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2
Six Pointers for Choosing Blogs to Advertise On
September 2, 2007 | Anita Campbell
Due to my packed schedule in August, it has taken me until now to find Anne Holland’s excellent post for corporate advertisers about calculating a blog’s reach and influence.
She outlines six criteria for advertisers to look at when determining if an independent blog is a good fit and good prospect for advertising or a sponsorship.
Perhaps one of the most impressive aspects of the post is that she has captured how involved and indirect — yet powerful — influence can be when it comes to blogs.
For instance, she notes that the “voice” of the blog is an important consideration:
Last, as with any other media, read the blog to discover if the brand voice feels influential, sounds like they know what they are talking about, feels even-handed and trustworthy. If you’re considering a media buy (even via Google AdWords), you may not want your message appearing on an angry rant site or even on one filled with irreverent humor.
That said, a media buy on a blog that doesn’t always spout your company line can be a benefit. You can appear to be strong, considerate, above-the-fray, even concerned about the “little guy’s concerns.” You’re not limiting your ads to yes-men only. That’s advertorial, and few people trust it wholeheartedly.
Read: How to Calculate a Blog’s Reach & Influence — More Complex Than You Think
Comments
3 Comments so far
These are all really great suggestions in her article. I especially like the search position suggestions in part 1 and 2 and the fact that she notes the difference between “good” traffic and traffic that isn’t necessarily helpful. It’s an insightful look into the world of blogs.
I find diffuculty in choosing where to place ads. You can waste a lot of money placing ads that won’t be seen. There are many helpful tips in this article. Thank you.
Agree, knowing good traffic and bad, where to place ads can be very time consuming as well as very frustrating. Anne’s tips are very helpful. Blogs are the power tool today.