By: Shante Schroeder

Episode 010: High Level Outreach and Best Relationship Building Practices

February 19, 2015


    In this episode of 97th Floor Radio, Shante Schroeder speaks with 97th Floor digital marketers Jayme Jenkins and Jimmy Winskowski about high level outreach and connecting with high authority sites in all niches.

    You will learn:

    • Why outreach is important:
      • Brand mentions
      • SEO benefits high authority links that help with , search engine rankings, communicates credibility
      • Personal branding
    • Third party credibility is where it’s at in all dimensions – personally and professionally
    • End goal for outreach is to build enduring mutually beneficial relationships
    • How people get outreach wrong:
      • Mutually beneficial does not mean what you think it means
      • Overall quality, relevance and uniqueness of content
      • Spammy links
      • Too many topics within one post
      • Wrong mindset: one and done mentality, as in one transaction, without a long term strategy
      • Thinly veiled self-serving agenda and approach
      • Being unclear on what wants of the editor and audience
    • Overlooked opportunities for outreach and guest posting, including: OpenMX forum, Wired and Forbes
    • Tips for approaching:
      • Reach out as “the media” versus “a marketer”
      • Be patient; understand timelines
      • Subscribe to relevant threads via HARO
      • Follow AP writers on Twitter – they will publish requests
    • Tips for content pitches:
      • Understand type and delivery of headlines
      • Work with editors to create insightful, unique and timely content
      • Ask questions before pitching – do they want controversy? A review?
    • How to market with influencers, rather than to or through:
      • First comes the campaign: series-driven is preferred (e.g., Coolest Companies, 97th Floor Radio)
      • Co-create the content
      • Keep a communication’s perspective
      • Reimagine content, don’t just recycle
      • Deliver results-specific value statements
    • Connect with experts for insights, free of an agenda
    • How to make the Benjamin Franklin effect work for you
    • There’s no secret sauce to outreach
    • Be helpful:
      • Take an interest in their interests and needs
      • Take an interest in the industry and publication
      • Connect people
    • Invest in long term relationship building efforts but do not neglect the short term quick wins
    • Make it easy to participate; make the partnership mutually beneficial – obviously so.
    • Create compelling content to support the overall campaign and benefit everyone involved:
      • Do the research
      • Plan for placement
      • Compel action with a strong through-line narrative
    • Recreate what works and pivot away from what does not work
    • Questions to ask before you begin outreach:
      • What is my aspirational list of publications, influencers, etc.?
      • What are the various angels for outreach?
      • Can I tweak the experience to expand my opportunities for connecting with people, and then with the campaign and supporting content?
    • The ability to see the end goal and immediate details of a campaign strategy will produce the best case scenarios in terms of outreach.

    Links and Resources Mentioned:

    Google+ | LinkedIn | Facebook | Twitter | SlideShare

    Thank You For Listening!

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    Written by Shante Schroeder on February 19, 2015

    Shante is the Director of Marketing & Communications at 97th Floor.

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