There has been some discussion in our office lately around the changing behaviours of bloggers and how they are choosing to work with brands.
We went to a great Mumbrella360 panel session, The Truth about Bloggers, which supported our theories.
The reality is blogging has changed. What started off as a hobby or sideline for many amateur writers has turned into a financially viable full time job, with the use of sponsored posts, brand ambassadorships, giveaways and contra deals. This is especially true of the so-called “mummy bloggers”.
So should marketers get used to the idea of paying a blogger for their endorsement? Short answer is yes, but be warned, it’s not as straight forward as buying ad space. Bloggers are fiercely protective of their audience and just because there is potential to sponsor content, doesn’t mean that a blogger will agree that the content is right for his or her site.
Our branded content suggestions need to stand out, they need to be highly targeted and personalised to each blog, it needs to capture the imagination of the blogger’s audience and finally, brands should consider a specific budget for this activity.