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When I was a senior in college, I was obsessed with finding a job. I combed the now-archaic alumni database. I networked. I sent emails. I made follow-up phone calls. I attended networking events with a paper resume in hand and a black leather portfolio case in my bag at all times.
Luckily, it’s easier now. That is because everything–and I mean everything–is online. I haven’t carried a physical portfolio since 2010 and even then, it probably looked like the modern day version of a flip phone. I didn’t even bring a paper copy of my resume to my interview for my current job because I had it locked and loaded on my iPad.
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 You’ve already been charged with driving more traffic to your client’s website, and now they’re flipping the script on you by creating a microsite that they want you to promote too.
Sounds familiar, right? Creating microsites—branded content sites that live outside of the primary company home page and/or brand URL—is all the rage right now, especially for consumer brands rich in digital photo and video content. These websites, often created for a seasonal or specific marketing campaign, can be a double-edged sword: you want an initiative to have its own home on the Internet, but you also want it to be fully integrated into your existing marketing plan, lest you end up cannibalizing your own traffic. Guess what? It doesn’t have to be that way. When bloggers solicit brands and public relations companies for sponsored posts, recipe development or other forms of paid advertising, one of the first things they like to tout is how much traffic their site attracts in an average month.
Yes, it’s important to communicate this to brands at some point in the discussion process because most marketers have to report to someone, be it a client or boss, how many media impressions a specific website or cumulative campaign is generating for the brand. Bloggers should be upfront with that number. However, on its own, a blog’s page views are not indicative of your blog’s overall worth and will not convince me to pursue a paid relationship with a blogger There are numerous ways that brands, including our own clients, like to work with bloggers. Some like to treat bloggers like traditional journalists, some treat them as brand ambassadors and others like to utilize blogs as a platform for paid advertising. In my opinion, the brands that are “doing it right” do a combination of all three, but that’s a song for a different day.
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MusingsThoughts on new and traditional media, current events, life in Chicago and the occasional small Chihuahua photo. Archives
February 2018
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