I'm thinking of running a paid-blogging campaign through PayPerPost to generate buzz and inbound links for a new area of functionality of our product. The thing is, the company is a reputable one, and the product is top-notch. Do you think blogvertising is appropriate? Should I look for only tech-related blogs? thanks
Run a search on technorati or Google blogsearch - see how many blogs are already talking about the company and product, and if it's relevant (i.e. the discussion matches your requirement). If it is, you may not get too much mileage from the payperpost - you'd be better off exploring other options. If there is discussion, but in your opinion it's not relevant i.e. doesn't focus on the new functionality etc. - you might find it better to have someone comment on the different blog posts, state upfront that you're involved with the company concerned, and give a link to the new functionality you're talking about. Other alternatives would include selectively contacting specific blogs / bloggers for reviews / discussion - you could look at sponsoring or compensating as required, rather than a one size fits all. Even better, the sponsor element could be kept discreet, which helps since you're talking about the tech community. In general - techies are notoriously ad - avoiders (generally adsense or other clicks from techies are difficult to get, and the tendency is to discount any ad based puff) . You're a lot better off getting a few top tech blog recommendations than having a few hundred lower-ranked mentions - the top ones will themselves generate a lot more mentions without having to pay for it. PM details - I'm involved with a couple of tech oriented sites / blogs, interested in knowing more.