This document provides tips for starting and maintaining publisher relationships through content promotion and outreach. It discusses: - The benefits of publisher outreach, including improved visibility, credibility, and long-term opportunities. - Steps for effective outreach, including finding relevant publications, discovering contact details using tools like Rapportive, pitching content that fits publications' needs, and nurturing the relationship over time. - Key lessons like focusing on editorial guidelines, honesty, long-term relationship building rather than just short-term goals, and using multiple tools for effective outreach.

1. 1
U N C O N F E R E N C E
2 0 1 4

2. 2
Tips for Starting and
Maintaining Publisher
Relationships
U N C O N F E R E N C E
2 0 1 4
Presented by | Derek Miller

3. 3
“If a tree falls in a forest and no
one is around to hear it, does it
make a sound?”

4. 4
Great Content
S T E P
01
4
...doesn’t
always sell
itself...

5. 5
Promote
S T E P
02
5

6. 6
Publisher Relationships
Most difficult but probably most valuable promotion medium
IS CONSTANTLY CHANGING
Use it for PR/Branding and not just for Links/SEO
+
+
+

7. 7
Benefits of Outreach
Gives you some control of content and voice
Improves visibility
Identifies you or your brand with the publication
Creates long-term opportunities in your vertical
Adds credibility and can develop the “thought leader” image
+
+
+
+
+

8. 8
OUTREACH 101
Find the Right Publications
What vertical is your
company or content in?
What are the key terms/
topics of your content
that you are promoting?
Search Google,
Twitter, etc. for the
vertical/terms to find
the most valuable
publications
1 2 3
This qualifies traffic to your
content and will improve
conversions
+ The stronger the publication
the more credible your
brand becomes
+
REMEMBER:

9. 9
OUTREACH 101
Tools for Outreach
Followerwonk (Mining tool)
Rapportive (Mining Tool)
LinkedIn (Mining/Contacting tool)
Twitter (Contacting tool)
Boomerang for Gmail (Reminding tool)
VerifyEmailAddress.org (Email checker)
+
+
+
+
+
+

10. 10
OUTREACH 101
The Good “MTV”
10

11. 11
STEP 1
Find a Contact
11
CONTACT

12. 12
STEP 2
Use Rapportive to Find an Email
12
Usual combination
of email address
WILL SHOW INFO IF CONNECTED
+ FirstName.LastName@domainname.com
+ FirstInitialLastname@domainname.com
+ Lastname@domainname.com
(Derek.Miller@copypress.com)
(Dmiller@copypress.com)
(Miller@copypress.com)

13. 13
STEP 3
Dig if you can’t find with Rapportive
Search their name
in Google
+VerifyEmail
Address.org
+ + Use their blog or
other site
EMAIL

14. 14
STEP 4
Pitch
Be direct
Be willing to work from conception to creation
Be honest
Have prior examples
Be persistent
+
+
+
+
+

15. 15
STEP 5
Facilitate Relationship & Nurture It
Be willing to compromise
Work within their constraints
Check in regularly
Be honest
+
+
+
+

16. 16
Maintain the Relationship
16

17. 17
OUTREACH 101
The Bad & Ugly “Pandodaily”

18. 18
Lessons Learned
Must work with the
publications editorial
guidelines/processes
+
+
+
Don’t focus on short-
term objectives (links)
Be honest and upfront
with publisher

19. 19
Takeaways
+
+
+
+
+
+
Amplification is an excellent
compliment to good content
Use outreach as a PR tool and
not simply for link-building
Use multiple tools to find a
contact, find their email, and
facilitate the conversation
Remember to find publications
that match your vertical
Focus on long-term relationships
with the publisher and not short-
term objectives
Outreach takes time and effort–
what you put into it will be what
you get out

20. 20
Questions?