Sway Group’s CEO Danielle Wiley is a featured writer for Marketing Land (don’t miss her article on “How To Market On Pinterest And Instagram — Even If You Don’t Have A Branded Account”), and her most recent contribution just went live this morning. In “Why Brands Should Turn To Bloggers Instead Of Celebrity Spokespeople,” Danielle shares her thoughts on adopting a broader definition of what makes an effective spokesperson.
For some companies, it’s far more valuable to hire an affordable spokesperson with a track record of good ROI. Someone with a built-in community, social reach, and real world expertise in brand collaboration.
That’s where online publishers come in. It may seem far-fetched that a blogger has the potential to wield as much influence as, say, Bill Cosby — but the fact is, times have changed. When it comes to influencing purchasing decisions, celebrities simply don’t hold the sway they used to.
Danielle covers the power of blogger endorsements, the research that indicates blogs have become one of the most influential digital resources when it comes to buying goods and services, the pitfalls of using traditional celebrity spokespeople, and how to create brand passion among online communities.