Those that have made a name for themselves in the blogosphere can be incredibly interesting and valuable contacts for businesses and brands. But why should companies rely on private writers when they have more-than-capable staff in their editorial department?
The reason is simple: successful bloggers possess something that corporate company blogs often lack: authenticity and reach.
Authenticity: bloggers are mostly all for authentic, credible, and transparent reporting. Readers trust this type of content more than other marketing and advertising measures. If a blogger writes about a product, their opinion is sincere, whereas if a corporate blog writes about one, it’s usually quite obvious that it’s for self-promotion.
Reach: well-known and successful bloggers are mainly characterized by a loyal readership and their corresponding reach. A company can use this for their own gain, as well as the successful social media presence that bloggers have built up. Bloggers are also usually well connected and are sometimes even quoted in the media, so their reach is continuously expanding.
Blogs are an ideal marketing tool thanks to their reputation, authenticity, and reach on specific topics. Blogger relations help businesses in more ways than one: in addition to linking the brand with their own social media and content publications, companies can gain valuable access to the blogger's readership.