How Brands promote content with Blogs

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 of a movie and creates an interest in the movie in the mind of the viewer, a good blog post can evoke the reader’s interest in 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 a 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 on Blogs

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 for brands

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.  Examples are: 

Unlocking childhood with shared moments of fun and learning

Painting My Home Canvas

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 posts

A post where the blogger narrates his experience of travelling 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 favourable as well as the not -so favourable experiences. 

Factual blog posts

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. 


By holding Blogging Contests

Besides sponsored posts, contests 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. 


By writing Guest Posts on Blogs

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! Welcome to Scribble and Scrawl! Here, I delve into themes related to positive lifestyle – from making smart-living choices, savvy financial decisions to nurturing the mind, body and soul. I share my travel experiences, explore facets of art and culture and highlight inspiring stories. Hope you enjoy reading my posts.

  • author's avatar

Somali K Chakrabarti

Hi there! Welcome to Scribble and Scrawl! Here, I delve into themes related to positive lifestyle - from making smart-living choices, savvy financial decisions to nurturing the mind, body and soul. I share my travel experiences, explore facets of art and culture and highlight inspiring stories. Hope you enjoy reading my posts.

  • A very informative post, Somali.
    So happy to be a blogger :)

  • 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.

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

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

  • Very very interesting post here.

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

  • Loved reading the post. Very detailed and useful. However finding the right mix of bloggers that echo the values of the brand can be a tough task. What is your take on influencer communities? Would love to read a post on those lines.
    Do check my blogpost and share your views- Checklist for online presence

    • Thank you Neha. I agree that finding the right platform can be challenging for brands, and that is where aggregator platforms come into picture. Among these platforms too the most effective are those that know the niche and skills of the bloggers who have enrolled and develop an ongoing professional relationship. Influencer communities are gaining importance as they are much more cost effective than traditional media and at the same time effective as well. I am jumping over to your post right away. :-)

  • Intrigued! Absolutely in love with your blog! Marrying marketing and blogging is like a dream. Could you help me to know where i can find such campaigns to try this out. I am taking a break currently ( here’s the reason why – if you are free to read) and was wondering if I could try my hand at promoting brands with blog content

    • Thank you so much. Blogging can be used for promoting brands that you believe in. The first step would be to register on platforms such as Indiblogger , blogmint and blogadda. I went through your post and I understand how it is to have to quit the corporate life but then it also gives you a chance to do something that you may like doing in the long run. It takes a while to grow readership on the blog but if you are persistent it is very much possible. Wish you the very best.

  • Thank you so much ma’am! Yes it is difficult but I absolutely enjoy blogging and I am happy that this break is the catalyst that triggered me to start writing! Thank you so much for the pointers. Let me check the necessary requisites and join these platforms right away! This encouragement means a lot! Thank you ever so much! :)

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