By 4 months ago in Blogstorm

How to use crowdsourcing in your SEO strategy

Crowdsourcing content is a tried and tested method of engaging with your audience and customers to create content that they’re genuinely interested in. However, there seems to be a myth that crowdsourcing campaigns are expensive and require thousands of participants, we don’t believe this at Branded3.

We love creating campaigns that involve crowdsourcing content from influential bloggers as these often have a win-win for both parties; the client receives some quality content and the blogger receives promotion from the client. The best thing about this method is that you don’t need thousands of people to take part, working with just a few influential bloggers will usually have a massive reach for the content.

Some examples of where we have put this into practice for our clients can be seen below.

Inghams Italy Blogger guides

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Inghams launched a new offering – Inghams Italy – and for this, we wanted to generate some quality, useful content on the site as well as increasing awareness of the launch amongst bloggers.

We worked with bloggers across a range of niches to create guides for Italy whereby they provided their opinion on the best things to do in various regions of Italy.

The Foodies Guide to Italy was one post in this series whereby we created a blog post talking about the best places to visit for foodies in Italy and also included reviews from bloggers on their favourite places to visit.

 Ladbrokes Ladies Day competition

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 In order to place Ladbrokes at the centre of Cheltenham Ladies Day conversations, we created a social voting platform to collate the best Ladies Day outfits as created by bloggers and voted for by their readers.

We created a platform that allowed bloggers to upload their outfit images with a description and then allowed their readers and friends to vote with a tweet, Facebook share or pin on Pinterest. We then contacted a range of fashion bloggers inviting them to take part by uploading their outfit suggestion to be in with the chance of winning tickets to attend Ladies Day.

From this, 27 bloggers entered the outfit competition via the app and also posted about this on their own blog which then generated over 4.4k social votes, placing Ladbrokes firmly at the centre of Ladies Day conversations.

 Vue Street Food

Chef

 To celebrate the release of the film Chef at Vue Cinemas, we decided to create a street food feast post to help people get involved at home.

We contacted influential food bloggers inviting them to submit one of their own street food recipes which we then turned into a branded recipe card featured on the Vue website.

The post on Vue’s site is updated with a new recipe card each time it is created, which allows visitors to get into the spirit at home making the recipes and also puts the bloggers in front of a new audience.

So, as you can hopefully see from the above examples, crowdsourcing content doesn’t have to involve thousands of people and it doesn’t need to be costly to have a real impact.

By Laura Crimmons. at 2:24PM on Tuesday, 22 Jul 2014

With an extensive background in both traditional and online PR, Laura is Branded3’s Head of PR & Social and leads our PR team. Laura works on the accounts of our biggest clients, developing and executing creative PR strategies which get brands talked about in all the right places, by the right people. Follow Laura Crimmons on Twitter.

comments

  • http://www.carolineconstable.com/ Caroline Constable

    Good article Laura and your examples are great. It’s no secret that utilising influential bloggers can help broaden the reach of an article/campaign and if you’re a well known brand like those above then it’s not too hard to convince them to work with you. It can be more difficult though for less well known companies to convince bloggers that there is mutual benefit to be had.

    Perhaps it would be useful there to not ‘shoot for the stars’ i.e. the big name bloggers but to go the mid-level, so the bloggers who are still working on expanding their own reach and are grateful for an opportunity to do so with a company they have an affinity with.

    Looking forward to your next post on how to find these blogger types :-)