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executive summaryWe live in the age of online influence. trust in the uk’s mainstream media has slipped by six per cent in the last year over concerns around corruption and a lack of regulation (Edelman, 20141). Where mass media is failing, the internet is dominating. over eight in ten adults are now online, 93% of whom regard search engines as the most trustworthy source of information, followed closely by recommendations from friends and user reviews (Ofcom, 20142).

blogs have evolved a great deal since their inception. In the marketing sector, their importance has grown in recent years with blogs ranking as the 3rd most influential digital resource guiding consumer purchasing decisions (Technorati, 20133). despite marketers recognising this changing landscape, many remain in the dark as to how to approach, engage and work with this diverse sector of digital influencers.

the aIms of thIs study

having identified significant gaps in understanding between bloggers and marketers, yomego set out to work collaboratively with uk bloggers across a wide variety of sectors to derive insights around the current state of blogger outreach. over 250 bloggers from 86 blogging categories were involved in the research, making this the largest study of its kind ever conducted in the uk. this paper uses data collected from our survey, combined with qualitative findings from two roundtable discussions to ascertain:

• Why is blogger outreach important to brands? • How has the market changed in the last year? • Who is blogging in 2014 and what are their expectations from brands? • Where are the future opportunities for marketers and bloggers to work well together?

1. “2014 Edelman Trust Barometer Executive Summary”, Edelman, January 19th, 20142. “Ofcom: Adults’ Media Use and Attitudes Report 2014”, Ofcom, April 20143. “Technorati: 2013 Digital Influence Report”, Technorati, June 2013

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key findings

MOST BlOggERS EnJOy BRAnD relatIonshIps – up to a poInt

46% of bloggers surveyed enjoy, welcome and embrace approaches from brands and agencies (just 1% were unwilling to consider any commercial approach). the main report explores attitudes around how brands can maximise the effectiveness of their approach.

bloggIng Is noW a career choIce

for over half of bloggers under the age of 35 blogging is primarily a hobby. however, 100% of those surveyed between the ages of 16 to 24 want to turn blogging into their career. this report explores bloggers’ attitudes towards blogging as a career choice, and the impact of age upon these decisions.

WHO’S MOST REcEpTIvE TO OUTREAcH?

younger bloggers are more likely to accept editorial demands in return for inclusion in outreach campaigns. older, more experienced bloggers by contrast want to retain editorial freedom. the main report explores the impact of age and experience on the editorial-advertorial debate among bloggers.

1

3

2

4

a lot

from time to time

don’t mind

don’t really like it

hate it

46%

26%

1%

21%

6%

money doesn’t alWays talk

The majority (55%) of bloggers surveyed stated that attitudes around being paid for coverage were dependent on the nature of the agency, the brand and content. 26% of bloggers said that they would always expect to be paid in exchange for blogging services. the main report investigates the ambiguity around what constitutes ‘payment’ among bloggers.

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about the research

this research was conducted by angus carbarns, blogger outreach manager at yomego. If you would like to know more about the research, offer feedback or have any queries regarding blogger outreach, please feel free to contact angus at angus@yomego.com.

Yomego can be found at the following:twitter: @YomegoSocialfacebook: Facebook.com/YomegoWeb: yomego.com

room for Improvement

the quality of blogger outreach in crowded niches such as ‘lifestyle’ appears to be stagnating. the survey and roundtable discussions revealed this was not the case in smaller niche interest areas where more time and attention is being taken to turn on bloggers and their audiences.

the future Is brIght

the blogger-agency relationship is one that has evolved significantly in recent months. both parties have an appetite to understand each other and work together. brands and agencies that ‘go the extra mile’ to craft genuine relationships are those most likely to develop lasting relationships that can generate the heartfelt brand advocacy that every marketer craves.

5

7

6Women oWn full-tIme bloggIng

men currently occupy a disproportionate amount of paid positions within the uk’s media (male reporters occupy 77% of roles). by contrast, 73% of those who rely on personal blogging as their main source of income in this study are female.

