Blogger Outreach: Why Bigger Isn’t Always Better

BIG stats do not always equal awesome blogger

For just about every blogger outreach campaign we work on, the objective going in is usually to engage “best fit” bloggers with as high a reach as possible. Blogs attracting monthly page views in the hundreds of thousands are always an instant turn on, but sexy stats do not always translate into high page views for any specific post.

And it is specific post views that really count for a brand.

Think about all the content that bloggers have built up over the years… This lower level, archived content continues to attract search traffic, Pinterest referrals etc. it’s these lower level posts that help drive the big sexy numbers. Especially for those with a grasp of SEO.

If you’re a blogger, think about those popular posts that keep on giving. There’s always a few standouts, right?

Last year we worked on a ‘Big Bang’ campaign with a mix of bloggers, a few with 150,000+ page views and some with around 30,000. In our post campaign reporting the ‘smaller’ blogger more than held her own and generated some of the biggest page views for her branded posts.

This blogger was actually a bit stressed going into the campaign, worried that her numbers wouldn’t stack up. In the end she smashed it, thanks to the loyal and engaged readership she has cultivated. A readership who is reading each and every post. Even the sponsored ones.

The ‘uber’ bloggers understandably and justifiably demand a price premium for their posts and access to their virtual real estate, but make sure you take a look at cost per thousand views in your post-campaign reporting…

You might be quite surprised with the result!

From storytellers to empire builders


New truth about brands & bloggers

I’ve had an interesting 2 days over at Mumbrella 360 Conference. It’s a bit overwhelming when you get all the creatives and marketers all in the one room together. Lucky, there was an endless supply of coffee!

My session with Allison, JJ and Gaynor went really well. Lots of questions around sponsored posts, disclosures, blogging integrity and the like. Allison presented her white paper about brands and bloggers. It’s very insightful and essential reading for brands wanting to gain a better understanding of the fast evolving brand / blogger relationships. You can read all about it here.

At the end of the presentation, Allison asked me what my thoughts were with regards to the future of blogging. Where do I see it going?

I told her I see bloggers building their very own media empires. I know it sounds a bit over the top but if you have a look at some of the most influential blogs out there, their reach and influence is massive. Not to mention the fact that their level of engagement would make some mainstream media outlets green with envy.

At Q&A, this question was raised: At what point will the blogger lose that personal touch with their readers once they’ve established themselves as “media entities”?

To me no matter how “big” a blogger becomes, I will always gravitate towards the person behind the blog and not the “brand” that they’ve built. I read a lot of blogs and some of them are huge. So much so that they are able to monetise it and make a decent income out of it. Their blogs may look polished and very professional but I read them for the simple reason that I connect and relate with them. They are normal, everyday people whose opinion I value and trust. And no amount of bloggy bling can stop me from being a loyal reader.

What about you, do you think blogs will lose their personal touch once they’ve hit the “big” time?

Digital Parents at Mumbrella 360!

We’re so excited to be a part of this year’s Mumbrella 360 Conference!

I’ll be joining Allison Lee from Impact Communications, Gaynor from Blogger Connect and JJ from 84th & 3rd on June 4th at 3PM to talk about bloggers and brands.

If you’re attending the conference, come and say hi.=)

The Truth About Bloggers


Only 5 weeks left to enter the Asthma & Allergy Media Awards!

MSC1114_B-NAC-Digital-Parents-Webtiles-2014_PROJECT-B_MREC-Blogs_Animated-Gif UPDATEDHave you entered your blog in the National Asthma Council Australia’s Excellence in Asthma & Allergy Reporting Awards yet? Entries close soon on June 30, 2014!

The awards recognise excellence in asthma and allergy reporting by journalists, bloggers and health professionals and the National Asthma Council Australia does not want bloggers to miss out.

This year ‘social media’ has been added as a category which includes all social media formats and can be a piece or series written by a journalist or blogger during the 2013/14 financial year.

The awards will be presented at a gala dinner during National Asthma Week in September 2014. The overall winner will receive $3,000 plus a trophy. Category winners will be granted $1,000 plus attendance at the awards.

Interstate winners will also receive return economy flights plus one night’s accommodation to attend the Awards dinner (limit two contributors per winning entry).

