Implement your inbound content strategy:
So now that you have outlined the editorial strategy and you know what you are going to post about, I’m going to teach you how to have the best results for when this content is posted to your blog. Some people call this SEO, but the best way to think of it is “content”, because you really are writing for humans rather than machines, but the goal is to get people to organically discover your content. When you think of headlines and headlands throughout your article, it’s important to focus on your main keywords. And the content strategy is only “turned on” when people who find you have a way of contacting you. The first keys are to create a Facebook pixel and Google Adwords tracking code and to put that script into the header of your blogs (if how to do that part isn’t ovious, look for a part of your website for “header code injection” or “advanced add code to the header” - once you have a google adwords account and a Facebook ads account set up, it will be simpel to ge the tracking scripts from them. The reason you put this in is so that anyone who visits your blog and doesn’t enter their email can still be targeted with a paid ad down the line, and its much more cost effective to market to someone who has found you before, so we like to make sure to add tracking to our posts to make remarking and retargeting easier down the line. Next, you want to have a clear and easy opt in. We recommend signing up for convert kit, or sum o me , and to get their opt inpopups and inline signup forms all over your blog. Thinnk of a giveaway to incentive someone to sign up : If it’s a product, you can have someone enter their email to for a chance to win a free unit. It it’s a non-profit, maybe you write a short ebook about your focus - either give someone a free download or a chance to win, or insights that they really want, or a coupon for money off when they sign up, and that should increase the number of people that fill out the opt-in forms on your blog.
Okay, now that the nuts and bolts of your lead generation system are set, lets talk about the posts themselves. Use the free trial of hubspot to research your keywords. Sometimes it’s nice to view articles that your competitors are writing and to generate a cloud of the most frequent terms to get keyword ideas. Create a huge list of all the keyword phrases that you think are ideal, and now import them into the hubspot tool to rank them. Look for lower competition and high search frequency keywords. Ultipmately, you will choose a list of 50 or so keywords that you want to target for defining your project. Now, in each of your articles, make sure to mention each of those keywords and keyword phrases at least twice, and choose five keywords to use outlinking for : highlight the text and link it out to another article on the web that is relavent - don’t link to your competitors per se, but generally you can search for that keyword phrase and find a non-competitive news article about it that is relavent to you post. If you have five keyword phrases linked out to other relevant content, google will see that you are being a good neighbor. next, do internal linking and choose five keyword phrases to also select and link to other content on your site, other articles, your main landing page, etc.
What I just share is a compile content strategy for writing searchable content - having high frequency throghout all you articles of important keywords, and using inbound and outbound links. This should make your blog posts more discoverable from organic search.
The two other things that affect organic discovery are backlinks and page speed. Talk to your web developer and try to improve the load time of your posts (you can use the MX speed tester to get the details on what is slowing your page down), and also use the sum o me places to post article to place links to your blog - focus on linking your blog post on social media, and in a variety of communities. Duplicate and Syndicate your post on a place like medium and on wordpress.com, and link back to the original article. If you can get ten links out there on the internet posting back to you blog post, then you have the final key in organic discovery.
This strategy should help you gain actual audience and visitors from your articles. If you write two articles like this per week, it will generate significan traffic over a series of a few months, and you’ll have an organic way of supporting your audience to discover you.
Find and Talk to Bloggers, score articles
Now that you’ve got your story lined up, your landing page is ready, and your website and social media are overflowing with great content, it’s time to invite bloggers to check you out and to ask for their support. I’ve included some links in this lesson for where to find bloggers and how to email them. If you have a lot of bloggers you are going to be communicating with, consider putting their contact into into a spreadsheet, and using the direct-mail program like mix max, serialmailer, or easy mail merge for outlook to pitch them all at once.
But how do you get their contact info? Well, many time’s it is a manual process : use a blog search engine, find people you like, and take note of the submissions emails and or the contact page. Another thing you can do is hire someone on Upwork to do the research for you. Look for verified lead generation and hire someone for a few dollars per hour to do the research and export email leads for you. For a successful press campaign, you may want to get a list of 500 or more blog prosptects to send to.
What do you say? Well, we’ve outlined the approach in the email - the basic idea is that you want to be brief and focus on the benefits of your project with how that relates to their audience. Finally, being human and making it clear that you’ve actually read and relate to their content is a big win.
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A higher touch way to do it is to follow them on twitter 3 weeks before you pitch them (and use the audience tool to find them in the first place), and like and between their posts - be an active member with them. @mention them with a few articles you think they might like. Then write to them with your twitter handle in your signature and they may recognize you are one of their subscribers, which is huge. Send a check-in email three days after your first message if you don’t hear anything.
There are two more ways that we’ve seen work - the first is samples: if you have a sample of what you are creating, you can offer to send it to the blogger, or if they are local, to bring it by for a demo.
Finally, you can make personalized videos for bloggers you really care about - Hey rick, I just wanted to connect and share something with you because I love your blog “name their blog”, here’s the idea. If they see that you’ve invested a lot in communicating to them they will be more willing to communicate with you.
Finally, in all your communications, be clear that you are “under embargo” the project is not live yet, and you are looking for press on your launch day. Set out a specific date for when the article can go live. If they write back, they may ask about additional incentives. You can decide if you’d be willing to give them a 20% cut of pledges that they drive - just tell them that you can get them a custom trackable link. Avoid bloggers that ask for a flat rate payment for articles - these generally cost more than the links would bring in, and a % incentive agreement is better because you only pay if there are results.
I hope this helps you have and idea for where to finda and how to pitch bloggers. This is definitely a higher risk part of crowdfunding, because who knows if you will get articles. If you are a larger scale, and want recommendations for PR firms to represent you, They tend to cost bewteen 4-7 thousand dollars for professional press representation. just write to me and I’d be happy to introduce you to some well regarded people. Be suspicious of any PR deal that cost less than $2000, it’s usually bogus.