Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced 2014 by Purna Virji
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The document outlines strategies for gaining media coverage, focusing on creating media-worthy content and effective pitching techniques. It emphasizes the importance of timely and seasonal content, using historical data and popular posts to shape pitches. The aim is to establish a recognized brand presence by engaging with relevant journalists and maintaining ongoing relationships.
Cleverly Timing your Content Marketing to Build Brand Authority- SMX Advanced 2014 by Purna Virji
- 3. • 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
- 6. 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
- 9. More coverage in SERPs BENEFITS High Quality Links Goodwill Brand Authority Awareness
- 10. MEDIA COVERAGE for EXISTING CONTENT Pitch in time for “National _____ Day”
- 11. • Pitch: National Adopt a Shelter Pet Day on April 30th
- 17. What’s relevant to your industry? How has it been covered before? Add a new & improved spin Showcase popularity of your relevant postings
- 18. MEDIA COVERAGE for EXISTING CONTENT Lesser-known Facts or Answers to FAQs
- 19. • Pitch: Lesser-known Poisons for Pets • Sourced content from popular blog post from 2012
- 20. • Timely use on Pinterest:
- 25. • What are common FAQs? • What’s lesser-known or often misunderstood? • Which related posts have proved very popular? • Showcase popularity of your relevant postings
- 26. MEDIA COVERAGE for EXISTING CONTENT Seasonal, Timely Content
- 27. – Common stories: • Travel • Fitness • Weather-Related Health & Safety – Picked most popular past content to pitch Summer-Related Content
- 28. TRAVEL
- 31. FITNESS
- 41. 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.
- 46. Ideal People to Lend a Helping Paw: Community Manager SEO Outreach Coordinator Writers
- 47. Do homework first Start Local
- 49. • Use Graph Search to Build Media Lists
- 51. Run ads a week or two before pitching Ask for Introductions Aim to Get TOMA Helps Foreshadow Pitch
- 53. Find relevant journalists Send InMail on LinkedIn – Dmitry Davydov, CMO at Bitrix24 Source: http://medialeaders.com/public-relations-tips-brands/
- 58. Export Content Remove common words Form word clouds to find themes Voila!
- 62. For biggest names only In addition to e-pitches
- 63. Add: Photos Past Coverage Details Press Release Bios and Fact Sheets
- 65. Personalize Emphasize value First few sentences Short and sweet Be creative
- 68. Build relationship Lead time Alternate angles Relevant sources No social media
- 70. Thank you Share & Promote Be available
- 71. Offer first-look Keep up social media Continue to share Goal: go-to source
- 72. – 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