In our second post on optimising webspace , we’ll explore earned media and how third party publishers, or bloggers, are a valuable element that can be an aid to your marketing campaign. Before digital marketing , there were two ways to get your brand seen – advertising and PR. The online revolution had given us a third; bloggers. Ignore them at your peril.

Often amateur  – at least at the outset – these writers, critics and reviewers are making careers from what were once hobby blogs. Whether using wit, authority, well-crafted prose or all three, many bloggers have grown their readership to such a level that brands and advertisers having to sit up and take notice. (Click the image below for the full infographic).

From humble beginnings, Peter Robinson’s very funny Popjustice has founded a record label, released branded compilations, held branded tours and broken pop news stories. Charlie Lynne’s film blog Ultra Culture has been hailed the UK’s foremost film blog by reviews aggregator Rotten Tomatoes and hosted the national premiere of Spring Breakers. And Jack Monroe, the budget food blogger behind recipe site A Girl Called Jack has earned worldwide media interest and become the face of Sainsbury’s new ad campaign. How’s that for the power of blogging?

When we worked with specialist travel operator Thompson Lakes and Mountains, we saw an opportunity to feed content to not one but two blog audiences. By creating a guide to the company’s most popular destinations inspired by the maps often found in fantasy novels, we reached travel bloggers and the fans of dramas such as The Hobbit and Game of Thrones. In doing this, we spread word of Thompson Lakes and Mountains across multiple channels.

Next in series on optimising webspace, we’ll discuss the importance of paid media and what piece they are in the overall puzzle and be sure to check out our previous blog in this series on  brand blogging .  f you’d like to discuss with us how you can expand your reach into earned media, get in touch. Talk to Quad