do this too because they want to save money.
They also want the posts to be more authentic and not pushing out ads. When influencers are posting content for their audience, it appears more genuine and organic. On the other hand, with paid blog posts, the influencer gets sponsored and gets paid to post a blog on her social media, which is a bit less authentic.
Paid sponsorships vary from brands telling you precisely what to post, to only some rules and guidelines around the post. More significant influencers and companies work exclusively with this version of influencer marketing.
Find out if blog marketing is an option for your brand
Before changing your marketing strategy, you have to know if blog marketing is a good option for your brand. Here are three questions to find out if this marketing strategy fits your company.
Does your product or service have appeal, meaning, do people want it? Do you have a social media presence?
Let’s get into it!
1. Do people want your products or services?
Do you think your product will get attention from enough people?
Is the product you’re making desired by consumers? If you have a particular niche product, influencer marketing as a part of your marketing strategy might not be suitable.
Products that are more general and target the masses tend to have the most success on both social media and with influencer marketing.
2. Do you have a social media presence?
As a brand, you should have some presence on social media.
Excellent branding requires that your brand is on social media building engagement with your followers and consumers. You have to be present on social media in an engaging way. Having a brand profile is not enough.
You have to be active to attract more customers, which eventually will lead to sales and more revenue over time.
3. Are there bloggers for your target market?
Figure out if there are suitable bloggers that engage with your target market.
As a brand, you have to be smart about what kind of bloggers you connect with. Don’t just contact any bloggers.
Blog marketing may not be suitable for every product, service, or brand. If you answered no to all three questions above, influencer marketing is not the best option for your brand.
But if you said yes to any of the three questions, keep reading!
Why Blog Marketing is Essential for your Brand
There are so many reasons why you should incorporate blog marketing into your marketing strategy.
It’s necessary to allocate a budget for it in your marketing strategy. Here at BeautyClout, we’ve got some reasons why influencer marketing is critical for your brand.
Consumers trust bloggers
With the increase in social media users, your brand’s advertising power is losing control.
These days, people are more conscious about what they buy. This can easily be maneuvered with blog marketing. Consumers trust the recommendations that influencers post.
Influencers have a high power on whether people buy your product or not.
The shift from celebrities to opinion leaders
Stars still have a role to play, but today it is more about the opinion leaders, which in this case are known as influencers.
Consumers want an honest opinion from people they trust. Another important thing is that brands should not only focus on the number of followers a blogger has when choosing the ones that fit for your campaign.
A celebrity might reach a large group of people, but their audience may not be engaged or interested in your product. Instead, focus on how the blogger’s audience enjoys their posts and agrees with what your brand stands for.
It is better to reach a smaller, more targeted group that is interested in your products.
The growth of social media
Social media channels are rapidly growing across all age groups.
These platforms are where influencers mostly connect with audiences. This social media marketing strategy is essential for a brands marketing strategy.
Bloggers primarily interact with their followers on Instagram or Youtube. They also have blogs where they post pictures and content.
When writing blog posts, influencers put their audiences first.
People are blocking your ads
Lastly, more people are now days blocking your advertisement from their social channels.
Over 600 million people use ad blockers, and this number grew, even more, this year. Brands should stop wasting money on typical ads that consumers block and focus on channels that people trust. As mentioned before, consumers trust influencers more than they do brands.
Influencer marketing reaches the ad-block generation with the information they need to make purchases.
That Blogger Life
As an influencer, I have followers on social media channels such as Instagram, Twitter, and more where I post pictures about my life.
However, before all those channels came around, blogging was the way to reach people. My strategy around blogging started with my passion for taking photos, traveling around the world, and to share this.
Blogging is a fun exercise for me to build my brand and to work with other brands. Blogs are perfect for brands that want to collaborate because blogs are personal, honest, and close-knit.
When blogging, it’s important to be true to your brand and think about what you want to present so you can gain trust from your community or followers.
The problem with blogging is that people think there’s only one way to use a blog. The team at BeautyClout knows there’s more!
We’re gonna provide you with different ways to incorporate influencer marketing within your marketing strategy.
Different Ways To Use Blogging
In my experience as a previous blogger, blogging is alive and well, but it sure does looks different these days.
Blogs have evolved and changed over the years from static annoying text-centric webpages to an incredibly diverse variety of content including text, imagery, photography, videography, and more.
Today’s thriving influencer marketing industry started with blogs, and just as blogs have changed, so have content creators. Influencers now produce complex content presented on their blogs via various forms of media.
Sponsoring a traditional blog post is still a high influencer marketing activity.
But if you’re looking for creative alternatives to a regular blog post, here’s plenty of creative ways to utilize blogs for influencer marketing.
Brands can sponsor an influencer’s live feed on social platforms, including Instagram or Facebook.
To collaborate with a blog, you can have an influencer go live right after posting a blog to discuss the product. Livestream collaborations can look different depending on the promotion.
Influencers can do real-time product unboxings, Q&As about the products shared on the blog, clothing haul try-on, cooking, destination and travel promotions, or behind-the-scenes footage at events.
Sponsor a podcast hosted on a blog
Podcasts have become mainstream entertainment for many consumers, especially podcasts with influencers and YouTube stars that are well known.
Advertising through podcasts featured on significant blogs is a standard option for brands. The episode could organically mention a product or service as part of the topic they’re discussing.
Since this audience of the podcast, listeners typically spend more, getting your message in front of these consumers is a must for any brand looking to expand.
Contract your content
Many influencers are available for hire on a freelance basis to produce creative digital content on a brand’s behalf.
Keeping up with the constant need for new, engaging branded content is sometimes tricky with internal resources. Bring in influencers to help with photography, writing, and video. Have them post on their blog.
Maybe, create a contract where the influencer creates blog posts every time you release a product.
Plan a blog takeover
An increasingly popular move is for a brand to have an influencer temporarily take over their social accounts, which you can also do with blogs.
As a brand, you can have a blog too! You could easily have an influencer do a guest post, which can coincide with a promotion boost engagement.
Influencers typically excite the takeover from their blogs, building trust by association. Both influencer and brand can benefit from this type of collaboration.
The brand gets exposed to new audiences while the influencer gets the credibility of working with the brand.
Hire a blog ambassador
Speaking of contacts, Influencers can make perfect long term brand ambassadors for any brand looking to expand. They can participate in appearances and post about them on the blog.
They can post about brand parties or receptions or attend to boost brand engagement by posting about the event.
Curious about how your target market will react to your new product or service? You can have a blogger post about a product to get an early read on things.
Boost a newsletter
Newsletters are a great addition to blogging and social media. Most influencers use them on their own or as a supplement to their web presence.
Promotion opportunities with newsletters work as an addition to blog posts. The branded content should naturally fall into the influencer’s post.
With all of these options, it’s essential not to be overly rigid in your requirements of a blogger.
Influencer marketing works best when brands are mentioned and promoted organically in blog posts. Allow influencers to work their magic because well, they do this for a living.
They know how to reach their audience. In the end, there are plenty of ways to use blogging to hit your specific key performance indicators.
The influencer market isn’t the easiest thing to navigate, but when you have the right tips, you can’t go wrong.
After reading this, you should feel ready to take on the influencer market and use blogging and conquer it. Have you worked in the influencer market before? What are some tips you have for aspiring brands?
Leave a comment below and let us know. We’d love to hear from you!