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Why most marketers should ignore A-List bloggers

Admit it. You look at those stories in Huffington Post and Mashable and ask yourself, “Why isn’t my company getting their message in there?” It does seem tempting. And it feels tantalizingly possible–I mean, don’t you just need to know the right person and get the most interesting angle to them?

Um. No.

It’s so much harder than that. It’s about as easy as your PR person calling up the New York Times and getting them to print your story. It just doesn’t happen.

But it isn’t just Mashable that’s out of reach. We here at Biznology are by no means an A-list blog, although we are very happy with our community on digital marketing. But I get dozens of PR pitches a day. We don’t print any of those stories. It’s mostly index finger exercise–delete, delete, delete…

Who should you be looking for? The D-List bloggers! Let me explain why. These seemingly uninfluential people are, in many cases, the folks that are experts in a small area. If that area is your area, they are the ones for you. Why? Because those folks probably receive very few pitches–they might even be flattered at your attention. You might actually get your pitch printed.

And those D-list bloggers influence the C-List, who influences the B-List, and then the A-List. It’s like getting your story printed in the Times-Picayune which other newspapers read until maybe that story does make the New York Times.

You don’t have influence when your story is never even printed, so focus lower in the food chain and build your message organically.

Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

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