The judging criteria include:

  • Providing a balanced and accurate report of asthma issues, including triggers;
  • Demystifying the complexities of asthma including treatment, medications and devices; and
  • Portraying a realistic picture of what it is like to live with asthma.

Hurry entries close June 30, 2014 and entering the awards only takes 5 minutes.

Visit the NAC website for award details and entry.

MSC1114_B-NAC-Digital-Parents-Webtiles-2014_PROJECT-B_Leaderboard-Ads_Animated-Gif UPDATED


Finding a niche within a niche: Blogger Reviews

nike shoesWe have been working on a highly targeted campaign for 3M Futuro, with a series of blogger reviews posted by bloggers with Carpal Tunnel or Plantar Fasciitis.

Having these sort of conditions is not something you would include in a media kit or twitter bio, nor is it something likely to come up in casual conversation. Before working on this campaign I (luckily) did not even know what Plantar Fasciitis was!

So, how did we find the right bloggers to work with?

We conducted a blogger callout amongst the total Digital Parents community to identify bloggers with either condition. These callouts are a powerful tool for instantly finding bloggers able to represent a specific niche, no matter how small.

The callouts are also proving to be a great way to provide bloggers from the community with new opportunities and – in the case of Eleise from A Very Blended Family, Sif from At the Bottom of the Garden, Lara at This Charming Mum and Nikki at Wonderfully Women - potentially changing their lives for the better.

The 3M Futuro Therapeutic range includes the Futuro™ Night Plantar Fascilitis Sleep Support and the Futuro™ Night Wrist Sleep Support. The range was created for people suffering from the conditions Carpel Tunnel Syndrome. Want to find out more? Check out some of these fabulous reviews:

Making Washing Up Fun: Palmolive Divine Blends Blogger Reviews

Palmolive-Divine-Blends-700mLWriting an interesting review of a household cleaning product is a tough ask at the best of items, let alone when it comes to doing the dishes – something no one looks forward to.

However the recent series of Palmolive Divine Blends blogger reviews are a great example  of how engaging reviews can be, regardless of subject matter, when the blogger remains true to their personality and the feel of their blog.

When we called on bloggers from the Digital Parents community to take part in the review series we were truly delighted with the results.

I especially loved the way Kim’s post over on Feather and Nest Kim was full of her trademark vintage loveliness and cheeky chooks:

Other standouts in the series included Peta over at Great Googa Moogas adding a fun and practical twist to her review by weaving in 20 great uses for dishwashing liquid, from DIY freezer gels packs to DIY scratchies. Elise from Mummy Hearts Money went social offering her  prize pack to the reader who shared the best dirty dishes photo on Facebook, while Sif cleverly  showcased the key feature of Palmolive Divine Blends with her ‘how I got my boys to do the dishes‘ headline.

We’ve worked on literally hundreds of blogger reviews over the years and I’ll soon be putting a post together showcasing some of my favourites: Those that not only tick all of the product review boxes, but but also draw you in and reward you for the effort.

Do you have any great examples of product reviews to share?


Tell the World Go Jump: #SkyZoneAU Blogger Event


Last week the Digital Parents community helped build the buzz around the brand new Sky Zone in Alexandria by setting a group of bloggers and their kids loose inside Australia’s biggest indoor trampoline park on the eve of its launch.

We had free reign of hundreds of trampolines, all connected to form one massive trampoline that literally allows you to jump off the walls.

The super fun blogger event had trampolines, dodgeball, giant foam pits, a Peters Ice Cream Mash Up station and an amazingly talented balloon man, all of which kept the kids (and bloggers!) coming back for more.

It was very cool to have a sneak peek inside the venue and spend a fun afternoon with the kids before the hoards descend.

But the highlight of the day? Definitely Grace’s forward flip!

The Main Ingredient: Steggles Blogger Outreach Campaign

steggles blogger outreachIn our most recent blogger outreach campaign we tasked a hand-picked selection of mum bloggers to share their recipe ideas using Steggles lean chicken mince as the main ingredient.

The objective of the campaign was to inspire more people to use the product either as a replacement for their regular mince in their favourite recipes, or to try new recipes with chicken mince and add to their meal repertoire.

