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Inbound PR: Less Cold
Outreach, More Links
Please
Stacey MacNaught | MacNaught Digital
slideshare.net/staceycav
@staceycav
@staceycav #brightonseo
@staceycav #brightonseo
We can be guilty of being too short
sighted when measuring link
building activities.
@staceycav #brightonseo
That’s one reason I believe
outreach led roles are getting
tougher and tougher.
@staceycav #brightonseo
Unscientific,
statistically
insignificant,
anecdotal social
media poll claxon…
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
A campaign not building the links
you expected it to build….
@staceycav #brightonseo
Does not make you
bad at your job.
@staceycav #brightonseo
Someone who is bad at their job….
@staceycav #brightonseo
You are not
Boris Johnson.
@staceycav #brightonseo
https://www.aira.net/state-of-link-building/content-led-link-building/
@staceycav #brightonseo
31% of people who produce
content for links have launched a
campaign in the past 12 months
that generated zero links.
@staceycav #brightonseo
60% have launched a campaign
in the past 12 months that
generated 1 – 9 links.
@staceycav #brightonseo
There are 4.3 billion* things
with this sort of work that
are out of your control.
*ish
There are 4.3 billion* things
with this sort of work that
are out of your control.
Amongst them, the volume of
emails you’re competing with.
@staceycav #brightonseo
“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
“1 in 30 pitches I receive is
relevant.”
@staceycav #brightonseo
A UK National Women’s Interest Writer
Bad habits lead to….
@staceycav #brightonseo
@staceycav #brightonseo
Spamming journalists with irrelevant
press releases
@staceycav #brightonseo
Pitching stories that the journalist
has recently run….
@staceycav #brightonseo
Pitching stories that the journalist
has publicly stated they’ve no
interest in…
@staceycav #brightonseo
Pitching journalists who’ve been
clear they don’t take any pitches.
@staceycav #brightonseo
Surena is still getting 5
pitches/day after Tweeting
this.
@staceycav #brightonseo
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
But plenty of others are
experiencing fatigue with
SEOs and PRs as a
consequence
@staceycav #brightonseo
And that means that even if
you’re doing everything
right…
@staceycav #brightonseo
You’re still up against it
@staceycav #brightonseo
I’m not saying outreach led
content pieces don’t work.
@staceycav #brightonseo
There are LOADS of mega
creative examples out there
and agencies doing this stuff
well.
@staceycav #brightonseo
@staceycav #brightonseo
Non-exhaustive list…
I’m not saying
“stop doing outreach and
digital PR.”
@staceycav #brightonseo
But….
@staceycav #brightonseo
If you’re measured on
organic search performance
@staceycav #brightonseo
And yes, therefore links…
@staceycav #brightonseo
Don’t rely 100% on cold
outreach to achieve them.
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
And what I call “inbound PR”
@staceycav #brightonseo
Pitching journalists at a time
they’re actively looking for
the thing you’ve got.
@staceycav #brightonseo
Or better still… ultimately
having them come to you
directly when they’re looking
for something.
@staceycav #brightonseo
With the help of services like
HARO, Response Source and
others…
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Top end links with no more
content required than a few
sentences, an opinion or
some product photos.
@staceycav #brightonseo
This type of activity vs cold
pitching…
It’s the difference between
pitching your story about flu
to a health journalist…
@staceycav #brightonseo
And pitching it to a writer
who’s actively writing a
feature about the flu right
now.
@staceycav #brightonseo
We can all sympathise with
pitch fatigue
@staceycav #brightonseo
“Our records
indicate you
own a home.
Want new
windows?”
@staceycav #brightonseo
“I don’t want
windows.”
@staceycav #brightonseo
Another approach….
@staceycav #brightonseo
“You
requested a
quote for
some new
windows?”
@staceycav #brightonseo
“Yes please.
I’d love a
quote for
some new
windows.”
@staceycav #brightonseo
And everybody lived happily ever after…
@staceycav #brightonseo
They did a good job.
So I’ll go back.
@staceycav #brightonseo
@staceycav #brightonseo
And I’ll recommend
them to friends.
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
This activity is great for
link acquisition
@staceycav #brightonseo
But also a route to
building relationships
Types. Tools. Tactics.
@staceycav #brightonseo
https://bit.ly/lazy-link-list
Types of assets you
ALREADY have that are
useful to journalists
@staceycav #brightonseo
Product.
Expertise.
Experience/Opinion.
@staceycav #brightonseo
Product placement where your
product IS the story
(my favourite)
@staceycav #brightonseo
@staceycav #brightonseo
Product placement where your
product is one in a list…
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Yeh, the link is great.
@staceycav #brightonseo
Yeh, the link is great.
But the direct sales are one Hell
of a bonus
@staceycav #brightonseo
Expertise placement…
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Experience or opinion
@staceycav #brightonseo
Tools to find the
opportunities
@staceycav #brightonseo
Tools are only the starting point.
@staceycav #brightonseo
My end goal is always to become
the go-to
@staceycav #brightonseo
https://www.helpareporter.com/
@staceycav #brightonseo
https://www.helpareporter.com/
@staceycav #brightonseo
https://www.responsesource.com
@staceycav #brightonseo
@staceycav #brightonseo
https://pressplugs.co.uk
@staceycav #brightonseo
https://helpab2bwriter.com/
@staceycav #brightonseo
https://dotstar.media
@staceycav #brightonseo
https://www.qwoted.com/
@staceycav #brightonseo
https://presshunt.co/
@staceycav #brightonseo
https://www.pressloft.com/
@staceycav #brightonseo
https://twitter.com/search?q=%23journorequest&src=typed_query
@staceycav #brightonseo
https://twitter.com/search?q=%23prrequest&src=typed_query
@staceycav #brightonseo
H/T Surena
Chande!!
@staceycav #brightonseo
https://twitter.com/searchandrew/status/1433448180184752137?s=20
Tactics to improve pitches
@staceycav #brightonseo
Tools ≠ Success
@staceycav #brightonseo
@staceycav #brightonseo
Marcio lists 4 requests on
Twitter/HARO each week
@staceycav #brightonseo
”60 pitches per article”
@staceycav #brightonseo
“I don’t even use 5% of
those.”
@staceycav #brightonseo
Material is often
unusable on the basis
that it’s “incomplete”
@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.”
@staceycav #brightonseo
“I just don’t have paid time
allocated for that 1-to-1 journey”
@staceycav #brightonseo
There’s a big opportunity in getting
it right….
@staceycav #brightonseo
Here’s what we find
works for us….
@staceycav #brightonseo
Responding VERY
Selectively
@staceycav #brightonseo
Only if we have
absolutely the right
person
@staceycav #brightonseo
“I’m looking for a vet”
≠
“I’m looking for
someone who owns a
pet insurance business”
@staceycav #brightonseo
Speed
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Translation: 3rd September unless
someone gets in quicker
@staceycav #brightonseo
Spoiler alert: They probably will.
@staceycav #brightonseo
So, we pre-prepare.
@staceycav #brightonseo
We ask new clients a long list of
questions early.
https://bit.ly/inbound-pr-qs
@staceycav #brightonseo
https://bit.ly/inbound-pr-qs
@staceycav #brightonseo
And use this info to create a
Google Drive folder with
images, pre signed off
comment etc
@staceycav #brightonseo
Expand that questionnaire with
questions related to the types
of relevant queries you
anticipate might come through
@staceycav #brightonseo
Look back through old queries….
@staceycav #brightonseo
Working with a family solicitor?
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Check out what the journalist
actually used…
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
https://www.independent.co.uk/life-style/divorce-bill-blm-instagram-facebook-b1841784.html
@staceycav #brightonseo
https://www.independent.co.uk/life-style/divorce-bill-blm-instagram-facebook-b1841784.html
@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.
@staceycav #brightonseo
You can use this eye ball test to
improve the quality of your
pitches too.
@staceycav #brightonseo
Journalists using enquiry services
often do so regularly…
@staceycav #brightonseo
So before responding to their
pitch, go take a look at what
they’ve used from other
enquiries recently
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
Looking at their previous request
outcomes helps you to get an
idea of:
@staceycav #brightonseo
What types of experts they’re
using
@staceycav #brightonseo
Typical time between requesting
comment and publishing… helps
with expectation setting
@staceycav #brightonseo
Whether and where they’re
linking
@staceycav #brightonseo
You can tailor your pitch
accordingly
@staceycav #brightonseo
Journalists reluctant to link to
homepages?
Create simple profile pages.
@staceycav #brightonseo
Want to go a bit more
proactive?
@staceycav #brightonseo
Contact journalists regularly
using media enquiry services to
introduce relevant contacts
@staceycav #brightonseo
Find journalists regularly using
experts through Google News…
@staceycav #brightonseo
@staceycav #brightonseo
Casual, non promotional intro
works best, we find
@staceycav #brightonseo
Ecommerce? Find the writers
who regularly do product round
ups like Indybest and ask for a
list of what’s coming…
@staceycav #brightonseo
@staceycav #brightonseo
Seasonal products?
Find everyone who did last
year’s round ups and contact
them…
@staceycav #brightonseo
@staceycav #brightonseo
@staceycav #brightonseo
https://bit.ly/xmas-roundups
@staceycav #brightonseo
Start pitching well in advance
for each seasonal event.
And most importantly…
@staceycav #brightonseo
Don’t focus on one link stands
@staceycav #brightonseo
Think longer term working
relationships
@staceycav #brightonseo
Be reliable.
@staceycav #brightonseo
“I just don’t have paid
time allocated for that
1-to-1 journey”
@staceycav #brightonseo
So make it easy. Include….
@staceycav #brightonseo
Features.
Pricing.
Link to high res imagery
@staceycav #brightonseo
Any comment
Attribution instruction
Where to link
@staceycav #brightonseo
Remember this should be
mutually beneficial
Questions?
Twitter DMS open - @staceycav
Email: stacey@macnaughtdigital.co.uk

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