Owners, take a look: Three key points for cooperation with bloggers - first, the form of cooperation, budget and evaluation that reveals expectations
This article The author Girl Karen is a newcomer to the media. He once served as the editor of Taiwan’s most popular online native media, broke into the 4A public relations group, and currently works in the TV media. Thank you for authorizing the “Content Hacker” website to reprint it. Thank you hereby.
[Why we reprint this article] If you feel that you can’t always write the right essay for your homework and want to ask a blogger to help you write the essay, the owner himself must also prepare the homework in advance. Karen, a young girl, shared her personal experience of communicating with owners, helping owners better understand the preliminary homework they should do first, so as to help bloggers better understand products and services, and speed up the writing of in-depth introduction articles.
A less than ideal cooperation invitation
Since starting to write blog, Karen has received some copywriting invitations one after another, including invitations from various industries such as beauty, skin care, clothes or shoes. Because I understand that my current results may not necessarily be better than those of bloggers with more fans, I usually try my best to cooperate with the owners. I will ask very carefully when communicating beforehand, and I also want to ask clearly about the details of subsequent cooperation with the owners.
For example, do you want to collaborate through graphics and text? Or collaborate in the form of long blog posts? The author would like to first understand these relevant thoughts of the owner so that he can understand the extent to which he can help. However, I recently received a cooperation invitation, which is an invitation method that I feel is not OK. Let me state first: This article is definitely not meant to attack the other party; because every cooperation invitation is handled and evaluated personally by the author. However, the other party’s explanation was too unclear, which made me formally refuse cooperation for the first time.
It is said that when the other party sent me a private message at the beginning, the message was classified as spam by the system. Fortunately, I have the habit of checking spam regularly, so I can still reply to the sender even after a while.
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The original sender’s message was: “I would like to ask if I can collaborate with you to publish an article?”. The use of the word “cooperation” made me think whether I wanted to cooperate for free or exchange traffic, so I asked further what form it would be. As a result, the sender replied that he wanted to cooperate “from a blogger’s perspective.” The author is very curious. When this owner is looking for partners, isn’t he looking for bloggers? I also emphasize once again that it is written from a blogger’s perspective, which is difficult for the author to understand. There are also a lot of typos in the message, but these don’t matter much.
Then the sender said to the author: “I have developed a fan system tool” and wanted to combine it with social interaction peripheral marketing (the white area is the name of the industry’s tool, which is a special mosaic), and asked the author if I could cooperate in writing an article. At this point in the communication, the author still doesn’t know what product the sender wants to cooperate with? What content do you want the author to write?
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Based on past experience, the other party should first provide product introduction, features, or relevant website content and presentation files that can introduce the product, etc., so that bloggers can evaluate whether there is a possibility of cooperation. But at the first moment of contact this time, the author was really not sure what product the other party wanted to cooperate with, and not everyone could immediately understand the content of this product. The author had to search for the company on the Internet, only to find that the so-called fan system tool should be a product that the other party hopes to cooperate with.
Later, the sender just sent Ye Peiwen (Industry Support Article) who sent two internal introductions from his company. The author first learned about the product through these two articles and found that this system is advertised as an “O2O marketing tool”, which can issue discount coupons and send products through game interaction with fans. Therefore, after evaluation, I feel that this product is more suitable for e-commerce or bloggers, Internet celebrities or companies that sell products.
But from the beginning, the sender defined this system as an entity-to-entity tool, so I felt that it was not suitable to find a blogger like me who specializes in writing articles and [book reviews] (https://www.contenthacker.today/2018/02/the-membership-economy.html) but does not have physical products or storefronts. The author himself doesn’t know what kind of help it can be, nor does he know how to use such tools to interact with fans.
Furthermore, the other party still did not explain how they wanted to cooperate, nor did they ask me about my budget, so I still feel that the other party wanted to cooperate with me for free. In addition, the article provided by the other party is an internal introduction to the company, and the examples cited are all cooperation activities of other physical brands. Not only does it have no substantial benefits for the author, it should also have no benefits for them. This is a method of cooperation that I do not like, so I explain my ideas to the other party and directly provide a quotation.
However, the other party asked me “about how much it is estimated to be”. At the moment, I was confused as to why the other party would ask me again. Because the author has submitted the budget and form very clearly, I already feel that if we really continue to cooperate, there may be difficulties in communication, so I am mentally prepared to refuse, but I still continue to respond. As a result, the other party’s reply was: “Don’t know the word count of the article?”.
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Three key points for working with bloggers
At this stage, the author has sorted out the three key points of responding to industry invitations to write articles before, so that everyone can understand how to arrange it better and avoid communication difficulties between the two parties.
1. Owners need to first evaluate the cooperation form, budget and expectations
According to past practice, the industry needs to estimate the form of cooperation and the number of words required, and then both parties weigh it together to find a middle value. If the business owner already has an internal budget, he should actually get a rough idea first and then discuss it with the blogger. For example, in this cooperation negotiation, I’m afraid it will only make the partners feel that the perpetrators themselves are not clear about the company’s products and cooperation articles, and they will be worried about the details of the cooperation.
2. The owner should first consider whether the style of the cooperative blogger can match the company’s products.
At the beginning, the industry should first understand why they want to choose this blogger to cooperate with, and first observe and understand the blogger to gain trust. This means that the industry is not just shooting at random. Before cooperation, the business operator should first provide a preliminary introduction to the product and explain the extent to which the blogger is expected to help, so that the blogger can first assess whether he or she can afford it, rather than the blogger who needs cooperation guessing the business owner’s intentions. This approach can make bloggers want to cooperate at first, but their enthusiasm may be dampened later.
3. The owner should provide past actual cooperation cases as reference
The author feels that it is not a good practice for the industry to only provide the company’s official website and Ye Peiwen introduced by internal personnel for bloggers’ reference. It is recommended that the owner should provide past cooperation cases with bloggers, so that the cooperative bloggers can more easily predict the extent to which they can perform. When companies are looking for partners, they should first evaluate where the other party can leverage their expertise.
For example, in this product cooperation case with the author, if the owner hopes that the author can explain the community phenomenon from the beginning and combine it with case analysis, it will be easier to use. But if it is the author who proposes such an idea, it will make people wonder whether the owner does not know the partner well enough.
In the end, the author rejected this cooperation opportunity. Although I feel a little sorry, I feel that when the owner invites bloggers to write articles, even if they just ask an assistant to contact them on their behalf, it still represents the company’s image. So far, I still cannot fully understand the company’s background and the benefits that its products can provide to users, which I feel is a pity. Therefore, we have organized the communication process of this case and provided it for everyone’s reference.
Here, I would also like to thank every business owner who is willing to provide the author with opportunities. I wish every owner can successfully find a partner and achieve long-term success!
★ Photo Credit: girl Karen
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