Actionable tips and real-life examples to showcase how to effectively secure media coverage for your existing content to help with branding and SEO efforts. Presented at SMX Advanced 2014.

3. • Director of Communications at
Petplan Pet Insurance
• A decade in inbound marketing
• Search Engine Watch Columnist
• Speaker at SMX, eTail, Temple
University, Moz Meetup Philly
• Cat-owning dog person

6. 1. Media-Worthy Content:
How to Find Content that Gets Media Coverage
2. Getting Media Attention:
How to Set-up Your Pitch For Success
3. Pawesome Pitches:
How to Effectively Execute Your Pitches

9. More coverage in SERPs
BENEFITS
High Quality Links Goodwill
Brand Authority Awareness

10. MEDIA COVERAGE
for EXISTING CONTENT
Pitch in time for
“National _____ Day”

11. • Pitch: National Adopt
a Shelter Pet Day on
April 30th

17. What’s relevant to your industry?
How has it been covered before?
Add a new & improved spin
Showcase popularity of your relevant postings

18. MEDIA COVERAGE
for EXISTING CONTENT
Lesser-known Facts or
Answers to FAQs

19. • Pitch: Lesser-known
Poisons for Pets
• Sourced content
from popular blog
post from 2012

20. • Timely use on Pinterest:

25. • What are common FAQs?
• What’s lesser-known or often misunderstood?
• Which related posts have proved very popular?
• Showcase popularity of your relevant postings

26. MEDIA COVERAGE
for EXISTING CONTENT
Seasonal, Timely
Content

27. – Common stories:
• Travel
• Fitness
• Weather-Related
Health & Safety
– Picked most popular
past content to pitch
Summer-Related Content

28. TRAVEL

31. FITNESS

34. Image Credit: http://vetoogi.com/?p=128

35. Image Credit: http://vetoogi.com/?p=128

36. Image Credit: http://vetoogi.com/?p=128

37. WEATHER-RELATED
HEALTH & SAFETY

41. What industry-related stories commonly run at
different times of the year?
What broader topics could you piggy-back on?
Trending:
http://whatstrending.com/
http://www.google.com/trends/
Take related posts and spin angles.

46. Ideal People to Lend a
Helping Paw:
Community Manager
SEO Outreach
Coordinator
Writers

47. Do homework first
Start Local

49. • Use Graph Search to Build Media Lists

51. Run ads a week or two before pitching
Ask for Introductions
Aim to Get
TOMA
Helps Foreshadow Pitch

53. Find relevant journalists
Send InMail on LinkedIn
– Dmitry Davydov, CMO at Bitrix24
Source: http://medialeaders.com/public-relations-tips-brands/

54. Be Brief
Personalize
Compliment
Add Value

56. Follow
Understand
Engage
Contribute
Goal: Recognized Name
When?

57. Every Tweet Ever:

58. Export Content
Remove common words
Form word clouds to find themes
Voila!

61. Source: http://meme-lol.com/funny/got-mail-10-years-ago-vs-now/

62. For biggest names only
In addition to e-pitches

63. Add:
Photos
Past Coverage Details
Press Release
Bios and Fact Sheets

65. Personalize
Emphasize value
First few sentences
Short and sweet
Be creative

68. Build relationship
Lead time
Alternate angles
Relevant sources
No social media

70. Thank you
Share & Promote
Be available

71. Offer first-look
Keep up social media
Continue to share
Goal: go-to source

72. – http://nationaldaycalendar.com
– http://whatstrending.com/
– http://www.google.com/trends/
Seek timely media opps
Build (and foster!) a rapport
Make pitches pawesome
Enjoy more yoga – dog, cat or human

73. Image Credit: http://www.yogacatz.com/

74. Image Credit: http://www.yogacatz.com/

75. @purnavirji
http://linkedin.com/in/purnavirji
http://www.slideshare.net/purnavirji
http://searchenginewatch.com/author/24
99/purna-virji
Image Credit: www.yogadogz.com