I never intended this blog to be a soapbox, and for that I'm truly sorry to our loyal beauty readers who are shaking their heads and saying "get over it already, woman!". But it seems unfair of me to merely criticize and not offer suggestions. So I thought I'd offer some examples of blog marketing initiatives that I found really impressive that maximise, not undermine, the unique value that blogs present.
First off, let's get three general blog values down. Why do people read blogs and what sets them apart from mainstream media? (Let me know if you disagree with any of the following):
- Blogs are personal - You read blogs for the bloggers and their individual unique value. Any blog post that doesn't sound like the blogger, is therefore, counterproductive.
- Bloggers have opinions - Right or wrong, the opinion expressed should be the bloggers own. If it's paid for, even if the blogger agrees, credibility is undermined. Advertisers LOVE this credibility as it amounts to word-of-mouth advertising - which 90% of consumers trust. Unlike mainstream advertising which, although audited, leaves most skeptical. So, anything that undermines credibility is also not a good thing.
- Blogs are unique - Unlike professional, polished mainstream media, blogs can be downright odd. I mean, there's a plant who blogs. So making a bunch of blogs sound alike, or all carrying the same professional impersonal tone, would again just not work.
So, the above points are what makes blogs worth reading and why advertisers are desperate to get on board. What marketing campaigns would encourage rather than squash the above? Here are a few I've spotted - they are network and advertiser neutral by the way. One is even by Nuffnang. Australia. ;)
Give bloggers funds or vouchers to spend on a challenge
Why this works:
- Even if bloggers don't win, they are compensated for time and effort.
- It gives bloggers a chance to their charming, individual and quirky selves.
- Each post from the campaign will be unique and no one will be bored.
Examples:
