Want Links from Time, Wired and Upworthy? Build this team.

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As Google continues to update its algorithm, the importance of a high-authority link portfolio becomes a necessity to survive the SERPs. Find out the methods we've used to scale and train our media relations team to secure links on Time, Wired, Upworthy and more. Missed the Mozinar? Find the transcribed version here: http://frc.tl/mozinar-notes

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  • George Loewenstein, Professor at Carnegie Mellon University explains the “information gap theory of curiosity”
  • They’re going to be like “my mannn” or “hey girllll”
  • And then that person is going to say something that will shock you, that will surprise you, that will leave you and your bosses and their clients amazed.
  • How do you do it?
  • Want Links from Time, Wired and Upworthy? Build this team.

    1. 1. Want Links from TIME, Wired, and Upworthy? Build this team. By Kelsey Libert Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com
    2. 2. Part I: The Robot Invasion THE SINGLE BIGGEST THREAT TO CONTENT MARKETING IS CONTENT MARKETING. THE SECOND BIGGEST THREAT IS BLOGGER OUTREACH. #dontbeabot
    3. 3. Mozinar Q&A How many pitches does the average top tier editor receive on a daily basis? Join the discussion on Twitter using the #Mozinar hashtag!
    4. 4. What Is The Underlying Trend? “Content Marketing” “Blogger Outreach” #dontbeabot
    5. 5. Everyone Is Pushing MORE CONTENT
    6. 6. 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
    7. 7. We’re scrambling to get it placed
    8. 8. And Making Stupid Mistakes #dontbeabot
    9. 9. So Publishers Are Pushing Back #dontbeabot
    10. 10. They’re Pushing Back, Hard #dontbeabot
    11. 11. Top Tier Publishers get 100 pitches/day #dontbeabot
    12. 12. Part II: Revealing The Industry Average SOME AGENCIES THINK YOU NEED TO SEND MASS EMAILS TO GET MORE LINKS. WE’RE HERE TO PROVE OTHERWISE. #dontbeabot
    13. 13. Mozinar Q&A What is the average industry placement rate? Join in the discussion using the #Mozinar hashtag!
    14. 14. What Others Are Saying… “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.” As seen on: http://frc.tl/1myI7WS
    15. 15. So I Did Some Digging… #dontbeabot As seen on: http://frc.tl/1myI7WS
    16. 16. Placement Rate Per Campaign “In two recent guest post outreach campaigns, we managed to achieve a success rate of 28% and 31% respectively.” As seen on: http://frc.tl/Ok52pW
    17. 17. Is Higher On Lower Authority Blogs As seen on: http://frc.tl/1c9dE7M
    18. 18. Average Industry Placement Rate *based on 140,000k emails Men 4.8% Read more: http://frc.tl/1ch30Rf Women 4.5%
    19. 19. The Decay of Guest Blogging for SEO “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 Read more: http://frc.tl/m-cutts
    20. 20. Part III: How To Increase Your Outreach ROI THE AGENCIES WHOSE OPEN RATES, RESPONSE RATES, AND PUBLISHING RATES INCREASE – AGAINST THE MARKET TREND – WILL DO SOMETHING DIFFERENT. #dontbeabot
    21. 21. Mozinar Q&A How many pieces of content does The Huffington Post publish daily? Join in the discussion using the #Mozinar hashtag!
    22. 22. Want A Low ROI? Scale This Team 1 [PERSON] *10 [PITCHES PER DAY] *5 [DAYS] *4.5% [INDUSTRY PLACEMENT RATE] = 2.25 placements per week
    23. 23. Top Tier Publishing Cadence Read more: http://frc.tl/GY2k4Z
    24. 24. Placements Fractl Secured Men 4.8% #dontbeabot Women 4.5%
    25. 25. Want A High ROI? Scale This Team 1 Pitch = 1,200+ ULDs 1 Pitch 1 Pitch = 225+ ULDs 1 Pitch = 217+ ULDs 1 Pitch #dontbeabot = 273+ ULDs = 140+ ULDs
    26. 26. Part IV: Hiring Your All-Star Media Relations Team YOUR COLLEGE MAJOR IS IRRELEVANT – SHOW ME YOUR INNATE QUALTIES. #dontbeabot
    27. 27. Mozinar Q&A What are the qualities of an All-Star Media Relations candidate? Join in the discussion using the #Mozinar hashtag!
    28. 28. 1. Mastery Of The Written And Spoken Language #dontbeabot
    29. 29. 2. Impeccable Attention to Detail #dontbeabot
    30. 30. 3. Interest In Networking, Negotiation, And Persuasion ANONYMITY AND THE IDENTIFIABLE OTHER “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
    31. 31. 4. Ability To Relate To Others 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. #dontbeabot
    32. 32. Lesson 1: Targeting
    33. 33. Building Blocks of Effective Targeting Writer has a highly engaged audience. Writer frequently covers the vertical/topic you’re pitching #dontbeabot Writer publishes weekly, preferabl y 2-3x/week
