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

How to get brands knocking on your blog

door… and paying for the privilege to come inside

Value your blogValue your blog

Every blog has a value. Your blog is your real estate and

your readers help set your market value.

Rates are based on readership statistics and your blog’s demographics.

Google Analytics is the universal stat counter that brands use when looking at the digital space.

Buy here


The stats that countThe stats that count


Options for paid brand workOptions for paid brand work

Nikki Parkinson was engaged as Big W’s talent for advertorials on The Morning Show and The Circle, February 2012


PRPR PR agencies are contracted by

brands to garner FREE editorial coverage.

They will send press releases and/or product or provide “experiences” and giveaways which you may or may not choose to write about.

They are unlikely to have a budget to share with you in regards to sponsored posts.

PR agencies can be the conduit to working with their client.

If a PR representative is based in-house at the brand they may have more scope to source a budget for sponsorship.

PR organised experience: Eden visits West Africa for World Vision Australia


Marketing/AgenciesMarketing/Agencies

Most large brands outsource their digital marketing budget to a media agency.

Bloggers are starting to get a slice of that digital marketing budget.

You may also work direct with the marketing team within a company.


How to get your blog noticedHow to get your blog noticed Talk and get to know brands and PRs via their social media

networks. Attend events hosted by brands or consultants who are

paid to bring bloggers together for an event. Attend blogging conferences and meet-ups. Monitor Source Bottle, an online site that connects

journalists with credible sources for their stories. Coverage in mainstream media does get you noticed.

Enter credible industry-based blog competitions.


Pitch your blogPitch 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 to

email your media kit and intro letter to. Keep it short and sweet. Say upfront who you are and what you’re looking for.


Which brands to work with?Which brands to work with? YOUR brand and your readership (your value) depends on

the brands you associate with. Is it a brand you already know, love and buy or a product

you 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 at MBFWA ’12. Photo: Business Chic


Your media kitYour 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 Facebook

Insights) Include up-to-date stats across your blog and major social

media networks. Don’t be misleading about your stats. Include prices for sponsored posts and any banner

advertising you might offer. Include ways that brands can be involved in giveaways and

other editorial (free) opportunities. Include your contact details.


How to get paidHow to get paid If you want your blog to be a business, treat it as one. Get advice from an accountant. Register your blog’s name as your business name. There is

a new National Business Names Registration System. Get an ABN: this can be done online via the ATO. Make sure

your “entity name” matches your registered business name as some large company’s accounting systems will not pay you if these don’t match.

Consider using cloud-based accounting software such as Freshbooks, Xero or MYOB Live Accounts. Otherwise create an invoicing system using excel or word.

Keep ALL expense receipts. Register for GST – and charge it on your invoices - when

you know your turnover is going to exceed $75,000 a year. Outsource if words are more your thing!


What can you expect to get paid?What can you expect to get paid?

Nicole Avery will talk more about what rates are being charged and paid for in regards to sponsored posts in Australia in the next session

Bloggers can be paid on a scale ranging from $200 for an email newsletter inclusion through to $15,000 for a print advertising campaign.

Readership numbers are important but marketers also want to know who’s behind the “eyeballs”.


6 key points6 key points

1. Value what your blog and your blog’s 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 blog’s 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 tomorrow’s blogging post on Styling You.
