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


And don’t forget to subscribbbbeeeee on iTunes!





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.”


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


  • 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.”


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


  • “Limit it to two follow-ups.”

Maintaining a Relationship

  • “Create a Twitter list of publishers.”

2016 Findings

About Dan Shure

Hi! I'm Dan Shure. I write all of the posts and host all of the podcast episodes you'll find on the Evolving SEO blog. Say hello on Twitter @dan_shure!


  • February 15, 2017 Reply


    This is great thanks, I have read the tips on LinkedIn before but there is lots more useful information here.

    Have you got any content on the methods you used to actually build the outreach list?

  • February 20, 2017 Reply

    Emmerey Rose

    Great tips by Kerry! Thanks for posting this Dan! I wonder, which social media platform does Kerry recommend best when warming up influencers?

    • February 21, 2017 Reply

      Dan Shure

      Hi Emmerery – I’m going to guess the platforms they are active and engaged on. Twitter is usually a great route in my opinion because it’s the place where people expect the most random interaction. I’ll see if Kerry wants to chime in 🙂

      • February 21, 2017 Reply

        Emmerey Rose

        Thanks for the feedback Dan! 🙂

    • February 21, 2017 Reply

      Kerry Jones

      Hi Emmerey! Typically, most journalists are active on Twitter, so reaching out there doesn’t feel forced or unwarranted (think of Twitter as an open forum where discussion from “strangers” is the norm). But this also depends on where the influencer spends the most time and has the most engaged following. In some cases, Instagram is appropriate — especially if they have a strong following there and aren’t active on Twitter. Avoid Facebook and LinkedIn — these are usually more closed off networks where you’re connected with people you know, and communication from “outsiders” isn’t as welcome. Exception: the influencer has a public presence on one of these networks where they have a lot of engagement and they’re very responsive.

      • February 21, 2017 Reply

        Dan Shure

        Thanks Kerry 🙂

      • February 21, 2017 Reply

        Emmerey Rose

        Aha. Thank for the tips Kerry! I guess I’ll have to try focusing on twitter now then.

  • February 22, 2017 Reply


    Super helpful tips, Dan and Kerry! I now know the magic word to never again use when pitching data visualizations 🙂

    • February 22, 2017 Reply

      Dan Shure

      Yeah definitely felt like we got an ‘insiders’ tip with that one 🙂

  • April 21, 2017 Reply


    This episode was awesome! I might give it another listen to integrate all the tips.

    My favorite: Include a # in the Subject Line of your Journo Outreach. So simple, but thinking about it, I like numbers too.

    • April 26, 2017 Reply

      Dan Shure

      Thanks Phil! Yes it’s crazy – but since I listen to every interview multiple times to make the show – it’s crazy how many things I miss the first few times, and still pick up tips on the 3rd+ listen

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