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One - the birth & evolution of blogger outreach

Two - blogger outreach in the marketing context

Three - the current state of blogger outreach

Bloggers enjoy the brand-agency relationship

blogging is a hobby for most, except the aspirational young

Editorial control: a matter of age and experience?

Has lifestyle blogging reached tipping point?

Does money always talk?

Women are winning career-blogging

Four - recommendations

Five - the future of blogger outreach

appendix & contact

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7

8

8

8

9

10

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12

13

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contents

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the Birth & evolution of Blogger outreach

When John Barger coined the term ‘weblog’ in 1997, few would have predicted the near vertical trajectory blogging would take and the impact it would have on the world. the arrival of LiveJournal and Blogger in 1999 signalled the birth of personal publishing; a newly democratised space not bound by journalistic tradition or mediation.

Fast forward to 2014 and the blogosphere is now a complex network of well over 170 million sites covering almost any topic imaginable (Nielsen, 20124). this network has grown to create its own stars, from online magazine impresario tavi gevinson of Rookie to michael arrington of TechCrunch, voted by business Week as being one of the 25 most influential people on the web.

blogs are no longer simply online diaries, but potential revenue streams for those with an audience and a story to tell. In the new information economy, these social influencers play a key role as independent mediators between brands and consumers.

1

“I’ve been bloggIng for over ten YearS, and It waSn’t untIl the laSt three YearS I Started gettIng InvIted to thIngS. I thInk theY’ve fInallY realISed that bloggerS have an audIence.”

Michelle - @Ananyah

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organIc search: the dIfference a year makes

In the last year, google have implemented a number of changes which have had a major impact on the digital marketing industry. With the introduction of google’s knowledge graph and frequent web spam updates, google have been able to build a search engine which finally places the user at its core, delivering rich snippets of information alongside reliable organic search results. as proclaimed by amit singhal(20135), their flagship product is now very much about providing ‘things, not strings’.

as part of google’s continued efforts to improve search, the company have also taken aggressive and often public action against sites seen to contravene google’s Webmaster Guidelines. ‘black hat’ seo tricks, such as the buying of undisclosed advertorial and link schemes, which may have once reliably ranked websites highly in search are no longer viable strategies (and arguably never were).

these changes have had a knock-on effect for both bloggers and marketers alike. Whilst bloggers are now increasingly aware that brand affiliations, sponsored posts and product reviews must be clearly signposted so as not to contravene marketing law, vast swathes of digital marketers have been forced to re-evaluate their inbound marketing propositions in line with google’s changes. far from being a bad thing, there has arguably never been a better time to develop genuine advocacy in the online space – something genuine blogger outreach is ideally suited to.

Interflora: a WarnIng from google In early 2013, flower courier Interflora suffered substantial drops in organic ranking. seemingly the result of a manual penalty, the courier completely disappeared from organic search results. google remained tight-lipped about the cause of the drop whilst analysts pointed to a large number of suspicious advertorial links published by 3d party websites. buying links to manipulate pagerank is a clear violation of google’s Webmaster guidelines and Interflora appear to have paid a high price for their actions.

4. “Buzz in the Blogosphere, Millions More Bloggers and Blog Readers”, nielsen, August 3rd, 20125. “Singhal, A. “Introducing the Knowledge graph: things, not strings”, google, May 16th, 2013

“at the end of the daY, I’m not here to Sell a product, I’m here to Share mY feelIngS on thIngS, and I thInk a lot of people forget that.”

Lori - @GlasgowBBlogger

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Blogger outreach in the marketing contextWhilst social media marketers now have access to highly targeted advertising options through platforms such as adWords, facebook and twitter, research shows that 92% of consumers place trust in earned media above all other forms of advertising (Nielsen, 2012 ). blogger outreach, unlike social and search advertising, works largely on the principle of earned trust – delivering a level of legitimacy advertising often struggles to achieve.

even with the rise of the social web, this trust has not waned. blogs sites currently rank as more influential than both facebook and twitter in guiding consumer purchases (Technorati, 2013 ). this new environment has been embraced by the majority, with bloggers now publishing content across multiple channels; the epicentre of which remains the blog.

the intersection between search and social has never been more important for marketers to grapple. of all social endorsements, research shows that blogs

have the ability to impact consumer intent to purchase more than any other channel. despite the rise of social media, bloggers still possess a great deal of power and influence, making them an incredibly important part of the digital marketing mix.

these observations underline a core principle: that earned media carries a value that extends beyond traditional paid media and marketing measurements. the value of real-world social and word of mouth advocacy must not be underestimated, nor over-simplified through the imposition of metrics which remain incapable of reflecting its holistic value. yomego have previously collaborated with marketing industry peers to create a framework for valuing social media advocacy. the framework applies to our position on blogger outreach, and can be downloaded for free atyomego.com.

