Working with Bloggers – Defining Goals

Step one of working with content creators (bloggers, podcasters, photographers, videographers, etc) is to decide what you are trying to accomplish.

In this video Chris Christensen from BloggerBridge.com talks about different factors you should consider before looking for content creators to work with.

I’m Chris Christensen from BloggerBridge.com and today we’re talking about working with bloggers. One thing that you need to decide before you engage a content creator, a blogger, a videographer, a photographer, a podcaster, or whatever kind of content you’re looking to create is why? What are the goals of whatever you’re doing because not all content creators are created equal. You might think you just need to find the best content creator out there or that you need to find the one who has been doing it the longest, but that might not be the best match depending on which project you’re looking at. Let me give you two examples.

Let’s say that you want to get the word out about a particular destination, but let’s say there are two different strategies there. One is you have content that you’re going to be putting on your own blog and the other is you’re looking for content to go up on other people’s blogs. If you’re looking for content for your own blog, then it does not matter whether the person that you are engaging has their own audience. If you’re supplying the audience, you’re just looking for the quality of the content.

If you’re looking for it to go on somebody else’s blog, then the audience that your blogger has, the audience that your influencer or content producer has is going to be significant because the bigger the audience, the more visibility that they can bring to the project.

So not all bloggers are created equal. Bloggers who have a bigger audience probably have dealt with PR more and maybe more professional, but on the other hand they maybe a little more expensive to engage or they maybe a whole lot more busy, so just something to think about as you engage with bloggers.