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What I Learned in my First Year of Outreach - ManyMinds Give it a Go Conference

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Over the past year Alex has got links from a bunch of top-tier sites including Huffington Post, Daily Mail, The Sun, Independent and The Guardian. Using real world examples, he’ll share highs, lows, happy accidents, and the things he’s learned about outreach.

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What I Learned in my First Year of Outreach - ManyMinds Give it a Go Conference

  1. 1. Alex Cassidy What I Learned in my First Year of Outreach @alexcass9 1
  2. 2. Some of the wonderful people @VerveSearch!
  3. 3. As a team we’re tasked with getting links and coverage on top tier publications
  4. 4. To improve organic rankings for our clients
  5. 5. ?
  6. 6. It’s very measurable
  7. 7. You either get links or you don’t
  8. 8. ?
  9. 9. 1. Start at the Top
  10. 10. The biggest international and national sites
  11. 11. But that can be daunting…
  12. 12. Surely these journalists aren’t interested in what we have to offer them?
  13. 13. 15-20 articles a day
  14. 14. Searching for something to write about
  15. 15. Journalists read these sites too
  16. 16. So by eliminating these prospects entirely, you’re only hurting yourself
  17. 17. An example of how we used this to our advantage…
  18. 18. There is a group of UK journalists who always write about coin stories
  19. 19. But we noticed that usually all covered the same story
  20. 20. By targeting top tier, we successfully exploited the arms race for coin coverage
  21. 21. Over 90 links
  22. 22. As a bonus of getting this top tier coverage the campaign became an authority on coins
  23. 23. So I now get emails from journalists asking me for information, quotes, and even valuations
  24. 24. Don’t be intimidated by them because of their name
  25. 25. Because journalists are interested in one thing above all else: the story
  26. 26. 2. Multiple People, Same Publication
  27. 27. What if they: publish at the same time take offense at my non-exclusivity realise my personalisation is a sham
  28. 28. They won’t take it personally simply because they don’t have the time
  29. 29. There’s also a good chance they: won’t read it won’t like it won’t care
  30. 30. Similarly I worried about contacting the writer or the editor first
  31. 31. But this can only happen if you send it to all of them
  32. 32. 15-20 articles a day
  33. 33. 3. Pump up the Volume
  34. 34. In 2016 I contacted an average of 215 journalists a month
  35. 35. So far in 2017 I have contacted an average of 407
  36. 36. I send a lot of emails
  37. 37. And even more follow-ups
  38. 38. 800 people contacted* *since May
  39. 39. 22 replies
  40. 40. But actually…
  41. 41. Over 70 pieces of coverage
  42. 42. Getting coverage is more important than whether or not you get a reply
  43. 43. If you’re getting coverage, your email must be good, so keep on sending it
  44. 44. So change your email
  45. 45. Having a little black book of journalists you can contact is a little outdated
  46. 46. Top-tier journalists get a ton of emails, so…
  47. 47. …don’t take it personally if you hear nothing back
  48. 48. It just takes the right campaign at the right time to make the breakthrough
  49. 49. 4. Give Them Everything
  50. 50. Time and place for suspense
  51. 51. But not in your outreach email
  52. 52. This isn’t about long vs short emails…
  53. 53. Short emails also work…
  54. 54. Short email
  55. 55. What’s important is giving the journalist everything they’ll need to write it up quickly
  56. 56. 15-20 articles a day
  57. 57. So give them: images studies quotes headlines
  58. 58. 5. Keep Checking
  59. 59. Some campaigns are evergreen
  60. 60. In April 2016 Historic London launched
  61. 61. Over 50 links in 2016
  62. 62. 31st May 2017
  63. 63. How can we maximise this opportunity?
  64. 64. Additional coverage in 2017
  65. 65. Don’t let sleeping campaigns lie
  66. 66. If you can get coverage from them again
  67. 67. Why not use them?
  68. 68. Also: sometimes you can achieve coverage without knowing about it
  69. 69. So make sure you keep checking
  70. 70. So I talked you through what I’ve learned…
  71. 71. …but I’d like to leave you with a couple of final thoughts
  72. 72. There’s no big mystery
  73. 73. Don’t be intimidated
  74. 74. Journalists want the story
  75. 75. Don’t decide for them
  76. 76. The only way to get links is to email* *other communication methods are available
  77. 77. Because tenacity beats talent
  78. 78. Your results will reflect what you’ve put in
  79. 79. Thank you! Alex Cassidy Outreach Team Lead @alexcass91

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