“everYdaY people are now the crItIcS, revIewerS and authorS on

a wIde ran of SubjectS. Some have Influence over a handful of

people whIlSt otherS can Influence a whole communItY”

SeanClark.com

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6. clark, S. “The power of Influencer Marketing and Social Media,” September 29th, 2012 7. “Buzz in the Blogosphere, Millions More Bloggers and Blog Readers”, nielsen, August 3rd, 2012 8. “Technorati: 2013 Digital Influence Report”, Technorati, June, 2013

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the current state of Blogger outreachthe following section of the report explores the most significant findings from our research. It contains key statistical and qualitative insights collected from our survey findings and blogger round table discussions. some participants’ names have been anonymised at their request.

BlOggERS EnJOy THE BRAnD-AgEncy RElATIOnSHIp

From the outset, it was important for us to ascertain the extent to which bloggers enjoy brand relationships and the process of being contacted by brands and agencies. as the graph below indicates, almost three quarters of bloggers surveyed either enjoyed being approached by agencies a lot, or from time to time. Just over one-fifth of bloggers were largely indifferent to the process, and a minority of just 7% either didn’t really enjoy being approached, or hated it.

DO BlOggERS EnJOy BEIng cOnTAcTED?

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a lot

from time to time

don’t mind

don’t really like it

hate it

46%

26%

1%

21%

6%

bloggIng Is a hobby for most, except the aspIratIonal young

over half of the bloggers in our survey under the age of 35 use blogging as a hobby. However, we found that 73% of bloggers aged between 16 and 24 (who weren’t already using blogging as a form of income) wished to make blogging their full-time occupation, but that this desire steadily diminished with age. moreover, 100% of respondents who had been blogging for just 6-12 months wished to make blogging their full-time career, despite their relative lack of experience compared to other demographics.

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desIre to make bloggIng a career

80%

70%

60%

50%

40%

30%

20%

10%

0%

16-24years old

25-34years old 35-44

years old

45-54years old

65+years old

Qualitative insights derived from the blogger round table discussions supported our findings. many of the bloggers in attendance agreed that there has been a significant shift in blogging over the last three years, as younger bloggers have come to dominate the fields of fashion and lifestyle blogging. rachel is a regular fashion commentator for bbc radio and the huffington post, and is editor in chief of online fashion and lifestyle magazine LadyM Presents. rachel had the following to say on this emerging demographic:

these sentiments were broadly mirrored across both roundtable groups, although differences of opinion on impact of the shift did exist. one attendee, who wished to remain anonymous, had the following to say on the issue:

“there’S a lot of Younger bloggerS comIng on whIch are purelY doIng It for the freebIeS and haven’t buIlt up themSelveS up and haven’t had the IntegrItY of content that more experIenced bloggerS have”

“there are guYS lIke uS that have been here a few YearS, but one of the thIngS that StandS out IS that there are a lot more Young bloggerS gettIng Into It to trY to get free thIngS”

LadyM

Anonymous

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EDITORIAl cOnTROl: A MATTER OF AgE AnD ExpERIEncE?

as well as identifying emerging blogging demographics, we were also interested to know to how much editorial freedom bloggers were being afforded by brands as part of outreach campaigns. our research shows that young bloggers appear to be much more amenable to working on blogging projects with brands that involve editorial stipulations, whereas older bloggers (aged 35-44) who have been blogging for longer period of time (over 5 years) require far greater editorial control over blogging assignments or projects. These trends can be seen in the graph below.

