Four Mistakes Sponsors Make

By: Sara Urquhart. Photo by: Justin Hackworth

Working your brand is just beginning to work with bloggers, or you’ve been building blogger relationships for years, watch for these four common missteps.

1. Assuming all bloggers are alike. It may be tempting to assume that because you’ve worked with a blogger, you understand how to work with every blogger, but every blogger is a unique business with her own rates, policies, and set of skills.

Instead: Spend time getting to know each blogger you work with so you can build the best working relationship.

2. Believing you know what a blogger does best. In new media, successful bloggers have a variety of strengths that make them effective brand partners. Beware of presuming a narrow definition of a blogger’s strengths.

Instead: When you engage with a new blogger, let her guide you to her strengths.

3. Having rigid expectations. Being set on one approach will likely limit the benefit a blogger can bring to your brand.

Instead: Approach the partnership with flexibility, and allow for innovation. If you’re willing to let bloggers experiment with you on their platforms, you’ll have more success.

4. Taking advantage of your agreement. If you’re asking for “just one more blog post” or “one more tweet”, a blogger may not feel you’re respecting her time, skills, and craft, and that will likely negatively impact your relationship.

Instead: Show respect by always keeping communication open and compensating fairly. When a blogger feels respected, you’ll almost certainly benefit from her generosity.


Eden Hensley

Marketing creative, community engagement specialist, technophile, photographer, food and wine enthusiast, and the founder and editor-in-chief of The Road to The Good Life, a lifestyle blog about appreciating and enhancing your life by being grateful for the "haves" instead of lingering on the "wants." There you will find personal stories about my life and family weaved in with real-life, achievable entertaining tips, recipes for hearty home cooked meals, and DIY projects for capturing and sharing memories. I believe the best place to swap stories is over a shared meal, preferably a Thai-meal served family style, and teach an online introduction class to Thai Flavors and host the Family Dinners at The Station supper club in San Francisco.