Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced 2014 by Purna Virji
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Actionable tips and real-life examples to showcase how to effectively secure media coverage for your existing content to help with branding and SEO efforts. Presented at SMX Advanced 2014.
Transcript of Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced 2014 by Purna Virji
• 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
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
More coverage in SERPs
BENEFITS
High Quality Links Goodwill
Brand Authority Awareness
MEDIA COVERAGE
for EXISTING CONTENT
Pitch in time for“National _____ Day”
• Pitch: National Adopt a Shelter Pet Day on April 30th
What’s relevant to your industry?
How has it been covered before?
Add a new & improved spin
Showcase popularity of your relevant postings
MEDIA COVERAGE
for EXISTING CONTENT
Lesser-known Facts or Answers to FAQs
• Pitch: Lesser-known Poisons for Pets
• Sourced content from popular blog post from 2012
• Timely use on Pinterest:
• What are common FAQs?
• What’s lesser-known or often misunderstood?
• Which related posts have proved very popular?
• Showcase popularity of your relevant postings
MEDIA COVERAGE
for EXISTING CONTENT
Seasonal, TimelyContent
– Common stories:• Travel• Fitness• Weather-Related
Health & Safety
– Picked most popular past content to pitch
Summer-Related Content
TRAVEL
FITNESS
WEATHER-RELATEDHEALTH & SAFETY
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.
Ideal People to Lend a Helping Paw:
Community Manager
SEO Outreach Coordinator
Writers
Do homework first
Start Local
• Use Graph Search to Build Media Lists
Run ads a week or two before pitching
Ask for Introductions
Aim to Get TOMA Helps Foreshadow Pitch
Find relevant journalists
Send InMail on LinkedIn
– Dmitry Davydov, CMO at Bitrix24Source: http://medialeaders.com/public-relations-tips-brands/
Be Brief
Personalize
Compliment
Add Value
Follow
Understand
Engage
Contribute
Goal: Recognized Name
When?
Every Tweet Ever:
Export Content
Remove common words
Form word clouds to find themes
Voila!
Source: http://meme-lol.com/funny/got-mail-10-years-ago-vs-now/
For biggest names only
In addition to e-pitches
Add:
Photos
Past Coverage Details
Press Release
Bios and Fact Sheets
Personalize
Emphasize value
First few sentences
Short and sweet
Be creative
Build relationship
Lead time
Alternate angles
Relevant sources
No social media
Thank you
Share & Promote
Be available
Offer first-look
Keep up social media
Continue to share
Goal: go-to source
– 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
@purnavirji
http://linkedin.com/in/purnavirji
http://www.slideshare.net/purnavirji
http://searchenginewatch.com/author/2499/purna-virji
Image Credit: www.yogadogz.com