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%16-24

years old35-44

years old55-64

years old25-34

years old45-54

years old65+

years oldprefer not

to say

bloggers who publish an average of 20 pieces of content a month are also far more likely to want complete editorial freedom when working with a brand or agency when compared to bloggers who post 2-4 times (only 6% require editorial freedom) a month and those post once or twice a month (9% of whom demand full editorial control).

these trends and differences were discussed by both blogging panels, with many of the more experienced bloggers having specific views on issues such as editorial integrity. the co-owner of interiors blog My Friend’s House and contributing writer to The Guardian, expressed her views on the differences between journalistic and blogging editorial:

“when It comeS to what You’re producIng; the ruleS and thIngS lIke journalIStIc IntegrItY are verY dIfferent. In bloggIng, I thInk we’ve come onto our own IdeaS of what we thInk IS IntegrItY, and what would be Important to our readerS. It’S quIte a ShIft for old-School journalIStS.”

My Friends House

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HAS lIFESTylE BlOggIng REAcHED TIppIng pOInT?

the blogging categories of ‘lifestyle’, ‘fashion’ and ‘beauty’ are relatively similar in their expectations of compensation in return for blogging, as well as their career aspirations. bloggers in these categories contain the greatest proportion (over 60%) of bloggers who wish to turn blogging into a career.

In line with this, as the below table indicates, over 90% of bloggers in these categories also expect to receive payment or compensation in return for blogging.

health & fitness

parenting

hobbies art

home & g

arden

food & drink

lifestyle

science

& technology

tv & movie

s

photography

business

& finance

education, liter

ature &

politics

beauty

gaming

travel

design

fashion

comicsmusic

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

“I thInk It’S got to a poInt where we’re juSt Saturated wIth content. It’S harder to Stand out now, becauSe there’S So manY people doIng It. now, You reallY need to fInd SomethIng that makeS You Stand out”.

Igor -FuturePositive

above 90% expect payment 60% - 90% expect payment below 60% expect payment

the broad category of lifestyle blogging (encompassing fashion, beauty and lifestyle) is often regarded as one of the most saturated and competitive blogging arenas. With such stiff competition among bloggers vying to make blogging their career, alongside relatively high expectations regarding payment and compensation, there appears to be a divide opening between more experienced lifestyle bloggers and those who are relatively new to the practice.

“newer bloggerS who are SaYIng ‘oh, I love thIS, thIS IS great!’ ,theY’re SaYIng that becauSe theY want to get In wIth brandS and get recognItIon. then You’ve got the bIgger oneS who are SaYIng ‘Yeah thIS IS great!’ but there’S no emotIon behInd It. I thInk Some of the bloggerS In the mIddle are the oneS people truSt a bIt more.”

Lori - @GlasgowBBlogger

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DOES MOnEy AlWAyS TAlK?

despite a relatively large number of bloggers within categories such as fashion and lifestyle expecting payment or compensation in return for blogging, the picture as a whole is much more varied with regards to compensation. over half (55%) of the bloggers surveyed said that the question of whether or not to expect payment in return for blogging was dependent on the agency, company or given activity, whilst a modest 26% stated that they would always expect to be paid by an agency or company in exchange for blog coverage.

We encouraged respondents to help us understand how bloggers commonly interpret the terms ‘payment’ and ‘compensation’ in relation to blogging activities. so what is compensation, and when do bloggers expect it? As the following table illustrates, these questions often elicit a number of different responses.

“there’S hobbY bloggIng, and there’S people trYIng to make a lIvIng from It now. It’S kInd of reached SaturatIon poInt In faShIon defInItelY, and It’S lIke ‘whAt’s thenext step?’ ”

LadyM

WHAT IS ‘cOMpEnSATIOn’ AnD WHEn DO BlOggERS ExpEcT IT?

• “payment would be accepted by way of products in certain cases”• “Every project is dealt with on a case by case basis. Depends on ROI for all involved”• “If it’s a clear advert, then I would expect payment”• “If it is a sponsored post I would expect payment but for a review where I get free products

I would not”• “I would expect to be compensated in some way be that monetary payments, products etc. I

wouldn’t do a piece for free in my office so the same goes for my blog”

as the above indicates, ‘payment’ often means different things to different bloggers. some bloggers regard receiving products as being comparable to monetary compensation, whereas others see that a distinction must be made between posts that are advertorial in nature and those that are not.

