Music blogs like Consequence of Sound, Brooklyn Vegan, Gorilla vs. Bear and others have become highly influential among young audiences and music fans of all ages. As a result, they have become attractive channels for many brands.
But getting these blogs to cover a brand can be notoriously difficult because they rarely cover products that aren’t bands or music platforms.
The good news: there are several meaningful ways to insert your brand or product into these sites. You’ll need to pay, but it’s affordable. And done properly, these investments can boost site traffic and improve conversion.
Sponsor a Content Series
Sponsor a popular reoccurring blog series, like “New Artists of the Week,” or create a new series that reflects your core product messaging. Include product call outs, brand messaging and links throughout the series.
Pro Tip: Provide product giveaways or other incentives bloggers can use to promote the series.
Test Email Blasts
Some of these outlets have email lists north of six million readers. For a very reasonable fee, they will work with brands to create custom blasts.
Pro Tip: For maximum impact, work with the blogger to customize the content in these email blasts. They know their audience best, so get their help. Your standard marketing collateral will probably flop.
Cherry Pick High Traffic Pages
Pages dedicated to festivals and festival guides see disproportionately high traffic. Explore creative ways to integrate your product into these pages.
Pro Tip: Ask about partnership opportunities at these events. Sponsoring showcases (small music shows) hosted by blogs can be an affordable back door to participation at some festivals.
Support with Display Advertising
On its own, display advertising isn’t super effective on these pages because music blog audiences don’t often click them. Instead of purchasing stand-alone display programs, use display ads to augment your sponsored content or pages.
Pro Tip: Most of these sites won’t have robust reporting or tracking. Use UTM links, or similar techniques, to track clicks, conversions and other actions.
Brief the editorial team
At the outset of your partnership, ask to brief some of the editors on your product. Don’t expect coverage out of the gate: it likely won’t happen. But it opens the door to editorial opportunities by educating those editors on a product they wouldn’t otherwise have top of mind.
Pro Tip: Send the editorial team cool stuff, whether it’s product swag, tickets to a show or event you’re attending, or product. Again, no strings attached, but those things can go a long way to building a positive relationship with the editorial team and keeping your brand and products top of mind.
Once you’ve tested some of these tactics and refined your approach, try combining them into an integrated campaign for maximum impact. At this point, I’d suggest throwing your marketing collateral out the door completely and partnering with the blogger to create marketing content that resonates with readers.
Anything to add?