Are you following the 80/20 rule?
Content creation should make up ONLY 20% of your time, while the other 80% should be devoted to marketing that content. People are finally beginning to understand how valuable content creation can be for their business.
The problem is, marketers are spending time, money, and man power creating massive amounts of content that isn’t being shared, linked to, or even appearing in the SERP’s. What’s the point of publishing all of this content if it’s just going to get pushed back to page 20 of your blog where no one will ever see it?
It’s an epic waste of resources!
With a little know how, you will be able to leverage every piece of content so that it yields the maximum amount of readers, the maximum amount of subscribers, and the maximum amount of sales.
How does one actually begin leveraging their content when they don’t have much of an audience in the first place?
Build links on high authority websites to not only boost your rankings within the SERP’s in order to inflate organic traffic, but also to tap into the massive audience base that these sites have already established.
Of course this is easier said than done. That is why I’m going to show you how any new site can receive a link from a high PR website by creating a relationship with the right people.
Who Are the “Right People”?
In earlier posts I’ve talked about reaching out to other site owners to build a rapport and eventually s strong enough relationship with that blog owner so that they begin referring their readers to your site.
This is an outstanding approach for growth, but may not actually be the BEST approach. Why?
Well, the content for sites with the highest PR and the largest audience aren’t usually written by the site owner, but are a publication that relies heavily on dozens (if not hundreds) of journalists.
For instance, a single link from the New York Times or Forbes will have a much larger effect on your site than a hundred links from smaller, lesser known blogs.
Obviously, contacting outright contacting the New York Times will get you absolutely nowhere. Instead, it’s far more beneficial to build a relationship with the individual journalists that write for these massive publications.
One large publication website within the internet marketing niche would be MOZ. It’s a high authority website that can make a newly founded site into an overnight sensation if it were to receive a link within one of their posts.
There’s More Benefits Than Just PR and Traffic
Other site owners use these large authority sites as resources for their own content. Marketers rewrite, re-purpose, or find new angles to pre-existing posts, often times using the same links that are included in the original.
Imagine receiving a link from MOZ and having a hundred other internet marketers re-write that same article (with your link in it) and publish it on their blog as well. BAM!
Suddenly, your one link multiplied into many more without you having to lift a finger, allowing you to siphon traffic and “link juice” from those sites as well.
The funny thing is, this happens ALL the time. The majority of marketers aren’t experienced writers and often times lack the imagination to come up with new ideas, so they just re-hash the content they find online and put a slightly different spin on it, often times using the same links.
Usually, marketers will create their content and then search for site owners that they believe will find value in their content. This is NOT the right way to do it.
Stop mass emailing blogs with the same generic information. Not only will you waste your time as the vast majority of people will simply ignore your email, but it may also burn a lot of bridges as well.
Instead, a much more targeted approach is required. It’s much easier to gain links if your content is tailor made for a specific journalist that you believe will get the most out of your post.
So, the very first step in your content creation will be to investigate the different journalists that post for high authority publication sites within your niche and ask yourself this;
Analyze their previous posts. Do they have a specific sub topic within the niche that they tend to write about? Is there anything controversial? What questions are people asking within the comment section?
For instance, if a journalistr is known for posting about “widgets” perhaps you could create, “The Ultimate Guide to Widgets” and share it with that author.
Creating Your Content
The primary objective for your content is to create something that compliments the topics that your chosen author is interested in.
Above, I used the example of an author that frequently writes about “widgets”. Chances are, if they have a track record of writing about “widgets”, they will likely do so in the future as well.
So, by creating “The Ultimate Guide to Widgets” you’ve just constructed a possible resource that the author may be interested in using for further pieces down the line.
Another approach is to come up with a completely unique angle that no one else has really touched on. It can be a completely new take on “widgets” that offers a breath of fresh air from the usual monotonous regurgitated content that authors are used to seeing.
This approach is a bit more risky as you have no idea whether they’ll like it or not, but very well may pique the author’s interest.
Why Approaching Journalists Can be Problematic and How to fix It
In order to gain the attention of the journalist you are targeting, you’ll need to send them some sort of correspondence. The obvious method would be to send them an email providing a link to your content.
As original as this plan may seem, there are likely thousands of others that have also figured it out for themselves.
On average, the top journalists will receive dozens, if not hundreds of pitches a day from aspiring web entrepreneurs just like you. The vast majority of them will likely end up in a spam folder somewhere.
Luckily for us, Buzzsumo published an incredible piece that directly asks top tier journalists the do’s and don’ts of sending journalists a content pitch.
You’ll notice that an overwhelming amount of the authors cite that they are interested in content that is not only relevant to what they write about, but is also straight forward.
If it contains a ton of buzzwords and looks as if it’s a sales pitch written by a sleazy used car salesman, then they will generally ignore it regardless of how good the content within the email actually is.
Often times it can be easy to caught up in the online world and forget that the people we interact with are actually people just like us.
So, if you contact them, do so in a manner that is not off putting. Think of the kind of email pitch you’d want to receive?
The Less Work for Them, the Easier it is For You
When carefully crafting a pitch for a journalist, it’s important to remember just how busy some of them are and the incredible volume of emails they likely receive daily.
Obviously, a super intricate, salesy email isn’t going to cut it, but neither will one that’s too vague and simplistic.
Do you honestly believe that these journalists will click through and read every piece of content that comes their way?
Probably not. Instead, your email needs to contain a basic synopsis of your content and how it benefits THEM by linking to it in future publications.
Here’s an example of the type of email you should send…
Hi (insert name),
My name is Sean Donahoe and I own and operate www.imsuccesscenter.com. I really enjoyed the piece you wrote about “widgets” and thought it was very well done.
I had a great idea for a follow up piece that covers exactly how to start “widgets”. From the comments on your piece, it seems like there are a ton of people that genuinely have no idea how to even begin “widgets”, so it would likely be a huge hit!
Also, I recently I published a post called “The Ultimate Guide to Widgets” where I took information and source material from all over the web regarding “widgets” and created an easy to follow blueprint. There really isn’t anything like it online and it may be a great resource for you in the future.
(insert guide url)
Thanks for your time.
See how easy that is? Here’s what I did…
- I introduced myself without self promotion
- I complimented them on a previous piece they did so they know that I know what they’re about and the email is not generic spam. Plus, it doesn’t hurt to feed the ego of the journalist a bit.
- I gave them something of value by providing an idea for a new post that their audience may be interested in.
- I told them about my content, what sets it apart, and how it could benefit them.
- I thanked them for their time.
Not only will having a journalist from a major publication link to your content provide a HUGE boost in “link juice” received from a high PR site, drive a monstrous amount of traffic from that publications massive audience, but also from the other marketers that use that post as a source for their content as well.
The age of spamming bloggers for backlinks is dead. Building a relationship with a targeted journalist can be the catalyst that spurs your growth of your website.