3 tips for tapping into the power of blogs

Brand managers can reach wider audiences by pitching to or partnering with top bloggers. Here are three tactics for expanding your influencer program.

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Many consumers now trust bloggers more than mainstream journalists, according to a recent Affilinet Trust Index.

That’s why blog networks such as BlogHer drive thousands—if not millions—of consumers to the products, services and issues they cover.

Breaking in can be difficult. Here are three guidelines to help you pitch or partner your way to success with bloggers:

1. Send original images, not stock photos. Bloggers frown on stock photos.

“We usually take our own photos when reviewing products,” says MomStart blogger Beeb Ashcroft. “Exceptions are recipe photos and movie trailer stills. We’re open to those, because we can’t easily shoot them ourselves.”

When you do send photos, don’t violate image copyright law. “I get a lot of PR reps who take stock photos straight from a Google search and then send them to me to republish as my own,” Ashcroft says.

Attachments are fine when sending photos, but most bloggers prefer links. “Just make it easy to download,” she says. “Your pitch will go to the bottom of the pile if it’s complicated.”

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