Bloggio, a new service to spam top tier bloggers

A new spam e-mail service has launched called Bloggio, promising to help connect “marketers” with “Top tier bloggers”. Don’t bother looking it up by going to the dot com — these mofo’s went all non-profit ‘n shit, bypassing the .com for the .org — so you know they’re legit. Hey, the site, which redirects you to blogg.io once you click on the About page, says it was started by “3 guys” in New York who have 2 offices — one in the city and another up state… which, IMHO, is a lot of overhead to be carrying around for a 3 person operation. But I digress…

For marketers, the objective of the service is to help those inept at participating in the blogosphere to gain coverage with “top tier bloggers” by simply using a web-based, Word-esque editor, picking your vertical, paying $300 and viola! — you might get written about. On the plus side these guys aren’t promising you’ll get written about and have an ethics policy, unlike PayPerPost who was dragged kicking and screaming into the discussion. On the down side, well, you probably just wasted $300 and pissed off the “top tier” bloggers within a vertical.

Sounds great, right? I mean, how hard can getting a “top blogger” to write about your stuff be? Bloggio also provides tips to help you to get bloggers to write about your products! Gee willikers! I guess the only more useless link would be out to the PRSA web site so you can learn this brainless skill within minutes and call yourself a PR professional! [insert sarcasm here]

As with everything else in life, if it sounds too good to be true — it is. We’ve seen the downside of paying bloggers to write on behalf of your products. And if it was as easy as spamming the “top tier” bloggers to get coverage than anyone could do this without the help of the service. I mean, theoretically, you could go through each “top” blog, add their email address to your Outlook and BCC them all and save yourself the $300. You’ll also ensure a spot in these bloggers spam folder and still not get coverage. But at least you’d save $300.

Another reason this is a waste of money is that sites like Guy Kawasaki’s alltop.com and Technorati make it pretty easy to find a “top” list… so there goes the inaccessibility of finding the top blogs within a category.

Yet another reason this is a waste for marketers is that the art and science of pitching a blogger involves not only reading their blog and figuring out who’ll be receptive to a pitch, which is significantly different from selecting a series of check boxes on Bloggio, but also tailoring your pitch to fit with the content of their site. Never mind that whole “joining the community” thing that Jeremy talks about, or the whole “forming relationships” PR thing. Nope, this is straight up pay to play, except instead of playing you’re now a spammer. Welcome to Chris Anderson’s Spammer 2.0 list.

Finally, the biggest joke about the Bloggio model is that while it’s great to know the top tier bloggers within a vertical, the reality is that search and the multilogue have enabled bloggers outside of the “top tier” an equal voice. Want to know how to engage bloggers within your vertical? Take the time to engage. Start a blog. Have a voice, an opinion and join the discussion.

I’d love to hear from bloggers what they feel the benefits of this service are/will be. My initial thought is: “What? I can get more crap thrown my way for potentially pennies on the dollar if I write about it? Where do I sign up?”

Update: As a test to sign up as a blogger I received an “object reference not set to an instance of an object” error message. Klass.

digg_url = ‘http://digg.com/tech_news/Bloggio_a_new_service_to_spam_top_tier_bloggers’;

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  1. David Binkowski says:

    In keeping with my theme of having the same number of Diggs as I do comments (not really), here's a great post on Step #1 (Find the right people) for anyone looking for ways to find the right bloggers from " REL="nofollow">ReadWriteWeb, via the WOMMA blog

  2. Don M. says:

    An upper cut to the chin. Dave's got Bloggio on the ropes. A jab. Here comes the hay-maker. BLAM!

    Bloggio's going down. The ref starts the count…one, two, three, four, five, six, seven…

  3. David Binkowski says:

    Hi Claudia,
    I hate to break it to the folks running Bloggio but it's not just PR agencies engaging with bloggers on a daily basis. In fact, most brands want to "own the relationships" — meaning they already know who's talking about them and who they want to talk to because they've been monitoring and "list building" internally for at least a few years now.

    And if there's one thing bloggers are probably not going to do is ask to be pitched more content. Most bloggers, even low level niche folks like me who blog once a week, get pitched weekly if not daily.

    The bottom line is that the tool isn't relevant at this point – people can use other free services/tools and better methods to create relationships and ultimately get their content out to bloggers. Even small business owners, who I'm assuming are a target because of the price point of Bloggio, can take a few minutes a day to email, engage on blogs or even start their own blog.

    It's also a little late to declare that Bloggio is not for PR firms as someone from your company did pitch an EVP at my PR agency to use the service. I am your target audience, and I'm saying I would never consider using it and don't think any of my clients would be interested either.

    Ultimately, what I'm saying is that Bloggio doesn't bring anything new to the table and will fail unless it evolves into a useful tool.

    Dave

  4. David Binkowski says:

    @Don M exactly

  5. Don M. says:

    I skimmed the post and the comment…initial thoughts is that it seems that the service takes the "personal" out of trying to pitch bloggers. It is more critical than ever to know the person your pitching. Yea, maybe this service will tell you which blogs are applicable for photography for example, but at the end of the day, will it help you build a stronger relationship with the blogger?

    No.

    On the surface, this seems like a mediamap of sorts for marketers and PR folks like myself.

    Call me old school, but I like doing my own research. Yea, maybe you can save me some time, but in the long run, are you really?

    Seems like waste of $$ to me.

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