What's the best way to get bloggers to promote your content?

I've received an almost identical email pitch about 5 times in the last 2 months. It involves telling me about an article that's running on Brandweek.com, and then tells me that:
A Brandweek editor is available to discuss:

Peltz’s track record as a turnaround artist and his marketing strategies
Peltz’s revamping of Snapple
Peltz’s future plans for Heinz

Read the complete article at http://www.brandweek.com/bw/magazine/current/article_

To learn more about these articles or to schedule an interview with an AdweekMedia edtior, please contact me at XXX-XXX-XXXX

Basically, this pr agency wants me to contact them so I can interview a Brandweek editor to aid in my preparation of a post that I will leave here, promoting a Brandweek article.

Now contrast Brandweek's attempt to boost their awareness among bloggers with what Chris from Movie Marketing Madness says that Newsweek did in reaching out to him:
There have been a number of stories written in the last few days about Owen Wilson and how the rough times he’s going through personally are affecting the movie’s that are either coming out shortly or had planned to have a role in. I was asked for my thoughts on this issue, specifically as it relates to the marketing of The Darjeeling Limited, for a piece in Newsweek and you can read that story, complete with a quote from me, right here.

Note the difference?

First, Newsweek made sure that there is a direct benefit to Chris. If he agrees to the interview, then his comments will appear in a Newsweek article, which increases his exposure.

Second, by talking to Chris, Newsweek ends up with a better article. Which also benefits Newsweek's readers.

Third, Chris has a vested interest in promoting the article on Movie Marketing Madness.

Fourth, by talking to and referencing Chris' comments in an article, Newsweek has suddenly become relevant to me. They have just shown me that they 'get' the blogosphere, and now I want to read their articles.

This is also a great example of the power of being second.

A chance to be interviewed as a source for an article, or the chance to interview an editor about their article. Which approach would make you more likely to promote that article on your blog?


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posted by Mack Collier @ 3:29 PM,


At 5:06 PM, Blogger Gavin Heaton said...

It surprises me that folks in PR are still doing these sort of pitches. I guess they are not really used to (or interested in) feedback ... Muhammad Saleem has a great post on how to prepare and write a social media press release:
Sage advice.

At 6:44 PM, Anonymous David Reich said...

Good post -- examples of how and how not to pitch. I'm embarrassed that so many in my field just don't get it.

At 12:45 PM, Anonymous Becky Carroll said...

I think any pitch, be it to a blogger or a customer, needs to be relevant for them in order for action to take place. Seems like it is taking awhile for the old-school to learn how to talk to the new-school!

One of these days, marketers of all types will think about what's in it for the customer/blogger rather than trying so hard to pitch their product!


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