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Engage Customers via the Blogosphere With Sponsored Posts and Giveaways

by Jeff Foster  |  
March 26, 2014

Facebook, Twitter, LinkedIn, Google+, and Pinterest have proven to be invaluable resources for increasing brand awareness, attracting customers, tracking what customers have to say about your brand, and addressing complaints. Having a solid social media presence makes business sense.

However, one online area that some companies have not yet tapped into is the blogosphere. And no matter what your product is, there's sure to be a blog that would be a great fit for a solid partnership.

What Is a Sponsored Blog Post?

In the early days of advertising on blogs, companies would buy up ad space on a blog, with rates depending on the size of the ad. That process worked well for a while, but in today's more fast-paced Web environment, a more dynamic solution is needed.

Enter the sponsored blog post.

Savvy marketers are partnering with popular bloggers to sponsor posts that promote their brands or products. Once the partnership has been established, the blogger will write a post within certain guidelines that prominently showcases the brand. Usually the blogger is free to come up with topics as long as the company is clearly featured and linked to.

For example, in 2012 and 2013, Old Navy-sponsored a series of posts by blogger Heather Armstrong of featuring its clothing and accessories. In 2013, Alice Bradley of Finslippy wrote a post sponsored by Scribd, a book subscription service, to inform her readers about the ease and convenience of e-books.

An even better promotional tactic is the giveaway. Recently, Kath Younger, author of the Kath Eats Real Food blog, featured a sponsored giveaway of a Ninja blender. Kath compared and contrasted the Ninja and Vitamix blenders then held a random drawing to give a Ninja to one lucky reader. As you can imagine, that promotion was wildly popular and increased exposure for both the blogger and the Ninja brand.

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Jeff Foster is the CEO at Tomoson, an influencer marketplace that lets businesses connect with targeted, niche audiences and allows influencers to get paid for posting sponsored content.

LinkedIn: Jeff Foster

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