"Every brand wants a cadre of evangelists who can help sway millions of readers with product reviews, blog posts, videos, tweets, etc.," write the Ivy Worldwide team in an article at MarketingProfs, "but the only way to do that is to allow influencers to make up their own minds, post about what they believe, and adopt your message as their own."

According to Ivy Worldwide, the best way to attract positive blogger buzz—and fuel search engine rankings—is by putting principles like these into action:

Use the least effort for greatest efficiency. Engage influencers who have established networks and strong momentum to carry your message for you.

Create mutually beneficial relationships. Design programs that benefit those who promote your product or service.

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