Blogger outreach is not a new idea. Considering this, it is surprising that many organizations (and bloggers) are unfamiliar with the concept.
Blogger outreach is the process of finding, contacting and engaging a blogger for the purpose of corporate promotion. This promotion could be about a brand, product or the people of the organization.
In the age of blogosphere, blogger outreach has emerged as a cost effective solution to mass communication. Building the image of a brand or an organization requires just a few blog posts and regular social media discussions.
Paid blogging is often frowned upon by the purists who maintain that a blogger should blog without bias.
In my opinion, this argument is not valid because of a simple fact. Blogs are the main communication medium of the new media. A blog must inform, educate or entertain. For that a blog must either agree or disagree with something.
When it comes to a product, a blog must inform the reader about its merits and demerits. This will turn the bog (intentionally or otherwise) into an infomercial about the product. If a blogger has gone to the lengths of writing a quality information piece, the organization could use the piece as an advertisement.
Paid blogging is not very big in Pakistan. However, the rise of indigenous blogs and a thriving, arguing and active social media user base, this is the best time for local and international brands to take advantage of blogger outreach in the country.
PS: for the bloggers reading this post, I would recommend BlogDash, an excellent blogger outreach program. And NO! this is NOT a paid-for post.
