Reaching out to other web publications and creating quality connections is a key component of the content life cycle. It helps you build your brand, drive traffic, and aids in search engine optimization. Connection creation, if done correctly, is a very white-hat approach to the question of traffic generation.
Whether you are doing blogger outreach, guest posting, or old fashion public relations you need to know where to start, how to pitch, and some tools to help you scale your efforts efficiently. My goal with this material is to give you a source of information you can use to train your team to expand your connection creation efforts.
Let’s start with the meat. The base of your connection creation is going to be your website list. Regardless of how you pitch, the content you create, the list is the foundation of your efforts. You need to be skillful, research-oriented, and caffeinated to get this portion of the process right. But once you get it down, it becomes easier, and once you have a list of connections you are holding marketing gold.
There are several great platforms out there to help you in the process of connecting with quality websites for guest posting.
This portal was built by our CopyPress team, and is brand new. We built it with the idea of making the entire process much easier for publishers and writers.
Guest Blog It offers you a premier platform connecting blog writers and blog owners for mutual benefit.
Started by Ann Smarty, this is a great place to find bloggers and connect around content.
GuestBloggingWebsites is a service to help and facilitate and bring together writers who wish their articles to be published on new and different blogs and websites with bloggers and webmasters who wish new, fresh and additional high quality content.
At Fizz Niche you’ll find opportunities to guest blog, tools to find guest bloggers for your sites and even a blog about guest blogging filled with guest blog posts.
I personally have been using blogger link up for a long time. It is really great to get the needs in your inbox daily and respond when things fit.
I have trained my staff on utilizing search queries to find relevant posting and outreach opportunities for years. Many sites have pages and posts dedicated to this concept, so Google becomes a powerful outreach tool. Buzz Blogger recently launched her list of 600 places to submit your content which included a great list of queries, so here is the list in link format to make for easy use:
Great list of Queries: Site List
One note I will make is that some of these queries will bring you article repositories and directories, which are not something I look for in a strategy. The issues here are duplicate content, and possible anchor text saturation if the article is heavily utilized.
Don’t let your searching stop at the Big G. There are niche spots like Technorati that can give you great results, especially in regards to niche-specific blogs. The fall back with these methods is that you don’t know if the blog will definetly accept content or pitches, however if your pitch is strong (a topic we will discuss in a minute), you should see some great success.
You can search Technorati on the post or blog level, and once a search is initiated you can further refine your topic. I find it useful to create RSS feeds from important searches and pull them into my reader.
Technorati also keeps a list of the most popular tags for the month. This can be useful for searching for places to post timely content, but it can also give you a good idea about what content might meet a more favorable response in the pitching process.
Technorati explains its Authority ranking as such:
How is Technorati Authority calculated?
The ranking system is explained here:
There are a lot of sites looking to get pitched today, and there are also a ton of lists out there noting these web properties. We are currently putting together a master list we will be offering via PDF format, but for now I thought I would include a list of some of the better compiled lists out there:
For more sites accepting content, you can have this bulk list – organized by industry/vertical.
Here at CopyPress we use our own software called Connection Seeker and CopyPress’ Content Engine to manage our process, however before these were set-up, we utilized a plethora of tools to manage our operation. These tools are useful for reaching out to sites as well as creating content, and organizing the entire process.
Blog Dash is a tool for managing outreach that boasts connections with over 100,000 bloggers.
Group High and Blog Dash work in a very similar space. We have used both platforms, and found Group High to have a better feature set. However, Blog Dash does put an emphasis on working with bloggers to shape what they are interested in being pitched, which significantly helps the process.
Google Ad Planner is a great free way to find out traffic data for your target websites. It gives more information than Alexa does, but does not have the cost of Compete.
Alexa’s data is a bit skewed due to it’s reliance on Alexa toolbars for data. However, the product is great for the price point, and also gives you some information on links.
Alexa’s real value in my opinion comes in the form of its API, which now gives historic information.
Compete can be a bit expensive, but depending on how important competitive research is in your outreach gameplan, it may be worth it. Compete also has a pretty terrific API, but again, price is an issue.
I use OSE for specific jobs. The main use I have for this product in terms of our outreach initiatives is that we use MozRank to be one of our guiding metrics for search. For this reason, we utilize the API to assign MozRank to target domains. However, you could use this tool and Majestic below to mine great resources from competitors.
There are several things I use Majestic for, but one thing that’s really great about it is the Clique Hunter. This function allows me to find the common links among websites, giving me a nice short list for my outreach.
WhoIS information can be really valuable in searching out who owns a domain. At the same time, it can lead to a lot of dead ends. The best approach is to base your outreach on author and editor pages.
