500 Publishers on Content Marketing and Outreach Best Practices [Research]

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We surveyed over 500 leading digital publishers to find out the content marketing and PR best (and worst) practices.

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500 Publishers on Content Marketing and Outreach Best Practices [Research]

  1. 1. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1nuTW0Q
  2. 2. This is a story about a noise:value ratio that has gotten out of whack. @KelseyLibert, @RyMcGonagill, www.Frac.tl Image Credit: http://frc.tl/Up2Gt
  3. 3. Editorial voices are outnumbered by public relations professionals by almost 5:1 http://frc.tl/1qc14fR @KelseyLibert, @RyMcGonagill, www.Frac.tl
  4. 4. http://frc.tl/1mrxZgH @KelseyLibert, @RyMcGonagill, www.Frac.tl “Many [PR professionals] have a misunderstanding when it comes to the difference between advertorial and guest posts.” – Gigaom.com “Too many submissions we get are clearly just pitches for a company, attempting to masquerade as thought pieces, a press release dressed as a guest post.” – TechCrunch.com “Over time [guest blogging] has become a more and more spammy practice.” – Matt Cutts
  5. 5. Our Research @KelseyLibert,
  6. 6. We interviewed over 500 writers, editors, and publishers. Image Credit: http://frc.tl/1pXwPw9 @KelseyLibert, @RyMcGonagill, www.Frac.tl
  7. 7. This Is Their Story @KelseyLibert,
  8. 8. Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  9. 9. @KelseyLibert,@RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TBxFBj
  10. 10. The majority of people you’re pitching only write ONE STORY per day. Image Credit: http://frc.tl/1n2DRL4 @KelseyLibert, @RyMcGonagill, www.Frac.tl
  11. 11. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  12. 12. Image Credit: http://frc.tl/1kf24uz @KelseyLibert, @RyMcGonagill, www.Frac.tl
  13. 13. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  14. 14. Although most writers publish one story per day, 44% of them get pitched a minimum of TWENTY TIMES per day. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TByPNb
  15. 15. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  16. 16. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  17. 17. Although writers are inundated with pitches, only 11% often write a story based on content that was sent through a pitch.
  18. 18. However, 45% said sometimes, so there is an opportunity for change. Image Credit: http://frc.tl/1pdIwhX @KelseyLibert, @RyMcGonagill, www.Frac.tl
  19. 19. Your Strategy Lesson @KelseyLibert, @RyMcGonagill, www.Frac.tl
  20. 20. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  21. 21. Image Credit: http://frc.tl/SIrBGl @KelseyLibert, @RyMcGonagill, www.Frac.tl
  22. 22. STOP spamming writers with poorly matched assets. Instead, collaborate on mutually beneficial ideas. Image Credit: http://frc.tl/1n2EWCF @KelseyLibert, @RyMcGonagill, www.Frac.tl
  23. 23. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  24. 24. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1rIug1F
  25. 25. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  26. 26. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1j993LC
  27. 27. Your Networking Lesson @KelseyLibert, @RyMcGonagill, www.Frac.tl
  28. 28. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  29. 29. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  30. 30. 64% of writers think it is of some importance that you establish a personal connection before pitching. Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl
  31. 31. Use Twitter as a platform to socialize with your prospects weeks prior to the pitch. Engage in blog posts. Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl
  32. 32. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  33. 33. Image Credit: http://frc.tl/1o6SCSr @KelseyLibert, @RyMcGonagill, www.Frac.tl
  34. 34. Put down your cell phone. Stop spamming on social media. Start writing sincere emails to the best-fit person for your campaign. Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  35. 35. Use a CRM such as BuzzStream to manage your relationships. Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  36. 36. Your Pitch Lesson @KelseyLibert, @RyMcGonagill, www.Frac.tl
  37. 37. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  38. 38. What time of day do you want to be pitched? @KelseyLibert, @RyMcGonagill, www.Frac.tl
  39. 39. Use a pre-scheduling tool to send your emails in the early morning hours. Image Credit: http://frc.tl/1nuKeso @KelseyLibert, @RyMcGonagill, www.Frac.tl
  40. 40. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  41. 41. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  42. 42. 88% of writers prefer a pitch be less than 200 words. Check your word count before sending. Image Credit: http://frc.tl/1uNnHds @KelseyLibert, @RyMcGonagill, www.Frac.tl
  43. 43. Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl
  44. 44. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  45. 45. Test your subject lines in your inbox. What stands out? The golden rule is 45-65 characters. @KelseyLibert, @RyMcGonagill, www.Frac.tl
  46. 46. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  47. 47. Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
  48. 48. An overwhelming number said they want a subject line that is: • Direct • Concise • Descriptive • Includes keywords relevant to the writer’s beat Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl
  49. 49. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  50. 50. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://www.pinterest.com/pin/75364993733755783/
  51. 51. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  52. 52. @KelseyLibert, @RyMcGonagill www.Frac.tl
  53. 53. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  54. 54. • Do your research. • Know the publication. • Be relevant. • Make it newsworthy. • Know my beat. • Don’t use all caps. • Be personal. • Be concise. • Don’t cold call. • Does it fit my beat? • Use spellcheck. • No giant attachments. • Don’t pitch on social media. • Know my audience. • Avoid phony friendliness. • Get my name right. • Avoid the fluff. • Tailor your subject lines. • Die in a fire. @KelseyLibert,Image Credit: http://frc.tl/VTh6SP
  55. 55. Image Credit: http://frc.tl/1k5uTLo @KelseyLibert, @RyMcGonagill, www.Frac.tl “If I don't respond it's because I'm not interested. If I am interested, I will email you back.” – NationalJournal.com “1) Don't send multiple emails and follow-ups. 2) Don't follow up your email with a call.” – Parents.com “Do not call me 5 minutes later to follow up.” – Geek.com “Don't follow up so many times. If we're not interested, we're not interested.” – OutOfThePastBlog.com “Unless I contact you asking for more information, don't follow up 2 and 3 times asking if I'm going to write about the story you sent me.” – TheGoodWineGuru.com
  56. 56. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG
  57. 57. • Breaking news • Exclusive research • Emotional stories • Timeliness • Relevance • Data • New hook • A story • Interview opportunities • Data visualizations • Useful information • Innovative • Interesting analysis • Storytelling • Well-researched • Meets editorial mission • Original content • Solutions to problems • Engaging • Amusing • Useful insights • Humor • Unique angles • High-quality graphics @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1zkwgzt
  58. 58. Research by Kelsey Libert, www.Frac.tl http://frac.tl/publisher-feedback/
  59. 59. Leverage The Science Behind Great Content. Research by Kelsey Libert, www.Frac.tl

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