Give us an example of successful brand collaboration. What did you learn from it? I recently collaborated with Triumph, the lingerie company, in their #FindTheOne campaign, and published a post about body confidence to accompany it (http://fitnessontoast.com/
How do you use social media to promote/share content? What are the challenges? I think that social media is the modern day word-of-mouth. I’ll share content daily across multiple platforms, from Instagram, Twitter, Snapchat etc. Blog posts alone won’t reach half the readership without the associated social distribution, so it’s really important to me. I like to share material which I believe to be differentiated and impactful, and will try to avoid pointlessly posting / spamming, as our news feeds are generally full enough!
What advice would you give to a someone who wants to start a blog? It’s a more serious undertaking than you might realise. Like a newborn child, it needs constant attention, feeding, changing, tending to, and craves newness. If you’re not ready to give birth to your blog, you might want to think about wearing blogdoms.
How do you work with PRs? This has changed slightly since I joined The Unsigned Group’s roster of bloggers. My agent there, Nicholas Douglas, is exceptionally efficient and limitlessly creative. Many PR agencies will email him directly, as per the contact info on my blog (http://fitnessontoast.com/6-
Do you feel bloggers need to be compensated for the work they do? I feel bloggers should be compensated for the work they do. The quality of the reach of world class blog content is incomparable to a scattergun campaign in an expensive national. Also, running a serious blog is an extremely demanding full time job, if you choose it to be; it is a mini media-complex in itself, spanning investigative journalism, recipes, photographic production, movie direction & editing, modelling, social media promotion, consulting, daily networking meetings, and much more. 15 hour working days are the norm, sacrifices are made, and I no longer have much time to train clients (though I keep working with a select group of favourites who’re more like friends now). ‘Blogger’ is my job title, ‘blogging’ is my profession, and it’s my main source of income too. It’s been a legitimate career for many Swedes for 15 years now; the UK is just starting to catch up in that mindset.
What do you feel about sponsorship disclosure? It’s critical, and absolutely nothing to shy away from. Firstly the Advertising Standards Agency requires it, but secondly, it lends credibility to what you’re trying to achieve. The only reason a blogger might be worried is in the instance whereby it’s not an ‘organic’ collaboration; where something jars because its about payment before the message, and the readership would right become suspicious and mistrustful – that short-termist strategy won’t work in my view. I have a page on disclosure freely visible on my blog (http://fitnessontoast.com/6-
List three best practices PRs need to follow for better blogger outreach?