Marketers must be aware of blogger expectations to foster good relationships

Blog community provider BlogFrog surveyed female bloggers in the US to discover what kinds of partnerships with brands were more desirable and how women bloggers thought brand relationships should work. About three-quarters of those surveyed were moms; eMarketer estimates 4 million mothers in the US will write a blog at least monthly this year.

According to the bloggers surveyed, long-term relationships with brands were key. Nearly six in 10 preferred to work over a long period with just a few favored brands, while 23% would follow a more casual model with many brands. Relationships with tech, health and beauty, and food and beverage marketers were the most sought-after.

Most Desirable Brand Categories to Have a Relationship with According to US Female Bloggers, April 2011 (% of respondents)

Less than half of all female bloggers had ever been approached by a brand, but many receive dozens of pitches each year to work on projects ranging from affiliate programs and direct advertising to guest posts and Twitter parties.

Number of Brand Pitches US Female Bloggers Receive Each Year, April 2011 (% of respondents)

Overall, however, BlogFrog found that about two-thirds of women bloggers reject at least half of the pitches they receive. Bloggers most often accepted brand campaigns that involved posting a product review on their blog, and campaigns for food and beverage and health and beauty companies were most common.

Brands typically reach out to bloggers via word-of-mouth and social media, with email and online communities also popular. The report suggested that in-person relationships could be leveraged further to create blog campaign opportunities.

The takeaway for marketers that want to get involved with blogs is to know their potential campaign partner. The product categories and types of brands favored by a blogger are typically a personal choice, and can often be determined by a familiarity with the blog’s content. Ultimately, bloggers simply demand respect for the time and effort they put into their publication. Long-term relationships that involve fair compensation and editorial freedom will be the most fruitful.

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