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Link Building Through Press Outreach - Pubcon Vegas 2013

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This session will address how to prepare a press outreach campaign, which tools and sites to use to build the press list, what works for social and email outreach to the press, how to prepare yourself for the press interview process, and how to monitor and follow-up on the campaign.

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Link Building Through Press Outreach - Pubcon Vegas 2013

  1. 1. Link Building Through Press Outreach Presented by: Rob Woods @robdwoods
  2. 2. Who Am I? • 12 years of experience in e-commerce and affiliate marketing • SEO, Social, and Content • 2 years with Reinvent one of the largest domainers in the world • Run my own consulting business
  3. 3. Why Do Press Outreach?
  4. 4. Why Do Press Outreach? • • • • One of the few true good links left Press sites have good link equity One link can lead to many links Don’t just focus on link equity, traffic is good too, so are citations • Not just for big, national sites
  5. 5. Caveats • It’s hard work • It’s lots of work and/or money • You are going to face rejection
  6. 6. The Scenario • • • • Almost no budget (but had people) No other link building Passive press relations No one internally with experience
  7. 7. Getting Ready • • • • • Have something to say Be newsworthy Be helpful Know your stuff Build a decent press page
  8. 8. Press Page • • • • • Basic explanation of who you are Proof of why you are an expert “Social” proof you are worth it Assets writers might need Contact info
  9. 9. What to Talk About • • • • • Leverage current events Leverage seasonal events Know deadlines Site/app launches Major events
  10. 10. Finding Prospects If you have $ … • Vocus – Does lots of other stuff – Good for finding journalists, contacting, seeing editorial calendars – $800 + per month – www.vocus.com
  11. 11. Finding Prospects If you have $ … •Cision – Also good for finding journalists and being able to contact them directly – About $1K / Year – www.cision.com/
  12. 12. Finding Prospects • If you don’t have $... • SERPs • Twitter • Backlinks
  13. 13. Finding Prospects - SERPs • • • • • • • Simply search for your KW Comb through at least 10 pages Look for articles about your subject Automate or Outsource oDesk Scraperr.com Scrapebox
  14. 14. Finding Prospects – Google News
  15. 15. Finding Prospects - SERPs • Given the huge number of results in Google narrow down by site • “ keyword phrase” Site:example.com – eg. “Black Friday” site:cnn.com – “cyber Monday” site:mashable.com
  16. 16. Finding Prospects – Back Links • One place where looking at competitors back links is useful • Lots of good tools • Moz Open Explorer, Majestic, Ahrefs, LinkResearchTools • Look for same info as in SERPs
  17. 17. After You Find the Lead • Is the article a good lead? • Check the date of the article • Check if the article is original or a reprint • Look for contact info on page • Order of preferred contact: Email, Twitter, LinkedIn, phone, G+
  18. 18. After You Find the Lead • If no contact info on page, search for author archive on site • If no visible author archive search “author name” Site:example.com • If no author archive is available search Google for “author name” • Make sure the author still works that beat
  19. 19. Information on Sources • Find as much information as possible on each potential contact • Journalists or popular bloggers get tons of inquiries • More info lets you personalize the contact
  20. 20. Info to Capture • • • • Name Publication(s) Website(s) Beat(s) – Shopping, Tech, News, Business, etc. • Email
  21. 21. Info to Capture • • • • Phone Twitter profile page LinkedIn profile page Notes/Bio: Twitter bio, author page, or just general notes
  22. 22. Finding Prospects - Twitter • You’ll find many Twitter handles as you go
  23. 23. Finding Prospects - Twitter • Several good Twitter tools • Muckrack – $99 – 4495 / mo – Find journalists by “beat” – Save lists, create alerts
  24. 24. Finding Prospects - Twitter • Followerwonk (from Moz) – Free – Search twitter bios by keyword – Export your own Twitter followers
  25. 25. Followerwonk • Search Twitter Bios
  26. 26. Followerwonk • Search for phrases in quotes like “retail reporter”, “consumer reporter”, “consumer affairs” • Export to Excel • Sort • Prune
  27. 27. Followerwonk • Exports just the username • Use “concatenate” function in Excel to add Twitter URL to make link to profile
  28. 28. Followerwonk • • • • Follow reporters Tweet, Retweet, Engage If they follow back use this to DM Check bios for email addresses – add to “email” list
  29. 29. Followerwonk • Mine your own followers (if you have a lot) • Export to Excel • Search for KW in bio – reporter, writer, etc.* • Search the URL field - abc, nbc, cbs, fox, press, times, news, etc.
  30. 30. Other Sources of Leads • All newspapers and TV affiliates www.abyznewslinks.com • Media Type, Media Focus, Link, Geo Region – Country, State, City, County, Region • Go to each site and look for best contact
  31. 31. Other Sources of Leads • http://en.wikipedia.org/wiki/List_of_newsp • http://www.ebizmba.com/articles/news-we • http://latinocommunication.pbworks.com/w
  32. 32. Organize Your Lists • Organize by type of outreach • Good target is the most syndicated • High value = individual email, letter, call • Lower Value = bulk email • No email = Twitter only -> DM or engage
  33. 33. Doing the Outreach • • • • • • Be useful Be timely Be pithy Be available Don’t be afraid to give away the farm Respond quickly
  34. 34. Doing the Outreach - Email • Intro email – 4-5 weeks out • Second email – 3 weeks out (ish) – More info – Help them write the story – Goal is for them just to need a “sound bite” • Third Email – 7-10 days out
  35. 35. Pitchbox • www.pitchbox.com • Research and outreach • Project management
  36. 36. The Interview(s) • Be prepared for written, phone, Skype, even live • Make (and use) notes • Know your stuff • Be professional • Be flexible with your time • Have a place to conduct interviews
  37. 37. The Interview(s) • Get media training or public speaking experience • PRACTICE • Bend over backwards • Have unique data or insight they can’t get anywhere else
  38. 38. The Interview(s) • ASK FOR THE LINK
  39. 39. Follow Up • • • • • • Check for the link Ask again if you didn’t get it Search for syndication Record when, where, who, etc. Save articles (screen cap, PDF, etc) Use Google alerts, monitoring to watch
  40. 40. Press Releases • Still a legit way to attract the press • Don’t do them for links, do them for attention • Same type of info as email outreach • Must be newsworthy
  41. 41. Who Shouldn’t Do PR? • Kinda like other link building now • Be remarkable, valuable, insightful first • Have something worth writing about • Have enough time • Be able to make the writer look good
  42. 42. Did It Work? • Last year resulted in at least 40 interviews and 80 links • CNN, WSJ, Today.com, CNBC, Fox News, LA Times, Toronto Star, Chicago Tribune, ZDNet • Many local radio and TV • Green Bay Press Gazette, Sacramento Bee…
  43. 43. Summary • • • • • Have something to say Invest $ or time in good research Organize your outreach Give a great interview Follow-up
  44. 44. Thank You!
  45. 45. Bonus Slides  Tools and Resources •www.scraperr.com (promo code pubcon2013) •www.pitchbox.com •www.moz.com •www.majestic.com •www.ahrefs.com •www.linkresearchtools.com •www.muckrack.com •www.followerwonk.com
  46. 46. Bonus Slides  • • • • • www.abyznewslinks.com www.vocus.com www.cision.com www.odesk.com en.wikipedia.org/wiki/List_of_newspapers_in_the_U nited_States_by_circulation • www.ebizmba.com/articles/news-websites • latinocommunication.pbworks.com/w/page/151174 16/Hispanic%20media%20in%20the%20United %20States
  47. 47. Contact Me Rob Woods rob@robwoods.org @robdwoods

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