want links from time, wired and upworthy? build this team
DESCRIPTION
Find out what PR methods are tearing down our industry, and what fresh tactics can help us build mutually beneficial relationships with publishers. Deck transcribed: http://frc.tl/mozinar-notesTRANSCRIPT
Want Links from TIME, Wired, and Upworthy? Build this team.
By Kelsey Libert
Join us on Twitter at #MozinarQuestions or problems? Email [email protected]
THE SINGLE BIGGEST THREAT TO CONTENT MARKETING IS CONTENT MARKETING. THE SECOND BIGGEST THREAT IS BLOGGER OUTREACH.
Part I: The Robot Invasion
#dontbeabot
Mozinar Q&A
Join the discussion on Twitter using the #Mozinar hashtag!
How many pitches does the average top tier editor receive on a daily basis?
What Is The Underlying Trend?
“Content Marketing”
“Blogger Outreach”
#dontbeabot
Everyone Is Pushing MORE CONTENT
But Quantity Doesn’t Equal Quality
“In 2013, 65% of American adults stopped tuning into a news outlet. 60% of those people said they had noticed that stories were less complete.” – Pew Research Center
Read more: http://frc.tl/1efrlqg
We’re scrambling to get it placed
And Making Stupid Mistakes
#dontbeabot
So Publishers Are Pushing Back
#dontbeabot
They’re Pushing Back, Hard
#dontbeabot
Top Tier Publishers get 100 pitches/day
#dontbeabot
SOME AGENCIES THINK YOU NEED TO SEND MASS EMAILS TO GET MORE LINKS. WE’RE HERE TO PROVE OTHERWISE.
Part II: Revealing The Industry Average
#dontbeabot
Mozinar Q&A
Join in the discussion using the #Mozinar hashtag!
What is the average industry placement rate?
“My outreach team acceptance rate is around 55%. We pick the top 20 sites and submit our article. We are constantly tailoring this to be as personal to the client’s criteria as possible.”
What Others Are Saying…
As seen on: http://frc.tl/1myI7WS
#dontbeabot
So I Did Some Digging…
As seen on: http://frc.tl/1myI7WS
“In two recent guest post outreach campaigns, we managed to achieve a success rate of 28% and 31% respectively.”
Placement Rate Per Campaign
As seen on: http://frc.tl/Ok52pW
Is Higher On Lower Authority Blogs
As seen on: http://frc.tl/1c9dE7M
Average Industry Placement Rate*based on 140,000k emails
4.8% 4.5%
Men Women
Read more: http://frc.tl/1ch30Rf
The Decay of Guest Blogging for SEO
Read more: http://frc.tl/m-cutts
“If you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company.”
– Matt Cutts
THE AGENCIES WHOSE OPEN RATES, RESPONSE RATES, AND PUBLISHING RATES INCREASE – AGAINST THE MARKET TREND – WILL DO SOMETHING DIFFERENT.
Part III: How To Increase Your Outreach ROI
#dontbeabot
Mozinar Q&A
Join in the discussion using the #Mozinar hashtag!
How many pieces of content does The Huffington Post publish daily?
Want A Low ROI? Scale This Team
= 2.25 placements per
week
1 [PERSON] *10 [PITCHES PER DAY] *5 [DAYS] *4.5% [INDUSTRY PLACEMENT RATE]
Top Tier Publishing Cadence
Read more: http://frc.tl/GY2k4Z
Placements Fractl Secured
Men
4.8% 4.5%
Women
#dontbeabot
Want A High ROI? Scale This Team
#dontbeabot
1 Pitch = 1,200+ ULDs
1 Pitch = 273+ ULDs
1 Pitch = 225+ ULDs
1 Pitch = 217+ ULDs
1 Pitch = 140+ ULDs
YOUR COLLEGE MAJOR IS IRRELEVANT – SHOW ME YOUR INNATE QUALTIES.
Part IV: Hiring Your All-Star Media Relations Team
#dontbeabot
Mozinar Q&A
Join in the discussion using the #Mozinar hashtag!
What are the qualities of an All-StarMedia Relations candidate?
1. Mastery Of The Written And Spoken Language
#dontbeabot
2. Impeccable Attention to Detail
#dontbeabot
3. Interest In Networking, Negotiation, And Persuasion
“The degree to which we perceive another person to be similar to ourselves in traits
and attitudes, and to be worthy of our generosity or assistance, depends on the extent to which we perceive a personal
connection with that person, no matter how trivial.”
– Northwestern Law [Study]
Read more: http://frc.tl/18HXBPc
ANONYMITY AND THE IDENTIFIABLE OTHER
4. Ability To Relate To Others
#dontbeabot
Hi Todd,
I love the picture of your black lab
on your Facebook page. I grew up
with a chocolate lab, Daisy, and I
just adopted Gator a year ago.
Anyway, diving into your preferred
30 second pitch:
Hi Kelsey,
Great dogs. And I appreciate
you taking an effort to break
out of the pack of 100 or so
pitches I receive every day.
