how to make your blog attractive to brands

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How to make your blog attractive to brands Blog On Conference 1 st May 2016 Sophie Bratt Campaigns and Social Executive, Click Consult www.click.co.uk [email protected]

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Page 1: How to make your blog attractive to brands

How to make your blog

attractive to brands

Blog On Conference

1st May 2016

Sophie Bratt – Campaigns and Social Executive, Click Consult

www.click.co.uk

[email protected]

Page 2: How to make your blog attractive to brands

So, who am I?

Blogger at sophiesscran.com

and Campaigns & Social Executive Click Consult – a leading Organic Search Agency (SEO)

@sophiesscran on Twitter & Instagram

www.click.co.uk

[email protected]

Page 3: How to make your blog attractive to brands

And what do I do?

As a campaigns and social exec at Click, I plan, create and

execute link-building campaigns, collaborating with bloggers

and brands such as…

www.click.co.uk

[email protected]

Page 4: How to make your blog attractive to brands

What is a “campaign”?

In my world, SEO, a campaign aims to:

Build links and give client’s a boost in their search engine

rankings

The process (in a nutshell):

– Start with client objectives

– Come up with some ideas and a concept

– Create the relevant assets (eBook, visuals, fact sheets)

– Reach out to relevant bloggers

– Build links

www.click.co.uk

[email protected]

Page 5: How to make your blog attractive to brands

Why do brands want to work with

bloggers?

- They want to gain online exposure for their brand

- They want to build links

- They want to spread brand awareness

- They want to team up with people who endorse them

www.click.co.uk

[email protected]

Page 6: How to make your blog attractive to brands

Why do bloggers want to work

with brands/agencies?

- To endorse their favourite brands

- For some fresh, shareable content for their readers

- To get involved in fun, relevant campaigns

- To gain exposure

- To build relationships (long term)

www.click.co.uk

[email protected]

Page 7: How to make your blog attractive to brands

Consider who is contacting youDifferent pitches will land in your inbox

Depending on where they’re from, they will have different goals and

objectives

For instance, you might be contacted by:

www.click.co.uk

[email protected]

Page 8: How to make your blog attractive to brands

PR’s goals, on behalf of a brand

Wanting to gain exposure for their brand/product

Not precious about specific links (no-follow vs. do-follow)

They will offer things like product/restaurant reviews, freebies, events,

giveaways, AKA blogger gifting

www.click.co.uk

[email protected]

Page 9: How to make your blog attractive to brands

Follow vs. No Follow Links

- When you link to another site from your own, you are passing ‘authority’

- You are signalling to Google that the site you’re linking to is worthwhile

- Linking to good quality sites is good for your own site i.e. linking to The

Guardian, Oxfam the NHS website

- No-follow links are when you add rel=“no follow” to the <a> tag in your site’s

code

- This tells Google NOT to pass authority to the site

- You should do this when you’ve been given payment or a freebie i.e. blogger

gifting

www.click.co.uk

[email protected]

Page 10: How to make your blog attractive to brands

SEO’s goals, on behalf of a brand

Wanting to build good quality, relevant do-follow links to the brand’s homepage

or relevant sub-page

Wanting to earn brand exposure that doesn’t directly “sell” the product

The most important factor is relevance to the campaign

www.click.co.uk

[email protected]

Page 11: How to make your blog attractive to brands

What is DA?

- Score of 1-100 that predicts how well a website will rank

on search engines

- A metric developed by Moz, who are independent of

Google

- The most common metric used by SEOs

- Looks at your sites link profile- i.e. who is linking to your domain, are they good quality links? Are they relevant?

- Best to have your own domain and not .wordpress.com

or .blogspot.com

www.click.co.uk

[email protected]

Page 12: How to make your blog attractive to brands

How do I check my…

Domain Authority?

Here: moz.com/researchtools/ose/

Trust Flow?

Here: majestic.com

www.click.co.uk

[email protected]

Page 13: How to make your blog attractive to brands

A brand’s goals, if they contact you direct

• A mixture of PR goals and SEO

goals

• Very likely to have a PR

person/team in-house

• Likely to also have an SEO

person/small team in-house

• Looking for brand endorsement /

ambassadors

• Wanting to tap into your

audience

• Example: Manchester health

food blogger spamellab.com

(@SpamellaB)

www.click.co.uk

[email protected]

Page 14: How to make your blog attractive to brands

Is the approach email collaborative?

Is the campaign right for me, and most

importantly my readers?

Key questions to ask yourself, if you want to work with brands

www.click.co.uk

[email protected]

Page 15: How to make your blog attractive to brands

Is this a chance to work with an industry influencer?

Assess the wider opportunity value

www.click.co.uk

[email protected]

Page 16: How to make your blog attractive to brands

Working with Industry InfluencersComing soon…

Blogger competition,

Oxfam link back to the

winning bloggers. In

another Oxfam campaign

they followed them all on

Twitter.

Two-way brand endorsement… They endorse you and your

blog as well as you endorsing them.

www.click.co.uk

[email protected]

Page 17: How to make your blog attractive to brands

Will I gain some good exposure (social media or other)?

Assess the wider opportunity value

www.click.co.uk

[email protected]

Page 18: How to make your blog attractive to brands

Gain Social Media Exposure

www.click.co.uk

[email protected]

Page 19: How to make your blog attractive to brands

Deliver Something AwesomePolly from thisenchantedpixie.org’s contribution to the Bedtime Stories eBook

for Adjustable Beds. http://adjustablebeds.co.uk/top-childrens-bedtime-

stories/

www.click.co.uk

[email protected]

Page 20: How to make your blog attractive to brands

Deliver Something Awesome

Chance to be involved in

something relevant,

bespoke and beautiful

This Infographic for a

“Holiday Essentials”

campaign for

www.click.co.uk

[email protected]

Page 21: How to make your blog attractive to brands

Avoiding potential pitfalls

- Try not to be tempted by every opportunity

- Look out for relevant, collaborative projects

- Remember, if you’re contacted by a good SEO it is part of

a wider strategy for the brand

- Never sell links on your site. However, if you’re writing

your own content, ask for compensation for your time and

admin costs

- Don’t go link crazy… One link to the home page or

relevant page is enough

www.click.co.uk

[email protected]

Page 22: How to make your blog attractive to brands

Recap: how to make your blog

attractive to brands

Keep doing what you’re doing… blog, blog, blog

Make sure you have some posts with no links, such as unlinked brand mentions

Build relevant, trustworthy links and practice good SEO on your blog

Produce unique content

Use a tone and style that matches desired brands

Interact on social media

Consider do-follow links where possible, when right for your blog and readers

www.click.co.uk

[email protected]

Page 23: How to make your blog attractive to brands

Thank You

Questions?

[email protected]

www.click.co.uk

[email protected]