How To Find The Best Bloggers and Journalists For Your Next Campaign

How To Find The Best Bloggers and Journalists For Your Next Campaign

You have an awesome campaign idea for a client or a new project but are not quite sure where to find the right bloggers and/or journalists to target. This article will show you a few places to look for contacts as well as giving you some hints and tips for how to get the most out of your search.

Search operators

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Searching for bloggers can be an arduous task, and with a fashion blog being created every 0.25 seconds it is not hard to see why. Luckily, using search operators can cut the labour and maximise the results.

Search operators are clever shortcuts that save you time when using Google and are particularly useful when searching for specific types of bloggers for a campaign. Here are a few search operators that might be worth noting down:

  • site: Get results from specific sites or domains
  • related: Find websites that are similar to another web address
  • OR Find pages that might use one of several words
  • When you use a dash before a word or site, it excludes sites with that info from your results. This is great to use for words with multiple meanings
  • When you put a word or phrase in quotation marks the results will only include pages with the same words in the same order as the ones inside the quotation marks. Only use this if you’re looking for an exact word or phrase otherwise you’ll accidentally eliminate some helpful results
  • * Add an asterisk as a placeholder for any unknown or wildcard terms

By using these tips you can save yourself from trawling through pages of useless information as you’ll only be presents with results that are relevant to any one campaign.

It’s who you know

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When starting a new campaign your first point of call should be to use what you already have: there is no point putting in extra time and effort where it is not required.

Go through your outreach records from past campaigns and use the contacts who completed the previous tasks, only do this if it is for a new client as too many links on the same domain will lessen the impact of any links you get on the site.

If it is the same client, but a different campaign, use the contacts that didn’t respond to the first outreach email as there is a good chance that they either didn’t see your email or it ended up in their junk folder.

Here are some quick tips for seamlessly re-connecting with bloggers:

  • If they mentioned any family issue/health issue/important event as the reason they couldn’t work with you last time, ask them about it:

Hi [name] I hope you are over that nasty cold and feeling better.
As you missed out on the last project I was wondering if you would like to take part in…

  • Thank a journalist for publishing your last piece and lead into another:

Hi [name] Thank you for publishing [article name], I was just wondering if you would be interested in another article I have by…

  • If they have been contacted by another colleague you someone else could try chasing them:

Hi [Name] My colleague [name] recently contacted you regarding a campaign we have running at the moment and I was wondering if you were interested in taking part…

Social is your friend

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It is a given that bloggers and journalists will have some form of social media which is good because you can use this to your advantage. You can find out their interests, whereabouts in the country they are based and so on, all of which helps you discover whether or not they are right for a campaign.

You can also research certain hashtags that different types of bloggers use, For example:

#bblogger = beauty blogger

#fblogger = fashion blogger

Putting these into the search bar of any social network will provide you with a list of accounts which have used them, allowing you to go through and find those that are relevant.

A great social filtering tool is Followerwonk. Followerwonk allows you to filter Twitter users by keywords, such as ‘UK’ ‘Mummy’ ‘Blog’.

Once you have filtered your search you can choose which metric you wish to sort them, i.e. follower count, following, social authority, etc. This will enable you to create a list of bloggers, or even journalists, for your upcoming campaigns.

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Tips for getting in touch

  • Look at a blogger’s or journalist’s about pages on Google+ and Facebook: those that don’t have an email address on their website, or just have a contact form, will sometimes have added their email address on their social about pages
  • Type the contacts’ twitter handle (@[something]) into Google followed by email. If they have tweeted someone who has previously asked for their email before, the tweet may appear in search results
  • Connect with influencers on social, not in a creepy ‘trying to be your friend’ kind of way, but if you connect with journalists or bloggers on Linkedin/follow them on Twitter, when your name does eventually appear in their inbox with an opportunity, it will trigger a familiarity.
  • If you are not sure who you need to be talking to, use Linkedin. Often, if you search a job title and the company name you will be presented with the person you wish to talk to and possibly even their contact details, without ever having to actually connect

Use all the lists

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Some amazing people on the internet have made your job that little easier by making a series of lists of bloggers; for example, best fashion blogs, best food blogs, etc. Once you find these lists simply check their statistics and, if they are what you are looking for, then add them to your outreach record.

Some lists to get you started

  • Tots100: these regularly update their list of UK’s top parent bloggers
  • Vuelio (formerly Cision): often share different lists of bloggers from a number of different categories on their ‘Resources’ page
  • Newspaper and Magazine websites – such as The Telegraph, Marie Claire and The Guardian regularly publish lists of the ‘best ____ blogs’. Make sure you check the date on the article as some may be outdated and a waste of your time

Hints and Tips

  • Update your lists before you start outreach: Blog statistics, such as Trust Flow and Moz Domain Authority, change regularly. To avoid emailing a low quality blog make sure you update your contact list before you start outreach
  • Avoid emailing journalists on a Friday (pm): Like many people, journalists go into weekend mode meaning your email is likely to get buried in their inbox under a weekend’s worth of emails. Avoid this by choosing to outreach between Monday to Thursday
  • Step away from the phone: Phoning journalists used to be standard practice. Due to busy schedules, however, most journalists prefer email and even when reached via phone will advise you to send an email instead. Save yourself time and send an email first and, if you have an incredible pitch, you can always follow up your email with a call. By sending an email first you are giving yourself something to reference during the call and them something to look at

Now go forth and outreach effectively!

If you are thinking of running a blogger campaign or wish to get your content in front of journalists get in touch and see how Receptional can help you with your link building needs.

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