You Blog Some, You Blog Some
You’re probably wondering, “when did everybody and their cat become a blogger?” and you wouldn’t be wrong. Bloggers are popping up left, right and centre and understanding what they are all about can be a total minefield. But bloggers can be really helpful for your business. They are the modern-day newspaper or magazine except they do everything online. There are different types of “bloggers” and if you have a website with a blog section, then you might be a blogger too. But what on earth is a blogger? And how do you work with bloggers?
Bloggers or Content Creators
Many bloggers don’t even like the term “blogger” and prefer to call themselves content creators. This is because blogging is specific to writing on a blog and content creation involves creating content for lots of online platforms. A blogger basically picks a subject and writes about it on their website (or blog).
There are various styles of blog-writing too. These styles can affect whether you choose, as a business, to work with a blogger. If a content creator is writing content about their life but not researching or adding “SEO” to their articles, they better have a big and/or highly-engaged social media following to share their blog links to, or they simply won’t get traffic.
What on Earth is SEO?
SEO means “Search Engine Optimisation” and it is the act of looking for highly searched keywords on Google, to add to a blog, or web page, to make sure it ranks on Google. If it ranks highly on Google, you will get traffic to your site. If there is no SEO, then there is no organic traffic. And to confuse you a little further, SEO doesn’t just mean keywords. It also means backlinks. This means that other quality websites are linking to that blogger under a specific topic. This gives the blog “digital clout.” The more clout, the more Google sees that blogger as a valuable online resource and the more authority that the website has.
But what if they don’t have much Domain Authority?
There are tools for measuring a blogger’s Domain Authority. This number is anything between 0 and 100. Various factors affect this number, including backlinks, keywords, blog age and blog speed. We rebranded our Scottish blog, The Aye Life, a year and a half into its existence and lost all of our domain authority. We ended up with a fantastic brand, but have had to work twice as hard to get back some domain authority. Consider working with a blogger if they have a Domain Authority of 18+.
If a blogger doesn’t have domain authority, you shouldn’t write off working with them as they may have other audiences. When we rebranded, we had a social following of around 40,000 people so this more than made up for our lack of DA, and businesses worked with us solely on our massive reach and engaged audience.
How to decide on Working with a Blogger
Check the blogger’s influence. Look at their social media channels; Instagram, Twitter, Facebook and if applicable, YouTube. If they have a highly-engaged decent following, you could get your businesses message out to that huge audience.
Make sure you are picking a blogger who is relevant to your brand. If you make chairs, don’t work with a food blogger. It just doesn’t make sense.
Check their domain authority. If they don’t have a large social media following (and even if they do), but their domain authority is 46, they might be getting a lot of people to their website every month. You then have the opportunity to advertise with a blogger who has a massive, targeted audience under a keyword that is relevant to you.
If you still don’t know how to Work with Bloggers
We have a popular blog, and also know how to work with bloggers and influencers from a marketing perspective, to get the most out of the partnership. Get in touch today for advice on how to progress.