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?
I think you need to include, as we discussed at Blissdom 2010, that if someone is paying for content to reside on their site and they want editorial control over everything, then it really isn’t sponsored content – what they want and need is a writer. I consider sponsored content to be something that resides on MY site and the editorial content is a collaborative effort. Usually I’m given some basic ideas of what’s wanted or needed and I go from there – advertorial and in my own words of course. I think brands should not confuse sponsored content with content creation; this is probably my biggest pet peeve where content is concerned.
I think you’re pretty close to what a lot of other bloggers do. I still don’t charge for giveaways or even make it part of a larger ad buy in – but I’m considering it going forward and paid blogger outreach is the only kind I will consider anymore. It’s been a rough transition for me but I’m thinking more and more of my blog as a business and not so much a personal space.
Sometimes I don’t pay for a giveaway if it’s something that _I_ have control of but again – if the company is vetting the copy, images, text, rules, etc, etc then it becomes a true job chewing up manhours and should be compensated I believe. I do think it’s nice to have a packaged option all inclusive. That said if the prize is valued at a high price I would probably be more likely to manage the giveaway without payment.
Lately I am wondering where guest posts fit inallof this. I wonder if you have any thoughts on this. As my blog gets bigger and more established I get a lot of requests from folks who wish to guest postnon my blog and naturally include mention of their blog or business. I have been using these when content is likely to helpmy readers and when it fits the theme ofmy blog. But as they increase I start to think should I be charging for my space because sometimes the posts seem whirling advertorial copy which in newspaper would cost them a lot of money. I don’t know what to do with this lately. Btw I love your blog. I always learn from it.
Paula
@inkscrblr
That is a REALLY good question. Here’s my opinion – if it’s a press release or ad copy (IE salesy or promotional) then that is NOT a guest post…that is a sales campaign posted on your blog and is a sponsorable content I would think. IF it’s an informative piece that is educational and of interest to your readers, that is a guest post and I would NEVER charge for a guest post. Ever. I’ve had some amazing guest posts on this blog from people I admire in the field like Kelby Carr and Danny Brown and their posts were never sales-pitches-in-disguise. True professionals would guest post with integrity I would think…and if you’re getting spam disguised as a guest post, I would politely decline.
Links to guest posts mentioned – Kelby’s Learn SEO http://www.angengland.com/learn-the-basics-of-seo-ten-habits-day-4/
Danny Browns – Get Involved in the Community – http://www.angengland.com/wilderness-wallflowers-and-drive-by-blogging-ten-habits-of-success-day-15/
Interested to hear other people’s take on this subject Paula.
I have been getting a lot of guest post requests and frankly what it comes down to is style. If it sounds like it was written by a Virtual Assistant, I don’t post it. You can’t pay me to post it, either.
If it’s a post written in a style that fits my requirements, informative, casual, and educational, then it gets consideration.
It’s my site and I get to set the content caliber.
I agree that “within the style” is so important. “It’s my site and I get to set the content caliber.” Love that!
I too, get a LOT of pitches to guest post, and these come from college students mostly. They have always been good, informative articles and have added value to my site. Many of them even allow me to pick the topic, which is fabulous!!! I allow ONE link, in their little guest author bio at the bottom, and they are always happy with this.
If someone wants more than one link to themselves/their company, then I charge on a per-link basis.
Great info! I’m with the other bloggers on the guest posting. I’d allow one link to their site/info in their bio line and that’s it. A guest post should ADD content to your site.
My questions is this: Are people reading posts that are heavily sponsored with no incentive, like a giveaway? I don’t read them unless it’s really a topic I am interested in. If it oozes as an advertisement, I don’t bother with it. Curious how other readers feel when they visit a blog.
Blessings,
Mel
I think there is a huge opportunity for bloggers to work with businesses in new ways: 1: content producers: bloggers excel at creating compelling content, including video. Need to explain your product/how to use it, hire a blogger to do that for you. 2. community managers: bloggers have build up a brand from scratch so they have hands-on/real experience. Let them help you facebook looking less like a desert! 3:co-creation/feedback: bloggers are a lot like your users but super web savvy and are very creative. Get them involved in your new campaign before you launch it!
Also I have worked on placing sponsored post and giveaways and if you have a good thing to sell it can really work. I think what’s undervalued is that you get new folks telling your story in new and compelling ways. It can even shift how you think about the selling the product your self.
great post! thanks !
I agree with you very much – I love the idea of bringing in bloggers as compelling and branded story tellers for content production. Great point, Julie!