How Brands promote content with Blogs

Content Promotion with Blog

It is human nature to trust recommendations from those who they find credible.

When I plan a journey, I often reach out to my friends who have previously been to the place, for recommendations on places to stay, food and transport etc. The same holds good before I make a new purchase.

Probably that is the reason why it doesn’t come as a surprise to me when a research from Nielson indicates

 92% of consumers trust recommendations from other people — even someone they don’t know — over content created by a brand. 

Perhaps in the same way, when people share their experiences, opinions and ideas online through blogs, those become effective source of recommendation.

Blog for Brands

No wonder, blogs are fast emerging as a potent platform for promoting brands!

Like a good trailer gives an idea about a movie and creates an interest for the movie in the mind of the viewer, a good blog post can evoke the reader’s interest for a brand. A blog need not delve into the detailed specifications. However, it should emphasize on the utility, and/ or highlight the desirability of the brand, while the details can find their way to the product brochures.

What differentiates blogs from traditional media is the cost effective manner in which quality content can be promoted for brands through blogs, with the increasing social outreach.

As bloggers generally are a part of one or more blogging communities they nurture relationship with their readers, hence blogs are sometimes more effective in driving readers’ engagement with the content than traditional media.

Sponsored Advertisements, Adsense, Affiliate Marketing, and Giveaways have been widely prevalent forms of advertising online. But besides these, there are other ways too in which brands promote content on blogs.


Here are 3 ways in which brands engage with blogs to promote their content:

Content Promotion with Blog

Sponsored Posts 

Through Sponsored Posts, brands engage with bloggers to write and publish content. Here the blogger researches on the brand and writes the article in his/ her own voice and style, and also provides 1 or 2 links to the post.

Sponsored Posts can be written in the different styles such as:

Creative writing – A blog integrates a brand as a part of a story or a creative narration. Here the brand is used as an important prop to aid the flow of the story. Such creative writing can be part of a campaign or a sponsored post. You could see an example here and here. 

Brand Story – It is the story of the brand narrated to the reader in a way that brings out how the vision and the inspiration behind the brand, a bit of its history, what the brand stands for and how we relate to it. This helps in reinforcing the relationship of the readers with the brand by highlighting the distinctive features of the brand and by reminding the readers of the core things that the brand stands for. Check out examples here.

Experiential – A post where the blogger narrates his experience of traveling to a place or of using a product or, or gives his/ her opinion of a product or a service in form of a product or service review stating the favorable as well as the not -so favorable experiences. 

Factual – A post in which a blogger researches on facts and explains the use of a product or how it solves a particular problem. Now that corporate social responsibility is a mandatory activity for businesses in India, an integration of the CSR strategy with the brand’s marketing strategy is desirable as it helps to create a positive image of the brands by creating awareness about how a brand is engaging with a community for its CSR activity. Posts on such initiatives can be seen here and here. 



Besides sponsored posts, contest are a great means that help in generating buzz around the brand and is hence used by brands use to promote content through bloggers. Contests are generally organized through the blogger platforms (such as Indiblogger, Blogadda, Blogmint being some of the platforms in India) who invite influencers to participate in a competition.

➡ Contests can be creative and can have any of the formats mentioned above. 

The winners are given a handsome prize, or travel with expenses paid, or invite to exclusive events etc. Contests with some minimum assured prizes are the best way to get more and more bloggers to participate in a contest. 


Guest Posts

For start-ups or brands that want to contain the cost for promoting, the best way to do so is to write a guest post or publish an article on a blog that has posts related to the field of the business. The blogger may want to see the content and edit the post before publishing. As in the case of sponsored posts, through the guest post the brand benefits through exposure to the blogger’s network.


Lastly, it pays to remember that promotion of brands is not a one-time activity, but needs to be done on a recurring basis, to keep the brand on top of the user’s mind, be it through advertising on media or through blogging. To that extent, developing a working relationship with some bloggers is an option that some brands find worth considering.



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  • author's avatar

    By: Somali K Chakrabarti

    Hi there ! I am a management and leadership coach and a ‘çlinical blogger’. Well, that’s what my family & friends call me now ! Here, I tell stories of different brands, how people relate to the brands and the values, beliefs and emotions that they associate with the brands. Hope you enjoy reading my posts.

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About the author

Somali K Chakrabarti

Hi there ! I am a management and leadership coach and a 'çlinical blogger'. Well, that's what my family & friends call me now ! Here, I tell stories of different brands, how people relate to the brands and the values, beliefs and emotions that they associate with the brands. Hope you enjoy reading my posts.

Readers Comments (48)

  1. Nice post to describe where the trend of marketing and brand promotion is heading to……Next generation of promoting products…

  2. nice post about a new utility for blogs in public space. blogs are no more just a personal logging space in the web, but has opened up into new forays as these.

