The Importance of Blogger Outreach, Even for Small Blogs

I have a blog about things to do in New York City. It started out as a personal venture; it was basically an online journal of my favorite places in NYC that I could share with family and friends. When I started it, I loved to read others’ blogs, but I was clueless about making my own.  I was also clueless about the strong community that makes up the blogger world. blogger outreachI have learned that it is a massive and diverse community of people,  strangers who I have never met and probably never will, that are unbelievably supportive of one another.

For large companies, blogger outreach is helpful for spreading the word about a product or a service that is mutually beneficial for the company and for the blogger.  The article The Blogger Outreach Equation, by Kelsey Libert, explains the AIDAS principle for blogger outreach:

  • Awareness
  • Interest
  • Desire
  • Action
  • Satisfaction

She used this principle to create the Blogger Outreach Equation picture below:

blogger outreach equation

Blogger Outreach Equation from

I think this equation also works for small personal blogs. If you have a personal blog, you might not be selling a product or a service, but you are, in a way, selling your thoughts, ideas or expertise in a certain area. By connecting with other bloggers, you can learn from each other, find new things to try and do, and expand your network. Here’s how small blogs can use Kelsey’s AIDAS principle:

  1. Awareness: Leave a comment on your favorite blog or tweet to your favorite blogger. Make them aware that you find what they write about of interest to you. Doesn’t it feel great to know that people enjoy your work? Share the love and let them know you appreciate what they do. Chances are they will return the favor.
  2. Interest: You should blog about things that interest you, but you should also blog about things that your community/potential community is interested in. I find that I get the most likes on my photo posts, so I try to do those often to please my readers.
  3. Desire: By desire, Kelsey means establishing a mutually beneficial relationship with other bloggers. The desire to want to help each other out. Maybe you ask to repost your favorite bloggers story or ask them to write a guest post for your blog. blog pressFor me, since I often write about specific venues, restaurants, bars, etc., it is mutually beneficial for me to write something nice about a place that I visit and for them to share it with their community. They get good press and I get page views.
  4. Action: Blogger outreach doesn’t just happen and it isn’t always mutually beneficial. Do your homework, search for blogs that are in your genre of work, read blogs that are similar to yours. Even though I like reading blogs about other cities, someone who writes about San Francisco probably would not find it helpful for their community to repost one of my stories about New York City.  But for example, I love writing about art, and if I do my research, I could find a NYC blog that might be lacking in stories about art. I could offer my services to fill their content void.
  5. Satisfaction: Both bloggers need to be happy about collaborating. How did the post do? Was it well received by the blogger’s community? The relationship shouldn’t just stop after the blog has been posted. Follow up with each other, send tweets, stay connected. In her post, Kelsey states, “it’s imperative that you continue to build these relationships for future partnerships.”

Do you have your own blog? Do you reach out to other bloggers? Please share how you build relationships with other bloggers and what you find most helpful.

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