The strength of this blogger outreach campaign has been in giving the bloggers freedom to be creative and share ideas that work best with both their family and their readers. The result is hugely shareable, branded content with an unlimited shelf life.

Have a look at the recipes our bloggers came up with… I’d say our mission was accomplished!

Sam’s Homemade Chicken and Veggie Sausage Rolls:

steggles blogger outreach

Kate’s Chicken Bolognese (with hidden veggie goodness)

Steggles blogger outreach

Naomi’s Easy Chicken and Spinach Dumplings:

Steggles blogger outreach

Danielle’s Moroccan Chicken Pie:

Steggles blogger outreach

Nikki’s Sundried Tomato and Basil Chicken Meatballs:

Steggles blogger outreach

Sam’s San Choy Bow:

Steggles blogger outreach

Karen’s Chicken Meatballs:

Steggles blogger outreach

Kell’s Chicken and Rice Stuffed Vegetables:

Steggles blogger outreach

Cass’s Chicken and Veggie Bolognese:

Steggles blogger outreach

Nikki’s Craisin and Rosemary Chicken Meatballs:

Steggles blogger outreach

Steggles chicken mince is a lean source of protein and comes with the Heart tick of approval. As you can see from the recipes above, it is versatile and family-friendly. I also love that it is made 100% from a blend of chicken thigh fillet and chicken breast fillet and doesn’t contain any other ingredients . Steggles lean chicken mince is available from Coles stores nationally (excluding WA).

Blogger Recipe Challenge: Rethinking Papaya and Papaw for Every Table

Australian Papaya and Papaw growers were proud sponsors of this year’s Digital Parents Conference. During the conference we announced the opportunity to get creative in the kitchen with red Papaya and yellow Papaw for the chance to win a $250 grocery voucher.

eDM 1

We’re pleased to announce that the blogger recipe challenge is now open to everyone within the Digital Parents community.

Low in GI, packed with vitamin C and are easy to digest, Papaya and Papaw are great for little tummies.

To encourage parents to introduce this delicious and versatile fruit to their family table, Australian Papaya is inviting bloggers from the Digital Parents community to participate in the recipe challenge.

How to get involved:

1.    Email Kasey Simpson at to register for your starter pack

2.    Be creative in the kitchen and develop a recipe using Papaya or Papaw in an everyday meal that you would share with the whole family

3.    Share your recipe on your blog

The most creative recipe will be selected by industry. Participants have the chance to win a $250 grocery voucher for either Woolworths or Coles.

There are many ways to enjoy Papaya and Papaw. The fruit has a sweet tropical flavour with the texture of a mango, so it’s an ideal ingredient in both savoury and sweet dishes.

Available all year round, red Papaya and yellow Papaw have their first flush in May with a second peak in September and October. As they grow best in warm humid climates, red Papaya and yellow Papaw are predominately grown in Northern Queensland including Innisfail, Mareeba, Proserpine, Yarwun, Gympie and the Sunshine Coast districts, as well as in the Northern Territory and Western Australia.

Good luck!

DPCon14 Sponsor Spotlight: Michael Hawton

talk-less-listen-more-195x300 The 2014 Digital Parents Conference is proudly sponsored by Michael Hawton’s Talk Less Listen More - solutions for children’s difficult behaviour. The easy to use e-course helps parents successfully manage children’s difficult behaviour by teaching their kids self control.

Over 100,000 parents have benefited from parenting programs developed by Psychologist, parenting expert and father of 2, Michael Hawton, and now you can too: We will be giving away copies of Michael’s book during DPCon14, as well as offering attendees the chance to review the 15-lesson Talk Less Listen More e-course.

Talk Less Listen More is self paced, delivered over a series of bite sized video vignettes and ideal for visual learners. Using examples from real family life that parents can relate to, it offers an engaging and interactive experience to enhance parents learning capability.

The Talk Less Listen More e-course features:

  • Clearly established guidelines about how to establish systems for managing children’s behaviour at home and in public·
  • Downloadable worksheets to enhance parents success in applying the methods at home
  • A heads-up on how to do things and what will make the biggest difference to how your family cooperates (including how to implement new techniques and manage children’s resistance to change)

We looking forward to seeing you onboard!