These days, I feel guest blogging has become another form of media coverage for many individuals, brands, and companies. While it’s still an up-and-coming trend, I believe it’s continually growing. Since many internet users turn to their favorite bloggers as a main online reference every day, as a public relations professional, you should consider guest blogging as another opportunity for media coverage.
When it comes to guest blogging from a PR standpoint, some kind of pitch is needed, just like if you were pitching to a reporter. Since most bloggers communicate through email, a pitch email is the best way to go.
In your pitch email, be clear and concise in your request yet personable (Starting with Hello John Doe, for instance.) and knowledgeable of the subject matter. Most importantly, provide evidence that your guest post is worth the blogger’s time through creativity and formality.
Another rule of thumb for a pitch email? Always, always, always (I can’t even say it enough!) check and double check your spelling and grammar. I know mine is far from perfect but I’ve heard horror stories of reporters and bloggers finding one spelling error or grammar error in a pitch and it immediately gets thrown in the trash. Any errors and you can guarantee your story won’t see the light of day. Have your editor or, if you don’t have one, a couple grammar-savvy co-workers edit your pitch email before sending over. I can’t stress enough how important it is in our industry.
A tip from Heather Whaling over at prTini that I thought was a great addition to a pitch email for a guest blog was adding a personal touch to the email. It proves you’ve taken time out of your day to do a little research on the blog and blogger beforehand. Heather states that “this small gesture [helps] establish familiarity and credibility” and that ensures a great first impression.
When you pitch your story to the blogger, I personally think it’s good to include a short bio that’s about 2-3 sentences of your writing experience and background. Link to a few previously written posts, articles, etc., that you feel show your greatest work. (Make sure all spelling and grammar are correct on those too!)
In addition to Heather’s comment, and if you want to go the extra mile, at the end of your pitch email include three well-thought topics that can be starter points for what you’d like your guest post to be about. Include a small synopsis of each so the blogger can see that you, 1. already did the research so you know what this person blogs about and can genuinely contribute to the blog and 2. are already eager and ready to guest blog ASAP.
Those are just a few best practices when it comes to a pitch email. Reaching out to bloggers is a great form of media coverage in modern day PR. And hey, if your pitch email strikes the fancy of the blogger, you could have yourself a guest post that could lead to even greater opportunities.
Have you ever pitched to a blogger for a guest blogging spot before? If so, how did it go? How did you write your pitch email? Have any tips you’d like to share?
If you’re not sure where to even start when it comes to guest blogging, I offer three helpful tips here.
Photo Credit: “Oklahoma Blogger” by Wesley Fryer. Some rights reserved.