Ethan Lyon from SEER Interactive created a simple tool for finding Twitter-based link opportunities. It resolves with lists of URLs that are either calls for guest posts, or offering content themselves, giving you some pretty good fodder for outreach.
Tom Anthony wrote up a cool tool called Author Crawler that allows you to find all of the authors with active authorship markup on a blog. By utilizing this tool and a Google Plus account you can do a fair amount of target outreach.
Whether you are doing direct pitches or guest posting, once you have your data mining and target acquisition steps done it’s finally time to begin pitching. The pitch is the most sensitive part of the entire process. It is much like dating and the wrong first impression can doom everything.
Before diving in, let’s review some essentials:
There isn’t a single way to handle a great pitch, but there are lots of ways to totally botch a blogger relationship before it begins.
Some important notes:
Our own Courtney Bishop gave us a great example of how this can work:
Some writers love really detailed pitches, that show your story concept, and who you are. A great example comes from the Make A Living Writing blog:
Jessica Lunk wrote:
Sometimes to get unstuck, you just have to move, even if it is in the wrong direction. This is the heart of a piece I would like to write for the Make a Living Writing blog, “The 5 Writing Rules I Broke to Get Unstuck.”
The 5 Writing Rules I Broke to Get Unstuck
- Never write for the content mills. -The content mill was my internship. -Not lucrative, but does provide experience in meeting deadlines and meeting the needs of a client. -Also is a good introduction to SEO and why content matters online.
- Steer clear of Craigslist. -Great clients can be posting anywhere. -In my case, it was a retired business owner coming out of retirement to start a new business whose ad I answered on Craigslist. He is still a client today.
- Have a specialty or niche. -While having a niche is ideal, you can’t become an expert in a day. -Sharing your journey is valuable. -The more you explore, the more unique your perspective, and the more connections you can make between your subject and the rest of the world.
- Ask permission. -If there isn’t a clear-cut answer, go for it. -It was unclear whether or not I could market my writing as “handmade” on Etsy. But, I went for it and landed several awesome clients.
- Don’t copy. -The best formulas always work, and you don’t necessarily have to reinvent the wheel to write a great piece.
Five years ago, I was an administrative assistant with an English degree. I dreamed of breaking free and getting paid to write. Now, I am a content marketer and copywriter for a software company, with a few freelance gigs on the side. I blog at _____, and have even had a blog post featured on LinkedIn. I would love to share my experience with the Make a Living Writing community.
Carol, would “The 5 Writing Rules I Broke Get Unstuck” be of interest to you?
p.s. I love the Make a Living Writing blog. Thanks so much for being an amazing resource!
Another important note here is that the email also let the writer being pitched that the writer reads their blog regularly. Also a little ego bump works wonders.
Give the publisher a couple of ideas to work with. This example came from Ari Herzog’s Blog:
It’s interesting that your focus is on emerging media, because I own/operate a very popular forum and blog; CreditCardForum.com. On behalf of my site I do quite a bit of guest posting and take pride in the fact that I don’t write the cookie-cutter and bare minimum “guest posts” that a lot of people churn out these days, ha. Is there any particular topic you would like to see me cover? I reviewed your archives showing the last 100 articles and here are a few ideas that popped into my head from looking at those…
[Mike shared three sample titles and related content.]
Would you like me to write up one of these? Or something else? Just let me know what’s best for you.
By the way, congrats on being elected to Newburyport’s city council! Even though I live some two-thousand miles away on the other coast, just want to say I dig local politicians… I feel they’re the only politicians who actually get stuff done.
Note again the email writer “Mike” shows Ari that he is familiar with his work. This is really important to bloggers. They don’t want to feel as though they are a part of a list.
Here is a list of things you should NEVER do when reaching out to people, for any marketing purpose.
I like to use Google Analytics as my primary tool for analyzing the ROI of guest posting and blogger outreach. The reason for this, is that I can analyze the direct traffic benefit and secondary traffic benefit based on publication date with ease.
For our purposes you will want to create a combination statement where you add all of the domains you have written for. I would name this segment “Outreach” or something similar. This segment will represent the traffic you obtained from outreach. However you could also include goals into this process to filter conversions from the process.
We are currently working on some case studies we can be transparent about without upsetting clients. However there are several amazing example around the Internet I thought I would share:
Blogger outreach, writer outreach, and guest posting are just tools in a marketer’s arsenal. They can become a specialty skill set, but rarely do they yield results on their own. For example, we did not cover how to create the content itself in this post.
Whether you are performing the task for online pr, social media marketing, or SEO, the results will be there if you follow the very obvious rules of engagement.
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