How easy / hard are you making it for bloggers to talk about you?

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I have been asking myself and my clients this question a lot lately: How easy (or hard) are you making it for bloggers (and general social media participants) to talk about you?

It’s a really important question, and one that I think is often ignored (and perhaps not even on the radar enough to be ignored / noticed).
What EXACTLY do I mean? Let me show you…
Access issues: Bringing the challenge to life
The simplest way for me to put this issue in context is as follows:

  • I’m a hobbyist blogger
  • When I have an idea for a post I’ll use as many free research tools as possible to populate that post
  • While I have no trouble creating the words (clearly), I will often turn to places like Google Images for pictures
  • Now, let’s say I’m comparing similar products from multiple brands
  • Do you know which product is most likely to be featured most prominently?
  • The brand / product which gives me the easiest access to the imagery I need
  • My requirement = A clean product shot in ‘X’ size on a white background
Heineken Vs. Peroni

So, as a little test, I searched Google Images for the first two beer brands that popped into my head.

Here’s what I got:

The result: About two Heineken product shots I could use as opposed to Peroni’s 10 (hence the  Peroni picture in the top left hand corner of this post sourced via PeroniItaly.com).

What can brands and organisations do?
There are some sectors which are streets ahead when it comes to making it easier for bloggers to talk about them, namely fashion and gadgets / tech.

This is usually obvious on the Press Pages of corporate websites – or via specially dedicated blogs (like the LG Blog UK) which regularly serve up content than can be re-purposed elsewhere at any time.

On the other hand, the Press Pages of less progressive brands in other sectors appear to only post content as a second thought (you know the ones).

The key fact to keep in mind is that bloggers and social media participants will want to talk about you on their terms, and at times that suit them.

They will hunt out information about you when they have an idea for a post, as opposed to when you send them an email or press release.

Now that the challenge has been highlighted, I’ll follow this post up with a list of things brand and organisations can do to make life easier for bloggers in the next couple of weeks.

Adam

1 Comment

  • Reply February 5, 2012

    Frank Strong

    Great post, Adam.  Yet another clear demonstration of multimedia's value to SEO and by extension, media, or blogger relations. I'd add two more points 1) if I use images I found in search, like your example here, I often see referral traffic from them; and 2) if I use my own images, I'm sure to add tags for my key words including my blog's URL — again — referral traffic. 

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