Influencer marketing, including the hiring of blogging influencers, has proved to be an exceptional tool in terms of a company’s return on investment. With the ability to persuade consumers through transparent and authentic content, influencers can serve as an extension of a brand’s marketing team, swaying preferences, boosting loyalty, and impacting buying decisions in both B2C and B2B campaigns.
With U.S. influencer marketing spending predicted to hit $7.14 billion in 2024, now is the time to lean into influencer blogging to provide longer digital content to share information, humanize your brand, engage with readers, and boost both short-term and long-term sales.
Read on to discover some of the unique advantages of using blogging influencers and how to find them.
Benefits of using blogging influencers
Rather than relying on a team member to write blogs for your company, many brands are turning to blog influencers to give readers a fresh outsider’s perspective while tapping into new audiences. Check out these potential benefits.
1. More website traffic
More relevant content on your website gives search engines more to find. Rather than simply relying on a homepage, About Us page, and landing pages for the products and services offered by your brand, a blog can serve as unlimited fodder for keywords and phrases about your brand. Showing up in more search results typically means you’ll reach more customers and gain a wider audience.
With a bit of keyword research, you can supply blogging influencers with important terminology to include in their writing, which can help your brand beat the competition in organic search traffic and improve your long-term search engine optimization.
2. Improved leads and sales
As more people discover your website through your blog, some will make a purchase, and others will go into the sales funnel as leads. Use a call to action at the end of each blog post to convert your site visitors to email subscribers, social media followers, or trial members. Be sure to add push notifications to your blog to encourage visitors to return each time a new piece of content is posted.
3. Brand positioning as an authority
One of the best ways to build trust with your target audience—and even other businesses—is to publish content on your blog that positions your company or brand as an expert.
Blogging influencers can provide content based on information you supply to them, or you can hire someone with expertise in a relevant topic. A blogger with knowledge about home decor, for example, could write a blog about trending colors for the season or which types of fabrics are most resistant to stains or least likely to attract pet fur.
4. Additional content for repurposing
Blogs provide a regular flow of new content that can not only be shared via a link on social media or in emails but also disseminated and repurposed on other channels. Pull out specific quotes or bullet points to share as their own content, turn information into infographics, create a longer video based on the blog’s information, or create short clips from the subject matter to be used on Instagram or TikTok.
5. Boost engagement
Static websites aren’t designed for conversation, but blogging influencers can boost engagement by encouraging readers to leave comments or share the content on their own social media sites. Sharing and commenting help build trust, community, and brand advocacy, and that feeling of engagement with your brand may bring users back to your website when they’re ready to make a purchase.
6. Expanded persuasive and educational content
E-commerce sites and websites often share limited details about products in the descriptions. But blogs can provide a space for expanded content that may better inform, educate, or persuade readers to take action.
Provide influencers with valuable information to incorporate in their blog posts, such as launching new products and services, business news, upcoming events, features, and benefits, or a mix of written and visual tutorials. Be sure to include a call to action at the end and consider offering readers a promo code, free sample, or limited free trial.
Where to find blogging influencers
Use a creator marketplace
Finding blogging influencers is easy, especially if you can access a database of content creators with built-in filters. There’s no shortage of these creator marketplaces, but ensure you’re investing in one that does some of the vetting—or at least legwork—for you.
Some influencer marketing platforms, such as IZEA, go beyond simply providing a clearinghouse of searchable influencers. Brands and agencies can submit Casting Calls to find collaborators for their blogging needs, indicating specific needs and preferences for expertise, campaign experience, and target audience.
Find bloggers manually
Prefer to find blogging influencers on your own? Here are some ideas:
- Check out popular online learning platforms and thought leaders in your niche
- Search for industry-related hashtags on social media
- Use social monitoring to see who’s already mentioning or writing about your brand or industry
Now is the time to expand your thinking about the benefits of long-form text content. With the right influencer on your side, you can put blogging to work in ways that will boost your brand’s authority and reach without draining your entire marketing budget.
Influencers:
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Marketers:
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