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How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji

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SMX Advanced 2014 Session #SMX #22C - Executing A Flawless Content Marketing Strategy - How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji @Purnavirji Of Petplan Pet Insurance Read more about content marketing at http://marketingland.com

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Page 1: How To Cleverly Time Your Content To Easily Build Your Brand Authority By Purna Virji
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• 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

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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

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More coverage in SERPs

BENEFITS

High Quality Links Goodwill

Brand Authority Awareness

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MEDIA COVERAGEfor EXISTING CONTENT

Pitch in time for“National _____ Day”

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

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What’s relevant to your industry?

How has it been covered before?

Add a new & improved spin

Showcase popularity of your relevant postings

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MEDIA COVERAGEfor EXISTING CONTENT

Lesser-known Facts or Answers to FAQs

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• Pitch: Lesser-known Poisons for Pets

• Sourced content from popular blog post from 2012

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• Timely use on Pinterest:

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• What are common FAQs?

• What’s lesser-known or often misunderstood?

• Which related posts have proved very popular?

• Showcase popularity of your relevant postings

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MEDIA COVERAGEfor EXISTING CONTENT

Seasonal, TimelyContent

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– Common stories:

• Travel

• Fitness

• Weather-Related Health & Safety

– Picked most popular past content to pitch

Summer-Related Content

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TRAVEL

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FITNESS

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

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

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

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WEATHER-RELATEDHEALTH & SAFETY

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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.

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Ideal People to Lend a Helping Paw:

Community Manager

SEO Outreach Coordinator

Writers

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Do homework first

Start Local

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• Use Graph Search to Build Media Lists

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Run ads a week or two before pitching

Ask for Introductions

Aim to Get TOMA

Helps Foreshadow Pitch

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Find relevant journalists

Send InMail on LinkedIn

– Dmitry Davydov, CMO at Bitrix24Source: http://medialeaders.com/public-relations-tips-brands/

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Be Brief

Personalize

Compliment

Add Value

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Follow

Understand

Engage

Contribute

Goal: Recognized Name

When?

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Every Tweet Ever:

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Export Content

Remove common words

Form word clouds to find themes

Voila!

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

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For biggest names only

In addition to e-pitches

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Add:

Photos

Past Coverage Details

Press Release

Bios and Fact Sheets

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Personalize

Emphasize value

First few sentences

Short and sweet

Be creative

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Build relationship

Lead time

Alternate angles

Relevant sources

No social media

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Thank you

Share & Promote

Be available

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Offer first-look

Keep up social media

Continue to share

Goal: go-to source

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– 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

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

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

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@purnavirji

http://linkedin.com/in/purnavirji

http://www.slideshare.net/purnavirji

http://searchenginewatch.com/author/2499/purna-virji

Image Credit: www.yogadogz.com