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Melbourne blogger Louisa Claire launches blog-brand matchmaking service

Melbourne blogger Louisa Claire has launched a matchmaking service for brands and blogs.

Called Brand Meets Blog, the service will fill a gap in the market for companies that take a strategic approach to blogging and build “trust capital” with bloggers, Claire told Mumbrella.

“At the moment in Australia, there’s too much mass messaging of large groups of bloggers, rather than targeted campaigns that find a good fit between brand and blog,” she said.

Brand Meets Blog offers a consulting service and a monthly newsletter covering a different niche each month, the bloggers within it and information about how to work best with them.

The service counts PR agencies Porter Novelli and Immerse Agency as clients, plus 12 other businesses. It will not have its own blog initially, but will be available through the Brands Meet Blog Facebook page and Twitter account.

Claire has run her own female-targeted blog, Everything is edible, for four and half years, as well as mummybloggersblog.com, so the initial focus will be parenting and lifestyle bloggers.

She said that the main message coming from bloggers about brands is that “they want to be known, they want personalised communication and at the very basic level they want their name spelt properly.”

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