RHIANNA BOWE Robowebcop
CONTENT MARKETING
O
ne of the most
important parts of any campaign is getting your brand in front of the
right audience – and one particularly bespoke method has been working its way into marketers’ plans. considerable popularity over the years, focussing largely on the use of celebrity spokespeople. However, as digital has integrated
into our daily lives, so too have the likes of digital celebrities, from worldwide YouTube stars such as Zoella and PewDiePie, to smaller, more niche bloggers and vloggers. As in all popular media, brands are
constantly looking for ways to maximise their exposure to their marketing through bloggers, be it review samples, is an undeniably useful technique for getting your brand in front of your target market – and with a voice they trust.
Robowecop
Figaro Digital spoke to Rhianna Bowe of Robowecop, a UK based lifestyle and beauty blog, about her relationships with both her audience and her brand partners. Having started her blog whilst on a years’ work placement during her time at University, she found that putting her “down-to-earthness” out to her readers drew them in. “It’s the best decision I ever made,” she says. The blog has become more than
a hobby, Rhianna stresses, explaining that bloggers take their analytics as seriously as any other business. “It’s the best way to see how your content is being received. I take my analytics particularly seriously, because compared to my follower count they’re really good. If a brand ever approaches me, I tend to emphasise my statistics over my follower counts, because it’s my strong point.
posts each time they visit the blog – people just seem to read post after post!” Brands often have a tendency to
favour social media followers over reader statistics when it comes to explains, the quality and loyalty of those followers can be far more crucial. “There’s no guarantee any of those followers actually engage with [the] content,” says Bowe.
Integrity Is Key – Be Relevant
whom to collaborate, it’s important to remember that it’s the relationship with their readers that makes them such a valuable resource. It takes a lot of transparency to build and maintain that relationship and therefore it’s vital to approach the right kind of “I turn down most of the things
incredibly picky when it comes to accepting sponsored content because I know my readers trust me, and I’d never want to jeopardise that. I don’t ever accept sponsored posts where the content is pre-written voice on my blog and I don’t feel comfortable letting someone try to replicate it. I’d feel like I was deceiving my readers.”
“I’ve had a lot of brands approach me asking for sponsored content and which to me is just unacceptable,” Bowe continues, explaining the importance of disclosing when a blog has been sponsored by a brand. “Especially now the ASA and Google guidelines are getting stricter.”
The Who And The How
“I’ve vowed to only accept partnerships with brands I 100 per cent adore,” Rhianna told us, and
Brands have a tendency to
favour social media
followers over reader
statistics, but there’s no
guarantee any of those
followers actually
engage with content”
with many bloggers and vloggers following suit, it’s not hard to see why brands should think carefully about Their number one priority is their relationship with their readership – it’s why they’re so well trusted. “I see less in the way of sponsorships, but it also means I’m a lot happier with my content, and I think that “When I do work with a brand, it’s
usually sponsored posts that work best for me. I have done quite a few social media competitions and giveaways in the past, too. It depends
engagement, then sponsored posts are best. If it’s building a social following then a competition is the way to go.” She also iterates the importance of building a strong relationship with brands. “My favourite sponsorships are always with the friendly brands who come back to work with you again. It’s all about a mutually quick bit of cash.”
Know Your Budget
If you don’t have a budget or a product to send out for review, you’re on board. They are increasingly aware of their worth, and the devotion they pour in to their posts mustn’t go unnoticed. “I feel like some marketers and brands know bloggers inside and out. Others couldn’t be further from that. Some see my blog as a quick way to than an actual asset. And some don’t understand the value of bloggers. A lot of people don’t understand how much work goes into a blog post, and
robowecop.com
35 issue 29 winter 2016
Words: Georgia Sanders
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