The document provides tips and advice from several bloggers and outreach experts on effective blogger outreach. It discusses how pitches can go bad if they are irrelevant, sent as mass emails, or treat bloggers like traditional media. It then offers specific tips from each expert, such as customizing opportunities, developing long-term relationships, focusing on relevance and engagement over traffic, and supporting bloggers' work through social media. Profiles for each expert provide their experience and online profiles.

2. Blogger Outreach
» Panelist 411
» (Really) Bad Pitches
» How Pitches Go Bad
» Outreach Tips
» Q&A
#outreach #dignc

3. Panelist 411
Panel ‘s Combined Experience
Professional/ Outreach: 53 years
Personal/ Blogging: 31 years
#outreach #dignc

4. Shannan Boyer, Scooter Media
» Brands
The Kroger Co., Protect-A-Bed, Blue Manatee Press,
The Carnegie, Brazee Street, McCormick & Schmick's,
Tide, Febreze, PUR, Brita, PBS Sprout, NOKIA,
Gymboree, Land's End, Epson
» Find Online
scootermediaco.com, @shannanb
familyfriendlycincinnati.com
#outreach #dignc

5. Kevin Dugan, The Empower Group
» Brands
The Empower Group, FRCH Design Worldwide, The
Brandery, United Way of Greater Cincinnati, P&G,
Meijer, National Institute for the Blind, Presto Foods,
Fast Company, T-Mobile
» Find Online
kevindugan.com, @prblog
mediaispower.com, @mediaispower
#outreach #dignc

6. Erin Flynn, Canopi
» Brands
Microsoft, Lucky Magazine, The Huffington Post,
Sundance Channel, Accessorize, ShoeDazzle,
Sunglass Warehouse
» Find Online
realitychicblog.com, @realitychicblog
canopi.me, @getcanopi
#outreach #dignc

7. Debba Haupert, Girlfriendology
» Brands
Honda, Sears, Frito-Lay, International Delight,
Healthy Choice, The UPS Store, The Kroger Co.,
Truvia, TCBY, Wine Sisterhood, Biz Stain Fighter
» Find Online
girlfriendology.com, @girlfriendology
#outreach #dignc

8. Taylor Wiegert, Powerhouse Factories
» Brands
Michaels Arts & Crafts, Shaw Floors, LensCrafters,
Meijer, Chiquita
» Find Online
braveadworld.com, @twiegert
#outreach #dignc

9. (Really) Bad Pitches
#outreach #dignc

10. (Really) Bad Pitches
Porn (Ew) Think Link Mass Email
Fleshdrive Brings High Resolution Hi NAME: We love
Movies to the Palm Images & Samples your blog. Want to
of Your Hand Available Upon write about our
Request client?
Dead Issue The Unvitation Magic Tarot Cards
Who Died Today? Dear Family Fashion blog targets
New Website Friendly college grads, not
Makes Sure You’re CINCINNATI, want psychics.
Always in the Know to attend our event
– in New York City?
#outreach #dignc

11. How Pitches Go Bad
“One-Size Fits All”
Doesn’t Fit Anyone at All

12. How Pitches Go Bad
» Off-Target, Irrelevant Pitches
• Geography, Editorial Focus, Personal Pet Peeves
» List Quality Time
• Using media database to find bloggers
• Using technology as definitive source
» So-Called Customization
• Email marketing and other tools to help sender
scale
#outreach #dignc

13. How Pitches Go Bad
» Treating bloggers like media
Media Blogger
Career Passion
Ad Team, Editorial Ad/ Editorial Team is
Team Separate One Person
Deadline-Driven Competes for Time
Short News Cycle Longer News Cycle
#outreach #dignc

14. Media Relations Lifecycle
Prepare/
React
Build Pitch/
Relationship Follow Up
Interview/
Next Steps
Follow Up
Story Runs
#outreach #dignc

15. Blogger Outreach Lifecycle
Participate/
Engage
Build
Relationship Pitch/ Follow Up
Participate/
Next Steps Engage/
Follow Up
Content
#outreach #dignc

16. Outreach Tips
#outreach #dignc

17. Outreach Tips: Taylor
» Think Audience: Communicate the value for a
blogger’s followers, NOT for the blogger
» Right-Size: Technology is not a silver bullet, it’s a
starting point
» Be Present: Show you care about what the
blogger’s audience cares about by being specific
#outreach #dignc

18. Outreach Tips: Debba
» Paid Media: Blogging is a profession/business
» Less is More: An engaged, smaller community
will get better results
» Customize Opportunities: Get creative working
together, ask for suggestions
» Develop a Relationship: Plan for long-term
partnership, ambassadors
#outreach #dignc

19. Outreach Tips: Erin
» It’s the Details: Make your pitch personal
» Key to ID: Look for Relevancy, Expertise,
Authenticity when reviewing blogs
» Beyond Traffic: Consider more than pageviews
when narrowing list; frequency and engagement
are also important
#outreach #dignc

20. Outreach Tips: Shannan
» Stand Out: Subject lines and intros are important
» Take Time: Blogger outreach takes time to do
well, manage expectations
» Eschew Automation: Don't mass email bloggers
» Work Smart: Peruse blog's social media accounts
» Help Out: Support the blogger’s work via your
brand social media channels
#outreach #dignc

21. Outreach Tips: Kevin
» FMOT: The First Pitch, Isn’t a Pitch
» Appetizer: News Release is Not a Pitch
» Think Link: Less text, trackable
» Get in the Microniche:
• Women, Girlfriend, Aunt,
Mommy, Family
• Foodie, Vegetarian, Kosher,
Gluten-Free
• Cancer, Breast Cancer, Leukemia, Recovery
#outreach #dignc

22. Blogger Outreach: Q&A
#outreach #dignc

23. Find Online
» Shannan Boyer » Debba Haupert
scootermediaco.com, @shannanb, girlfriendology.com,
familyfriendlycincinnati.com @girlfriendology
» Kevin Dugan » Taylor Wiegert
kevindugan.com, @prblog, braveadworld.com, @twiegert
mediaispower.com,
@mediaispower
» Erin Flynn
realitychicblog.com,
@realitychicblog, THANK YOU
canopi.me, @getcanopi
#outreach #dignc