Nowadays no other topic is as popular as travel, which results in an overload of travelblogs. Just a quick Google search will provide you hundreds of hits. From fast-growing influencers with a stunning website design, good content and more than ten thousand active followers, to chaotic pages of enthusiasts who are still searching for their own style of writing. Every week we, and fellow PR-agencies, are approached by travel bloggers for collaborations, native advertising or bloggers who would like to be invited for press events and press trips organized by our agency.
How does the collaboration between PR-agencies and travel bloggers work? When is a blog interesting for (tourism) partners and when will you be invited for press trips and press events? What makes you an influencer and how do we decide if a collaboration is suitable?
Below you can find the five most important criteria for travel blogs:
1. Choose your identity
It all starts with a clear blog identity. Readers and potential partners should recognize your identity in a blink of an eye. It is important that you are aware of your own identity and communicate it throughout your whole blog. Choose your own unique style and live by it. Also, make sure that you have your audience clear in mind. Are you blogging for wider public or a niche group? Your chosen identity and image determines your target audience. The first step to a successful collaboration is the match between your target group and the target group of your potential partner.
Ask yourself: what is your content? What are the themes and subjects you discuss and in which way is this shown online? Make sure there is a frequent update of content on your blog. It is of great importance that your content matches the PR-goals of potential partners.
2. Content is King
3. Visitors, followers and reach
As for numbers, they might not make or break a collaboration, however they are certainly important. We update our database of blog circulation on a regular basis and renew the numbers of unique visitors per month and the pageviews. The social media pages such as YouTube, Instagram, Facebook, Snapchat and Twitter are checked frequently as well, we keep track of the number of followers. Keep your media kit with current data ready and add a recent copy of Google Analytics.
The ‘face’ behind the follower is more important than the number of followers you have. These followers need to match the target group of the partner. For example, an outdoor brand as Bever will work with different travel bloggers than a brand such as Protest, both might be focusing on a sportive target group, but have different PR-goals. Moreover, as a small luxury boutique hotel you probably want other influencers than a travel agency who organizes adventurous trips to Iran.
4. Who are your followers?
Eventually the level of engagement determines whether you are an influencer or not. Everything evolves around the reader’s engagement with your blog. The engagement is measured by looking at the interaction of the readers on articles on the blog and posts on social media. This means we check the amount and type of comments. Furthermore, we check if the blog is shared, if readers ask questions and the number of likes.
We even go one step further by investigating the people behind the comments. Are they representative for the target group we want to reach? Sometimes we prefer a niche blog with a smaller audience such as 20.000 followers rather than a mainstream blog with more than 200.000 or 2.000.000 visitors. Then we know for sure the target group is what we want and need.
To conclude: numbers are important, but content is key.