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@KelseyLibert, @RyMcGonagill, www.Frac.tl презентация
Содержание
- 2. This is a story about a noise:value
- 3. Editorial voices are outnumbered by public relations
- 4. http://frc.tl/1mrxZgH
- 5. Our Research
- 6. We interviewed over 500 writers, editors, and
- 7. This Is Their Story
- 8. About how many stories do you
- 10. The majority of people you’re pitching only
- 11. About how many pitches do you
- 12. "300-plus. No joke!" - Reuters.com
- 14. Although most writers publish one story per
- 15. How often do you write a
- 17. Although writers are inundated with pitches, only
- 18. However, 45% said sometimes, so there is
- 19. Your Strategy Lesson
- 20. Would you rather be pitched ideas
- 21. Image Credit: http://frc.tl/SIrBGl
- 22. STOP spamming writers with poorly matched assets.
- 23. What characteristics does the perfect piece
- 25. What types of content do you
- 27. Your Networking Lesson
- 28. How important is it for a
- 30. 64% of writers think it is of
- 31. Use Twitter as a platform to socialize
- 32. Which of the following channels do
- 33. Image Credit: http://frc.tl/1o6SCSr
- 34. Put down your cell phone.
- 35. Use a CRM such as BuzzStream
- 36. Your Pitch Lesson
- 37. What time of day do you
- 38. What time of day do you want
- 39. Use a pre-scheduling tool to send your
- 40. What email length do you prefer?
- 42. 88% of writers prefer a pitch
- 43. Do you open an email based
- 45. Test your subject lines in your inbox.
- 46. Which of the following subject lines
- 48. An overwhelming number said they want
- 49. How likely are you to delete
- 51. Do you auto-delete pitches that contain
- 53. If you could give 1-3 points
- 54. Do your research. Know the publication.
- 55. Image Credit: http://frc.tl/1k5uTLo
- 56. What characteristics does the perfect piece
- 57. Breaking news Exclusive research Emotional
- 58. Research by Kelsey Libert, www.Frac.tl http://frac.tl/publisher-feedback/
- 59. Leverage The Science Behind Great Content. Research by Kelsey Libert, www.Frac.tl
This is a story about a noise:value ratio that has gotten out of whack.
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 6We interviewed over 500 writers, editors, and publishers.
Image Credit: http://frc.tl/1pXwPw9
@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 10The majority of people you’re pitching only write ONE STORY per
day.
Image Credit: http://frc.tl/1n2DRL4 @KelseyLibert, @RyMcGonagill, www.Frac.tl
Слайд 11
About how many pitches do you receive per day?
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/1xzC2fG
Слайд 12
"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
- 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 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
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 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
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 25
What types of content do you wish you saw more?
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/1xzC2fG
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
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 34
Put down your cell phone.
Stop spamming on social media.
Start
writing sincere emails
to the best-fit person
for your campaign.
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 37
What time of day do you preferred to be pitched?
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/1xzC2fG
Слайд 39Use a pre-scheduling tool to send your emails in the early
morning hours.
Image Credit: http://frc.tl/1nuKeso @KelseyLibert, @RyMcGonagill, www.Frac.tl
Слайд 40
What email length do you prefer?
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/1xzC2fG
Слайд 42
88% of writers prefer a pitch be less than 200 words.
Check your word count before sending.
Image Credit: http://frc.tl/1uNnHds @KelseyLibert, @RyMcGonagill, www.Frac.tl
Слайд 43
Do you open an email based on its subject line?
Image Credit:
http://frc.tl/1xzC2fG
@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
Слайд 48
An overwhelming number said they want a subject line that is:
Direct
Concise
Descriptive
Includes keywords relevant to the writer’s beat
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
Image Credit: http://www.pinterest.com/pin/75364993733755783/
Слайд 51
Do you auto-delete pitches that contain certain words?
@KelseyLibert, @RyMcGonagill, www.Frac.tl
Image Credit: http://frc.tl/1xzC2fG
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.
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
