Meet Emma Copland, author of the London lifestyle and travel blog, Emma Inks. She likes to describe herself as: ‘a Scottish blogger living in London with champagne dreams and a beer budget. Inspired by city life, adventure, independence and the unusual.’ In this interview she spoke to Cision about what made her brave about blogging, using her blog as a platform to address ‘real’ issues and the best practices PR should follow for effective blogger outreach.
Why should people read your blog? What makes it different? My blog is completely unique as it is a reflection of who I am and the things I enjoy. This includes fashion, beauty, travel, art, food and everyday London life. Though this is a diverse range of topics I am passionate about writing honestly to create a space that is open and inclusive.
How do you measure the success of your website? I measure success through engagement, knowing that something I have written has inspired or helped someone is success to me.
What’s your favourite blog and why? There are so many amazing blogs out there that it is so difficult to narrow down to just one, however I would say best all rounder for me at the moment is Zoe London.
What advice would you give to someone who wants to start a blog? I think the number piece of advice I would give despite how cheesy it sounds is to be yourself and write about what inspires you not what you think people want to hear.
How do you work with marketers and PRs? I work with them by writing about things that I actually like so that they will get a feel for who I am, through social media and attending blogger events.
Who do you work with in brand marketing? PRs? SEOs? Anyone else? I work with PRs and marketers but I also like to work with small brand owners. What is most important for me is believing in the product or brand that I work with instead of just saying yes to every opportunity so that my blog has integrity.
Can you list five best practices for blogger outreach?
1) Use social media to engage with bloggers and brands
2) Respond to comments on your blog/social media
3) Comment on other peoples blogs
4) Emails brands, people, restaurants directly and let them know you have written about them or would like to
5) Get out there and meet people at events
What has been your blogging highlight? I wrote a very personal post about depression that I was terrified to publish, but had the most wonderful response. The fact that my words were something that people could connect with was amazing for me and taught me to be brave with my blogging.
What will be big in your blogosphere in the coming months? As always fashion and beauty will be huge as taking unique inspiration from real girls is what the consumer wants instead of airbrushed models, however I have noticed recently that many bloggers are using their platform to voice opinions on important social issues such as mental health and feminism which I think is great.