A few months ago I wrote up how to find and start relationships with bloggers. This post is about how to manage that relationship. I am on both sides of the blogging world. I have been blogging for over 10 years and have been on both sides of the the relationship. I have worked with companies who are amazing to work with and others who its just a chore! The same goes for bloggers. You have those that are amazing and those who are difficult. But there are things you can do to make it easier to work with bloggers.
Keep up with a Blog
Nothing makes me happier than having someone I work with email me and congratulates me on milestones on a blog. Or they could compliment on a piece of content we wrote. It shows they are keeping up with the blog and they know what we are doing. It just shows you care and not a one way street to promote your company. I will gladly work and do things I wouldn’t normally do for these kinds of people.
Make Things Easy for the Blogger
Nothing makes it harder for a blogger to do a post/promote your content when they don’t have everything. Meaning if you can’t get the information on the product, pictures or release schedules. I love it when brands create a folder in drop box with all the information I need for a post. Pictures are usually the most important part. You will have bloggers who will go out and find the pictures (usually from your website). Other’s won’t do anything to find pics. Lastly, you have bloggers who won’t get pictures because they don’t want to chance a DMCA violation.
My suggestion is create a drop box or google drive folder with everything a blogger would need. This includes pictures, press release, videos, product info and more.
Be Available When A Blogger Contacts
If a blogger contacts, you about doing a post. Be available to send them information. There are times when the product may not be out when you are contacted. Let them know the release date and you will follow up closer to the date. Don’t just ignore them or their request. It will make them less likely to work with you in the future.
Be Proactive with Bloggers
Planning is key! You know when products/service are going to be released. Include it on your marketing calendar to contact bloggers a head of schedule. Create a list of bloggers you want to post about your company and email them out a week in advance. Its best to put a publication date you would like the information released. You may put a “Not before” date so it gives them some flexibility in scheduling posts. My suggestion is to create an email list that you can easily send out info to all the bloggers at once. Include the link to all assets they would need for the post. Lastly, be available for questions and follow up!
These are just a few ways to keep your relationship with bloggers going.