As we all know, we’re in the era of “content being king”. It might be one of the most overused phrases in the industry, but few would disagree about its effectiveness both for search engine rankings, and public relations as a whole.
The problem that many of us face isn’t necessarily creating great content; this is completely possible. Unfortunately, this is also only one hurdle of the whole journey and even if you have the best content in the world, if you don’t outreach it properly it will all be for nothing.
This is the reason this guide has been put together. Let’s now take a look at four steps you can take to ensure that your content gets into the right hands and is subsequently published.
Step #1 – Find similar content
First and foremost, you need something to base things off. Generally, your content will have some similarities with something else that’s already been published. It’s at this point that you need to find something which has already been shared and read aplenty; in other words, something that has already been proven to work.
The best advice is to collect several pieces that fall into this category, just so you have more to go out through the outreach process.
Step #2 – Find the person publishing this content
Next, it’s all about getting in touch with the person who has published this content. Sure, some sites might publish email addresses, but this is becoming less common. Instead, you might need to be a little more creative in your approach, with a free person lookup service being something that more and more outreach specialists are starting to tap into.
This will allow you to quickly ping the person’s name into the system, before being returned with all of the contact information (including phone number) that you could wish for.
Step #3 – Build the relationship
Of course, you’re not going to send a cold email asking for coverage. While this might work some of the time, it’s not a sustainable tactic.
Instead, it’s all about building a long-lasting relationship that can ensure that any future content you create is also considered by them. This might be arranging a chat, or simply following and reacting with their social media activity. In other words, they start to notice you.
Step #4 – Outreach
Now that you have built that relationship, it’s time to initiate outreach. This final part really does depend on the type of relationship you have built up with them. For example, if you are lucky enough to have gone as far as building a physical relationship, where you might meet in-person every so often, it goes without saying that it’s much easier.
If on the other hand it’s online-only, you have to pick your moment to give your content the best possible chance of falling in front of the right eyes.