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Want Links from Time, Wired and Upworthy? Build This Team.

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Find out what PR methods are tearing down our industry, and what fresh tactics can help us build mutually beneficial relationships with publishers. Deck transcribed: http://frc.tl/mozinar-notes

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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, preferably 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, Timely, trending Link to story Exclusive 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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