Why you should pitch to low-traffic bloggers too
Posted on November 23, 2007
Filed Under Blogging for Business, E-Marketing & E-PR |
Blogs in many countries like India, even the real high quality ones, do not generate the kind of traffic one sees in the west; nor do they get as many links and comments as they may deserve. (The reasons are a different subject altogether) Result: They stay low on the radars of PR professionals who would rather go for a clip in a print publication (even if it is one with even lower readership than many blogs).
But there are some reasons why a smart PR professional should pitch to a quality blogger. Here are ten:
- Influencers to a niche audience: Low readership may not mean low relevancy. Many of the blogs are being read by people who may matter to the company/brand. These could be key customers, investors, prospective partners, other influencers and even competition.
- Pitch to traditional media, indirectly: If the blogger covers a certain sector/s you can be sure journalists covering these beats may be reading this blog. And getting ideas for their own stories. Who do you think they will call? Your client, right? Get the drift?
- When traditional media does not cover you, have something to show even if it’s a blog post. Beats a blank in your portfolio. You can always convince your client why this matters too (this post you are reading should give you ideas on what to tell your client)
- Bloggers also write for mainstream media: More and more of traditional media are calling upon bloggers to write for them, even if it’s an occasional piece. You don’t think they will use some of the material from their own blogs, do you? And imagine if they have no idea what your client does? (Because of this blog, and because of this I write for The Hindustan Times, Mint, Outlook Business, Rediff.com, Business Standard’s Indian Management and other leading Indian media. And often use what I have covered on my blog where relevant)
- Reach out to the blogger’s friends in the blogosphere: Bloggers generally maintain close relationships with other like bloggers and pass on ideas and information to one another – your pitch to one blogger may reach out to another 20, giving you a high net cumulative coverage.
- Heard of ‘viral’ and ‘word of mouth’? That’s the beauty of an online post – it can get passed around creating a kind of a viral effect. Unfortunately there is no way to measure it – but it is that invisible force print cannot create!!
- Get found on the net: A newspaper goes to waste at the end of the day, but a blog post stays afloat in cyberspace forever!! And is searchable by anyone who is looking for information on your client – even when you may no longer be handling this client.
- A sounding board: Treat bloggers as a focus group – and capture the buzz in the marketplace. And join in the conversations.
- You don’t want competition to develop a better relationship: Ok, ignore the bloggers. And wake up one day to find your client’s competitor having a field day and enjoying all the benefits listed above. Dress well on this day – you will be due for a pink slip.
- Bet on tomorrow: Why is Times of India so big? Because they bet on a relatively new business concept 169 years ago. Ok, we don’t think such timelines in this day and age but you get the point, don’t you? Just a matter of time before blogs go mainstream – and you don’t want to be caught with your pants in the wrong position!!
Still need convincing?
Comments
11 Responses to “Why you should pitch to low-traffic bloggers too”
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This is amazing - no scepticism here. I totally believe this to be true.
This is insightful - but will the PR industry adopt it fast enough? It would be very interesting to track it.
We have this issue all over the world - people read, they like but do not comment. And then advertisers and PR think no point pitching to this blogger. They should read this post.
Let’s get real guys - its a cut throat world out there. You got to be big or at least look big to get anyone’s attention. This is how the wolrd operates
Its a smart PR who will invest inthe future - and get the blogger worm when it is ripe!!
I think PR people should print and paste this on their desks - I will certainly do so at my desk!!
Indeed the article is quite insightful and meaningful. Being a PR Professional; I understand how blogs can do wonders but the only constrain faced by us; is that the coverage on blog does not holds a monetary value which is indispensable for any PR firm. Also, the mindset of the people (clients) needs to evole, from newspapers to blogs.
You are spot on!!! but the point is where do u begin the task?? For print and broadcast you need to track regularly for relevant jorunos, how does it work for blogs? How do you souce the right blogs and bloggers from the vast sea of links? if you could put up an article on key steps to blogging for PR professionals, guess it should help the industry!!!!
Great timely article Ajay.
It is so true about what you wrote. No comments or low comments should not be viewed as lack of readership or influence. It is amazing how many people are silent consumers of content, and simply don’t find the time to comment. Interestingly, these same folks will give you feedback when you meet them in-person. Is there a way to measure that?
kamla bhatt
The mindset of the clients has already evolved from newspapers to blogs on a large scale; however, this is not the case in India and other developing countries – but being on Internet, a blog is actually catering to a global audience. With ‘Small’ being the new ‘Big’, every blog with a ‘focus and soul’ counts and is certainly read – traffic in such cases hardly matter as it automatically attracts like minded bloggers in the niche and also PR professionals of the new media. For a PR firm, monetary value associated with the blog do counts, however, the fixed audience that any good blog attracts should not be neglected – doesn’t matter even if it’s low.
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