Bloggers are in the driver's seat, and businesses wanting to tap into their influence and reach need to develop mutual trust, credibility and respect with them. Sue Bradbury spoke to this point in her article Tapping into the Power of Bloggers. It's advice for companies and brands who want to partner with influential bloggers, in order to advance their business.
According to the Technorati State of the Blogosphere Report 2011, two-thirds of the bloggers write about brands and report that they are approached to do so up to eight times per week [emphasis added]. That’s a fair amount of competition you might have to fight your way through in order to get to the top of the pile. Since the most influential bloggers are also likely to be the most popular with brands, doing your research is vital.
If you're a blogger, you know it takes quite a lot of time and effort to work up to such an influential standing. Never mind companies or brands, just your target audience may be slow to warm up and catch on to you. But if you write about a topic that is a passion to you and of interest to that audience, then I can vouch for the fact that blogging is truly worth it.
A good dose of the right effort, done steadily and sustainably, will no doubt get you to where you want to be.