Building Lasting and Reciprocal Blogger Relationships

One of the blogs that I find catching my eye more and more each day is Susan Getgood’s Marketing Roadmap.   One of my co-workers pointed this to me, and I quickly added the outlet to my gigantic number of RSS feeds.

Today, Susan writes about developing blogger relations, and she’s right on the ball.  If the practice has mystified you in the past, or you find a lack of response when performing blogger relations, read this.  I’d throw up an excerpt or two, but it’s ALL good information.

I would add one addendum to her post, however: it doesn’t always have to be a story in order to develop relations.  It can be a video, fan mail, or anything, really, that just shows that you actually care beyond the superficial “please publish this.”  It’s the idea that you’re willing to invest in them, and want to start true conversation.

For instance, in the last few weeks, I’ve been talking to quite a few milblogs.  I didn’t have a story to give them — I simply had a loose existing relationship with them (from the documentary I produced), and when the recent story about milblogging practices and OPSEC came out, I simply uploaded the video onto YouTube, and e-mailed some milbloggers the link.  It’s a simple gesture to show that you care, but it goes a long way.

It’s also important to go out of your way to help them in any way you can.  When one of the milbloggers in the documentary told me that he was heading back to Iraq, and wanted a copy of the documentary to take with him on his laptop, I promptly went out of my way to make him one.  It wasn’t for any reward, or for him to publish any of my stories, but rather because I simply cared about the blogger and his community.

it’s a give-and-take relationship.  If you take and take and take, and don’t give, you’ve failed.

~ by Brad Levinson on May 11, 2007.

One Response to “Building Lasting and Reciprocal Blogger Relationships”

  1. I agree 100% — it doesn’t have to be a story per se. I was using the term more generically to mean “what you have to tell/show them” It is important that people stop thinking of it as a “pitch” and if you don’t get an immediate catch, you’ve failed. It is about building a relationship over time. And as you did, if you are really doing it right, you think about your key bloggers all the time, and reach out with tidbits and the like that may have absolutely nothing to do with your company or product, but that you know they will find useful or interesting.

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