Categorized | Entertainment, Social Media

Is celebrity blogging the new perfume?

Is celebrity blogging the new perfume?

First there were workout videos (think Cindy Crawford and Elle McPherson), then celebrity lingerie (Kylie, and again, our Elle).  Then came the fragrances, giving rise to an army of sweetly scented celebrities from Jennifer Anniston to P-Diddy.  Now it seems blogging is the new black.

Recent contributors to the world of celebrity blogging include Heidi Klum, former Hills star Lauren Conrad and Australia’s favourite model mum Miranda Kerr, while established bloggers Mia Freedman and Zoe Foster have turned business acumen and a penchant for writing into a nine to five.  But why should brand managers be wary of the celebrity blogger, and does it really serve a solid business purpose?

Gone are the days of traditional sponsorship, scripted endorsements and mass media advertising.  Consumers demand more; they want to live and breathe the product or lifestyle and they want to get trusted, albeit glamorous, advice. Celebrity blogs, if managed well, can build rand equity, encourage interactivity and provide a sense of experience for the customer.

Snigger for those of you that will, but Lauren Conrad’s blog, aptly named laurenconrad.com is one of the most widely read blogs for 20-something females across theUS.  That’s a lot of buying power.  Former ACP editor Mia Freedman has established one of the most widely-read blogs inAustralia, covering everything from travel to parenting, current affairs to sex advice.

For those of us not genetically blessed to the point of supermodel status, fear not.  There are ways to turn your blog into business success:

  1. Establish goals.  A blog is no different to a marketing campaign or communications strategy.  Set long-term and short-term goals.
  2. Establish a theme based on your interests and know-how.
  3. Study the ‘competition’ and read widely.
  4. Become social media savvy; utilise all mediums and use keywords.
  5. Write often and write relevant and engaging content.
  6. Network.
  7. Sponsor competitions and giveaways as a way of generating conversation.
  8. Don’t be afraid to experiment, but do so within your means.
  9. Delegation is key; make the most of subject-matter experts and guest bloggers.
  10. Be honest with your readers – nothing is more off-putting than an advertorial dressed as editorial.

This post was written by:

- who has written 12 posts on Social Media Daily- A daily blog on all things social media for small business!.

Kate White is a sports fanatic, political sponge, social media lover and keen chinwagger. Working as a communications manager for a healthcare advocacy group in Sydney, it is the role of freelance journalist (focusing primarily on sport and food reviews) that takes up her spare time and provides a great source of enjoyment. In a former life, Kate was a full-time journalist in Tasmania and most recently worked at an international public relations agency, specialising in digital and healthcare initiatives. An avid traveller, Kate is off on a Central America jaunt later this year. Her blog www.finding-adjectives.com started off as a uni project for her Masters, but has since become an obsession.

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