The internet marketing industry has changed a lot over the past few years. Years back when most digital marketers focused their efforts on questionable SEO tactics, buying email lists and ads, the focus these days is on content marketing – creating great content that attracts visitors and leads to your business.
By publishing content that is aligned with your end user’s interests, you naturally attract visitors to your online properties and convert them over time.
But that was until a few years back. The challenge today is to get your content seen.
By 2015, the number of blog posts published every single day had crossed 2 million. Getting your content seen is getting difficult day by day, and it’s imperative that you have a solid content promotion plan along with your content creation plan.
In fact, gurus like Derek Halpern and Brian Dean swear by the 80-20 rule of content marketing, which says that only 20% of your time should be spent in creating content, and the rest 80% on promoting that content.
But now you might be wondering:
How do I promote my content?
Let’s get right to it.
We all blog regularly. And we all have the habit of linking out to related blog posts and authority websites on the topic. We all regularly mention and cite strategies used by gurus (notice how I talked about Derek Halpern, Brian Dean and the 80-20 rule of content marketing above).
But here’s what:
Most of us don’t reach out to them and tell them that we’ve cited their work.
And this is a very underutilized strategy to get influencers to share your content, and get eyeballs (and hopefully links) from well known bloggers in your space.
Here’s how you can do this very easily. Suppose I wanted to reach out to both Derek and Brian because I mentioned them in my post.
I’ll quickly browse over to their blogs (Backlinko.com and Socialtriggers.com) and use the Hunter.io chrome plugin to find their contact emails.
Then I’ll shoot them a quick email that looks like this:
I hope life’s great in Berlin.
I love your 80-20 rule of content marketing rule. It makes total sense in today’s world. I just bragged about it in my new post on email outreach.
Not asking for anything, just trying to impress you lol.
That’s it. A simple email.
And yes- they might be receiving tons of emails like these a day, and they might not share your content. But think about it this way: you’re on their radar now.
And if you’re content is truly gold, they’re going to share it.
In fact, I got a long line of influencers from Joe Pulizzi to John Lee Dumas and John Jantsch to share our list of free marketing podcasts simply by shooting a quick email to all of them telling them how much I loved their podcast, how I’d compiled a list of the best marketing podcasts on the planet, and included their podcast in my list.
In the long run, this also helps you build a rapport with some great marketers out there!
You can always reach out to people who have expressed an interest in similar content by sharing it, and then reaching out to them about your content. This is a tried and tested strategy, and I’ll show you a step by step process to tap into it.
First, find all similar content. If I take the list of marketing podcasts above as an example, I would google for the ‘best marketing podcasts’, and compile a list of all similar blogposts.
Then, I head over to Buzzsumo, and check the Twitter Sharers for each of these links.
I can also go ahead and export the list of sharers.
Then I organize all this into one Google Sheet and sort by the number of followers and average retweets (both available from Buzzsumo) to find who the influencers are.
Then, it’s just a matter of finding their contact emails (again using Hunter.io) and sending them an email that looks like this:
I hope life’s great in Florida!
I noticed that you’d shared Stephanie Saretsky’s brilliant piece on the Unbounce blog on the best marketing podcasts to subscribe in 2016. I loved that piece.
In fact, there are a great many podcasts out there for brilliant marketing advice. And I put together the most in-depth list on the planet with 121 podcasts.
Would you mind if I send you a link when it goes live?
And the advantage of this strategy is that it’s really scalable. With the help of a few outreach tools like Mail Merge or Mailshake, you can send your influencer outreach emails to hundreds in one go.
3. Reach out to bloggers that do roundups
Roundups are underestimated. Most SEO companies think they’re just about links. What they don’t realize is that roundups can send a whole lot of traffic your way if you manage to get into the top ones.
Almost everyone from Moz to Problogger does roundups. You just have to personalize your outreach emails and make your content piece look interesting to bloggers.
Here’s a step by step process that you can follow:
Find good roundups
Just use these search operators from Ninja Outreach to find quality roundups in your niche:
“Keyword” weekly round up
intitle:Link love “Keyword”
intitle:Linky love “Keyword”
intitle:Friday’s best “Keyword”
intitle:Friday finds “Keyword”
intitle:Tuesday tips “Keyword”
intitle:Best of “Keyword”
intitle:Top 10 “Keyword”
intitle:May edition “Keyword”
intitle:Post awards “Keyword”
Collect the link to the roundup posts you find along with the author’s name and contact email (use Hunter or Voila Norbert).
Once you’re done, reach out to them with an email that looks like this:
How’s life in LA?
Love all your posts on the TVS blog, and especially the roundups. It’s always great to be able to see a curated list of the best blog posts in our niche.
I thought I’d reach out because I just published a mammoth list of the 121 best marketing podcasts, and I’d really appreciate it if you could check it out.
I’d be stoked if you found it good enough to include in your roundup 🙂
And again, roundup link building is quite scalable simply because there are a lot of bloggers a that regularly do roundups.
4. Reach out to journalists
Press links are some of the best links you can get. Not just because they’re authoritative, but also because they can also send you some solid traffic.
But a spoiler alert: this strategy works best for data backed infographics, researches and studies.
In fact, Brain Dean considers brand mentions on news websites as a Google Ranking Factor.
I’m going to show you how you can connect with journalists and writers using a bunch of tools and some nifty outreach.
First, prepare a list of your target news websites.
If you simply search for your target keyword and click the news section in Google, you can see a list of the big publications in your industry.Make a list of these publications.
Now use the site:domain.com “keyword” operator to find the journalists and writers who write about your target topic on these publications.
Make a list of these writers and their contact emails (should be easily available form the website itself, and you can almost always find it using VoilaNorbert or Hunter, or some snooping around on their social profiles)
Once you’ve finished putting together your list, send out an email that looks like this:
I wanted to reach out and share some research we did on [topic]. The study reveals how:
- Insight 1
- Insight 2
- Insight 3
I loved your article on [topic] on [publication name] and thought you’d be looking for similar interesting stories.
Just give me a shout if you’re interested in covering. Here’s the link to the study: [link]
Thank you for your time,
There are some things to keep in mind:
- Always mention the topic of your study/research/article in the subject line. Journalists and press writers receive hundreds of pitches a day- just give them what they’re looking for.
- Keep emails short
- List the most interesting insights from the study/research.
There you go!
With some logic and quick research, there are tons of ways you can leverage email outreach for content promotion and traffic building.
Got any nifty ideas on how you can scale this up, or how you built links or shares with these strategies?
Feel free to share in the comments below!
- Adithya is a Content Marketing Maverick at TechWyse Internet Marketing, a premium SEO and content marketing agency in Toronto, Canada. When he isn't pitching bloggers and journalists, he's developing processes for scaling outreach.