how to get amazing coverage on the web for free
TRANSCRIPT
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HOW TO GET AMAZING COVERAGE ON THE WEB. FOR FREE.(some call it blog seeding other call it influencer campaigns)
Brought to you by
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Case studies
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4 It’s your turn
Going further
Getting coverage
Why blogs matter?
Common questions
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Why blogs matter?1
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What’s the thing in common between and blogs such as
,?
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What’s the thing in common between and blogs such as
,?
They last long.
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Web articles matter becauseThey last long.
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You know the long tail, right?*
http://www.wired.com/wired/archive/12.10/tail.html?pg=1&topic=tail&topic_set=* if not go & read:
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You know the long tail, right?*The same mechanics work with TIME.
http://www.wired.com/wired/archive/12.10/tail.html?pg=1&topic=tail&topic_set=* if not go & read:
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Let’s take an example. Would you rather get an article in Le Monde (print) OR in a nice blog?
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Hmm. It seems easy to answer.But let’s look at figures.
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Le Monde, around 300K diffusion.I don’t know any french blog having as many views.
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But don’t you forget something? Like the fact that...
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But don’t you forget something? Like the fact that...
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NEVER forgets.
But don’t you forget something? Like the fact that...
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300K visits is just 30x10K visitsYes. Le Monde is just like one month of any blog.
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Oh and by the way. Another difference.People will find you when they look for what you say.
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Getting coverage2
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Now comes the right question.How do you get blog coverage?
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You might just answerthe one true question. Why does a blogger blog?
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Some do it for fun. Some do it for money.Some do it for fame.Some do it for the sake of it.Some even do it to get laid.
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So just be very clear.Bloggers are content publishers.
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they want AMAZING CONTENT
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Do you want bloggers to love you?Give them AMAZING CONTENT
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What is AMAZING CONTENT?
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what their readers like.what Google likes.
AMAZING CONTENT is
Hey! Think about their clients.Figure out who read their site(and who would like to read your content)
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AMAZING CONTENT is
WHAT WE
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AMAZING CONTENT is
WHAT WE
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How do you give them AMAZING CONTENT?
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AMAZING CONTENT is contentthat’s loved by the readers.
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So first, spot good blogs via: Google.Top Wikio.Twitter & Facebook feeds.then? Blogrolls & passion.
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ThenLook at the «Most read» articles.(if there is no widget, look at the best ranked on Google)
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And grap the essenceof the blog’s editorial work and of it’s readers taste.(either adapt your angle/content or pass)
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NEVER send a mail that says«I read you blog and love what you write»
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NEVER send a mail that says«I read you blog and love what you write»
Bloggers just read «BlaBla».Like the last 200 mails.
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NEVER send THE SAME mail to every bloggers.
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NEVER send THE SAME mail to every bloggers. Journalists have to fill their paper. Bloggers don’t. They just want exclusive AMAZING CONTENT.
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NEVER call your file PRESS RELEASE.
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NEVER call your file PRESS RELEASE.And stop attaching 20 files. Make a choice.If you have 100 photos, attach 1, max 4 and put a link.
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You want them to LOVE you?
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You want them to LOVE you?Check the trends on Google, propose some titles, some funny stories, intro, facts, figures.
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You want them to LOVE you?Check the trends on Google, propose some titles, some funny stories, intro, facts, figures.
MAKE THEIR JOB SUPER EASY.
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Creating AMAZING CONTENT is YOUR mission.
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So select the blogs that really resonate with you
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And do as if you were the blogger itself. «Give me something I care of and that my readers will love. And don’t make me work too much I do it on my spare time.»
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And think of the paper as if you were reader. «Please. Tell me good stories. Make me smarter. Make me laugh. Challenge my beliefs.»
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And btw.. if you have a website,make the story super easy to write.Launch a page gathering the the logo, tagline, company info (with different lenghts) and the story of the CEO. Scoop.it is the perfect exemple.
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Common questions3
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1. Can I know how many visitors they got?
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No. You can’t know precisely how much visitors they got.
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But here is a jedi trick. Look at a recent article (less than a week), you can estimate the visitors with one of these formula :
nb of Twitter share*10nb of (Twitter Share+Facebook Like)*5 - the latter if there are more Facebook Like than Twitter share)
(it often works)
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2. What metrics really matter?
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We are all in a battle for attention. The champions fight also for engagement and sense of belonging.
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So here are the 4 metrics I love.
My n°1 is: nb of views*time on the pageMy n°2 is: nb of shares/LikeMy n°3 is: nb of signups/total trafic - (either email collections or downloads, or account creations)My n°4 is: email clicktrough (%) - (the bigger the base the harder to be high)
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3. How do you get TONS of articles?
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Make personal connections. And care. Don’t be here just when you need them.
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Connect them with AMAZING CONTENT creator. Speak about them. Invite them when you don’t need them.
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And of course...Create AMAZING CONTENT yourself.
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Case studies3
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Case studiesWhat they hate and what they love
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one of the leading blog covering french startups.. in french
one of the leading blog covering french startups.. in english
By Louis Carle
By Liam Boogar
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The NOT todo list:
not-targeted infos
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pictures inside the body of the mail
crappy subject (eg «talk about us»)
By Louis Carle
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The todo list:
information attached, in PDF, with a nice design and working hypertexts
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customize email
medias attached (.zip)
4 private access
5 direct contactBy Louis Carle
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Five Ways to get on my shit list
By Liam Boogar
We write in English. N’écris pas en français.
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I keep running list of bad startup names. Don’t make that list.
“Here’s a recent article of us on another blog“. Bad idea.
4 No good startup was ever pitched to a blogger in 140 characters. You won’t be the exception.
5 Press release are attachments, not emails. Also I only read them after I decide to write about you, not in order to decide.
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Five Ways to get my Attention
Be ready for Press. If you’re not sure what this means, you’re not ready.
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Short email. “Hi. We do X. Want to learn more??“
Get an intro from someone we’ve written about. I like all the people I’ve written about.
4 Ask me to lunch/coffee – I do that every day, so you know I’ll be free in the next week.
5 Tell me why Rude Baguette should write about you ( “we’re French” is not a good enough answer)
By Liam Boogar
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4 It’s your turn
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Find blogs you love (2-5 max)
Find their most successful posts
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4 Draft a post & mail for you favourite blog
Estimate the traffic & the engagement3
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Going further5
http://www.fourhourworkweek.com/blog/2012/07/18/ryan-holiday/
www.fourhourworkweek.com/blog/2012/12/18/hacking-kickstarter-how-to-raise-100000-in-10-days-includes-successful-templates-e-mails-etc/
http://fr.slideshare.net/U2U/livre-blanc-erp-blogueurs
Willy Braun General Manager of France Digitale, great association of VCs & tech entrepreneursFeel free to drop me a mail: [email protected] my posts: www.brocooli.com (subscribe to the newsletter!)
My book: