Producing content and pitching it to journalists to build links is getting harder all the time. Digital PR and outreach professionals are experiencing their job becoming more competitive and more difficult.
But there are ways to win press links using the things you already have in your business (as opposed to creating big content pieces). You've got product or service, expertise and stories. And in my BrightonSEO talk in September 2021, I talked about how we use media enquiry services like HARO, ResponseSource and others to earn links, build credibility with journalists and ultimately get to a point where journalists are coming to us with requests.
14. 31% of people who produce
content for links have launched a
campaign in the past 12 months
that generated zero links.
@staceycav #brightonseo
15. 60% have launched a campaign
in the past 12 months that
generated 1 – 9 links.
@staceycav #brightonseo
16. There are 4.3 billion* things
with this sort of work that
are out of your control.
17. *ish
There are 4.3 billion* things
with this sort of work that
are out of your control.
18. Amongst them, the volume of
emails you’re competing with.
@staceycav #brightonseo
19. “I get 100 pitches on a quiet day
and up to 200 on some days. I
can’t ever read them all let alone
reply…”
@staceycav #brightonseo
A UK National Women’s Interest Writer
20. “1 in 30 pitches I receive is
relevant.”
@staceycav #brightonseo
A UK National Women’s Interest Writer
27. Surena is still getting 5
pitches/day after Tweeting
this.
@staceycav #brightonseo
28. Plenty of
journalists (Surena
in particular) are
going above and
beyond to try and
help PRs…
@staceycav #brightonseo
https://www.buzzstream.com/blog/how-to-write-a-pitch.html
29. But plenty of others are
experiencing fatigue with
SEOs and PRs as a
consequence
@staceycav #brightonseo
30. And that means that even if
you’re doing everything
right…
@staceycav #brightonseo
107. @staceycav #brightonseo
Or so “overly promotional that, in
order to salvage something, I would
have to spend time contacting the
PR agency, interviewing their client,
and re-write the whole thing from
scratch.”
133. @staceycav #brightonseo
So, prepare comment on the
topic for your client so the next
time there’s a high profile
divorce, you’re ready and the
comment is already signed off.