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Women are WInnIng career-bloggIng

What may be regarded as ‘payment’ to one blogger may not represent that same thing to another. despite these differences, a significant number of bloggers have been able to successfully monetise their blogs - a large proportion of those being women.

although over half those surveyed under the age of 35 blog as a hobby, women make up a large proportion of bloggers who are successfully making a career from blogging, as shown in the graph below.

our data shows that women make up a substantial 73% of all full-time bloggers, whilst men account for just 27%. The ratio of female-to-male part-time bloggers is not quite so significant; however women still outnumber men 55% to 45%.

Whilst it’s important to be reminded that women account for 62% of the overall sample, this gender divide is both significant and encouraging when we remind ourselves of the male dominance of traditional journalism. It would appear from this research however, that women are very much dominating the blogosphere when it comes to paid blogging.

It would appear from this research that women are very much dominating the blogosphere when it comes to paid blogging. this is likely to be due to a number of reasons. Women represent a particularly powerful consumer group, and as our qualitative insights suggest, bloggers play a particularly important role in shaping the opinions of their online peers.

80%

70%

60%

50%

40%

30%

20%

10%

0%female male prefer not to say

Full-time job part-time job hobby

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recommendationsblogging and the process of blogger outreach have undergone significant changes in the last 12 months. but do bloggers feel that the overall quality of outreach has improved? Our results indicate that the quality of outreach in certain verticals appears to have stagnated, whilst improvements have been reported in more niche interest areas. exploring these results in more detail, this section of the report looks closely at the winners and losers in blogger outreach, and provides a best practice outreach recommendations based on the feedback of participating bloggers.

Blogger outreach: the winners & losers

our research shows that for those blogging within categories such as ‘gaming’, ‘comic’ and ‘movies’, the quality of outreach in the last year appears to have improved, with as many as 33% of ‘comics’ bloggers stating quality had gotten ‘much better’.

In contrast, feedback from bloggers within the interest areas of ‘health and fitness’ and ‘business and finance’ suggests that little improvement has been made in the areas, whilst only marginal gains can be found in the areas of ‘travel and hobbies’ and ‘food and drink’. the table below illustrates the extent to which bloggers felt outreach has improved over the last year across the main blogging categories. extent to which bloggers felt outreach has improved over the last yearacross categories.

4

health & fitness

parenting

hobbies art

home & g

arden

food & drink

lifestyle

science

& technology

tv & movie

s

photography

business

& finance

education, liter

ature &

politics

beauty

gaming

travel

design

fashion

comicsmusic

70%

60%

50%

40%

30%

20%

10%

0%

slightly better much better

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“be human reallY, rather than juSt ‘a brand’ - create relatIonShIpS”

Emma -GlasgowFoodie

personalIsatIon

one of the most important takeaways for brands and agencies is to take time to personalise outreach. really getting to know bloggers beyond the blog can make a big difference and create a far more positive impact. With over 65% of respondents in our survey reporting they are contacted several times a week, brands and agencies must be prepared to go the ‘extra mile’ to develop strong blogger relations.

email remains the preferred method of contact for most bloggers, with 52% listing email as their preferred method of communication, followed by a direct message over twitter (16%) and ‘@’ mentions on Twitter (14%). Brands and agencies should invest time in learning the preferences of specific communities and bloggers in relation to channels of communication. Whichever method of communication you choose be sure to personalise your approach.

relevance

“The single biggest problem we have is irrelevant material: we blog about a single subject (beer), but get emails which suggest we’ve been classified under ‘Food & Drink” anonymous

Irrelevant guest post pitches, scattergun pr distribution and a lack of understanding of a blogger’s core audience and motivation are all major turn-offs for bloggers. Our research suggests that the pillars of relevance and personalisation must come hand in hand when reaching out to bloggers, whether the opportunity is editorial or advertorial.

