If you really want to attract bloggers to come work with you then it is important to think about exactly what you are trying to achieve. “Attract” is the important word here. Bloggers will not beat down your door in American Idol stylee, you need to make your offer attractive.
Since I heard about the demise of the weblogs inc Digital Photography blog it has been going over my mind a lot that their given reason for ending was no-one took up the offer to come blog for them. Hmmm … that doesn’t ring true to me; I for one would have taken up the offer rather than launch my own photography blog if A) I had seen it and B) the offer had been good. As it happened I can only find one call for bloggers from November last year and it doesn’t make “attractive” reading. OK, you have said what YOU want, not much about what the blogger gets! Bit crap really. And this is supposed to be a leading outfit in the blog network space …
When writing your exchange ad think very carefully from the bloggers point of view, particularly around the WIIFM aspect (What’s In It For Me?). As I said before, they have to actually be able to find the ad too so don’t be shy about promoting it outside Performancing.
Brettbum has started a thread on what advertisers need to include, please do take a look and contribute. It will help us all.