Marketers Should Make Things Easy For Bloggers
Posted on April 26, 2008
Novelist and Boing Boing blogger Cory Doctorow has some excellent tips for marketers wanting to reach bloggers in an article in Information Week called "17 Tips For Getting Bloggers To Write About You." To most bloggers these tips are common sense but a surprising number of marketers don't follow them. Some of Doctorow's best suggestions have to do with linking.
Have a permanent link. Don't just change the front page of your site every time a new speaker for your speaker-series in announced. A blogger who links to the front page of your site today in a post about the upcoming address by Philo T Farnsworth, wants that link to stay good for in the future, and not point to the upcoming address by Paris Hilton when you change it next week. Put up a separate, permanently linkable page for everything you want to get blogged.
Have a link for everything. Don't have a single page with ten items on it. Blogging a link to the top of your fifty-screen-long page with a blurb about something halfway down generates 200 e-mails from readers who can't find the referenced item.
Use real links. Don't have links with expiring session-keys that are no good if someone revisits the URL later. If a blogger can't send the URL to a friend or put it on the Web, then that blogger can't send people to go look at your stuff. Likewise, avoid the giant, 800-character gobbledegook URLs filled with junky alphabet-soup GUIDs -- if it can't be pasted into IRC without linebreaking, there's some group of compulsive communicators who'll be unable to get to it.
More and more marketers are doing the things Cory Doctorow suggests in his article. They are providing permalinks and easy-to-grab images and video downloads. This will make the marketers who don't get it even more obvious. They will stand out like a soar thumb.