It started well -
“Hope you’re well. I just wanted to get in touch to ask about your policy on guest posting on Mum’s the Word. I’m working with Cancer Research UK, to build awareness of the breast cancer help and resources offered on their site. We’re doing this chiefly by putting together some informative articles on related topics and working with bloggers like yourself to publish them on selected sites around the web, and I was wondering if you’d be open to running such a post?”
Then took a rapid turn for the worse -
“I do appreciate that it’s a difficult topic, and that it’s not the sort of subject matter that you’ve typically covered on Mum’s the Word, but it’d be great to work with you on this if you would be willing to consider publishing the piece.”
See, if this SEO guy had done even a modicum of research then he’d have realised that this is EXACTLY the sort of post I publish on my blog, in fact I already have several on this very topic.
If he’d used the tiniest amount of initiative or imagination, he might’ve typed the word ‘cancer’ into the very simple and prominently placed search bar at the side of the page and come up with no less than a dozen posts around the subject.
If he’d thought to engage his, no doubt, elite search skills he’d have realised that in 2011, my Stepmum lost her battle with cancer and I spent a long time trying to get my head around it, trying to work out how to process it, how to guide my infant daughter through it all and how to get our lives back on track afterwards. He’d have seen that I now run Race for Life every year in Lorraine’s memory and that I do as much for Cancer Research as I can.
This isn’t the first time I’ve dealt with poor marketing from this particular charity and I can’t help but wonder who makes the decisions regarding their marketing budget, given that they’re using aggressive telephone sales people and insensitive SEOs.
The sad part is, (as my friend Ruth mentioned after I shared with some blogger friends how sad I was about all of this) if they were to be a bit more sensible and use what would probably equate to a minute portion of their marketing budget to employ bloggers to help them with their blogger outreach programme I’m 100% certain that they’d be a lot more successful and would circumvent the very real risk of alienating a lot of people.
As I pointed out in my reply to this person, just off of the top of my head I know one blogger who’s child is battling leukemia, one who’s Mum has beaten breast cancer and several others who lost friends or family to this horrible disease and I hope to goodness he hasn’t used the same approach with them that he did with me.
Over to you, Cancer Research…
(I’m including follow links to the Cancer Research page in this post. Despite me criticising their approach, I think they’re a great charity and support them wholeheartedly)