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Jami Oetting - How to Pitch Editors Without Making Them Want to Die

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INBOUND 2015

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Jami Oetting - How to Pitch Editors Without Making Them Want to Die

  1. 1. INBOUND15 HOW TO PITCH EDITORS WITHOUT MAKING THEM WANT TO DIE Jami Oetting Editor, Agency Post | HubSpot @jamioetting
  2. 2. INBOUND15 PR PEOPLE SUCK
  3. 3. INBOUND15 PR PEOPLE SUCK PR PEOPLE ARE ANNOYING
  4. 4. INBOUND15 PR PEOPLE SUCK PR PEOPLE ARE ANNOYING PR PEOPLE ARE USELESS
  5. 5. INBOUND15 PR PEOPLE SUCK PR PEOPLE ARE ANNOYING PR PEOPLE ARE USELESS
  6. 6. INBOUND15 70% of publishers are open to getting pitched ideas that fit their beat. Source: Fractl
  7. 7. INBOUND15 PR PEOPLE HAVE A JOB TO DO PR PEOPLE WANT TO BE HELPFUL PR PEOPLE CAN MAKE YOUR LIFE EASIER
  8. 8. INBOUND15 LET’S BE FRIENDS … and realistic
  9. 9. INBOUND15 Editorial voices are outnumbered by public relations professionals by almost 5:1
  10. 10. INBOUND15 It’s easy to ignore both the good and the bad.
  11. 11. INBOUND15 Can you post my blog?
  12. 12. INBOUND15 I would really appreciate if you could intimate me with your decision.
  13. 13. INBOUND15 I know you’re busy and all, but could you RESPOND?
  14. 14. INBOUND15 HOW TO PITCH EDITORS
  15. 15. INBOUND15 BORING GENERIC WORDY
  16. 16. INBOUND15 EXPLAIN WHY AN EDITOR SHOULD PAY ATTENTION TO YOU
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  19. 19. INBOUND15 HAVE A POINT OF VIEW
  20. 20. INBOUND15 What’s your company’s point of view? What differentiates it from competitors? What YOUR point of view? What have you taken a stand on? Is it memorable? Be Bigger Than Your Business
  21. 21. INBOUND15 DON’T TREAT EDITORS LIKE THEY’RE YOUR CUSTOMERS
  22. 22. INBOUND15 How to Build a High-Growth Company Why Recruiting Is Important to Your Business
  23. 23. INBOUND15 How to Build a High-Growth Company Why Recruiting Is Important to Your Business How to Build a High-Growth Company With No Managers How to Recruit the Best Candidates Without Ever Meeting Face-to-Face
  24. 24. INBOUND15 FOLLOW THEIR RULES
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  26. 26. INBOUND15 • Cite your sources. • Fact check. • Provide helpful links to outside resources. • Disclose conflicts of interest. • Highlight the conflict. • Tell a story with voice. Follow journalist best practices
  27. 27. INBOUND15 BE HELPFUL, NOT BOASTFUL
  28. 28. INBOUND15 At HubSpot, we believe that true insight…
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  30. 30. INBOUND15 Editorial content that offers in-depth insights is the most influential content type during the purchase process. Source: Skyword
  31. 31. INBOUND15 WRITE A SUBJECT LINE THAT’S NOT A SNOOZER
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  33. 33. INBOUND15 85% of writers open an email based on its subject line. Source: Fractl
  34. 34. INBOUND15 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.
  35. 35. INBOUND15 Blogging is not the future. HubSpot’s CEO details 5 reasons why. [Guest Post] How meetings are going extinct at one company [Interview Opp] 85% of publishers are not ready for mobilegeddon [New Research] Simple. Clear. Compelling.
  36. 36. INBOUND15 DON’T TREAT EDITORS LIKE CONTENT DISTRIBUTORS
  37. 37. INBOUND15 Do you have any ideas? Can I write for you? What topics are you interested in?
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  42. 42. INBOUND15 MAKE IT EASY TO READ
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  47. 47. INBOUND15 45% of writers want pitches to be less than 100 words. 43% want them to be less than 200 words. Source: Fractl
  48. 48. INBOUND15 • Use bullet points. • Bold important pieces of information. • Link to more information: videos, images, product tour, demos • Keep paragraphs short. • Put the most important information at the top • Try a short and longer version – TD;LR • Avoid jargon: game-changing, revolutionary, disruptive, paradigm, holistic • Attach press releases or include them at the end. Write like people read
  49. 49. INBOUND15 MAKE EDITORS FEEL SPECIAL
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  52. 52. INBOUND15 BUT NOT TOO SPECIAL
  53. 53. INBOUND15 • Assume they read it. • One follow-up email is enough. • Don’t call. • Don’t DM your pitch. • Ask if they would prefer it in another format: image, video, infographic, guest post, etc. Be polite.
  54. 54. INBOUND15 1) Explain why you matter. 2) Highlight your point of view. 3) Treat editors like industry experts. 4) Don’t be salesy. 5) Be helpful. 6) Write a compelling call to action. 7) Take ownership of pitching. 8) Send pitches that are clear and easy to read. 9) Compliment the editor. 10) Respect the process.
  55. 55. INBOUND15 USE THIS TEMPLATE!
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  59. 59. INBOUND15 (general blank slide) DOWNLOAD THE PITCH EMAIL TEMPLATE HERE: http://hubs.ly/H016QZm0 EMAIL: joetting@hubspot.com
  60. 60. INBOUND15 THANK YOU!

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