@KelseyLibert, @RyMcGonagill, www.Frac.tl презентация

Содержание

This is a story about a noise:value ratio that has gotten out of whack.

Слайд 1

@KelseyLibert, @RyMcGonagill, www.Frac.tl

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Слайд 2This is a story
about a noise:value ratio
that has gotten out of

whack.

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/Up2Gt


Слайд 3Editorial voices are outnumbered by public relations professionals by almost 5:1
http://frc.tl/1qc14fR

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 4


http://frc.tl/1mrxZgH

@KelseyLibert, @RyMcGonagill, www.Frac.tl

“Many [PR professionals] have a misunderstanding when it comes to the difference between advertorial and guest posts.” – Gigaom.com

“Too many submissions we get are clearly just pitches for a company, attempting to masquerade as thought pieces, a press release dressed as a guest post.” – TechCrunch.com

“Over time [guest blogging] has become a more and more spammy practice.”
– Matt Cutts


Слайд 5Our Research


@KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 6We interviewed over 500 writers, editors, and publishers.
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@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 7This Is Their Story


@KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 8
About how many stories do you write per day?

Image Credit: http://frc.tl/1xzC2fG
@KelseyLibert,

@RyMcGonagill, www.Frac.tl

Слайд 9

@KelseyLibert,@RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/TBxFBj


Слайд 10The majority of people you’re pitching only write ONE STORY per

day.


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Слайд 11
About how many pitches do you receive per day?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


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"300-plus. No joke!"
- Reuters.com

"Too many to count, seriously."
- HuffingtonPost.com

"Wow

- I have lost track.”
- USNews.com

"I mostly filter these or unsubscribe."
- Lifehacker.com

“It's CONSTANT! It's like they're rewarded for pitching, not for landing pitches...”
- PopularMechanics.com

“Dozens. I've started filtering them so they are automatically deleted.”
FundRaisingCoach.com

"Anywhere from 15 to 100 depending on the time of year."
TheCentsibleLife.com

"Dozens during a normal business day, hundreds during major conventions."
- DigitalProductionBuzz.com


Image Credit: http://frc.tl/1kf24uz @KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 13

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 14Although most writers publish one story per day, 44% of them

get pitched a minimum of TWENTY TIMES per day.

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/TByPNb


Слайд 15
How often do you write a story based on something that

was sent through a pitch?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


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@KelseyLibert, @RyMcGonagill, www.Frac.tl










Слайд 17Although writers are inundated with pitches, only 11% often write a

story based on content that was sent through a pitch.


@KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 18However, 45% said sometimes, so there is an opportunity for change.

Image Credit: http://frc.tl/1pdIwhX @KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 19Your Strategy Lesson

@KelseyLibert, @RyMcGonagill, www.Frac.tl



Слайд 20
Would you rather be pitched ideas that you can collaborate on

or get a finished asset?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


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@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 22STOP spamming writers with poorly matched assets. Instead, collaborate on mutually

beneficial ideas.


Image Credit: http://frc.tl/1n2EWCF @KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 23
What characteristics does the perfect piece of content possess?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


Слайд 24

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1rIug1F


Слайд 25
What types of content do you wish you saw more?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


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@KelseyLibert, @RyMcGonagill, www.Frac.tl

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Слайд 27Your Networking Lesson

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 28
How important is it for a person to establish a personal

connection with you before pitching content?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


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@KelseyLibert, @RyMcGonagill, www.Frac.tl




Слайд 3064% of writers think it is of some importance that you

establish a personal connection before pitching.


Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 31Use Twitter as a platform to socialize with your prospects weeks

prior to the pitch. Engage in blog posts.


Image Credit: http://frc.tl/1kLg9Vy @KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 32
Which of the following channels do you prefer to be pitched

on?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


Слайд 33

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@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 34
Put down your cell phone.
Stop spamming on social media.
Start

writing sincere emails
to the best-fit person
for your campaign.


Image Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 35
Use a CRM such as BuzzStream to manage your relationships.

Image

Credit: http://frc.tl/1myF4IG @KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 36Your Pitch Lesson

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 37
What time of day do you preferred to be pitched?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


Слайд 38What time of day do you want to be pitched?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 39Use a pre-scheduling tool to send your emails in the early

morning hours.


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Слайд 40
What email length do you prefer?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


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@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 42
88% of writers prefer a pitch be less than 200 words.

Check your word count before sending.


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Слайд 43
Do you open an email based on its subject line?

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@KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 44

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Слайд 45Test your subject lines in your inbox. What stands out? The

golden rule is 45-65 characters.

@KelseyLibert, @RyMcGonagill, www.Frac.tl


Слайд 46
Which of the following subject lines catches your attention the most?


@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


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Слайд 48
An overwhelming number said they want a subject line that is:

Direct
Concise
Descriptive
Includes keywords relevant to the writer’s beat


Image Credit: http://frc.tl/1oFpU8O @KelseyLibert, @RyMcGonagill, www.Frac.tl



Слайд 49
How likely are you to delete a pitch based on a

spelling/grammar error, regardless of the content’s quality?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


Слайд 50

@KelseyLibert, @RyMcGonagill, www.Frac.tl

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Слайд 51
Do you auto-delete pitches that contain certain words?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


Слайд 52

@KelseyLibert, @RyMcGonagill www.Frac.tl

Слайд 53
If you could give 1-3 points of feedback to people who

pitch to you, what would you say?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


Слайд 54Do your research.
Know the publication.
Be relevant.
Make it newsworthy.
Know my

beat.
Don’t use all caps.
Be personal.
Be concise.
Don’t cold call.
Does it fit my beat?
Use spellcheck.
No giant attachments.
Don’t pitch on social media.
Know my audience.
Avoid phony friendliness.
Get my name right.
Avoid the fluff.
Tailor your subject lines.
Die in a fire.

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/VTh6SP


Слайд 55Image Credit: http://frc.tl/1k5uTLo

@KelseyLibert, @RyMcGonagill, www.Frac.tl


“If I don't respond it's because I'm not interested. If I am interested, I will email you back.”

– NationalJournal.com


“1) Don't send multiple emails and follow-ups. 2) Don't follow up your email with a call.”

– Parents.com


“Do not call me 5 minutes later to follow up.”

– Geek.com

“Don't follow up so many times. If we're not interested, we're not interested.”

– OutOfThePastBlog.com

“Unless I contact you asking for more information, don't follow up 2 and 3 times asking if I'm going to write about the story you sent me.”

– TheGoodWineGuru.com



Слайд 56
What characteristics does the perfect piece of content possess?

@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1xzC2fG


Слайд 57Breaking news
Exclusive research
Emotional stories
Timeliness
Relevance
Data
New hook


A story
Interview opportunities
Data visualizations
Useful information
Innovative
Interesting analysis
Storytelling
Well-researched
Meets editorial mission
Original content
Solutions to problems
Engaging
Amusing
Useful insights
Humor
Unique angles
High-quality graphics


@KelseyLibert, @RyMcGonagill, www.Frac.tl

Image Credit: http://frc.tl/1zkwgzt


Слайд 58
Research by Kelsey Libert, www.Frac.tl
http://frac.tl/publisher-feedback/


Слайд 59Leverage The Science Behind Great Content.
Research by Kelsey Libert, www.Frac.tl


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