Bloggers are rapidly taking on a similar role to traditional press editors in the world of online publicity. As blogs become more prolific, there’s an increasing number of highly authoritative ones being trawled by the search engines and subscribed to by a quality audience.
ProBlogger Darren Rowse’s 13 tips on asking other bloggers for links struck me as remarkably similar to the approach good publicists take when talking to the traditional media.
Replace the word ‘links’ with ‘press releases’ and the fit is almost perfect… which makes sense, because the intent is the same: you want the editor, or blogger, to notice your story, read it and publish it (or link to it) so that their audience gets to see it.
It costs next to nothing for a blogger to publish your content, so it’s very unlikely you’ll be asked to advertise in order to get editorial exposure, as is often the case with traditional media. Good quality content is the priority, and if you can provide this, you stand as good a chance as anyone else of getting attention.
This means including blogs in your publicity strategy, in the same way you would target other media. When you carry out your initial research, check out the content and readership of relevant blogs, and offer them good quality information that isn’t purely promotional. The kickback to you comes in the link at the end – it’s the authority of your content that attracts the publicity.
Not only that, but the link is a valuable part of your search engine optimisation: attracting links to your site from authoritative sources will help to bring you up in the search rankings.
Even better, posting news regularly on your own blog will also help your search optimisation, and including links to your target blogs will encourage those bloggers to sit up and take notice.
Suddenly you become one of the editors generating your own authoritative content and attracting your own readership.
It’s this authenticity, interactivity and ownership that gives Internet publicity the edge over traditional media, where the editor or producer is all-powerful and advertising dollars are paramount.