What is blogger outreach?

Blogs were found to be the third-most influential digital resource (31%) when making overall purchases, only behind retail sites(56%) and brand sites(34%). In fact, blogs were found to be the fifth-most trustworthy source overall for information on the internet.

Technorati Media & Digital Influence Report

Blogger outreach, also known as blogger relations, is quite simply businesses working with bloggers to create genuine, authentic content to promote a product, brand or service. By reaching out to bloggers already talking to your community, your business benefits from their trust and influence.

Why use a blogger outreach service?

Identifying suitable blogs, contacting owners, pricing a campaign, developing a campaign strategy then analysing results takes time. A lot of time. It can also cost you a lot of money, with no return on that investment. By using a professional blogger outreach service, you’ll have a campaign strategist working with you to select the ideal influencers, manage the campaign and deliver the results.

What can they do for your business?

There are dozens of ways to partner with bloggers to reach your goals. Your outreach strategist will take your goals and generate a creative and engaging execution. The possibilities are only limited by your imagination!

Brand Ambassadors

Brand Ambassador

The most effective blogger outreach campaigns are about a symbiotic partnership between brand and blog. Long term brand ambassador relationships are about having an influential voice, speak passionately about your brand.

Above The Line Digital PR Campaigns

Bloggers in Sydney


Get EVERYONE talking about your product launch or event. By identifying the right influencers, your ideal audience won’t just hear your big news, they’ll hear it from multiple sources. It’ll be discussed everywhere they turn online. They’ll perceive your new product as the next big, must-have thing. These campaigns are the perfect digital echo of your broadcast and print campaigns, only, with better measurement!

Below The Line Digital PR Campaigns

Below The  Line Blogger Outreach

For midsized brands, a “Below The Line” approach where hand-picked influencers engage with a laser targeted, loyal audience. By identifying the ideal customer, the ideal message and creating on-point chatter, your brand will be positioned as the only choice for the “tribe”.

Blogger Outreach Services

• Sponsored posts
• Product reviews
• Sampling campaigns
• In person events
• Online promotions/giveaways
• Co-branded projects
• Blogger events
• Product placement/ content development
• Ambassadorships
• Podcast and blog sponsorships

The end goal is to uncover bloggers of influence who are a good match for your business and get them talking about you.

Why bloggers?

Tight knit blogging community

Why bloggers? Bloggers don’t just write on the internet, they form vibrant communities through the telling of honest, authentic and often quite personal stories. This leads to trust; which the Social Media Examiner has artfully called “the digital currency of influence“. Trust drives action and this is what makes bloggers so powerful.

The difficult truth about blogger outreach in Australia

The difficult truth is that there are good and bad ways to work with bloggers. In fact, Brand Meets Blog was started because when brands in Australia began working with bloggers they were doing it in such a way that no-one was really ‘winning’. Instead of getting amazing coverage, and bloggers creating powerful content for their audiences, brands were missing the “blog-ability equation” in their pitches.

What is bad blogger outreach?


I love your blog Reasons I Hate Cats.  We have some amazing cat toys we think you’d love.  We will send you a pack (Valued at $4.95) if you will do a photo shoot of your cat playing with the toys (copyright to us), write a minimum of 500 words with two followed links and share across all your social media.  If we’re happy with your work, we’ll send you more cat toys to review.

A few tips…

  • Just because a blog ranks for a keyword you’re targeting, doesn’t mean it’s a good fit for your product.
  • If you’re offering only products, they should be valuable to the blogger – don’t expect $2000 worth of work for $4.95
  • Don’t assume you own any of the blogger’s IP.
  • Followed links are a blogger’s choice, not yours!
  • Generally, blogger will share their content to their social networks, but their media kit will have more detailed information
  • The decision to work further is up to both of you, you are not the blogger’s boss!

Some other typical faux pas to avoid:

  •  Send an email and use the wrong name for the blogger
  • Send out a mass press release and expect bloggers to create something amazing, or even create anything at all, from it.
  •  Invite bloggers to your event without considering what, how and why they will share your content
  • Email bloggers you consider to be “the best” rather than looking at their style, your brand and whether they really work together

How to nail blogger outreach and get amazing results

  • Consider bloggers as you would customers, not journalists. Think of them as people you want to win over with your amazing service and relationship skills.
  • Understand that this is a symbiotic relationship, you are not “doing bloggers a favour” – if it was a favour they’d be doing outreach to you
  • Think about the external pressures in their life that might impact their ability to get involved or attend your activity – thinks like kids, work etc…
  • Get to know what they do, before you ask them to do anything! Read their blogs. Check out their socials.
  • Think about how you can help them as much as how they can help you.

Online Influencers are the future of marketing – don’t mess it up!

Blogging communities are vibrant, dynamic and highly relational. Bloggers love to be creative. They love a creative challenge. The most effective campaigns are fun and original. Think relationally and then just start a conversation. Getting started with a blogger outreach service will fill you with inspiration and excitement about all the good things that could be – we look forward to feeling the buzz too!