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I put together a case study and exploration of blogger outreach for a webinar I put on for a company yesterday and I thought I would share it here. I might go from calling it Long Tail Blogger Outreach to Deep Blogger Outreach or Deep Content Marketing. Anyway, it was meant to be spoken through so I will do that as well but for now check it out and let me know what you think
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Long Tail Blogger Outreach Webinar Brand + Digital
• Blogger outreach tends to focus on only identifying and engaging top-25 influential bloggers• Out of those 25, maybe 3 will cover your story over the course of a campaign• We collect every blogger who has ever had a thematic interest in our customers• We collect them all – all of them – into a "universe" – a list• We reach out to each and every one of them – no fewer than 2,000 but often 5,000 – via email• But then that’s where the work starts 9 Brand + Digital
• The initial blast is akin to speed-dating• Most good pitches don’t require a personal relationship• Success depends on five things:1. Freshness & quality of the list collected2. Generosity of the “gift” being offered in the pitch3. The ability of the email to reach the inbox4. The charm & responsiveness of the responders5. Following up twice after the initial email outreach 10 Brand + Digital
Internet rule #34 - If it exists there IS porn of it 21 Brand + Digital
