cleverly timing your content marketing to build brand authority- smx advanced 2014 by purna virji

• Director of Communications at Petplan Pet Insurance

• A decade in inbound marketing

• Search Engine Watch Columnist

• Speaker at SMX, eTail, Temple University, Moz Meetup Philly

• Cat-owning dog person

1. Media-Worthy Content: How to Find Content that Gets Media Coverage

2. Getting Media Attention: How to Set-up Your Pitch For Success

3. Pawesome Pitches: How to Effectively Execute Your Pitches

More coverage in SERPs

BENEFITS

High Quality Links Goodwill

Brand Authority Awareness

MEDIA COVERAGE

for EXISTING CONTENT

Pitch in time for“National _____ Day”

• Pitch: National Adopt a Shelter Pet Day on April 30th

What’s relevant to your industry?

How has it been covered before?

Add a new & improved spin

Showcase popularity of your relevant postings

MEDIA COVERAGE

for EXISTING CONTENT

Lesser-known Facts or Answers to FAQs

• Pitch: Lesser-known Poisons for Pets

• Sourced content from popular blog post from 2012

• Timely use on Pinterest:

• What are common FAQs?

• What’s lesser-known or often misunderstood?

• Which related posts have proved very popular?

• Showcase popularity of your relevant postings

MEDIA COVERAGE

for EXISTING CONTENT

Seasonal, TimelyContent

– Common stories:• Travel• Fitness• Weather-Related

Health & Safety

– Picked most popular past content to pitch

Summer-Related Content

TRAVEL

FITNESS

Image Credit: http://vetoogi.com/?p=128

Image Credit: http://vetoogi.com/?p=128

Image Credit: http://vetoogi.com/?p=128

WEATHER-RELATEDHEALTH & SAFETY

What industry-related stories commonly run at different times of the year?

What broader topics could you piggy-back on?Trending:

http://whatstrending.com/http://www.google.com/trends/

Take related posts and spin angles.

Ideal People to Lend a Helping Paw:

Community Manager

SEO Outreach Coordinator

Writers

Do homework first

Start Local

• Use Graph Search to Build Media Lists

Run ads a week or two before pitching

Ask for Introductions

Aim to Get TOMA Helps Foreshadow Pitch

Find relevant journalists

Send InMail on LinkedIn

– Dmitry Davydov, CMO at Bitrix24Source: http://medialeaders.com/public-relations-tips-brands/

Be Brief

Personalize

Compliment

Add Value

Follow

Understand

Engage

Contribute

Goal: Recognized Name

When?

Every Tweet Ever:

Export Content

Remove common words

Form word clouds to find themes

Voila!

Source: http://meme-lol.com/funny/got-mail-10-years-ago-vs-now/

For biggest names only

In addition to e-pitches

Add:

Photos

Past Coverage Details

Press Release

Bios and Fact Sheets

Personalize

Emphasize value

First few sentences

Short and sweet

Be creative

Build relationship

Lead time

Alternate angles

Relevant sources

No social media

Thank you

Share & Promote

Be available

Offer first-look

Keep up social media

Continue to share

Goal: go-to source

– http://nationaldaycalendar.com– http://whatstrending.com/– http://www.google.com/trends/

Seek timely media opps

Build (and foster!) a rapport

Make pitches pawesome

Enjoy more yoga – dog, cat or human

Image Credit: http://www.yogacatz.com/

Image Credit: http://www.yogacatz.com/

@purnavirji

http://linkedin.com/in/purnavirji

http://www.slideshare.net/purnavirji

http://searchenginewatch.com/author/2499/purna-virji

Image Credit: www.yogadogz.com