Tag: content


5 Reasons why bloggers add brand value

Blogging has become big business. Not only do agencies and brands liaise with established bloggers to create and amplify campaigns, but also the industry of brand publishing platforms and business blogs are increasing in value.

Major bloggers are now commonly represented by specialist agents and draw big crowds and dollars, successfully leveraging their audience share for conversion into social and economic capital. Leandra Medine’s curated blog on outrageous fashion trends adored by women and despised by men, Man Repeller, is estimated to be worth $8.1 million, with more than 1.5 million unique page views a month. Similarly, Australian blogs such as Gary Pepper Girl, Substance Blog and Fat Mum Slim all have powerhouse followings.

‘Ordinary’ individuals are well and truly cementing their place as authoritative voices in the competitive fashion, beauty, health and lifestyle industries, but why should businesses reach out to bloggers to engage with their brands?

1. Your audience is hanging out there

There are approximately 214 million blogs on Tumblr alone. The general popularity of blogging can be traced back to the ease and low cost associated to connect with like-minded individuals, share personal views and spark conversation. Humans are social beings, blogging and social media just expands the friendship circle.

2. Personality counts

Blogging is such a powerful tool for brands as the flexible linking of text, pictures and video content assists in engaging audiences with a powerful brand message, story or personality. We recently introduced Rentokil to a new audience and made the issue of pest control approachable with a sponsored post and giveaway on Retro Mummy.

3. Click this way

Blogs, and online in general, provide an important digital point-of-sale for customers that can drive traffic or influence purchase decisions. Today it is fair game to spot something on a blog, check Instagram and link to an online store to check price and availability all before buying. Bloggers are now realising the power of their influence and receiving up to $200,000 commission a year on sales driven by their sites, through platforms such as RewardStyle.

4. Community spirit

People look to blogs to document life experiences, express emotion, involve in community forums and present opinions or ideas in writing (hence the need for effective community management – the good, the bad, the ugly). Working with blogs, brands have an opportunity to speak with audiences through a trusted influencer in a familiar online community space. Helpfully, bloggers are your audience, “they are as much consumers as they are media to be consumed”, so they know how to tap into their audience (and yours).

5. Be like the cool kids

Successful bloggers engage with relevant brands in an exchange of their social following and cultural influence. The illusive idea of ‘coolness’ is forever being chased by marketers to add brand value, but it isn’t so easily attained. Coolness is most often attributed to cultural objects (people, brands, products, trends, etc.) inferred to be autonomous. AKA: zero cares given.

Bloggers are considered an independent and trendy alternative to the mainstream media. This concept is particularly prominent in the fashion blogging industry – there is a reason girls with messy hair and a nonchalant attitude have the biggest online followings.

To wrap things up, here are two of my favourite major blogger x brand collabs:

Oraclefox x Billabong
Stab Mag x Corona Extra

8 useful tips to create great content on Linkedin

Content is king. It’s a phrase Bill Gates penned in an article almost two decades ago, now more than ever, the buzz
phrase is frequently used in the marketing and communications industry. Yes, content is still king but, now social is its
vital mouthpiece.

Examples of successful social content marketing can be found on one of the world’s most engaged social media
platforms, LinkedIn. With over 259 million users, worldwide and over 6 million in Australia, LinkedIn has become B2B
marketers number one channel to distribute content.

Sure, like many social channels, LinkedIn is an advertising platform, however although its paid solutions can help
generate leads and traffic, without brand awareness and credibility, it’s not easy to simply sell your product through
LinkedIn.

So, how do you get brand awareness and credibility that will convert to sales?
GREAT CONTENT! Thank you, Mr Gates.
Here are useful tips for creating great content for LinkedIn to help your brand become a trusted and credible authority
in its industry.

  1. Publish with purpose – Does your content reflect your key brand objectives for LinkedIn? Will it build brand awareness, increase brand credibility and trust or drive leads? Your content needs to be equally beneficial to your brand as well as
    your audience.
  2. Define content pillars – It’s important to clearly define content pillars; these align closely with your objectives and help you stay on track. Four basic content pillars that can be used by most brands are: thought leadership, trends, brand and
    product.
  3. Know your audience – One thing LinkedIn does well is targeting. Remember, unlike some social networks, LinkedIn’s affluent, career-minded audience look for, and engage with, clever, sharable content that helps them become more successful.
  4. Develop a content calendar – Align your content calendar with your audience, always stay current and be flexible to comment on breaking news and information. LinkedIn suggests three kinds content that its users expect: career information,
    updates from brands and current affairs.
  5. Use snackable content – Keep it short and sweet! Publish content that will take two minutes or less to view. Videos and images are also highly engaging tools for LinkedIn.
  6. 4-1-1 Rule – Tippingpoint Labs and Joe Pulizzi of the Content Marketing Institute developed this rule for Twitter. However, it’s just as relevant for LinkedIn. For every one self-serving post, you should share one relevant post and most importantly share four pieces of relevant content written by others.
  7. Engage with your audience – Remember LinkedIn is a two-way platform so engage with your audience through comments and ask them questions. It’s a great way to build rapport with your audience while gaining insights.
  8. Shareability – In order for audiences on LinkedIn to share your content, brands have to work harder to develp content that is insightful, informative, inspirational and entertaining. This will help ensure you spread your messages and grow your audience.

For some more handy tips, The Sophisticated Marketers Guide to LinkedIn is a must read before you start a campaign  on LinkedIn.