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!