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Derek Miller's presentation at the 2014 CopyPress Unconference in Chicago
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UNCON F E R ENC E
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Tips for Starting and Maintaining Publisher
Relationships
UNCONF E R ENC E
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Presented by | Derek Miller
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“If a tree falls in a forest and no one is around to hear it, does it
make a sound?”
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Great ContentS T E P
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...doesn’t always sell itself...
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PromoteS T E P
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Publisher Relationships
Most difficult but probably most valuable promotion medium
IS CONSTANTLY CHANGING
Use it for PR/Branding and not just for Links/SEO
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Benefits of Outreach
Gives you some control of content and voice
Improves visibility
Identifies you or your brand with the publication
Creates long-term opportunities in your vertical
Adds credibility and can develop the “thought leader” image
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OUTREACH 101
Find the Right Publications
What vertical is your company or content in?
What are the key terms/topics of your content that you are promoting?
Search Google, Twitter, etc. for the vertical/terms to find the most valuable publications
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This qualifies traffic to your content and will improve conversions
+ The stronger the publication the more credible your brand becomes
+REMEMBER:
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OUTREACH 101
Tools for Outreach
Followerwonk (Mining tool)
Rapportive (Mining Tool)
LinkedIn (Mining/Contacting tool)
Twitter (Contacting tool)
Boomerang for Gmail (Reminding tool)
VerifyEmailAddress.org (Email checker)
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OUTREACH 101
The Good “MTV”
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STEP 1
Find a Contact
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CONTACT
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STEP 2
Use Rapportive to Find an Email
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Usual combinationof email address
WILL SHOW INFO IF CONNECTED
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STEP 3
Dig if you can’t find with Rapportive
Search their name in Google
+VerifyEmail Address.org
+ + Use their blog or other site
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STEP 4
Pitch
Be direct
Be willing to work from conception to creation
Be honest
Have prior examples
Be persistent
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STEP 5
Facilitate Relationship & Nurture It
Be willing to compromise
Work within their constraints
Check in regularly
Be honest
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Maintain the Relationship
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OUTREACH 101
The Bad & Ugly “Pandodaily”
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Lessons Learned
Must work with the publications editorial guidelines/processes
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Don’t focus on short-term objectives (links)
Be honest and upfront with publisher
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Takeaways
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Amplification is an excellent compliment to good content
Use outreach as a PR tool and not simply for link-building
Use multiple tools to find a contact, find their email, and facilitate the conversation
Remember to find publications that match your vertical
Focus on long-term relationships with the publisher and not short-term objectives
Outreach takes time and effort– what you put into it will be what you get out
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Questions?
