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
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Want Links from Time, Wired and Upworthy? Build This Team.
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. Part I: The Robot Invasion
THE SINGLE BIGGEST THREAT TO CONTENT MARKETING IS CONTENT
MARKETING. THE SECOND BIGGEST THREAT IS BLOGGER OUTREACH.
#dontbeabot
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. What Is The Underlying Trend?
“Content Marketing”
“Blogger Outreach”
#dontbeabot
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
13. 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
14. Mozinar Q&A
What is the average industry
placement rate?
Join in the discussion using the #Mozinar hashtag!
15. 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
16. So I Did Some Digging…
#dontbeabot
As seen on: http://frc.tl/1myI7WS
17.
18. 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
19. Is Higher On Lower Authority Blogs
As seen on: http://frc.tl/1c9dE7M
20.
21. Average Industry Placement Rate
*based on 140,000k emails
Men
4.8%
Read more: http://frc.tl/1ch30Rf
Women
4.5%
22. 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
23. 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
24. Mozinar Q&A
How many pieces of content does The Huffington Post
publish daily?
Join in the discussion using the #Mozinar hashtag!
25. 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
34. 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
35. 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
37. 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
74. 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
85. 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!”
86. 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
87. 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
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.