We surveyed over 500 leading digital publishers to find out the content marketing and PR best (and worst) practices.

1. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1nuTW0Q

2. This is a story
about a noise:value ratio
that has gotten out of whack.
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/Up2Gt

3. Editorial voices are outnumbered by public
relations professionals by almost 5:1
http://frc.tl/1qc14fR @KelseyLibert, @RyMcGonagill, www.Frac.tl

4. http://frc.tl/1mrxZgH @KelseyLibert, @RyMcGonagill, www.Frac.tl
“Many [PR professionals] have a
misunderstanding when it comes to
the difference between advertorial
and guest posts.” – Gigaom.com
“Too many submissions we get are
clearly just pitches for a company,
attempting to masquerade as thought
pieces, a press release dressed as a guest
post.” – TechCrunch.com
“Over time [guest blogging] has become
a more and more spammy practice.”
– Matt Cutts

5. Our Research
@KelseyLibert,

6. We interviewed over 500 writers, editors, and publishers.
Image Credit: http://frc.tl/1pXwPw9 @KelseyLibert, @RyMcGonagill, www.Frac.tl

7. This Is Their Story
@KelseyLibert,

8. Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl

9. @KelseyLibert,@RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TBxFBj

10. The majority of people
you’re pitching only write
ONE STORY per day.
Image Credit: http://frc.tl/1n2DRL4 @KelseyLibert, @RyMcGonagill, www.Frac.tl

11. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

12. Image Credit: http://frc.tl/1kf24uz @KelseyLibert, @RyMcGonagill, www.Frac.tl

13. @KelseyLibert, @RyMcGonagill, www.Frac.tl

14. Although most writers
publish one story per day,
44% of them get pitched a
minimum of TWENTY
TIMES per day.
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/TByPNb

15. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

16. @KelseyLibert, @RyMcGonagill, www.Frac.tl

17. Although writers are
inundated with pitches, only
11% often write a story
based on content that was
sent through a pitch.

18. However, 45% said
sometimes, so there is an
opportunity for change.
Image Credit: http://frc.tl/1pdIwhX @KelseyLibert, @RyMcGonagill, www.Frac.tl

19. Your Strategy Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl

20. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

21. Image Credit: http://frc.tl/SIrBGl @KelseyLibert, @RyMcGonagill, www.Frac.tl

22. STOP spamming writers
with poorly matched assets.
Instead, collaborate on
mutually beneficial ideas.
Image Credit: http://frc.tl/1n2EWCF @KelseyLibert, @RyMcGonagill, www.Frac.tl

23. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

24. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1rIug1F

25. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

26. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1j993LC

27. Your Networking Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl

28. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

29. @KelseyLibert, @RyMcGonagill, www.Frac.tl

30. 64% of writers think it is of
some importance that you
establish a personal
connection before pitching.
Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl

31. Use Twitter as a platform to
socialize with your prospects
weeks prior to the pitch.
Engage in blog posts.
Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl

32. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

33. Image Credit: http://frc.tl/1o6SCSr @KelseyLibert, @RyMcGonagill, www.Frac.tl

34. Put down your cell phone.
Stop spamming on social media.
Start writing sincere emails
to the best-fit person
for your campaign.
Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl

35. Use a CRM such as BuzzStream
to manage your relationships.
Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl

36. Your Pitch Lesson
@KelseyLibert, @RyMcGonagill, www.Frac.tl

37. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

38. What time of day do you want to be pitched?
@KelseyLibert, @RyMcGonagill, www.Frac.tl

39. Use a pre-scheduling tool to
send your emails in the early
morning hours.
Image Credit: http://frc.tl/1nuKeso @KelseyLibert, @RyMcGonagill, www.Frac.tl

40. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

41. @KelseyLibert, @RyMcGonagill, www.Frac.tl

42. 88% of writers prefer a
pitch be less than 200
words. Check your word
count before sending.
Image Credit: http://frc.tl/1uNnHds @KelseyLibert, @RyMcGonagill, www.Frac.tl

43. Image Credit: http://frc.tl/1xzC2fG @KelseyLibert, @RyMcGonagill, www.Frac.tl

44. @KelseyLibert, @RyMcGonagill, www.Frac.tl

45. Test your subject lines in
your inbox. What stands out?
The golden rule is 45-65
characters.
@KelseyLibert, @RyMcGonagill, www.Frac.tl

46. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

47. Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl

48. An overwhelming number said they want a subject line that is:
• Direct
• Concise
• Descriptive
• Includes keywords relevant to the writer’s beat
Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl

49. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

50. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://www.pinterest.com/pin/75364993733755783/

51. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

52. @KelseyLibert, @RyMcGonagill www.Frac.tl

53. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

54. • Do your research.
• Know the publication.
• Be relevant.
• Make it newsworthy.
• Know my beat.
• Don’t use all caps.
• Be personal.
• Be concise.
• Don’t cold call.
• Does it fit my beat?
• Use spellcheck.
• No giant attachments.
• Don’t pitch on social media.
• Know my audience.
• Avoid phony friendliness.
• Get my name right.
• Avoid the fluff.
• Tailor your subject lines.
• Die in a fire.
@KelseyLibert,Image Credit: http://frc.tl/VTh6SP

55. Image Credit: http://frc.tl/1k5uTLo @KelseyLibert, @RyMcGonagill, www.Frac.tl
“If I don't respond it's because I'm not interested. If I am
interested, I will email you back.”
– NationalJournal.com
“1) Don't send multiple emails and follow-ups. 2) Don't
follow up your email with a call.”
– Parents.com
“Do not call me 5 minutes later to follow up.”
– Geek.com
“Don't follow up so many times. If we're not interested,
we're not interested.”
– OutOfThePastBlog.com
“Unless I contact you asking for more information, don't
follow up 2 and 3 times asking if I'm going to write
about the story you sent me.”
– TheGoodWineGuru.com

56. @KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1xzC2fG

57. • Breaking news
• Exclusive research
• Emotional stories
• Timeliness
• Relevance
• Data
• New hook
• A story
• Interview opportunities
• Data visualizations
• Useful information
• Innovative
• Interesting analysis
• Storytelling
• Well-researched
• Meets editorial mission
• Original content
• Solutions to problems
• Engaging
• Amusing
• Useful insights
• Humor
• Unique angles
• High-quality graphics
@KelseyLibert, @RyMcGonagill, www.Frac.tlImage Credit: http://frc.tl/1zkwgzt

58. Research by Kelsey Libert, www.Frac.tl
http://frac.tl/publisher-feedback/

59. Leverage The Science
Behind Great Content.
Research by Kelsey Libert, www.Frac.tl