In addition to what you get featured on the blog, you can leverage the link on your Media Center, in your direct mail, for a pitch to brandname media and through tweets and Facebook. The more you understand promotions the more you derive from connecting with bloggers.
Daily on this syndicated blog as well as my other two syndicated sites (here and here) I am contacted by a God's Plenty. They offer me interviews with their clients. They gush about how a guest column by them would delight readers. They want to exchange links. Only about a handful of times have I granted the request.
Here are tips on how to approach blogger relations effectively:
Take Time To Create Provocative Headline. I will not click open "Joe Smith Addresses U.S. Chamber of Commerce about Tort Reform."
SHOW Me (don't tell me) You Know What My Blog Is About. For example, you indicate that there have been numerous posts in the past six months on animal companions and pet grief. Therefore, you are requesting that I interview your client, who just published a book on the human-animal bond.
Make It Brief. For some reason, I receive 500-word press releases. There's more. They are uninteresting. Make your pitch a few sentences.
Wait, Before Following Up. One guest column I agreed to look at, I rejected before even looking at. That's because the person submitting bugged me twice. For the first bug, I politely informed him that I had client work to do, as do most bloggers and would get to the piece when I could. For the next bug, I politely informed him to try placement elsewhere.
Do a Return Favor. Way back around 1990, public affairs leader Bob Dilenschneider brought the Favor Bank out of the closet. He explained that it's the web of deposits and withdrawals which hold business relationships together. Those asking me to help them out don't explain how they could help me.
No question, blogger relations had become a standard part of media outreach, marketing and networking. If you aren't doing it right, you are annoying a lot of people it's not wise to harass.