11 Influencer Marketing Personas You’re Likely to Meet

Should you pitch an editor for a tech publication the same way you’d pitch a publisher in the food vertical? Absolutely not. Pitches for education columns ought to look different than those for automotive features, too. You see where we’re going with this: your outreach strategy and pitching approach should vary based on your vertical.

 But how should you begin to understand the nuances between the verticals? BuzzStream and Fractl have helped you get started with the new Guide to Publisher Personas. Using recent articles, LinkedIn and Google+ profiles, and bios from personal and publication pages, we outlined the personas you’re likely to meet in 11 different verticals: automotive, business, education, entertainment, finance, food, health, lifestyle, news, tech, and travel.

 Five Traits to Learn

 Based on our research, we found that five traits factor heavily in determining the type of editor you’ll most often find yourself working with.

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64% of publishers agree that you should learn about them via their social media or published posts and reach out to establish a personal connection before you pitch. Your background research should yield more than a shared love of cats or support of a sports team, however. You can use social media (especially LinkedIn, Twitter, and Google+) and publication bio pages to discover how much they may already know about your topic, the audience they want to connect with, the assets they typically prefer, and – most importantly – the tone and scope of their beat.

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Content Promotion Case Study: liGo

Today’s post is a case study on content promotion from our friends at Hit Reach

Building content assets that attract links can be an expensive business when you factor in all the costs from research to design, development and, finally, outreach.

Fortunately, we live in a world where there’s tons of great information already out there, and we don’t need to reinvent the wheel with every campaign. Curating useful content into a practical resource, putting everything people need into one place, is a great way to build cost effective content assets.

 

Case Study: liGo Electronics

For a recent liGo Electronics content asset, we decided to “chunk-up” to give the asset a broad reach and wide appeal whilst remaining relevant to the product ranges being sold.

The customer demographic of liGo is generally older adults aged 45-70 who are quite tech-savvy, so we decided to build a a guide which would provide details on how to save your smartphone battery across a range of makes and models. The guide provides support for almost 150 different handsets.

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Content Promotion Strategy

I have written several times about the way in which I leverage Paid, Owned and Earned media promote content to give my content the best chances of earning links and if you are new to promoting your content then there are some great articles here on the Buzzsteam blog such as the Advanced guide to content Promotion.

Owned Media

The client promoted the content via their owned media assets including their blog, email lists and social profiles. We also ensured that the content asset had the Twitter cards validated and the Facebook OGP metadata was implemented.

Paid Media

When we carry out a content promotion campaign we often utilise different paid channels to help us increase the reach of our content and give us the best chance of reaching our target audience as well as getting our content in front of power users and bloggers. For this campaign the best results came from Twitter and StumbleUpon.

StumbleUpon Paid Discovery

When I carry out StumbleUpon campaigns I like to build up custom audiences based on our outreach personas. Not surprisingly the content was well received by people in our target customer demographic (UK users aged 45+) and also with people aged 25-35 who like mobile phones, life hacks and gadgets. If you are new to StumbleUpon marketing then this guide is invaluable.

Laser Targeted Twitter Ads

For this campaign in order to keep the costs of promoting the content down we targeted a number of journalists and bloggers using the Twitter custom audience’s tool. If you haven’t used it yet there is a great tutorial by Patrick Hathaway.

We also created a second Twitter custom audience with a custom Topsy scraper which allowed us to find influential Twitter users who had shared similar content and target Twitter advertisements at them.

Earned Media

At Hit Reach we are huge fans of Buzzstream as it makes managing our outreach campaigns super easy by letting us tag and segment our link prospects as well as assign different team members to different sections of the project.

For this campaign we started out with over 300 link prospects who we wanted to get our content in front of. As we specialise in helping clients in the technology sector, we had a number of existing relationships which made getting this piece in front of them a little easier.

However, there were a few prospects especially in the mobile technology space who we had never spoken to before, so for this particular high level prospect I used the Information Gap technique. By asking for permission to send across a link you know that they will be more likely to actually click the link and see your content.

Here is the “cold outreach” template I used for this campaign:

Hi [First Name],

[Personalised section….]

I just wanted to let you know I have built an online tool which has over 100 different phones and you can select your phone to see which settings to change to improve battery life for that particular device.

Would it be ok to send across a link?

The Results

The asset was well received and was featured on the homepage of the Daily Mail online, the homepage of Digg, and was covered by Inc., Lifehacker and many more technology sites.

BBC Radio 2 picked up on the piece and invited liGo to chat live on air during their Drivetime show. Radio 2 currently has the highest number of total listeners in the UK at over 15.5 million, as well as being mentioned on BBC Radio 5 and London’s LBC radio station.

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Future opportunities

As a big of fan of utilising content for link earning I am often frustrated by content assets that are short lived and act solely for a one-off event. If these assets fail to attract any attention, they fail hardest of all as once the event has passed it can be hard to repurpose or reuse the asset.

New Phone Releases

As we have committed to keeping this tool up to date it will be a piece of evergreen content that can be pushed out again and again as new phones or mobile operating systems come on to the market. This means that the client has a valuable content asset on their site which will continue to earn them links for many years to come.

We have made it so that people can link directly to a handset of their choice which will mean that people will be able to point other people to the information they are looking for whether that’s a blog post, forum post, email or social media.

International Outreach

As liGo carries out a significant amount of business in Europe we have had the content asset translated into German and Spanish (thanks to Altura Interactive) so that we can utilise the content for outreach on their other properties.

Content Upgrades

As the asset can be embedded, there will be opportunities for contacting people who have written about smartphone battery tips which we can offer to help them improve upon their content.

