Detailed analysis of the perfect blogger pitch

Detailed analysis of the perfect blogger pitch -- Over the last five years that Abraham Harrison has been pitching bloggers on behalf of clients, we have learned a thing or two about how best to reach bloggers, how to engage them, how to get them to carry our client's message to their readership.

Real bloggers and real blogs always trump Robot Armies

Real bloggers and real blogs always trump Robot Armies

Last week, I talked about using the long tail of blogger outreach -- the idea that you can’t pin your hopes for most public relations efforts on only the A-list bloggers. For each outreach, there are hundreds and often thousands of bloggers that are not well-known but have influence on the very people that your PR campaign is trying to reach.

I’ve written in the past about how to put bloggers first when you reach out to them, but today I want to make sure that you don’t see blogger outreach as a one-time, campaign-oriented approach but rather a relationship that lasts for years between you and each blogger. For blogger outreach to work on an ongoing basis, you need to be endlessly generous and endlessly appreciative. And the main way that you show your appreciation is to do as much of the work for them as possible.

You need to make sure you’ve set up the pitch and the campaign. Your message must be essential and clear enough that each blogger can potentially go from reading the email pitch to clicking the post button on their blog well within five minutes. Any more and we maybe get only a tweet or a Facebook Like.

We need to be clear in our email that we want a post and the pitch to be shared with the readers of the blog. In our social media news releases, we need to make sure that everything can be copied and pasted as-is, that images are the correct size, that the links are already embedded, that copy and text is simple to copy and block-quote and that any and all banner ads or videos have a handy and easy to find embed code right there.

One cannot assume any technical proficiency, one cannot assume any PR or communications experience, one cannot assume that any blogger knows any PR-speak or knows how to deal with an embargo. One cannot assume that anyone knows what a press release is, or a social media release or what PRWeb is or, heaven forbid, how to keep an embargoed message holy. Long story short, if the message in any way seems more complicated or time-consuming than each blogger fancies it’s worth, then you’ve lost them.

Authenticity vs. robot armies rife with affiliate links

I get why folks have spent many millions of dollars creating a robot army of sites and links and posts that emulate a passionate blogosphere. A robot army rife with affiliate links is really much more manageable to control freaks who need to make sure they can predict ROI based on investment. This is probably the direct result of VC-funding. Those guys love seeing money in and money out. But it isn’t authentic and it isn’t real and these castles of cards are also vulnerable as we have been recently seeing as Google goes through revisions of its search algorithm, oftentimes removing or de-prioritizing entire portions of the Internet that have been produced at great expense to emulate the vigorous and organic, self-organizing, engaged citizenry.

I won’t lie to you, having hundreds of earned media mentions as the result of a very real digital PR long-tail blogger outreach to thousands of bloggers can be SEO gold. Some clients retain us yearly and we can turn those hundreds of posts to thousands of posts per year. The powerful secondary effect of the earnest PR earned-media campaign is SEO link juice, something we didn’t sort out until we were doing this for a couple of years.

Having hundreds of thousands of prepared keyword strings and copy and images and videos pointing back to our clients results in a white-hat link-farm effect, if you will, with one caveat: It is real. We don’t pay these bloggers to write. None of these bloggers are on the same server or the same node or the same cloud or in the same network. The vigilant army of real live Google site investigators can scrutinize these hundreds of posts with a fine tooth comb and there’s no harm and no foul.

Down the Long Tail, there are loads of bloggers who have never been kissed, never been pitched by a noted brand, never been engaged by a social media team or PR agent

At the end of the day, we're not creating a fallacy world of content used to drive revenue much like an elaborate marketing theme park. What we’re trying to do is play the game of “olly olly oxen free” with the denizens of the Internet. We’re ringing the dinner gong. We’re giving lots and lots of people who have a worthy platform for self-expression an opportunity to write about something if, and only if, our email pitch resonates with them or, to be honest, they’re impressed that our client has taken the time to reach out to them directly, asking them for a favor.

When it comes to the empowered and powerful A-listers, they’ve been pitched a million times by the world’s top brands. In fact, companies and their agencies are falling all over themselves to appeal to these powerful few. Not much further along the tail, there are loads of blogs and bloggers who have never been kissed at all, never been pitched by a noted brand, never been engaged by a social media team or PR agent, have never received an offer to pass on to their readers or received a book to review, have never received super-super concierge service and follow up.

