how to build your thought leadership with bylined articles
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RACKSPACESEO VENDOR RFP | MAY 2015
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HOW TO BUILD YOUR THOUGHT LEADERSHIP WITH BYLINED ARTICLES
Presented by:Matthew Bryant &
Ashley Sherman
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Thought leadership defined
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Pitching & Promotion
Evaluation
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Thought leaders are...
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Opinion leaders
Influencers in their field of expertise
Trusted, respected
sources
Motivators with innovative ideas
Replicators of success
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Companies with socially engaged employees are 57% more likely
to have an increase in leads.
- Altimeter Group
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RESEARCH SHOWS: 60% of Top Articles are by a Guest Contributor
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85% of consumers seek out expert content on third-party
niche media outlets before making business decisions
- Nielsen Media Research
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Thought leadership defined
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Pitching & Promotion
Evaluation
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CHOOSE YOUR AUDIENCEIDENTIFY TOPICCONFIRM AUTHORCREATE AN OUTLINEPRODUCE ARTICLEGET APPROVAL
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CHOOSE YOUR AUDIENCE
Who are you trying to reach?
What are the top issues and pain points on their minds?
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IDENTIFY A TOPICWhich publications do they read to
get advice?=
How can you provide a new perspective on those topics for the
publications?
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CONFIRM AUTHORAre you the best person in the
organization for that topic?
If not, revisit your topic selection and focus on what aligns with your
expertise
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CREATE AN OUTLINE
Share New Advice
THAT WILL HELP YOUR
COMMUNITY with their problems and pain
points
Successful Articles Offer
A UNIQUE PERSPECTIVE ON THE INDUSTRY
Without a brand or product bias
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PRODUCE ARTICLE
Optimize a contributor opportunity by including a CTA to similar content
published by the brand that helps the reader progress through the
buyer’s journey
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GET APPROVAL
Your voice reflects on the brand
Ask for permission, not forgiveness
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Thought leadership defined
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Pitching & Promotion
Evaluation
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IDENTIFY ANGLES & VERTICALSBUILD MEDIA LISTDRAFT EMAIL PITCHMAKE OUTREACH QUALIFY RESPONSESCOMMIT TO PUBLICATIONAMPLIFY FOR AWARENESS
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IDENTIFY ANGLES & VERTICALS
Pitch Appeals to Journalist
Select Media Outlets
Topic Relevancy
Target Audience
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BUILD MEDIA LIST
Consider your angles and verticals
Consider media outlets relevant to your target
Build a list of 5-10 editors
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DRAFT EMAIL PITCH
Build an email pitch around the main angle
Keep it short and sweet – don’t overwhelm the contact
Tailor each pitch to relate directly to the journalist or blogger
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MAKE OUTREACH
To Start:Send email pitch to 3-5
contacts (expand if necessary)
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QUALIFY RESPONSES
Which outlets (if any) responded?
Which outlets are your “best case scenario?”
Do you need to expand your outreach?
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COMMIT TO PUBLICATION
Object Rocket Cofounder Contributes to The Next Web with a Unique Perspective
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Published Article
AMPLIFY FOR AWARENESSSocial Media
Email Marketing
Content Distribution
Native Social
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When You have Awesome Content
AMPLIFY FOR AWARENESS
Tweet with at least 2 relevant hashtags
Post in 2-3 LinkedIn Communities
Share in 1-2 relevant subreddits
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Thought leadership defined
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Pitching & Promotion
Evaluation
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WHAT WOULD YOU CHANGE NEXT TIME?
BACKLINKS
COMMENTS
METRICSSOCIAL SHARES
TRAFFIC
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Join us on Thursday, June 25 at 2 pm ESThttp://bitly.com/lead-acquisition
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QUESTIONS & ANSWERS
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