Working with Bloggers – During the Press Trip

In this video Chris Christensen from BloggerBridge.com talks about assembling a team of content creators for a press trip. How to set expectations and what the advantages are of a diverse set of content creators.

I’m Chris Christensen from BloggerBridge, and we’re talking about working with bloggers. And today, we’re going to talk about Press trips but specifically what to do on the Press trip.

Three different recommendations for you; I mentioned a Press trip that I did with Maui years back — this was in 2010. One of the things that they did very well on that Press trip is they tailored it to different people. This was a combined Press trip with both new media content creators as well as traditional media. And some of the content creators — for instance, one was a radio personality from Los Angeles, who had a beach. He had a beach nearby, so he said, “I’m going to Hawaii but I don’t care about a beach.” But he did a food show, and so what he said is, “I want to see where the food is grown. I want to see what’s going on in the food industry in Hawaii, on Maui in particular.”

On the other hand, I’m someone who loves a good beach, and I would get up on Wednesday morning. And my itinerary said, “Go explore the beach.” I had a rental car. I had no particular restrictions other than at 5:00 I needed to be at this place for a group dinner.” And so, I went to beaches. I went out and wrote about what it’s like to have street food near the beaches, and what it’s like to body surf. I even shot some underwater video there, as well as photography. I went and swam in lava tubes over by the Road to Hana, and documented that part of the experience; very different trips. The same goal, creating content that let people know that Hawaii, particularly Maui, was a great destination.

So, that’s one is; think about customizing it. Rule number two is, think about the schedule. Make sure there’s room in the schedule for content creators like bloggers. They may need some time to actually write. They may have a job when they get home. They may not be doing this full time, or they may be going on to their next Press trip if they are somebody who does this full time. So, don’t pack the schedule so full that they can’t actually get any content out while they’re there. Give them some down time.

And the third thing to think about is connectivity. The very first Press trip I did was to a resort in Mexico, and the first thing they did when we got there was, they handed us a wireless WiFi router. And so, as we were going out through this trip, we were Twittering, we were setting up Instagram everywhere we went, because we were constantly able to connect and produce content right there on the fly. So, that’s a third thing to think about when you’re working with bloggers.

Working with Bloggers – Before the Press Trip

In this video Chris Christensen from BloggerBridge.com talks about assembling a team of content creators for a press trip. How to set expectations and what the advantages are of a diverse set of content creators.

I’m Chris Christensen from BloggerBridge, and we’re talking about engaging content creators or bloggers. Today, we’re going to talk about the Press trip, and specifically what to do before the Press trip.

Again, as we’ve talked about in the past, the first thing you need to understand is what the goals are of your particular campaign, and that will help you determine what kind of person or what kind of team you may want to get. And I say “team” because I want to bring up the idea that sometimes it’s better to get multiple people with different skills.

I think one particular campaign that I did with Maui. Maui brought in as their first set of bloggers that they deal with who were their first set of content creators, they brought in one blogger, two videographers, a podcaster, and two local content creators; one a photographer, and another a blogger. They were looking for a variety of things. They were looking for content for their website in which case engaging local bloggers had some real advantages, because they could continue to have a long term relationship. They were also looking for people who had specific skills like videography, like podcasting. And they were also looking for people who had audience, as well as people who could just create content.

And I think of the one blogger who was on the trip who has no blog of her own. She was a blogger. She was a prolific writer. In the time period that I could write one blog post, she could write three. But she didn’t have her own blog. She was very shy, didn’t even want to be in the group pictures. But that didn’t matter, because they were planning on using her content on their website, and they could provide the audience.

So again, what are your goals? What kind of person or group of people should you have? And then the other thing that I think is useful to understand up front is, make sure that everybody is clear what you’re looking for; what you’re going to pay for; what you’re not going to pay for; what you’re providing; what you’re not providing. And then what you are looking for in terms of content.

I am looking for one podcast; I’m looking for three blog posts; I’m looking for 100 pictures; I’d like to use those pictures in this in such a way. The more that you can be clear about what you’re looking for up front, the fewer problems there will be.

I’m Chris Christensen from BloggerBridge.

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.