In so many cases, we’re their first. We’re their very first PR kiss and, as you know, nobody forgets their first.

Image at top by friendlydrag0n on FlickrChris Abraham is a partner in Socialmedia.biz and co-founder and principal of Abraham Harrison LLC, an international consulting group with specialties in online word-of-mouth/conversation marketing and online business & technology strategy advising. See his profile, contact Chris via email, Twitter, or leave a comment below.

Keeping Your Online Privacy With Flink12 While Social Networking

Abraham Harrison's client, Flink12, is the way to stay social but still keep your privacy. There are many social networking platforms available today to share your public self. But where do you go to privately and safely share your personal, day-to-day thoughts and experiences? Flink12 was created as a safe and secure way to share your private life. It is playful, safe, extremely private and easy to use. A unique way of sharing and communicating, Flink12 allows you to share your life in a meaningful way with the people you know and care about the most.

What is a Flink? A Flink is a group of twelve cows. Flink12 allows you to create individual groups of twelve people or Flinks for your friends, family, or coworkers. These Flinks allow you to communicate in a discreet way, sharing professional information with coworkers and personal information with friends and family. These groups of twelve are ideal for sharing different information for different types of relationships.

"Privacy first" is the highest priority at Flink12. This approach ensures that your personal information will remain completely secure. With no privacy settings to manage, your information is automatically safe. Personal information will not indexed on the web by search engines. You decide when, where and how much of your life you want to share and with whom. As it says on the Flink12 website:

Our "Privacy first" approach ensures that your personal information will remain private. Your information will not be indexed on the web by search engines. We designed Flink12 at its roots to be "udderly" private. Users have complete control.

Flink12 is totally accessible on the go as well:


Head on over to Flink12 and sign up for a free account. I'd love to hear what you think of it.

8 Reasons to Choose Fotolia for Your Stock Photos

Abraham Harrison is really excited about our client Fotolia.  Fotolia is able to offer individuals and professionals (advertising agencies, press, small business, graphic artists, designers) the greatest image collection in the world for free or as little as $0.75 an image.  Check out these 8 great reasons to use Fotolia: 

1. Time Savings -- Fotolia services will save you time, as you are much more likely to find what you need quickly. A savings in time translates into saving money.

2. Clear Licensing Agreement -- One hazard of being a designer is learning about copyright laws, restrictions and licenses. On the free photo sites, you have to read the fine print for each and every photo you use. Some photographs come with no restrictions, some are only for non-commercial use and some require the name of the photographer. You don’t have to deal with this headache on Fotolia. The licensing agreement will be the same for all photos in the license category you select, which is typically a standard royalty-free license.

3. Availability of Vector Art and Illustrations -- Fotolia offers a wide variety of vector art and illustrations. Illustrated graphics can give a course a completely unique look and feel. Vector art refers to graphics that are hand drawn in a tool like Adobe Illustrator. Because they exist as mathematical renderings, they can be expanded to any size and manipulated in a vector graphics program.

4. Compelling Images -- You can find photos based on a concept, emotion or theme. You can find people doing interesting things and simple single objects that are ready to use.

5. Guaranteed Model Releases -- You need the signed release of a model to use his or her photo. Model releases are guaranteed with a paid service. This is not true on a free site. That’s why I never use photographs of a person from a free service.

6. More Efficient Search -- There’s nothing like typing in the search term ‘money’ and getting back photos of the Eiffel tower. This kind of poor search functionality is common on some free photo sites. On the other hand, efficient search functionality is one of the foundations of Fotolia. Fotolia has staff to tag their photos with keywords, so the results are usually more accurate. The keywords are also translated in many languages.

7. Supports The Arts -- The world would only be shades of gray without the Arts. By paying for images, you’re helping photographers and illustrators earn a living. We need them.

8. Reduces Stress -- When you can quickly find the graphics you like and need, it reduces your level of stress. And we all need that.

Be sure to check out this video of Fotolia images as well:



Also connect with Fotolia on their various social media channels to watch for announcements:

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