{Koops} The fairy tale of content against reach. Or why companies urgently need to reconsider their compensation practice?

Bloggers Are One interesting and rich source of content. This is no secret for most companies. Often, therefore, a budget-neutral barter "content against reach" is proposed. But do bloggers really benefit from these collaborations?

At the moment Content Marketing is the most popular Schweinderl driven by the marketing village. The need for involved and unwholesome ideas, images and texts is correspondingly large for companies. Websites, corporate blogs, customer magazines, Facebook fan pages, newsletters and Pinterest accounts want to be filled - and that's best every day. Many companies are faced with this labor-intensive requirement, but usually have neither the internal structures nor the budgets to handle the Mission Content with their traditional service providers and agencies.

Bloggers close the gaping supply gap in content marketing

It's no wonder businesses are desperately looking for alternative external sources to help them source their much-needed content. For some time now, bloggers from the lifestyle segment have topped the list: they produce well-versed, high quality, fast, creative and uncomplicated. They are an efficient response to the gaping content gap. So the whole thing could well be a working win-win situation for bloggers and companies. But many companies have come up with a budget-neutral business model that promises a lot of "win" to one party: the company itself. The promised currency for content is like reach. And in the eyes of the companies, bloggers seem to do a lot for them.

One-sided trading: a lot of performance against the hope of notoriety

Not infrequently, companies have a lot decided idea of ​​what bloggers should deliver to them: Individual and exclusively developed ideas with numerous pictures and extensive texts should be made available for free. Of course, with all rights to the temporally and spatially unlimited use of the company's homepage, Facebook, other social media channels, newsletters, press releases and unknown future activities. Frequently, in addition, a publication including corporate link in the blog as well as the promotion in all social media channels of the blogger should be done.

The equivalent of these services: A link to the blog or the mention of the blogger in the channels of the company , "This way, you can present your blog to a broad public and open up many new readership potentials" reads something like this in the offers for the Content Reach Exchange. "It's also a great PR for you and your blog!"

At first glance, the deal may actually seem quite attractive: The blogger creates content and in turn is presented to the general public by the company. The prospect of many new readers and a greater reach is quite an exciting thing for bloggers. Therefore, especially younger and smaller blogs are very happy to be on such a trade and speculate on the increase in their profile.Often, the company's internal view is simply to blame for the fundamental misjudgment of the facts: "We are big and important. We have market power. When we post a link, many will click on it, "employees on the corporate side seem to presuppose.

Maybe this rather sympathetic naivety also occasionally comes with simple ignorance of the mechanisms in this Internet. It is amazing how self-evident companies assume that their reach will somehow automatically adjust. In doing so, they often rely on mere assumptions and a strong sense of self-confidence.

For example, BurdaLife recently reported on cooperation with bloggers in a presentation at the CeBIT Global Conferences. The partnership between BurdaLife and bloggers has been repeatedly highlighted in several lifestyle products. Among other things, the bloggers gave the content to online media, but in return they gave the company BurdaLife coverage and a broad public. Further financial compensation would therefore not be provided for the use of the Contens. When asked what reach bloggers could expect from the collaboration on average, and how often the links to the blogs would be clicked, no one knew. You do not know that at the moment. But it's just trying to put numbers together.

This situation is no exception. Currently, there does not seem to be a company that can or wants to answer the question of specific reach or click through rates on blogger links. The collection of these numbers would be simple and feasible with little effort. Instead, one prefers pure promises and - if that is not enough - the view that it is already an honor for bloggers to work for a company. Now and then, companies can even be tempted to respond snappily and aggressively to inquiries or rejections from bloggers. A large mail-order company from Hamburg should have even attributed bloggers ingratitude and megalomania, as they did not want to donate content for the pure hope for reach.

But maybe companies just do not want to get into the reach Cards, because then at one point or another it would be immediately clear that their numbers are not all that good.

Account against reach - for bloggers usually a loss

Even bloggers like to misjudge the potential of a corporation or brand. Of course, these have especially on Facebook over quite considerable five- to six-figure numbers. So you could quite expect that there is a lot of attention to the blogger spills over. However, the reality is quite different: interaction rates and recommendation skills of many company fan pages are surprisingly low. You can even call it a stroke of luck if there's any noticeable traffic transfer at all.

For example, on corporate websites and blogs, a linked-content link is usually worthless to the blogger's traffic. On the one hand, one must ask oneself the question of how many users really find their way to the corporate channel. On the other hand, the user will then already be comprehensively presented with all interesting information. The motivation to click on a link to get to know the author of the just read goes to zero. Many bloggers confirm that in such cases, no or only marginal conversions take place.

It is very similar to mentions in print titles. The readers do not switch between the media. In the rarest cases, someone bothers to type an Internet address printed in a journal into their computer.Printed matter still has a certain importance in Germany. However, that does not change anything about the traffic and the reach of the blog.

Even if readers reach the blog via the set or printed links, only a very small number will visit it a second time. The company uses the content in the long term, while the blogger stays behind with a handful of short-term clicks. As a rule, the blogger does not receive the promised consideration for his work.

Companies need to work on their compensation models if they want to continue to benefit

companies urgently realize the fact that they usually do not meet the budget-neutral deal "content against reach". While the blogger provides a service that is worth hundreds of dollars with high quality implementation, companies rely unrealistically on the fact that in return, anyone will click on links. However, it's more than a long way from big reach and increased publicity.

If the supply gap in content marketing is to be closed, companies need to be pro-active in meeting bloggers on an equal footing. Full-bodied promises are not enough as a basis for cooperation. Either the company will provide valid numbers on reach and click-through rates in the future - and bloggers will also be able to teach them regularly as part of cooperations. Or another appropriate compensation for the content must be found. Surely you can rule out that a whole community will continue to use their passion and energy for a dubious appearance.