Lesson 1: Targeting
Building Blocks of Effective Targeting
#dontbeabot
Writer frequently covers the
vertical/topic you’re pitching
Writer publishes weekly,
preferably 2-3x/week
Writer has a highly
engaged audience.
Sample Campaign
Read more: http://frc.tl/How-To-Google
Google News
#dontbeabot
Google Images
#dontbeabot
Leveraging Twitter with Richard Baxter
Read more: http://frc.tl/followerwonk-outreach
Staff Pages
#dontbeabot
LinkedIn Searches
#dontbeabot
Paid Tools
#dontbeabot
Lesson 2: Email Sleuthing
Mozinar Q&A
Join the discussion on Twitter using the #Mozinar hashtag!
What are your favorite email sleuthing tools?
Author Bios
#dontbeabot
Twitter Bios
#dontbeabot
Twitter Chats
#dontbeabot
MailTester.com
#dontbeabot
• [email protected]• [email protected]• [email protected]• [email protected]• [email protected]• [email protected]• [email protected]• [email protected]• [email protected]• [email protected]• [email protected]• [email protected]• [email protected]
Rapportive Gmail App
#dontbeabot
Google Search
#dontbeabot
WhoIs Search
#dontbeabot
Privacy Policies
*Applies to smaller sites
Paid Tools
#dontbeabot
Lesson 3: Twitter Networking
Mozinar Q&A
Join the discussion on Twitter using the #Mozinar hashtag!
What are your top tips for networking on Twitter?
Read more: http://frc.tl/twitter-networking
Why Twitter Matters
#dontbeabot
Hi Kelsey,
Saw your tweet, good move. Quick question about the piece.
- Venture Beat
Authority Signals + Identifiable Other
Read more: http://frc.tl/1hcTIaK
Authority Signals
Identifiable Other
Provide Helpful Tips
#dontbeabot
Be Timely
#dontbeabot
Ask Questions About A Recent Post
#dontbeabot
Use Pull Quotes From An Article
#dontbeabot
Show Your Sense Of Humor
#dontbeabot
Ask Questions About Their Interests
#dontbeabot
Provide Credit To The Author
#dontbeabot
Use Your Time Efficiently
#dontbeabot
Lesson 4: Subject Lines
Mozinar Q&A
Join the discussion on Twitter using the #Mozinar hashtag!
What is your favorite subject line that you used to secure a placement?
What Not To Do
#dontbeabot
Subject Lines Fractl Used To Secure Exclusives
#dontbeabot
I See Your Black Lab, Todd, and Raise You My Chocolate Lab
I’ll trade your NY Grizzlies for FL Alligators – Kelsey Libert on Twitter
Fudgy over cakey, but definitely no nuts [Flipbook]
Wonder Wobear #1 Wore It Better
How Many Monocles Is Too Many? [Exclusive]
45-65
Ideal Character Length
6-10
Ideal Word Length
Read more: http://frc.tl/NcMneG
Lesson 5: Effective Pitch
Introduction
#dontbeabot
The Individual
IndividualBeat
IndividualInterests
The Audience
Audience Interest
Emotional Connection
Body
#dontbeabot
Concise Appealing Information Gap
Statistic / Fact
NewResearch
Content Plug
Mutual Benefit
#dontbeabot
Closing
#dontbeabot
What Publishers Are Saying
“This video is fantastic!”
“I would love to collaborate on future projects!”
“Now that’s a f*cking infographic!”
The article is performing insanely well all over the place, tens of thousands of pageviews per day and tons of social shares.
“The survey and findings are great. If you do more of these, please put me on a list. Fascinating.”
Hi Emma,
Earlier this week Huffington Post Women covered Barbie without Makeup, which has been a viral hit on the Internet. Serendipitously, my team isabout to launch an infographic which builds upon this topic, by studying "Is a Barbie Body Possible?”
Hi, Hey, Hello
First name
Link to story
Timely, trending
New data Emotional hook
Exclusive
My team came up with a photo-realistic rendering of
Barbie, which aims to demonstrate just how bizarre a life-
sized Barbie would actually look. We compare Barbie to
our real life model, and uncover the impossible physical
proportions of the doll idolized as perfection by so many.
The results are jaw dropping. You can check out the
infographic here, via this private imgur link.
Rare assetHumanized - Relatable
Helping women’s body issues
Surprise - leading viral emotion
Direct link to content
185 words
Lesson 6: Timing
45-65
#dontbeabot
Lesson 7: Benchmarks
Mutual Benefit
#dontbeabot
What We Track
Individual Analytics
Goals - Benchmarks
Campaign Report
http://frc.tl/outreach-report
The Emotional Drivers of Highly Successful Viral ContentBy Kristin Tynski
http://frc.tl/Viral-Mozinar
Email: [email protected]: @KelseyLibertWebsite: www.Frac.tl
Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!