Jakub, co-owner of the art and design blog The Future positive (@FuturePositive_) believed strongly in relevance as a core principle underlying good outreach, as described below:

“we were InvIted to a workShop to do wIth craftS and thIngS, whIch IS relevant to our audIence. but theY alSo wanted to chat to uS, So theY InvIted uS for drInkS and dInner becauSe theY wanted to fInd out about uS and how we can work together. I thought that waS actuallY prettY well executed, ‘coS It’S not juSt an emaIl converSatIon but perSonallY relevant”.

Jakub -FuturePositive

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transparency

We asked bloggers to identify two details of a brand’s outreach process that they value the most. over a third (35%) of respondents said they value when the organisation makes it clear what is expected of the blogger, whilst just under a third (32%) said they valued knowing precisely what they would receive in return for a post or social update as being an important part of initial outreach.

the issue of transparency resonated with the round table groups. as lynsay of glasgow-based blog Miss West End Girl explains, the outreach process can often involve a lack of clarity:

“It’S amazIng how manY of brandS Send You all theSe termS and condItIonS once You’ve agreed to do SomethIng. ‘You maY not do thIS, You maY not do that – here’S the exact wordS You muSt uSe to deScrIbe thIS’. It wouldn’t neceSSarIlY be an ISSue If theY told You up front, but a lot of the tIme theY don’t.”

Lynsay -Miss West End Girl

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the future of Blogger outreachas digital marketing evolves, the importance of earned media as a mechanism to engender trust will only become more important. We are, in the words of David Sacks, witnessing the ascendancy of the phone book over the friend graph as our search for trusted information leads us back to our most intuitive sources; our peer groups and close networks. the modern blogger is to many the online embodiment of that principle, stitching together disparate narratives, experiences and messages into personalised, relevant experiences - the effects of which permeate beyond traditional advertising.

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“I thInk the bloggerS that are In the mIddle are the oneS that people are StartIng to truSt”.

Ayden -Hello Rogue

what are the future opportunities for marketers and bloggers to work together?

the good news for both marketers and bloggers is that there is clearly a huge appetite for both parties to work together. as our research shows, most bloggers are overwhelmingly in favour of working collaboratively with brands, meaning there is tremendous scope for marketers to facilitate creative and relevant brand experiences by collaborating with earned media influencers. What our research highlights however, is that if these mutually beneficial relationships are to be cultivated, brands and agencies must be willing to appropriately reward bloggers for their time and expertise and invest in maintaining relationships for the long term.

With over 65% of respondents in our survey reporting they are contacted several times a week, brands and agencies must be prepared to go the ‘extra mile’ to develop strong blogger relations. those strong relations must be respected and honoured through a commitment to transparency and appropriate reward. this is where the future of blogger outreach lies.

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conclusionthe blog has come a long way since its humble beginnings and is now an integral part of our everyday experience of the internet. as blogs have grown in influence, so too has the response from marketers to attempt to leverage their power. In 2014, it is no longer possible for digital marketers to rely on once trusted shortcuts to influence the spheres of search and social. What’s now required is a genuine commitment to the process of outreach and a clear understanding of what this means to bloggers.

this research indicates a bright future for those willing to work collaboratively with bloggers and social influencers. there is little doubt that the blogosphere will continue to evolve over the next 12 months, but it is highly unlikely that human nature will. With trust in traditional media and advertising waning, marketers must look to embrace the potential of blogger outreach as an essential element of their earned media strategy. voices of influence have the ability to transcend channels and shape opinions. the future of blogger outreach lies in recognition of these facts.

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If you have any questions about the research, blogger outreach or would like to contribute feedback, we would love to hear from you.

you can get in touch here:

twitter: twitter.com/yomegosocial

facebook: facebook.com/yomego

google+: goo.gl/zrds3

email: info@yomego.com

demographic Information-247 bloggers completed the survey.-bloggers were grouped into 19 categories based on their similarity, from 86 self-identified blogging categories.-females account for 62% of the sample, males account for 37% while 1% preferred not to state their gender.-79% of respondents were under the age of 45.

Survey method

Data was collected using a google-hosted questionnaire during June and July 2014.access to the survey is available through the following hyperlink: Yomego Blogger Outreach Survey 2014

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appendix