• Director of Communications at
Petplan Pet Insurance
• A decade in inbound marketing
• Search Engine Watch Columnist
• Sp...
1. Media-Worthy Content:
How to Find Content that Gets Media Coverage
2. Getting Media Attention:
How to Set-up Your Pitch...
More coverage in SERPs
BENEFITS
High Quality Links Goodwill
Brand Authority Awareness
MEDIA COVERAGE
for EXISTING CONTENT
Pitch in time for
“National _____ Day”
• Pitch: National Adopt
a Shelter Pet Day on
April 30th
What’s relevant to your industry?
How has it been covered before?
Add a new & improved spin
Showcase popularity of your re...
MEDIA COVERAGE
for EXISTING CONTENT
Lesser-known Facts or
Answers to FAQs
• Pitch: Lesser-known
Poisons for Pets
• Sourced content
from popular blog
post from 2012
• Timely use on Pinterest:
• What are common FAQs?
• What’s lesser-known or often misunderstood?
• Which related posts have proved very popular?
• Sh...
MEDIA COVERAGE
for EXISTING CONTENT
Seasonal, Timely
Content
– Common stories:
• Travel
• Fitness
• Weather-Related
Health & Safety
– Picked most popular
past content to pitch
Summer-...
TRAVEL
FITNESS
Image Credit: http://vetoogi.com/?p=128
Image Credit: http://vetoogi.com/?p=128
Image Credit: http://vetoogi.com/?p=128
WEATHER-RELATED
HEALTH & SAFETY
What industry-related stories commonly run at
different times of the year?
What broader topics could you piggy-back on?
Tr...
Ideal People to Lend a
Helping Paw:
Community Manager
SEO Outreach
Coordinator
Writers
Do homework first
Start Local
• Use Graph Search to Build Media Lists
Run ads a week or two before pitching
Ask for Introductions
Aim to Get
TOMA
Helps Foreshadow Pitch
Find relevant journalists
Send InMail on LinkedIn
– Dmitry Davydov, CMO at Bitrix24
Source: http://medialeaders.com/public...
Be Brief
Personalize
Compliment
Add Value
Follow
Understand
Engage
Contribute
Goal: Recognized Name
When?
Every Tweet Ever:
Export Content
Remove common words
Form word clouds to find themes
Voila!
Source: http://meme-lol.com/funny/got-mail-10-years-ago-vs-now/
For biggest names only
In addition to e-pitches
Add:
Photos
Past Coverage Details
Press Release
Bios and Fact Sheets
Personalize
Emphasize value
First few sentences
Short and sweet
Be creative
Build relationship
Lead time
Alternate angles
Relevant sources
No social media
Thank you
Share & Promote
Be available
Offer first-look
Keep up social media
Continue to share
Goal: go-to source
– http://nationaldaycalendar.com
– http://whatstrending.com/
– http://www.google.com/trends/
Seek timely media opps
Build ...
Image Credit: http://www.yogacatz.com/
Image Credit: http://www.yogacatz.com/
@purnavirji
http://linkedin.com/in/purnavirji
http://www.slideshare.net/purnavirji
http://searchenginewatch.com/author/24
...
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
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How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji

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SMX Advanced 2014 Session #SMX #22C - Executing A Flawless Content Marketing Strategy - How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji @Purnavirji Of Petplan Pet Insurance

Read more about content marketing at http://marketingland.com

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How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji

  1. 1. • Director of Communications at Petplan Pet Insurance • A decade in inbound marketing • Search Engine Watch Columnist • Speaker at SMX, eTail, Temple University, Moz Meetup Philly • Cat-owning dog person
  2. 2. 1. Media-Worthy Content: How to Find Content that Gets Media Coverage 2. Getting Media Attention: How to Set-up Your Pitch For Success 3. Pawesome Pitches: How to Effectively Execute Your Pitches
  3. 3. More coverage in SERPs BENEFITS High Quality Links Goodwill Brand Authority Awareness
  4. 4. MEDIA COVERAGE for EXISTING CONTENT Pitch in time for “National _____ Day”
  5. 5. • Pitch: National Adopt a Shelter Pet Day on April 30th
  6. 6. What’s relevant to your industry? How has it been covered before? Add a new & improved spin Showcase popularity of your relevant postings
  7. 7. MEDIA COVERAGE for EXISTING CONTENT Lesser-known Facts or Answers to FAQs
  8. 8. • Pitch: Lesser-known Poisons for Pets • Sourced content from popular blog post from 2012
  9. 9. • Timely use on Pinterest:
  10. 10. • What are common FAQs? • What’s lesser-known or often misunderstood? • Which related posts have proved very popular? • Showcase popularity of your relevant postings
  11. 11. MEDIA COVERAGE for EXISTING CONTENT Seasonal, Timely Content
  12. 12. – Common stories: • Travel • Fitness • Weather-Related Health & Safety – Picked most popular past content to pitch Summer-Related Content
  13. 13. TRAVEL
  14. 14. FITNESS
  15. 15. Image Credit: http://vetoogi.com/?p=128
  16. 16. Image Credit: http://vetoogi.com/?p=128
  17. 17. Image Credit: http://vetoogi.com/?p=128
  18. 18. WEATHER-RELATED HEALTH & SAFETY
  19. 19. What industry-related stories commonly run at different times of the year? What broader topics could you piggy-back on? Trending: http://whatstrending.com/ http://www.google.com/trends/ Take related posts and spin angles.
  20. 20. Ideal People to Lend a Helping Paw: Community Manager SEO Outreach Coordinator Writers
  21. 21. Do homework first Start Local
  22. 22. • Use Graph Search to Build Media Lists
  23. 23. Run ads a week or two before pitching Ask for Introductions Aim to Get TOMA Helps Foreshadow Pitch
  24. 24. Find relevant journalists Send InMail on LinkedIn – Dmitry Davydov, CMO at Bitrix24 Source: http://medialeaders.com/public-relations-tips-brands/
  25. 25. Be Brief Personalize Compliment Add Value
  26. 26. Follow Understand Engage Contribute Goal: Recognized Name When?
  27. 27. Every Tweet Ever:
  28. 28. Export Content Remove common words Form word clouds to find themes Voila!
  29. 29. Source: http://meme-lol.com/funny/got-mail-10-years-ago-vs-now/
  30. 30. For biggest names only In addition to e-pitches
  31. 31. Add: Photos Past Coverage Details Press Release Bios and Fact Sheets
  32. 32. Personalize Emphasize value First few sentences Short and sweet Be creative
  33. 33. Build relationship Lead time Alternate angles Relevant sources No social media
  34. 34. Thank you Share & Promote Be available
  35. 35. Offer first-look Keep up social media Continue to share Goal: go-to source
  36. 36. – http://nationaldaycalendar.com – http://whatstrending.com/ – http://www.google.com/trends/ Seek timely media opps Build (and foster!) a rapport Make pitches pawesome Enjoy more yoga – dog, cat or human
  37. 37. Image Credit: http://www.yogacatz.com/
  38. 38. Image Credit: http://www.yogacatz.com/
  39. 39. @purnavirji http://linkedin.com/in/purnavirji http://www.slideshare.net/purnavirji http://searchenginewatch.com/author/24 99/purna-virji Image Credit: www.yogadogz.com
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