How to get brands knocking on your blog door: Problogger Training Event 2012

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If you're a blogger wanting to make an income from your blog - one way is by working with brands in a sponsorship capacity. Advice from Problogger Training Event 2012. Full audio available here:

Transcript of How to get brands knocking on your blog door: Problogger Training Event 2012

  • 1. How to get brandsknocking on your blogdoor and paying for the privilege to come inside

2. The panelModerator:Nikki Parkinson | Styling You | @stylingyouPanelists:Lorraine Murphy | The Remarkables Group |@theremarksgroupEden Riley |Edenland | @edenlandMrs Woog | Woogsworld | @woogsworld 3. Value your blog Every blog has a value. Your blog is your real estate andyour readers help set yourmarket value. Rates are based on readershipstatistics and your blogsdemographics. Google Analytics is the universalstat counter that brands usewhen looking at the digitalspace.Buy here 4. The stats that count 5. Options for paid brand workNikki Parkinson was engagedas Big Ws talent for advertorials on TheMorning Show and The Circle, February 2012 6. PR PR agencies are contracted bybrands to garner FREE editorialcoverage. They will send press releasesand/or product or provideexperiences and giveawayswhich you may or may notchoose to write about. They are unlikely to have abudget to share with you inregards to sponsored posts. PR agencies can be the conduitto working with their client. If a PR representative is basedin-house at the brand they mayhave more scope to source a PR organised experience: Eden visits West Africa fobudget for sponsorship. 7. Marketing/Agencies Most large brands outsource their digital marketing budgetto a media agency. Bloggers are starting to get a slice of that digital marketingbudget. You may also work direct with the marketing team within acompany. 8. How to get your blog noticed Talk and get to know brands and PRs via their social medianetworks. Attend events hosted by brands or consultants who arepaid to bring bloggers together for an event. Attend blogging conferences and meet-ups. Monitor Source Bottle, an online site that connectsjournalists with credible sources for their stories. Coveragein mainstream media does get you noticed. Enter credible industry-based blog competitions. 9. Pitch your blog Pitch your blog direct to a brand or brands that you love. Approach as you would a job application. Get on the phone and find the person who you need toemail your media kit and intro letter to. Keep it short and sweet. Say upfront who you are and what youre looking for. 10. Which brands to work with? YOUR brand and your readership (your value) depends onthe brands you associate with. Is it a brand you already know, love and buy or a productyou can relate to? Is it a brand your readers already know, love and buy? Can you tell a story about the brand or product?Nikki Parkinson: official blogger for Maybelline atMBFWA 12. Photo: Business Chic 11. Your media kit The key blog business tool is your media kit. A good media kit is short and succinct. Get your point of difference across on the front page. Know your reader demographic (survey or FacebookInsights) Include up-to-date stats across your blog and major socialmedia networks. Dont be misleading about your stats. Include prices for sponsored posts and any banneradvertising you might offer. Include ways that brands can be involved in giveaways andother editorial (free) opportunities. Include your contact details. 12. How to get paid If you want your blog to be a business, treat it as one. Get advice from an accountant. Register your blogs name as your business name. There isa new National Business Names Registration System. Get an ABN: this can be done online via the ATO. Makesure your entity name matches your registered businessname as some large companys accounting systems willnot pay you if these dont match. Consider using cloud-based accounting software such asFreshbooks, Xero or MYOB Live Accounts. Otherwise createan invoicing system using excel or word. Keep ALL expense receipts. Register for GST and charge it on your invoices - whenyou know your turnover is going to exceed $75,000 a year. Outsource if words are more your thing! 13. What can you expect to get paid? Nicole Avery will talk more aboutwhat rates are being charged andpaid for in regards to sponsoredposts in Australia in the nextsession Bloggers can be paid on a scaleranging from $200 for an emailnewsletter inclusion through to$15,000 for a print advertisingcampaign. Readership numbers areimportant but marketers alsowant to know whos behind theeyeballs. 14. 6 key points1. Value what your blog and your blogs readership offer a brand.2. Have the professional tools in place to be a business.3. Know the difference between PR and marketing.4. Build your blogs profile outside of your blog.5. Choose to work with the brands that are a right fit for you and your readers.6. Have fun.These slides and notes will be available on Slideshare and via tomorrows blogging post on Styling You.