055: Getting Major Publishers To Feature Your Content (20 Proven Tips!)

Has this ever happened to you? You create the best 10x piece of content imaginable. (It really is 10x right?) You invest time, research and money into it.

You hit publish and you know it’s going to go crazy!

But then it doesn’t.

That’s because “build it and they will come” is not always true. You have to build it, promote it – and then if you’re content and message is good enough – people will care.

Or maybe you DID pitch it, and people still didn’t care.

Let’s assume you’re content is good enough to make people care. Today you will learn how to get it in front of the publishers that can open the door to massive exposure.

Today, you will learn how to craft pitches publishers actually open, read and accept. My guest Kerry Jones from Fractl has studied what publishers want, and has the data to back it up.

You’ll learn

• How to craft a subject line that actually get your pitch opened
• The three part formula to the body of your pitch
• A campaign that received over 470 media stories
• The two types of content that almost guarantee get coverage – publishers and readers love it
• The ONE word that most publishers, when they see it, will immediate send your email to spam

Enjoy!

And don’t forget to subscribbbbeeeee on iTunes!

Links

• Braulio on Twitter
• Experts on the Wire – Episode 37 w/ Kerry Jones
• BuzzSumo
• Refurbishing Top Content
• What 1,300 Publishers Want From Your Pitches
• A 3-Step Guide to Media and Influencer Outreach Targeting
• 20 Proven PR Tips for Getting Major Publishers to Feature Your Content
• Testing “From” Fields In Email Marketing
• JustReachOut.io
• What We Learned in 2016
• How We Created Controversial Content
• The Tell-All Guide to Digital PR
• Kerry’s Website

Books

• Ogilvy On Advertising 

People

• Kerry Jones
• Ross Hudgens

Agenda

What is a Pitch?

• “The end goal is coverage.”
• Domain Authority of placement
• “BuzzSumo and Google Alerts is effective …”
• “If it’s not obvious you probably don’t have it …”

What is a Valuable Pitch (as seen by a publisher)

• “Someone made it easy for them to write the story…”
• “27% found PR pitches completely valuable.”
• “Tech and finance are more challenging verticals to pitch.”

Audience

• “Where does the customer go to get their information?”
• “Keep the audience top of mind.”
• The ‘exclusive’ pitch

Influencers

• The micro influencer
• “Micro influencers may be better for getting people to take action.”

Subject Lines

• “Keep it between 45 and 65 characters.”
• “Call-out a number or a statistic from the content.”
• “Avoid that word if you can.”

Length

• “Keep it between 100-200 words.”
• Showing relevance regarding their readers
• “We like using bullet points.”

Follow-up

• “Limit it to two follow-ups.”

Maintaining a Relationship

• “Create a Twitter list of publishers.”

2016 Findings