This question came into a LinkedIn group I’m a member of and so far I’m the only one who bit with a response. I know you’re not surprised. I’m expanding slightly from my answer there and really just musing aloud.
I’m not sure there really IS a common practice, judging from the very wide variety of pitches that flood my inbox every day. However it does seem as though there are some common practices beginning to develop over the last year or two. There are so many different ways of bloggers and companies working together, depending on your goals and desires, that I hesitate to answer.
Using Bloggers for Outreach and Awareness Campaigns
There are very good ways, very bad ways and a whole bunch of stuff in the middle. I can help you craft a blogger outreach program to help spread the word if you’re interested. Are you looking for reviews? Sponsored posts? Content driven articles on other websites? Content production created for YOUR website?
Reviews and Giveaways With Bloggers
Basic guidelines – Reviews are generally free, however most bloggers require one of whatever the product is in order to provide an accurate and well-rounded review. Giveaways – about half and half on bloggers charging for giveaways…usually the larger websites will include giveaways as part of a larger promotional campaign effort (banner ads, newsletter mentions, tweets, feature slider placement,etc) and that will be a paid-for package (ie you give the blogger/website money).
What is Sponsored Content and How Does it Work?
Sponsored content for either their site or your site is also usually paid and can be anywhere from $40 to $500 bucks or more depending again on the size of the site, quality and experience of the writer, etc. Most bloggers who write a sponsored post for their own site will require that the post be in their own words of course – advertorial in nature. If you are hiring content production for your own site that would give you editorial control of course, as well as generally rights to reuse and repackage the content (which you would NOT get if the posts go on other websites). So you have to consider rights as well.
So these were just the basics I hastily typed out in the forums off the top of the my head, but it made me think – What ARE our common practices as bloggers? Do we have any yet? I know what I tend to do, but I wonder now that I’ve put all that out there – what does everyone else do?