We’re now working on the next campaign for liGo which will hopefully eclipse this one by a long way.

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5 Tactics and Tools for Successful List Building

Contrary to popular belief, crafting the perfect pitch doesn’t begin with writing a pitch at all. Before you ever type a word to describe your content, you should begin by learning about the people you’re describing your content to – your list of prospective publishing contacts.

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The most effective, efficient list building process begins with knowing which publishers will be most receptive to your content. It’s not enough to blast a mass email to everyone in a specific vertical; to earn the largest reach for your content, you’ll need to laser-target your pitches and know exactly what your contacts are looking for.

Employ these five tips and tools in your content promotion strategy and your lists will be pitch-perfect, every time.

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10 Pitches That Landed Top-Tier Placements and Why They Worked

There are innumerable articles out there giving tips on how to pitch journalists, but most don’t contain specific pitch examples outlining why they were successful. In outreach, imitation can be very effective, so we’ve compiled 10 pitches with commentary that elaborates on why they resulted in exclusive placements with top-tier publishers.

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6 Analytics You Should Use to Track The Efficacy of Your Promotions Team

Often the bane of outreach associates, tracking analytics can sometimes be demoralizing. This is especially true in a field in which the end result relies on the publisher no matter how hard the associate works. That being said, if you use analytics as a way to improve rather than scrutinize your team, you can improve both your their performance and the overall quality of your campaigns.

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1. Placement rate

Placement rate is calculated by dividing the number of placements secured by the number of pitches sent. According to a 2012 study by BuzzStream and iAcquire, the industry average placement rate falls between 4.5%–4.8%. Because your outreach team should be focusing on quality of pitches, rather than quantity, you can use placement rate to estimate the number of placements each associate will secure per week (on average). (more…)

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What 4 TED Talks Taught Me About Pitching Publishers

In order to be the best at your craft you must learn from the best. But “the best” doesn’t have to be limited to fellow marketers; recently I’ve picked up some valuable, if seemingly unlikely, insights from TED, an organization that hosts seminars around the world to discuss “ideas worth spreading.”

In this post, I’ll share what I’ve learned about using storytelling, seduction, ideas, and perception to make your content stand out.

The Importance of Storytelling

Maybe some of you have tried to convey your idea, and it wasn’t adopted and some other mediocre idea was adopted. The only difference between the two was the way it was communicated.” So says Nancy Durante, speaking on storytelling structure. But how do you tell a story through your pitches? Durante says that communicators (like Steve Jobs) use a specific shape to tell a story, and it looks like this: (more…)

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How To Hire Your All-Star Outreach Team

Hiring for an outreach position can be fairly difficult, because no matter how impressive an applicant’s hard skillset may look on paper, soft skills are much more critical to success in this role. By learning to recognize the applicant’s key skills and to read between the lines during the vetting process, you can be sure that your new outreach hires will be well on their way to becoming outreach all-stars!

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Because you’re building a team that will impact both your company performance and culture, your vetting process should be very comprehensive (if not rigorous). I would suggest including several steps between the traditional resume → interview process. (more…)

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Easier List Building and Faster Outreach: Introducing Metrics Filters, Unsubscribe, & Email Signatures

Today, we’re excited to announce three new BuzzStream features: email signatures, unsubscribe options, and advanced metrics filtering.

Target the Right Websites for Your Campaign

Being able to quickly segment a set of influencers or publishers based on their authority is one of the keys to successful outreach. For example, in a lot of outreach campaigns you’re going to be most successful if you reach out the mid-tier influencers.

Normally, finding these kinds of sites is a tedious, time-consuming process. Now, BuzzStream has made it a whole lot easier by adding two new filtering capabilities – range filtering and “any/all” filtering. Let’s take a look at how these capabilities work. (more…)

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10 Ways to Win (and Fail) When Promoting Holiday Content

The holidays can be an excellent time to create fun, engaging, and caring content that shows your audience who you are. When you successfully capture the spirit of the season, you can really connect and create a fireplace-like warmth around your brand. It’s also a great opportunity to connect with influencers over shared Yuletide experiences.

But it’s also a sensitive time to pitch, with a unique timeline and some additional best practices. Make the best of this season with these ways to win (and fail) when promoting holiday content.

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How to Win When Promoting Holiday Content

1. Solve a problem

The holidays can be an extra-stressful time, and many people turn to social media and the web to vent or ask for help. Writers and publishers are no exception.

When pitching content around the holidays, scour their social media accounts and recent articles for a holiday-related pain point. Offering advice or sending along a resource is not only a fantastic way to make a personal connection, it’s a nice thing to do this time of year. Bonus points if your content is what helps them solve their problem.

2. Tailor your social messages

When promoting your great content on social media, don’t put all of your efforts into one channel.  It’s crucial to tailor your holiday messages and online promotions to each platform – don’t blast the same message out to all of them at once. (more…)

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The Ultimate Cheat Sheet For Finding Every Email You’ll Ever Need

While there are several aspects of outreach that aren’t necessarily easy, finding the correct email address for a writer you want to contact can sometimes prove particularly difficult, especially for those new to the game. Wouldn’t it be nice if there were one centralized resource that housed every email address you’d ever need? Never fear – we’ll walk through this process and after you’ve finished reading this post, I dare say you’ll have everything you’ll need at your disposal.

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After finding an appropriate journalist you’d like to contact, the first thing you should do is go to their bio page on the publisher website. (If you’re using BuzzStream, you can hit the BuzzMarker to let BuzzStream check for you.) (more…)

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