Public relations practitioners, and marketers in general, are increasingly courting the blogosphere to get their clients’ messages out. While there are many similarities between pitching media and bloggers, bloggers clearly have different motivations for doing what they do.
I attended a great, informative session presented by Cincinnati Social Media with Jory Des Jardins, cofounder of BlogHer, as the featured speaker, who reminded the audience how important it is to understand your audience.
She provided helpful insights about the blogosphere overall and how brands can successfully and ethically work with bloggers. But what I found most engaging was her breakdown of blogger types based on their specific motivations.
Check out the white paper Best Practices for Marketing to Women Online . While written specifically about marketing to women bloggers, the paper is one of the best I have read with regard to understanding blogger motivations and best practices in reaching bloggers. I think many of these insights can be applied more broadly.
Marketing is most successful when you understand the motivations of your audience. Let’s not forget this rule applies to bloggers as well.
Pattie Kushner, Senior Vice President and Director of Public Relations at b2b agency, gyro, in North America