What Brands Look for in Blogger Partnerships

July 2nd, 2015 General, SEO No Comments

Getting that first email from a brand that wants to partner with you is a great feeling. For many bloggers, hospital it’s a sign that they’ve “made it” and reinforces that they’ve created something awesome. Partnering with a brand can be an amazing opportunity for a blogger — you might get to try a new product, visit gain additional exposure or maybe earn some extra cash, depending on the brand.

But what are brands looking for in blogger partnerships– and what should you be looking to get out of working with a brand? That second part is equally important– because like any partnership, it should be a good fit for both parties.

First, let’s talk about what brands are typically looking for when working with bloggers. At a high level, brands work with bloggers because they want to share something with a specific audience (aka YOUR readers).

Breaking down specifically want most brands (or at least the ones I’ve worked with!) are looking for:

Does the blog match the brand?

As I mentioned above, brands want to work with bloggers in order to share something with your readers. If your audience doesn’t align with their customer base, they probably won’t be interested in working with you. Some brands are also looking for blogs that share the same aesthetic or tone as their brand.

Is your audience engaged?

One of the first things brands might look at is how people are engaging with you & your blog. Are people commenting? Do you have a social following? Brands want to make sure that they are getting visibility through this partnership.

The quality of your posts

Do you have a clear voice or point of view? Are your posts well written? What sort of content do you write and share. Brands often look at these things to determine whether or not they want to partner.

The cost

Unfortunately, sometimes, whether or a partnership works out comes down to money. Companies typically have a limited budget for these type of partnerships and sometimes bloggers will ask for the moon. Of course, your time is valuable– and it makes sense that you should be compensated in some way. Finding the right balance is key here!

What about you? What should you be looking for in a brand partnership?


A good brand should allow you to bring your own ideas to the table and infuse your personality and creativity into the post. That is the reason why they came to you in the first place! Brands that have super strict rules or want you to follow a rigid format might be ones to avoid.


The brand should be transparent and upfront about what they’re looking for and what they’re offering. Communication is key here — on both sides!

A Brand that you believe in and would use

Just like brands are looking for blogs that are a good fit for them, you should only work with brands that fit with who you are and what you believe in. It should be something that you feel would benefit your readers. Nothing comes off as more inauthentic when you try to shoehorn a promotional post for a brand that isn’t really relevant to your blog or is something that you’re lukewarm about. Do it enough and you could turn off loyal readers!

So what can you do to attract brand partnerships? It’s actually pretty simple– focus on creating a kickass blog and building your audience

The right brand partnership can be your new best friend– and help take your blog to the next level!

Bloggers, what do YOU look for in brand partnerships? What are your favorite types of brands to work with? Let us know in the comments below!

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