  3. You’ve said it all in this post about branding and the role blogs are playing in it. Very well-written… and I think there’s not a single point where anyone would disagree with you… 🙂

  4. Nicely explained Somali how brands are advertising their products and how bloggers are using the power to boost the brands. :):)

  5. Very apt title and write up.Loved your post on creative writing too.:)
    Sriram & Krithiga

  6. bhudeb chakrabarti September 15, 2015 @ 10:36 am

    An analytic post about promotion of brands by great blogs .

  7. Nice post Somali. Shows that brands have learned that spending money on marketing is futile unless they engage with their audience. Blogging and contests are great ways to build awareness. The key aspects to a brand’s success are how they treat their customers and how human they appear.

  8. You said it all, Somali 🙂

  9. very informative and complete..thanks for sharing

  10. Nice detail here 🙂 I am hoping for a lot of such opportunities 😀

  11. Somali, actually as someone who has spent her life in marketing and advertising, I think this trend of native content and blogs promoting brands is headed for trouble because content is being turned into ads and will therefore fast lose their credibility.

    • Thank you Lata. I respect your opinion. At the same time I think it will prompt readers to use their discretion better in what they want to read. Also any blogger would need to refrain from making false claims to maintain their credibility.
      Creatively and credibly engaging in promotions will present the opportunity to make blogging economically viable, and hence sustainable.
      Through history we know that writers & authors were sponsored by the state. Nowadays media too is owned by corporate houses with several business interests. So in my opinion, sponsored blogging is a natural progression.

  12. Very well covered article….what I love about your posts is that it is always so complete, there are no loose ends and one gets an explanation in the most simple language. Thank you for sharing this 🙂

  13. Another of your signature comprehensive posts.
    I love how you organise your points.
    So neat, Somali. 🙂

  14. Hmmm. You have written all the things of the topic clearly Somali ji . But I have a question , not one actually two . first – who can write for these brands ? Brands contact to blogger or vice versa ? and secondly , they pay for it ? and if yes what it may be ?

    • Thank you Yogiji. As of now if you see brands are approaching bloggers through platforms such as Blomint, Blogadda, Indiblogger. Sometimes brands may approach bloggers directly, or even bloggers cam make their pitch to a company where they have connections.
      There is a wide range of variation in prices depending upon a lot of factors – such as the ranks of the blog , traffic, how much engagement the blog drives, how much research is needed for the post and finally how much the brand is willing to pay, and if the blogger is okay with it.

  15. Nice post..its amazing how blogging as a marketing tool has developed!

  16. This is one such detailed post that has incorporated each and every aspect of blogging. Thanks for sharing this wonderful article dear 🙂 Very informative!

  17. Ah now if I wrote on this topic. The number of times I get a mail to promote something for free!

    • I know what you are referring to Mridula. In my view, a post that is promotional in nature, if written at the request of a brand, needs to be paid for. That would be pretty cost effective for businesses too.

  18. I am glad I am a blogger! 🙂 Great post on this topic of blogs.

  19. Nice :). I think of late or maybe I have started observing now, that the blog marketing is really picking up and I am really amazed how well the market is responding to it. Good time for bloggers I believe 🙂

  20. A very informative post, Somali.
    So happy to be a blogger 🙂

  21. Somali, you very well presented the various ways to promote brand through blogging. The post reminded me of our talk on blogging as marketing tool and its effect on credibility of blogging. I agree with Lata on credibility point but as you said that bloggers need to be careful not to make any false claims that can hamper credibility. Bloggers need to be very cautious while promoting any brand because it’s also affecting their own brand as Responsible Blogger.

    • Thanks Ravish. Yes we had that discussion. So while it presents an opportunity for both brands and bloggers, it adds to the responsibility of the bloggers too. With a well written post, a blogger can create a pull if it resonates with readers, but as a blogger if I write crap, who would want to read it?

      • Rightly said, Somali, no one wants to read crap. But again….As we have talked regarding the balance between short-term & long-term goal. As I observe on some blogs that bloggers forget about readers when they’re getting vouchers for submitting their entries.

        Spiderman said: “With great power comes great responsibility.” The bloggers, today, have great influencing power and so their responsibility has also increased manifold.

        You’re right, Somali, bloggers are responsible for their own credibility not Sponsored Blogging. They can wisely use the opportunity for benefit of everybody – Brands, Bloggers, and Customers or hamper their credibility for some short-term benefits, like earning through vouchers by submitting entries in Brand Promotion Programmes.

  22. Very rightly presented Somali.. Bloggers influence a lot the Readers!

  23. What a great article. Detailed and in depth..!!!!

  24. Very very interesting post here.

  25. Very informative post…however getting the right brand for the blog is always a hard nut.


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