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Press & Blogger Outreach for Link Building

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Aka "Press & Bloggers Don't Give a Shit About You"

My Pubcon 2016 Las Vegas presentation on information diffusion, hypodermic needle theory, two step flow theory, social and influencer network mapping, how to identify the source of news coverage, brands becoming publishers, how to evaluate potential links and authors, how to track the evolution of a headline, the rise and decay of stories, and more!

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Press & Blogger Outreach for Link Building

  1. 1. Press & Blogger Outreach for Link Building Rhea Drysdale | Oct. 11th 2016 #Pubcon @Rhea @OutspokenMedia
  2. 2. Let’s give this session a new title #Pubcon @Rhea 2
  3. 3. Press & Bloggers Don’t Give a Sh*t About You Rhea Drysdale | Oct. 11th 2016 #Pubcon @Rhea @OutspokenMedia
  4. 4. I love tracking information diffusion! #Pubcon @Rhea 4
  5. 5. #Pubcon @Rhea 5
  6. 6. Then I did it again, but on a local level…
  7. 7. We had 4 news crews show up in a few hours! #Pubcon @Rhea 10
  8. 8. “Here’s my card. Call or email me anytime you have a good story.” #Pubcon @Rhea 11
  9. 9. What was the secret? Asking for help. #Pubcon @Rhea 12
  10. 10. Want to know another secret? #Pubcon @Rhea 13
  11. 11. Want to know another secret? I hate doing this for clients. #Pubcon @Rhea 14
  12. 12. Radical ideas and newsworthy statements are opposite of how you probably do business. #Pubcon @Rhea 15
  13. 13. At Outspoken, we have to control the content & distribution process or results are compromised. #Pubcon @Rhea 16
  14. 14. The media doesn’t give a shit about you unless you have a good story and they have time to cover it. #Pubcon @Rhea 17
  15. 15. Because we don’t live in this world anymore… #Pubcon @Rhea 18
  16. 16. #Pubcon @Rhea 19
  17. 17. #Pubcon @Rhea 20 Image: https://deanbeech.wordpress.com/boa-tvfilm/audience-theories/hypodermic-needle-theory/
  18. 18. The truth is, we NEVER lived in that world. #Pubcon @Rhea 21
  19. 19. We live in a personalized, cross-device world. #Pubcon @Rhea 22
  20. 20. #Pubcon @Rhea 23
  21. 21. http://www.theatlantic.com/technology/archive/2016/05/how-many-stories-do- newspapers-publish-per-day/483845/ #Pubcon @Rhea 24
  22. 22. Information is rarely received directly from the source. #Pubcon @Rhea 25
  23. 23. #Pubcon @Rhea 26
  24. 24. #Pubcon @Rhea 27 Google Trends: “influencer marketing”
  25. 25. Identify influential groups and their networks #Pubcon @Rhea 28
  26. 26. Follow the trail Hashtags, URLs, retweets, headlines, quotes #Pubcon @Rhea 29
  27. 27. Where did they get their news? #Pubcon @Rhea 30
  28. 28. Where did the source of their news get their news? #Pubcon @Rhea 31
  29. 29. Where did that source get their news? Etc… #Pubcon @Rhea 32
  30. 30. Map network overlap #Pubcon @Rhea 33
  31. 31. Start at the beginning with a story as it breaks #Pubcon @Rhea 34
  32. 32. Social Seeder Sites from my post: - http://hotair.com/about/ - political - http://www.dailykos.com/ - political - http://www.theblaze.com/ - political - http://techaeris.com/ - technical - https://www.engadget.com/ - technical - https://www.techdirt.com/ - http://jezebel.com/ - http://www.democraticunderground.com/ - http://gawker.com/ - http://techchuck.com/ - http://boingboing.net/ #Pubcon @Rhea 35
  33. 33. Follow the headline #Pubcon @Rhea 36
  34. 34. It’s not just about traditional press and bloggers…
  35. 35. Everyone wants to be a publisher #Pubcon @Rhea 43
  36. 36. #Pubcon @Rhea 45
  37. 37. #Pubcon @Rhea 46
  38. 38. #Pubcon @Rhea 48
  39. 39. #Pubcon @Rhea 49
  40. 40. #Pubcon @Rhea 51
  41. 41. #Pubcon @Rhea 52
  42. 42. #Pubcon @Rhea 53 Relevant & natural Irrelevant & natural Relevant & unnatural Irrelevant & unnatural
  43. 43. Be cautious of things like this: #Pubcon @Rhea 54
  44. 44. Unnatural, irrelevant surge in referring domains = AHHHHH! #Pubcon @Rhea 55
  45. 45. Check the author’s content… #Pubcon @Rhea 56
  46. 46. Create a quality score for outreach targets #Pubcon @Rhea 57
  47. 47. Consider the news cycle! Rise & decay pattern of story #Pubcon @Rhea 58
  48. 48. Don’t forget about opinion dynamics & PSYOPS… A talk for another time involving drinks later on… #Pubcon @Rhea 59
  49. 49. Always remember your reputation and WHY you need coverage. #Pubcon @Rhea 60
  50. 50. #Pubcon @Rhea 61
  51. 51. Read the guide here: outspokenmedia.com/reputation-marketing/ #Pubcon @Rhea 62

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