To create successful marketing campaigns, at some point, every business will have to make content outreach a part of its daily routine.
The key to great results is to do it right.
Running a successful outreach campaign requires specific activities, consistency of daily tasks and a commitment to do the work. Proper planning and awareness will help you stay connected to other marketing departments and editorial teams. This will offer peace of mind while providing a clear picture of what’s going on and what path you’re taking toward reaching your goals.
When it comes to content marketing, also known as content outreach, there are key steps you need to take to stay on course.
Let’s review 5 ways in which effective content outreach will improve your overall marketing efforts:
1. Relevancy and Localization
Why is relevancy so important?
To reach your target audience, your business must use relevant online sources where potential customers expect to find your content.
For instance, executing a marketing campaign for a local company in Toronto, Ontario, Canada that offers personal fitness training, won’t trigger the desired engagement if you get published on real estate or home renovation sites. Instead, you should be leaning towards fitness communities, youth sports facilities, healthy lifestyle blogs, and other similar websites. Don’t do it just for a backlink.
Today’s consumers demand accountability and a clear message. They’re no longer satisfied sifting through irrelevant data in search of a few bits of information that will solve their specific problems or improve their quality of life – personally or professionally.
Don’t be a part of that faceless buzz. Build your brand by earning trust and attempting to understand where you can add value. Once you establish a connection, you’ll need to provide valuable, relevant content consistently to earn their trust and keep them coming back for more. Relevant sites always offer new opportunities in the form of untapped audiences that might need your expertise and your personal experience. Give them what they’re searching for.
2. Do Your Homework
Effective outreach will depend not only on your vital relationship-building and communication skills with editorial teams and others, but also on a strong preparation routine. Always dig deeper to attain the most successful outcome possible. Great tools like SEMrush or Moz will come in handy in this area.
Let’s review some of the prep work that will help you understand the nature and quality of the sources you’re targeting.
When reaching out to well-known and established sources like Huffington Post or Globe & Mail, you can be confident that these sites:
- produce good quality content,
- generate a good amount of traffic,
- have influencers or key contacts you can reach out to,
- receive great social media engagement,
- obtain tons of other sources linking to their posts,
- and, of course, have high domain and page authority.
How to do a quick check on a site that you’ve never heard about?
You can use SEMrush to find most of the points mentioned above.
Follow this guide:
Quality of writing and level of expertise
Before diving into the technical aspect of any site, scan its produced content. Look through the titles. Do they make any sense? Do they sound provocative and engaging? Then, skim through a couple of posts to get a sense of tone, plus familiarize yourself with content authors and their level of knowledge. If the content combines value with appealing titles, it’s a good sign.
Notice the way the content is formatted, and look to see if the editorial team includes accompanying imagery, graphs and/or videos. Mixed content makes it easier to digest information and helps readers to pick up on key elements. From personal experience, I found that not every newspaper or magazine treats its content equally. Sometimes you will find that posts lack minimal or even basic formatting, despite their local authority and overall performance.
While browsing through posts, pay attention to social interactions and what platforms they are coming from most frequently. BuzzSumo browser add-on will pick up most of them even if the social share button widget is unavailable.
Amount of traffic and its consistency
Once you’ve satisfied your initial requirements, move onto the next step. Check the site using SEMrush to see traffic and performing keywords. It will give you an idea of what’s going on behind the scenes, and if the site’s content does any better earning its traffic.
Look at the two images below. They show the amount of traffic generated and organically ranked keywords in the U.S.
Ups and downs in the traffic number indicate work in progress.
Increase in the amount of organically ranked keywords indicates the site’s growing potential.
I won’t be going into thorough technical research here because the point of my post is to stay on course with effective content outreach. You can refer to Brian Dean’s post about blogger outreach or Ron Hudgens’ outreach best practices, if you’re interested. Domain and page authority can be discovered through the MOZ browser add-on. Since I reviewed the Advanced Web Ranking Blog, its domain authority is 64 and the page authority is 49.
Alright! It seems like you’ve found the site that you’ve been looking for.
The website is relevant to your industry, it’s constantly producing engaging content, has decent traffic and ranks for many relevant keywords, has good social traction and solid domain authority. It has contributing authors from all over the world; you can even connect with industry leaders.
3. Be a Person of Value
Assuming you found contact information for the managing editor, you can proceed with the outreach.
This is the most important part:
What do you have to offer?
Think. There are a lot of articles referring to a detailed outreach process out there and most of them will stress the same message, “Value”. For a moment, imagine you’re the editor or some other site owner, and picture getting a bunch of emails with pitches. Time is money, and if you value yours, then you become responsive only to people who know who you are and what you need. When reaching out, never be afraid to spend more time digging deeper into the source and background of the person behind it. You should consider getting down to a more personal level rather than being generic and careless. Treat people the way you want to be treated and be creative.
Once the connection with the site’s editor is established, it will be beneficial to go over the site’s posts under your area of expertise. Ideally, propose topics that have never been written before; at least on the site you’re reaching out to. Once your pitch has been accepted and the final draft submitted, you’ll be notified of a publishing date. Now, it’s time to notify the world about your masterpiece.
4. Social Media Engagement
As the saying goes, “Sharing is caring.” It’s pretty obvious, but from my personal experience, some businesses and even marketers still underestimate this step. Let’s not forget to pay special attention to the publishing site’s social media platforms. They will have more engagement with posts in your area of expertise, and they will be good indicators for the platform your target audience is primarily on. I strongly recommend to start there.
Alright! Now what?
If you’ve reached this point, then you’ve already shared your post with all the relevant social media platforms your target audience engages with. Now, share it organically from your personal and company profiles. Let your followers see it.
If you referred to other authors in your post, let them know about it. They also might be interested in what you have to say. It will be beneficial for you, too, because you can establish new connections with more experienced people and grow your knowledge-base. Help your audience go deeper into details with links to other resources. This will help other authors to promote their existing content. They might appreciate it and connect with you.
Consider investing into paid ads promoting your fresh content on LinkedIn or Facebook platforms. With their sophisticated targeting options, you can reach out to more people and engage with them in various ways. It will definitely give you a better perspective on what people like or dislike about your content and what they are looking for. There’s no limit for improving knowledge and growing your reach.
Last, but not least, as you work through the steps mentioned above, you must never forget the special ingredient that will tie everything together. It’s called “consistency.”
I love this quote from Bruce Lee:
I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.
Makes sense, right? If you are consistent in your actions, your business will be both competitive and successful. Apply this methodology to the content outreach you do. Follow the predefined vital steps starting from research to social media engagement, and make it a habit.
As one of my mentors often says, “Less Talk, More Action.” If you love what you do, it won’t seem like work and you can stay ahead of your competition. If you struggle with outreach and can’t do it yourself, find a person or assemble a team who loves the process. This will allow you to focus on your strengths to help your business be successful.
Growing your brand will take a lot of hard work. Just remember, every day brings new opportunities. Stay on course with effective content outreach, and some day, yours will be the brand that others want to reach.
Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.