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blogger. It’s also an effective way to reach a new target audience with an organic and independent voice, but it’s not the only way brands can effectively use bloggers. You can also rely on a blogger (or multiple bloggers) to produce brand-relevant posts for your company blog or simply write a “guest post.” Another option is to use concise and informed blog content placement to help with lead generation for your sales team. If lead generation is the goal of your blog posts, try creating posts that help deliver value—such as educating the reader on your products. You also might want to hold back some content that is available only to subscribers; this will help you gain contact information that can be used to develop future leads. Some brands even create partnerships with bloggers, give them affiliate links, and then pay the blogger a percentage of the sales that are generated from those links. Locating and contacting bloggers is easier than


ever. Companies such as GroupHigh and BuzzSumo offer blogger outreach solutions to help brands find bloggers and influencers. To do the research yourself, just hop on Google and search for bloggers in your area of business. That should give you a good-sized list to reach out to. 


Inside a


Professional Blogger’s Business


Meet Staci Salazar, independent professional blogger and social media consultant. Like many other professional bloggers who have made a full-time business out of building their audience and creating a stage to review and showcase brands, Staci’s services include blogger outreach and brand ambassador campaigns, compensated campaigns, reviews and giveaways, social media consultation, and Twitter parties. Staci has worked with brands of all sizes—ranging from start-ups to international corporations. Her portfolio of clients include Best Buy, Hershey, UPS, McDonald’s, HP, Toyota, Gymboree, Kay Jewelers, Splenda, and Gerber—just to name a few. We found her website to be a veritable jackpot of recommendations, resources, and tools for both brand marketers and up-and-coming bloggers. Check it out at: 7onashoestring.com


BLUELINE MAGAZINE: “Leading by Example”


Blueline is a quarterly magazine designed to bring printers and creatives together. It’s a resource for innovative ideas, perspectives, and possibilities. Each issue follows a theme relevant to today’s creative industry and provides a range of insights that shed light on topics you care about. The seventh issue of Domtar’s Blueline Magazine revolves around the concept of leadership. This issue celebrates leaders in the world of print and design that are living their values, creating change, and generating excitement.


Subscribe to Blueline TODAY! Visit: domtarblueline.com/mag


MUST-READS from Sappi North America and Domtar ORDER YOURS TODAY!


A new Sappi series—Verticals: The Marketing of Higher Education


The competition between colleges and universities to enroll the best and the brightest in their institution is intense. Understanding how to approach this young market involves tracking trends, behavior patterns, and digital media preferences, misconceptions, and best practices—and speaking to the audience in a voice that excites and motivates. Sappi has prepared this informative guide for higher-education marketing professionals. It brings life to industry statistics, demonstrates unique case studies, explains little- known myths and facts of marketing, and includes a five-page pullout filled with “cross-channel” marketing tips.


For more information and to view a PDF, visit: www.sappi.com/marketing-higher-education


Winter 2018


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