The influence and voice that bloggers have are quite powerful – using this influential power to work for your brand is as easy as embracing the platform they use to communicate with their audiences. At ad:tech New York, Henry Copeland from BlogAds suggested a few things to keep in mind when launching a blog advertising campaign:

“Influentials are skeptical, cynical, and are the biggest pain around. People trust them because they’re doing their due diligence. So don’t create ads with babies doing jumping jacks and expect them to respond. Create advertising that’s honest and connects with the audience.”

“Don’t speak to a generic audience. If you’re a travel brand, don’t deliver a generic destination message. If you’re on a site with a gay audience, feature a gay-friendly destination.”

“Be entertaining. Be edgy. Let the audience know that you’re a part of the community and that you ‘get’ the community.”

Inform the audience. “Don’t talk at them or sell to them.” Deliver value in your messages. For example, “Here are 10 links to improve your… or get more value out of….”

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