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.
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.
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.
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.
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.
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.
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…)
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…)
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.
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…)
In a survey of 500 top-tier publishers, Fractl discovered that 81% of editors prefer email pitches over other channels like social media, contact forms, and phone calls. We also found that 85% of editors open pitches based on your subject line. With subject lines being the ultimate gatekeeper for your open rates, Fractl and BuzzStream decided to collaborate on a new publisher survey to discover how they would improve your subject lines.
1. Lifestyle, Entertainment and Technology writers take the brunt of your pitches
In our study, we found Lifestyle, Entertainment and Technology writers account for 60% of the verticals getting pitched over 300x/day. Knowing that these verticals suffer the most news release fatigue, you should trim down your pitches to the preferred 100-200 word count. In comparison, there is significantly less competition in verticals such as Jobs, Animals, and Climate, each of which receive an average of 10 pitches/day. (more…)
Every marketer dreams of creating the next viral hit; however, you don’t need to reinvent the wheel to go viral. In fact, some of the most successful campaigns simply ride the wave of the social phenomenons sweeping the web.
Let’s use #selfies as an example. While self-taken photographs have existed since the 1800s, Google trends reveals that the term “selfie” went mainstream in late 2012:
We’ve talked before about best practices for pitching journalists and bloggers when you have news to share, but what should you do when your goal is partnering with a blogger to promote a product or brand? I reached out to a few lifestyle bloggers to see what they had to say about pitches, priorities, and PR people. Read their advice below.
First, A Little Bit About the Bloggers
I interviewed bloggers from Hither and Thither, OhDearDrea, PopCosmo, and Small Fry Blog. According to Moz, the bloggers had Page and Domain Authority scores ranging from 34-54. Most have at least a few hundred linking root domains. Each of the bloggers had between 6K and 16K followers on Pinterest, 1K and 5K followers on Twitter, and 2K and 40K followers on Instagram.
Today’s post comes from Amanda DiSilvestro, a writer from SEO company HigherVisibility. Amanda regularly writes on search optimization and influencer marketing.
Most people know the ten or twenty biggest influencers in their industry, but what many don’t realize is that there are actually quite a few people out there who maybe aren’t quite as publicized and popular, but still have a lot of pull within certain communities. Google+ Ripples is one tool that can help you find these influencers. (more…)