I had breakfast with John Bell of Ogilvy a number of years ago. He didn’t see the value of investing limited budget, time and resources on the long tail when those treasures would better be used to woo the high-fliers, professionals, top-cows and A-listers. That’s fair enough, and surely a common question, and a question we must address close to the beginning of every sales call we make at our agency when we propose blogger outreach to a prospective client.
The value comes from penetration, permanence, perseverance and persistence. There are only a finite number of members of every organization’s email list. Mashable and TechCrunch have a sizable but vertical (narrow) audience. When we reach out and pitch to thousands of bloggers, however small or niche, if they’re within maybe one but generally a handful of loosely defined topics, we always reach well outside of the echo chamber of a conversation that tends to get contained within the walls of a tech blog or mommy blog.
By reaching out ever further, we don’t assume that anyone outside of the five major urban centers are obsessed with the top five major papers or the top five major blogs. Doing so makes the critical mistake that if you get covered by the FT, the Wall Street Journal and the New York Times, you’ve got the world covered. In fact, I will use a newspaper analogy to try to illustrate my point. Continue reading