    34. 34. Sample Campaign
    35. 35. Read more: http://frc.tl/How-To-Google
    36. 36. Google News #dontbeabot
    37. 37. Google Images #dontbeabot
    38. 38. Leveraging Twitter with Richard Baxter Read more: http://frc.tl/followerwonk-outreach
    39. 39. Staff Pages #dontbeabot
    40. 40. LinkedIn Searches #dontbeabot
    41. 41. Paid Tools #dontbeabot
    42. 42. Lesson 2: Email Sleuthing
    43. 43. Mozinar Q&A What are your favorite email sleuthing tools? Join the discussion on Twitter using the #Mozinar hashtag!
    44. 44. Author Bios #dontbeabot
    45. 45. Twitter Bios #dontbeabot
    46. 46. Twitter Chats #dontbeabot
    47. 47. MailTester.com • kelsey@frac.tl • klibert@frac.tl • kelsey.libert@frac.tl • kelsey_libert@frac.tl • kelseylibert@frac.tl • kelseyl@frac.tl • kelsey.l@frac.tl • kelsey_l@frac.tl • k.libert@frac.tl • k_libert@frac.tl • libertk@frac.tl • libert.k@frac.tl • libert_k@frac.tl #dontbeabot
    48. 48. Rapportive Gmail App #dontbeabot
    49. 49. Google Search #dontbeabot
    50. 50. WhoIs Search #dontbeabot
    51. 51. Privacy Policies *Applies to smaller sites
    52. 52. Paid Tools #dontbeabot
    53. 53. Lesson 3: Twitter Networking
    54. 54. Mozinar Q&A What are your top tips for networking on Twitter? Join the discussion on Twitter using the #Mozinar hashtag!
    55. 55. Read more: http://frc.tl/twitter-networking
    56. 56. Why Twitter Matters Hi Kelsey, Saw your tweet, good move. Quick question about the piece. - Venture Beat #dontbeabot
    57. 57. Authority Signals + Identifiable Other Authority Signals Identifiable Other Read more: http://frc.tl/1hcTIaK
    58. 58. Provide Helpful Tips #dontbeabot
    59. 59. Be Timely #dontbeabot
    60. 60. Ask Questions About A Recent Post #dontbeabot
    61. 61. Use Pull Quotes From An Article #dontbeabot
    62. 62. Show Your Sense Of Humor #dontbeabot
    63. 63. Ask Questions About Their Interests #dontbeabot
    64. 64. Provide Credit To The Author #dontbeabot
    65. 65. Use Your Time Efficiently #dontbeabot
    66. 66. Lesson 4: Subject Lines
    67. 67. Mozinar Q&A What is your favorite subject line that you used to secure a placement? Join the discussion on Twitter using the #Mozinar hashtag!
    68. 68. What Not To Do #dontbeabot
    69. 69. Subject Lines Fractl Used To Secure Exclusives 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] #dontbeabot
    70. 70. Ideal Character Length 45-65
    71. 71. Ideal Word Length 6-10 Read more: http://frc.tl/NcMneG
    72. 72. Lesson 5: Effective Pitch
    73. 73. Introduction Emotional Connection The Audience The Individual #dontbeabot Audience Interest Individual Beat Individual Interests
    74. 74. Body Content Plug Statistic / Fact Concise #dontbeabot Appealing New Research Information Gap
    75. 75. Closing Mutual Benefit #dontbeabot
    76. 76. What Publishers Are Saying “The survey and findings are great. If you do more of these, please put me on a list. Fascinating.” “Now that’s a f*cking infographic!” “This video is fantastic!” The article is performing insanely well all over the place, tens of thousands of pageviews per day and tons of social shares. #dontbeabot “I would love to collaborate on future projects!”
    77. 77. Hi, Hey, Hello First name Hi Emma, Link to story Exclusive Timely, trendi ng Earlier this week Huffington Post Women covered Barbie without Makeup, which has been a viral hit on the Internet. Serendipitously, my team is about to launch an infographic which builds upon this topic, by studying "Is a Barbie Body Possible?” New data Emotional hook
    78. 78. Rare asset Humanized - Relatable Surprise - leading viral emotion My team came up with a photo-realistic rendering of Barbie, which aims to demonstrate just how bizarre a lifesized 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. Direct link to content Helping women’s body issues
    79. 79. 185 words
    80. 80. Lesson 6: Timing
    81. 81. 45-65 #dontbeabot
    82. 82. Lesson 7: Benchmarks
    83. 83. What We Track Individual Analytics Campaign Report Goals - Benchmarks #dontbeabot Mutual Benefit
    84. 84. http://frc.tl/outreach-report
    85. 85. http://frc.tl/Viral-Mozinar The Emotional Drivers of Highly Successful Viral Content By Kristin Tynski
    86. 86. Email: Kelsey@frac.tl Twitter: @KelseyLibert Website: www.Frac.tl Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!

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