Outbound content marketing is among the cheapest and most effective ways of spreading the word about your brand.
If you want to invest in this kind of marketing, it is important to acquaint yourself with the key pillars and how leading digital marketers are exploiting it.
Building relationships through blogger outreach campaigns and trying to generate clicks from their websites is a rewarding but massively overlooked content marketing technique. It involves writing rich content mentioning your product or service and sending it to bloggers to post it in their blogs.
No blogger would say no to relevant well-crafted content, and you are not losing by not publishing the beautiful piece on your website instead. If anything, you are gaining more as you get the chance to attract new visitors to your website.
The most taxing part is creating quality content that other bloggers would want to add to their blog. Use the following steps to have a nodding acquaintance with the basics of blogger outreach.
Finding bloggers to link with and send your content is a crucial step in any successful outbound content marketing strategy. If your niche is “fashion trends,” you don’t want to send your content to a blog that specializes in travel and tourism.
The article would most likely be rejected and land you in the blogger’s blacklist. More to the point, this is not the right place to meet people interested in your service, which makes it a waste of time even if the article is approved.
These tips will help you find the right bloggers to share your content with:
- Find blogs with similar articles. This is obvious, and it goes a long way towards prompting bloggers to accept your content and even check out your blog. You only need to research keywords related to your topic, search them on Google and check out the articles that pop up in the results. If your content is time-sensitive, filter the results down with the “Tools” functionality on the navigation bar at the top of the page.
- Consider prioritizing websites that have never linked to yours before. This is because placing your content in the same old blogs is only likely to connect you with users who already know about your website and product.
- Look up blogs that are linked to articles on the same topic. This is understandably a tougher task, but it pays as long as you are willing to do the dirty work.
The procedure for this is similar to the one outlined above only that in this you need to click on the article and check out the websites that linked to it. There are several content research tools out there that can help you identify the referring domains of a blog post.
Focus on newer posts
Since newer articles are likely to rank higher on Google than old posts, it is important to keep track of new blog posts that mention keywords related to your content. Tools such as Google Alerts will alert you every time such an article is published.
Read the most related articles and decide if it is worthwhile reaching out to the blogger and showing them your content.
Don’t be too obvious with your objectives
The primary objective of blogger outreach is to build links from third party websites. Andy Hughes, CMO at PBNPilot says “The blogger you are trying to reach knows this, but they can find it irritating if you are too obvious about it in your email.
Your aim should be to get the blogger genuinely attracted to your content and willing to check out your website”. With great content, you are sure to maintain a good relationship with the blogger even if your outreach fails.
Choose your outreach method
Social media platforms and personal emails are probably the three most effective ways to outreach.
Read on to identify the most suitable method for you:
• Personal Emails
Emails are an opportunity to reach several bloggers without wasting too much time. You can use one of the many automation tools available online or just go about the procedure manually, depending on the size of your list of contacts.
The catch in this is that not many bloggers fancy being treated this way. Use of newsletters shows you are not interested in their particular blog and are just trying to identify and connect with any blog in your niche that meets your requirements. It can have you losing the more serious bloggers, who are precisely the people you are looking for.
Avoid outreach templates and formal phrases such as “I checked your blog and liked it.” Make it more personalized and ensure no one guesses it is a newsletter. Some newsletter automation tools allow you to add something personal, such as a mention of the blog and the article you particularly liked, before sending the letters.
Writing emails to tens of bloggers separately is a tedious task, but it can prove rewarding if the right bloggers are targeted and the right language used.
Analyze specific blogs before writing emails to ensure your proposals are personalized. Mention specific articles and point out aspects you agree or disagree with if necessary. Be polite, simple and precise and add jokes where necessary.
• Social media platforms
Social media platforms are perfect for connections. LinkedIn, Twitter and Facebook are perhaps the best if you want to find all the bloggers you know in one place. Avoid sounding like a marketer or salesman when inviting them to connect with you.
Get to know them first, find common ground, share your experience and let them know why you have chosen to connect with them.
Building a successful blogger outreach strategy is no child’s play, but that should not hinder you from trying out this highly-rewarding content marketing approach.
Remember, bloggers out there are trying to cram their websites with as many new articles as possible, so it is very unlikely that they will reject content they find attractive and relevant. Take your time to scrutinize your target blogs and pitch them with content they simply can’t say no to.