Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie What I Learned in my First Year of Outreach - ManyMinds Give it a Go Conference
Ähnlich wie What I Learned in my First Year of Outreach - ManyMinds Give it a Go Conference (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
What I Learned in my First Year of Outreach - ManyMinds Give it a Go Conference
- 1. Alex Cassidy What I Learned in my First Year of Outreach @alexcass9 1
- 2. Some of the wonderful people @VerveSearch!
- 3. As a team we’re tasked with getting links and coverage on top tier publications
- 4. To improve organic rankings for our clients
- 6. ?
- 8. You either get links or you don’t
- 9. ?
- 11. 1. Start at the Top
- 12. The biggest international and national sites
- 13. But that can be daunting…
- 15. Surely these journalists aren’t interested in what we have to offer them?
- 17. 15-20 articles a day
- 18. Searching for something to write about
- 20. Journalists read these sites too
- 21. So by eliminating these prospects entirely, you’re only hurting yourself
- 22. An example of how we used this to our advantage…
- 23. There is a group of UK journalists who always write about coin stories
- 25. But we noticed that usually all covered the same story
- 28. By targeting top tier, we successfully exploited the arms race for coin coverage
- 32. Over 90 links
- 33. As a bonus of getting this top tier coverage the campaign became an authority on coins
- 34. So I now get emails from journalists asking me for information, quotes, and even valuations
- 36. Don’t be intimidated by them because of their name
- 37. Because journalists are interested in one thing above all else: the story
- 39. 2. Multiple People, Same Publication
- 41. What if they: publish at the same time take offense at my non-exclusivity realise my personalisation is a sham
- 42. They won’t take it personally simply because they don’t have the time
- 43. There’s also a good chance they: won’t read it won’t like it won’t care
- 48. Similarly I worried about contacting the writer or the editor first
- 51. But this can only happen if you send it to all of them
- 52. 15-20 articles a day
- 53. 3. Pump up the Volume
- 54. In 2016 I contacted an average of 215 journalists a month
- 55. So far in 2017 I have contacted an average of 407
- 56. I send a lot of emails
- 57. And even more follow-ups
- 60. 800 people contacted* *since May
- 61. 22 replies
- 62. But actually…
- 63. Over 70 pieces of coverage
- 64. Getting coverage is more important than whether or not you get a reply
- 65. If you’re getting coverage, your email must be good, so keep on sending it
- 67. So change your email
- 68. Having a little black book of journalists you can contact is a little outdated
- 70. Top-tier journalists get a ton of emails, so…
- 71. …don’t take it personally if you hear nothing back
- 72. It just takes the right campaign at the right time to make the breakthrough
- 73. 4. Give Them Everything
- 75. Time and place for suspense
- 76. But not in your outreach email
- 77. This isn’t about long vs short emails…
- 83. Short emails also work…
- 84. Short email
- 86. What’s important is giving the journalist everything they’ll need to write it up quickly
- 87. 15-20 articles a day
- 90. 5. Keep Checking
- 92. Some campaigns are evergreen
- 93. In April 2016 Historic London launched
- 96. Over 50 links in 2016
- 97. 31st May 2017
- 98. How can we maximise this opportunity?
- 99. Additional coverage in 2017
- 100. Don’t let sleeping campaigns lie
- 101. If you can get coverage from them again
- 102. Why not use them?
- 103. Also: sometimes you can achieve coverage without knowing about it
- 104. So make sure you keep checking
- 108. So I talked you through what I’ve learned…
- 109. …but I’d like to leave you with a couple of final thoughts
- 110. There’s no big mystery
- 112. Don’t be intimidated
- 113. Journalists want the story
- 114. Don’t decide for them
- 115. The only way to get links is to email* *other communication methods are available
- 116. Because tenacity beats talent
- 117. Your results will reflect what you’ve put in
- 118. Thank you! Alex Cassidy Outreach Team Lead @alexcass91
Hinweis der Redaktion
- Some people might be wondering ‘what is outreach’. Well essentially…..
- In the end the campaign achieved over 90 links including coverage from every UK national, and links from most of them. Some of them kept coming back for more, because we were an authroity.
- And something which is an absolute dream in terms of outreach, I now get emails from journalists asking me for information, quotes, and even valuations.
- I’d always encourage outreach people to go for the top tier first, and work their way down.
- If you have something you can turn into a story for them, the people who are under pressure to write as many words as possible, as opposed to a blogger who might do their writing in their spare time, then they will be thankful for it.
- When I first started I had a habit of targeting one journalist at one publication.
- Here the journalist notes that she likes it and one of her journalists is working on the piece, but crucially she has already received the infromation. Because I had sent it to her at the same time.
- Loads of other places that we can