Blogger outreach - how to be amazing at it (like, really amazing)

Blogger outreach - how to be amazing at it (like, really amazing)

A while ago (okay, last year) we showed you how to use Google advanced search operators to find link building opportunities. If you followed our paint-by-numbers advice you probably ended up with a long list of potential blogs to approach. Yay.
 
Next step: blogger outreach. After doing your due diligence (i.e. making sure their domain authority (DA) is respectable and that they offer followed links) you set about contacting them to find out if they’d be interested in publishing an article you’ve written.
 
Radio silence.
 
Don’t feel bad. You’re not the first person to have your pitch disappear into the online Bermuda Triangle (otherwise known as a blogger’s trash can).
 
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Bloggers can be a snooty snippy up their own tricky bunch, but understandably so, as they’re constantly inundated with requests for media coverage, editorial placements and guest posts (i.e. link building opportunities).
 
Think about it from their perspective. At any given point, they probably have dozens (hundreds even, depending on how popular their site is) of blogger outreach emails in their inbox. You need to make sure yours stands out in this sea of sameness. Here’s how.
 
Step 1: Write an attention-grabbing headline that’s also helpful.
 
This is easier than you think. Break you headline into two parts. First tell the blogger what sort of email it is you’re sending e.g. Pitch, story idea, interview request, etc.
 
Pro tip: Write this part of the subject line in all caps.
 
The second half of the subject line is where you flex your creative muscles and sell your story in one line. Make it catchy, but whatever you do, don’t try to be clever. This is not the place for word play.
 
Pro tip: Don’t try to be clever.
 
It should look something like this:
 
PITCH: 12 classic website mistakes (and how to avoid them)
 
Step 2: Write a pithy, to the point message that explains the gist of your idea, along with what you’ll include and a proposed deadline for the first draft.
 
Skip the pleasantries. If you haven’t emailed the journalist before don’t start with “How are you?” or “How are things?”.
 
It’s annoying and unnecessary. Just get right to the point. (It’s not rude, I promise you.)
 
Don’t kick off your blogger outreach email with a lengthy blurb about you and your company either. Weirdly enough, the blogger isn’t interested. The only thing they care about (maybe) is your story idea.
 
So…
 
Hi Sue,
 
I’d like to pitch an idea for [Start-ups Rock]. The piece I had in mind is:
 
12 classic website mistakes (and how to avoid them)
 
You’ve turned your killer idea into a killer start-up. Now it needs a killer website. Your branding is sorted, you have some design examples you like, and your cousin, as it turns out, is a freelance web designer. Sweet.
 
Not so fast. Commissioning a new site might seem like a straightforward process, but there are numerous ways it can go awry.
 
From not knowing your audience, failing to set clear goals and skimping on copywriting, these are just some of the ways you could trip yourself up when creating that new website.
 
Along with expanding on each of the 12 points, I will also include tips to avoid making any of those classic website mistakes.
 
Do you think your readers would be interested in reading more about this?
 
Kind regards,
Luke
 
Remember, with their busier than average inboxes, popular bloggers have neither the time nor the inclination to wade through superfluous fluff to get to the point you’re trying to make. Respect their time and you’ll have a far better chance of getting their attention.
 
That’s it, now go and be amazing at blogger outreach. Go on, off you go. No really, bugger off.
 
If you can’t pitch your way out of a paper bag (you probably have other useful skills), give us a shout – we’re great at media liaison (and lots of other things too).

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