Your content marketing strategy need not be confined to the digital world. Organising real-life, offline events can do wonders for a content marketing campaign. Holding blogger events can increase your online visibility, boost your SEO and improve your brand image.
So, what are blogger events?
A blogger event is a natural phenomenon which sees bloggers from around the globe make an annual migration to the birthplace of blogging…
Blogger events are organised by savvy businesses that are looking to grow their online — and offline — presence. They range from coffee mornings to weekends spent training with Nike. In all cases, they are mutually beneficial for the business and the blogger.
The business hosts an event, offering an enjoyable experience (and possibly some of their products) in return for online coverage. This could be in the form of social media posts, a YouTube video, a blog post, or a combination of all three.
Let’s take the most basic form of blogger event: the coffee morning. Bloggers get free coffee and cake (a win in our books) and the business gets tagged in tweets and blog posts about the event. For some eCommerce businesses, this is also a great chance to get people to try out their products. Give out some free samples and there’s a good chance the grateful bloggers will write nice things about you.
The amount of blogger coverage may vary depending on the scale of the event. Companies organising the biggest events might request three blog posts and various kinds of social media posts. If you’re giving bloggers the experience of a lifetime, you should expect a heavy amount of coverage.
What are blogger events good for?
Holding a blogger event can kickstart your content marketing campaign. If you’re looking to increase your search engine visibility, improve your brand image, or expose your brand to new audiences, blogger events could be just what the doctor ordered.
Boost your search rankings
The SEO benefits of holding blogger events are potentially huge. Getting high-authority bloggers to post backlinks to your website tells Google that you’re a top banana. Instead of getting these links one at a time (through blogger outreach or guest posting) a blogger event can reel in multiple backlinks at once.
Improve your brand image
Blogger events are also great for improving your brand image. Regardless of whether you’re a newbie to the eCommerce game or an experienced trader, hosting a blogger event can work wonders. Handing out freebies and pampering your guests shows that you’re generous and caring. It sounds fluffy, but it works.
Reach new audiences
Another awesome benefit is opening up your business to new audiences. Blogs usually have carefully crafted, loyal readerships, so a feature on the right blog can generate a bunch of potential leads. A blogger event might cost a bit to organise, but your return on investment (ROI) could be huge.
If you’re launching a new product range, hosting a blogger event can provide you with some product reviews to springboard your content marketing campaign. If this is the case, now’s the time to get your website looking awesome.
No matter how many people a blogger event points in your direction, you still need a professional, trustworthy website to finalise the sale. Contact Exposure Ninja and we can review your website for free, giving you all the pointers you need to drive those sales home.
Are Blogger Events Right for my eCommerce Business?
While the right blogger events can spark serious hype, they’re not right for everyone. If your eCommerce business sells products such as make-up or vaping products, you could be in luck. Your target market — and the target audience of the bloggers you invite — are likely to respond well to this kind of event.
For example, let’s look at a blogger event hosted by The Body Shop in 2010. The cosmetics company invited some UK beauty bloggers to try their new products, providing nibbles and free samples for those who attended. In return, bloggers like Zoella and I Heart Cosmetics — two bloggers with a decent Domain Authority — wrote blogs and social media posts about the event. The Body Shop’s exposure to these new readers, as well as the SEO benefit of the backlinks, meant that the event was a roaring success. Their new product range was off to a flying start, all thanks to a few cakes and product samples.
Blogger events can even work for industries like HR and accounting, providing you tailor the event. HR bloggers might enjoy being treated to a spa day, but it probably won’t resonate with their audience. Think about more formal events — such as conferences — if you’re in a more formal industry. You can still have fun with it and make your guests feel like they’re being treated.
How Do I Run a Blogger Event?
Now that you can answer the question “what are blogger events?”, you’re probably hyped up and ready to host your own blogger event. Where do you start? Thankfully, one of our Ninjas has written an awesome blog post on how to host your own blogger event. It goes into detail about setting a budget, what to ask from the bloggers in return and much more.
If that’s not enough, we wrote about it in our bestselling content marketing book. Between those two resources, you should be good to go.
If you’re thinking about organising a blogger event but need a helping hand, get in touch with Exposure Ninja. As a content marketing agency, we’ve got bucket-loads of experience in creating awesome blogger events that have boosted our clients’ online presence. We’ll create a bespoke plan for your business and tell you how your content marketing campaign could benefit from a truly Ninja blogger event.