Media outreach and content marketing
This last week, my boss asked me to find out more about media outreach and content marketing. This is great because I am actually fairly good at media outreach and content marketing. So, I sent her the following email below and after writing the letter, I thought I would share it here because it provides strategies and examples of media outreach and content marketing.
Letter to my Boss
I am writing to tell you more about publishing on websites and what I did previously at my old job. At Digital Jungle, I was responsible for reaching out to sites relevant to Digital Jungle and posting articles about marketing in China. This project required me to introduce DJ and work with editors to create content useful to their site and audience. I was responsible for maintaining strong working relationships with editors and website managers. These relationships allowed DJ to consistently write and post articles on news sites and marketing sites.
Here is a list of sites that we were able to write and publish articles on for free:
|Site Name||Link or explanation|
|IDG Connect Marketers|
|Digital In The Round|
|Learn Chinese Business (LCB)|
|International Airport Review|
|University World News|
|Lean Back 2.0|
During my time at DJ, I found that it is not easy, but it is possible to get articles posted on websites for free. The key is to reach out to the editor and find out what kind of articles would be useful for their site. I found there are two main strategies that can be used to promote a company using this technique.
First Strategy – Media outreach and Content marketing
The First strategy is to write many short (500 -1,000 words), but interesting articles that are easy to read and provide useful information. This strategy will allow you to post many articles on many sites increasing your brand awareness. The major drawback with this strategy is because you are writing many articles; you have less time to provide in-depth and strong analytical articles. This can make it harder to get articles posted because they have less value to the sites and audiences. We used this strategy at DJ and we were able to write about 2-3 articles per-week. We were also able to get one or two articles posted per-week. In the example above, you can see 18 articles were posted over roughly a 12-week period.
Second Strategy – Media outreach and Content marketing
The Second strategy is to write very in-depth articles that are based on facts and are more likely to be featured in magazines or journals. The last link in the table above is to the table of contents for the Journal of Digital and Social Media Marketers. On the table of contents you can see the 5th article by the CEO of Digital Jungle. I was responsible for reaching out and setting up this publication.
The biggest drawback with this strategy is that it takes more time and effort. The article that was submitted and published was over 3,500 words. This type of article also requires more review, because many of the subscribers pay for these journals, which means the editor is more concerned about what is published. In 3 months at DJ, I was only able to get one of these articles setup and published.
Final Thoughts – Media outreach and Content marketing examples
Both strategies are valuable and I believe running a campaign that mixes both is most beneficial but clear goals must be defined before starting a campaign. These are the basics for running a media outreach and content marketing strategy. Below is a list of sites that allow for free publication that we could start to use and see the response rate to our content.
|Oil Pro (Oilpro.com)||Oil Pro is a social media site for oil professionals that allows member to publish articles for free.|
|LinkedIn (linkedin.com)||LinkedIn is a social media site for professionals that allows members to publish articles for free.|
|SlideShare (slideshare.net)||SlideShare is a PowerPoint hosting site. Many agencies are using SlideShare to create interesting ppts that share information about their work and company.|