While TV and movie celebrities may still be preferred brand ambassadors, women bloggers are increasingly gaining traction and credibility in the business world. “Bloggers have a real relationship with their audience. They are real and authentic. That is what people connect with,” says BlogHer’s Elisa Camahort Page.
Once that connection is made, some bloggers are able to expand it into other media. Ree Drummond has parlayed her Pioneer Women blog into a Food Network TV show, a Land O’Lakes endorsement deal, and a line of cooking products. Lori Falcon, who writes A Cowboy’s Wife, has served as a spokesperson for brands including Kraft’s Velveeta, Wilton, and Walmart. Heather B. Armstrong of Dooce has had three memoirs published with Gallery Books and sells t-shirts and calendars on her website.
While there is no formula for moving from a personal blog to a media personality, there are a few commonalities among blogs that have become brands.
There’s No Overnight Success
While it may seem as if some women bloggers achieve overnight recognition, none are instant sensations. However, there’s a key difference between bloggers who want to establish themselves as public personalities and those who are satisfied with a small cadre of readers.
Even though both groups start out writing to an audience of friends and family members, the brand-builders tend to aggressively court a wider audience. They do this by aligning with online aggregators that help distribute their content, by seeking out free samples, and by forming alliances with other bloggers. The next step may be a book deal or local TV appearances. Higher-profile opportunities, such as national TV appearances or designing a line of kitchen appliances, only happen once a blogger achieves widespread recognition. Often women who reach this level have already distanced themselves from the “blogger” label.
Topics That Resonate
Certain topics lend themselves more easily to brand extensions and opportunities. “Food is our number-one topic and most widely viewed,” says Camahort Page. “Everyone eats, so it’s relatable.” Fashion, beauty, and family life are other topics with broad appeal. But it’s important not to select a topic based on potential popularity, says Camahort Page. “It’s your passion, frequency, and different voice that makes your mark, more than what you say.”
It’s also important for bloggers to be proactive. An executive at the BlogHer network tells MTW that the site only showcases 3,000 blogs, but they currently have a waiting list of 9,000, with additional submissions coming in daily. Likewise, women typically have to approach brands in order to acquire endorsement deals or product samples. While book publishers do seek out bloggers, it’s important that bloggers actively submit proposals. Even Martha Stewart acknowledges that the key ingredient in her success was her persistence in seeking out opportunities and leveraging connections.
Source: BlogHer, Elisa Camahort Page, 1301 Shoreway Rd #340, Belmont, CA 94002; 650-551-1364; elisa@blogher.com; www.blogher.com.
© Copyright 2012, EPM Communications, Inc. May not be reproduced without written consent of publisher.