As anyone who is involved in the industry will testify, there has been an immense change in the way in which organizations approach SEO. Several years ago, to an extent at least, there was a heavy emphasis on buying links. While this still goes on, and some companies benefit greatly, others are more cautious and are therefore turning to more “white hat” methods.
The most proven white hat method in the book is to devise content pieces, before outreaching to respected publications. Of course, initiating a people search to find the journalist in charge of these publications is easier said than done. This is the reason we have pieced together today’s post, as we take a look at some of the best ways to make sure your link building campaigns get covered accordingly.
The art of finding content to write about
The first stage of this process is to find existing content that is suitable for your organization. Of course, this can’t be any old content, it must have performed successfully (in other words, it has accumulated a lot of backlinks).
By identifying content pieces of this ilk, you already know what is received well in the eyes of journalists. It’s at this point in which you need to ask yourself how you can make the content better, or how you can tweak it slightly so it isn’t just seen as a duplicate of the original piece. For example, if the content piece was the “top ten blue widgets”, producing something for the “top ten red widgets” is likely to perform well as well. This is of course a very basic example, but hopefully the philosophy is understood.
Next, produce it
The next step is the simplest one of all, at least in relation to explaining it. Now that you have your content piece in mind, you need to produce it. If it’s along the lines of a “top ten” list, it goes without saying that this is a very quick step. However, for anything that involves any form of interaction, things suddenly start to take a bit longer. Of course, the more complicated a campaign is, the better chance it has for success.
Finally, outreach to your heart’s content
The final stage is arguably the most difficult. Now that you have thought of your content, and ultimately created it, it’s time to get it out to the right people.
This is where a people search service can help you no-end. After all, while some publications will publish contact information for their journalists, more and more are working on a freelance basis and this means that they don’t have a permanent contact address.
Of course, if they do have an email published, your job is made all the more easier. Once you have this information, it’s time to carve an outreach email that tells them exactly why they should be publishing your piece. Usually, this will involve referencing the initial piece – and why your content is even better.