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Why brands need bloggers… (and how to flutter your eyelashes at them)

Cool Content 22 March 2013

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Introducing Zone Zone is a digital agency with a unique content heritage

Our team of 125 includes planners, creatives, developers, account managers – and journalists

Our editorial expertise makes us uniquely well placed to help brands connect with audiences in an always-on digital world

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Today

5 1 2 3 4 Why brands

need bloggers Do bloggers need brands?

How to attract brands

Retaining credibility

Key learnings

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Why brands need bloggers

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Marketing used to be a doddle • Brands static • All touchpoints controlled by brand manager • Purchase media • Interrupt consumers

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Marketing used to be a doddle

BUY  THIS  YOU  IDIOTS!  

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But in the digital world… • Brands are alive • Distribution is open to everyone • Touchpoints out of brand manager’s control • Conversations happen 24/7 • A small number of people can make a vast amount of noise about a brand

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The role of content • Content can fuel these conversations by giving people something of value • Brands need to move from telling one big story a year to continual engagement

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“If we as businesses deliver consistent, ongoing valuable information, customers ultimately reward us with their business and loyalty.

Content Marketing Institute ”

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“Yeah I get it, but what do we actually talk about?”

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Brand has credibility  

Customer interest  

Dishwasher tablets  

Cleaning  

Horoscopes

Children’s parties  Recipes  

Celebrity gossip  Football  

Fashion  

Dishwashers  

Cars  

Technology  

Entertaining for friends  

Customer disinterest  

Brand has no credibility  

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Brand has credibility  

Customer interest  

Dishwasher tablets  

Cleaning  

Horoscopes

Children’s parties  Recipes  

Celebrity gossip  Football  

Fashion  

Dishwashers  

Cars  

Technology  

Entertaining for friends  

Customer disinterest  

Brand has no credibility  

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Bloggers can help you create credible content about the things your

customers are interested in

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OMG! Glitzo Dishwasher Tablets have just

published a chicken pie recipe – about time!

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OMG! Glitzo Dishwasher Tablets have just

published a chicken pie recipe – about time!

OMG! My favourite blogger Mitzi Cupcake has just published a

new chicken pie recipe on behalf of Glitzo Dishwasher Tablets. I’ll

make the recipe and buy the tablets!

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Bloggers can help build trust in your brand

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The power of influence

Opal Fruits are crap!

If you say so

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The power of influence

6% of online adults

80% of impressions

about an issue

Source: Forrester Online Survey, 2010. Base: All US Online Adults

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Bloggers are highly influential • 81% of people online trust the information and advice they get from bloggers • 61% of people online have made a purchase based on a recommendation from bloggers • 41% of people say blogs are better than Facebook to find out about new products

Source: Technorati Digital Influence Report 2013

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Bloggers can help build your digital reach

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Bloggers are digital experts

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Why brands need bloggers 1.  To build credibility around a subject matter

2.  To create content 3.  To increase the brand’s digital reach

4.  To build trust in the brand

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Why brands need bloggers 1.  To build credibility around a subject matter

2.  To create content 3.  To increase the brand’s digital reach

4.  To build trust in the brand

People buy stuff

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Do bloggers need brands?

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But bloggers do need…

Yeah I know

Wow, you’re amazing!

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1. Content opportunties

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2. Amplification

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3. Social currency

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4. Networking

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5. Money

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“I’m sold! How can I attract brands to my blog?”

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What brands look for • Reach • Engagement • Influence • Brand fit

• Expertise • Credibility • Talent • Professionalism

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Four top tips

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1. Stand for something • What’s your USP? • What makes you different? • Be consistent • Be authentic • Make all this explicit on your About page

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2. Know what you want from brands • Which brands do you want to work with? • Engage with them on social media • Write a checklist of what you want (e.g. advertising, content opportunities etc) • Contact pro-actively

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3. Be professional • Invest in design, functionality and domain name • Post regularly • Spell properly! • Make sure you’re contactable • Track performance

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4. Be social • It’s not just about your blog • Brands care about your influence • Demonstrate how influential you are • Build your own network through social

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“But aren’t I selling my soul to the devil?”

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“People will notice if you’re being true to yourself Laura Ellner, On The Racks

”

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Ask yourself… • Is the content I’m creating with a brand of value to my audience? • Does it fit in with what my blog stands for? • Is the content consistent? • Am I writing about it honestly? • Am I being transparent?

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Some examples

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Prostate Cancer UK • How do you get men to recognise the symptoms of prostate cancer before it’s too late? • Subject matter = football • Credibility and reach through 72 club bloggers • Bring the prostate cancer message to the fore

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Prostate Cancer UK • Week 1: 167% increase in visitors to website • 90% new visitors • 2.4 million people reached through Twitter • Year-on-year traffic up 70%

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Prostate Cancer UK • 1076% increase in request for publications • 254% increase in traffic to information pages • 625% increase in donations

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But it’s not easy…

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Brands & bloggers: a value exchange

Blogger Mitzi Cupcake

has helped us build a relationship with food-loving mums

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Brands & bloggers: a value exchange

Blogger Mitzi Cupcake

has helped us build a relationship with food-loving mums

Glitzo gave me the chance to interview Nigella Lawson – my most

successful post ever!

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Brands & bloggers: a value exchange

Blogger Mitzi Cupcake

has helped us build a relationship with food-loving mums

… oh, and they paid off my mortgage

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Brands & bloggers: a value exchange

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Thank you

@thisiszone @matt__simpson @west_stand_O