Should brands pay bloggers for posts?

The simple answer is, ‘It depends on the circumstances.’ Here’s a guide to where you should draw your line in the sand.

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Blogs have grown to become a major marketing and PR channel. Some blogs are highly influential, with readerships that rival those of major media outlets. Many bloggers have attracted enormous social media followings and their posts can hold substantial sway.

PR and marketing pros are reaching out to bloggers as a new channel for publicity and advertising. To many brands, the rules of engagement with bloggers, the expectations of bloggers, and the roles of paid and unpaid media placements in blogs are unclear.

A new study by Yomego reveals some helpful insights into bloggers and their relationships with brands and their agencies.

Out of 250 bloggers and publishers in 86 categories who were polled, 46 percent enjoy being approached by brands, 21 percent don’t mind and 26 percent don’t mind it “from time to time.” Only 7 percent don’t like or hate it.

Show them the money?

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