Earn Your Audience

“Blogertize has a creative influence on all of the companies I have worked for. They have provided strategic guidance to our marketing plans, including our social brands.”
–Scott Barret, COO Micosystems

Earn Qualified Audiences — Don’t Buy Them
The key difference between Blogertizing and other methods is the focus on how you bring the qualified audiences to your brand or proposition. You have two main options:
• Buy them: advertise, click throughs, PR exposures.
• Earn them: offer valuable information and content that engages audiences and earns their loyalty.
Temporary vs Permanent
Buying them is temporary and expensive. Earning them is permanent and tends to have a life of its own.
Blogertizing only addresses earned audience generation.

Many of the obstacles to success online can be overcome by an outsourced service such as Blogertize.

Earned Audiences Require Genuine Communication
Unique, credible content is the only real way to be found on the internet—and 80% of us search out our information online (PEW Research). Quality content is the only way to ensure they come back. Content provides information people need—they find you. Varied content brings varied audiences. Unique content brings you respect. Well-researched content brings you credibility.

All media and platforms are exploited through a content-driven Blogertize campaign, filtering wide voice down to targeted audience automatically.

Blogertize Content Management
With Blogertize’s journalist-quality professional content, subscribers will find you and stick with you. By publishing your content as a credible media outlet you can draw substantially higher qualified prospective customers. In this article, we explore why Blogertize is a credible alternative or add-on to your earned media (PR) and paid media (advertising). Audit your past efforts honestly, looking at actual results from your advertising and PR efforts. Then consider the alternatives, including Blogertize.

Best Practice Best practices for Blogertize requires an arms-length genuine editorial team, publishing real news and features—making the publication a genuine news source, versus an advertorial exposure. The client is “sponsor” on only their portion of coverage (and receives substantive coverage, but no more than 1% of content). With this practice, credibility and readability and loyalty of subscribers is significantly higher. In this case, the client (you) act as an independent publisher, with a credible editorial team and ownership of subscribers. Your own coverage is normally clearly indicated to ensure no negative impact on brand.

Is Your Advertising Even Noticed?
Are your ads noticed—or, for that matter, believed? Judging by Click Through Rates (CTRs) for the big ad media players such as Facebook and Google, it is not likely you are either noticed or believed:
• 005% CTR for link ads on Facebook, and 0.1% for display ads (according to Webtrends)
• 2% for Google AdWords according to Google itself.

Earned exposures carries more weight with brand identification than paid, according to EMarketer data. Earned exposure includes editorial coverage and social engagement with audiences. Paid includes advertising and publicity.

Click through online ads give solid metrics while traditional media advertising often doesn’t have this edge. Once, it was simple. Everyone watched the news, or certain defined programs on television, or read a certain newspaper, or subscribed to a particular magazine. It made advertising reach easy — although you had to assume the audience paid attention to your ad. Now, with content increasingly moving online, finding audiences is difficult. And when you find them, do they even believe you?

Best Practice Best practices for Blogertizing includes a strong social and blog footprint, although the focus is on participatory news contribution from subscribers, readers and citizen journalists. This form of participatory journalism is more useful for brand impact, since citizen’s and customers alike, appreciate their input being heard.

84% of consumers go online every single day. Even trade-oriented inquiries range in the same area. This highlights the importance of being found. If you’re not on the first 2 pages of a Google search, you’re not anywhere. Blogertize methods not only help improve results in searches, but increase qualified visibility—and more importantly, credibility.

Why You Need Internet Grazers
Newspapers and television broadcasters are seeing declines in their audiences. Today, the news is mostly online. A Pew Internet research project indicates that
• 59% of Americans source all their news and features online
• 46% visit four to six media platforms on a typical day and only 7% refer to only one site daily
• 37% of internet users have contributed to the creation of the news, commented on it, or disseminated it via their social accounts.
The 46% of Americans who use multiple platforms for news are called grazers, and they tend to make the “rounds” of their favourites, while visiting new sites daily. They use search engines to mine content of relevance to them. Because of this, these grazers end up almost anywhere – except where your ad was placed.
Does Social Media and Blogging Work?
In marketing, social media and blogging have become indispensable for most brands, companies, and ventures or causes. However, like advertising, corporate blogs and social media pages are considered much less credible than arms-length sources of information. And, again, the audiences would have to find your blog first.
Blogertize methods help your targeted audiences find your blog or website