Welcome to part 3 of our content distribution series. If you haven't seen the first two parts yet, check them out here:
What good is content if no one sees it? None. Email outreach is a form of content distribution that can have a huge impact on how many people see your content. Outreach emails are a great way to build buzz around your content and see the number of people sharing and interacting with it boom.
Email outreach is a great tactic for content distribution. You get in touch with people (normally publishers, bloggers, and journalists) via email with the goal of them helping you distribute your content. You may have an existing piece of content that you can ask them to publish or backlink to, a content idea you would like to create for their audience, or you may wish to collaborate on a piece of content with them.
Outreach emails are important because they work. They help you with your content distribution. If your content gets published on a website with a huge volume of visitors, you will see an influx of visitors to your website (through backlinks in your content) and boost your brand awareness.
Even smaller publications are great to outreach to if they have a niche audience that will be highly interested in your brand.
When outreach emails work, they really work. One simple email can have a big effect on your content distribution efforts. However, there is an art to crafting an outreach email.
Publishers, journalists, bloggers, and anyone else you are outreaching to, will have multiple, if not hundreds of outreach emails sent to their inbox every day. Their spam folders will be full of them. And most of them will be bad, uninspiring, or even irritating.
To not end up in the spam folder, actually get a reply, and possibly start building a long-term relationship with the recipient, you need to craft a stand-out email. In this guide, we will teach you how to do just that. Let's get started.
The first step in writing a great outreach email is knowing who you will be sending it to. You don't need a personal relationship. However, you do need to do some basic research and figure out a bit about them.
How busy are they? Do they hold a decision-making role that means they will be constantly overwhelmed with tasks and appreciate a brief email that gets to the point?
Is your brand right for their audience? According to PR News, journalists believe that less than 25% of the pitches they receive are relevant to their audience. Take the time to research the journalist or website owner and make sure your content idea and brand are both relevant to their audience.
For example, most publications will have a media kit that is accessible online. This will provide you insights into their audience. In The Guardians media kit, you can see that the majority of their audience is male, and under 35. If you pitched a content idea that was aimed at females over 60, it would be clear to your email recipient you had done no research on their audience.
Personalisation is essential to any outreach email. It is what separates the spam from the pros. If your email looks like a generic template you have sent out to 100 people, your recipients will ignore it.
But how do you personalise an outreach email? There are a few ways you can do this. You can mention a piece of content the recipient has created that you particularly enjoyed. This shows you know who you are sending the email to.
You can also research their audience and show how your piece of content would be well received by them. Show you know what problems their audience are encountering and that you want to give value to them by sharing your content.
Name dropping is also an excellent idea. If you have a mutual contact, mentioning this person is a great way to break the ice. Or perhaps you both attended the same conference or another event that you can use to create an initial connection.
The person receiving your outreach email is probably very busy. They don't have time to read a lengthy email that rambles on.
Be specific and explain your idea concisely in a short email. You will get more responses this way.
A good trick is to use the inverted pyramid approach. Place the most important information at the top of the email and then go into more detail (while still keeping your email short) underneath.
Be clear about what you want from the recipient. Don’t send off a piece of content and sign off with “I’d love to know your thoughts.” You probably don't want to know their thoughts.
You want them to share this content on their social media. Or publish this post on their blog. Or link to this content in the next piece of content they publish.
At first, you might think that you are being rude. But these are busy people, and they appreciate honesty. They are not looking to play games, but rather get straight to the point.
See inspirations here:
Content distribution is a key part of your content marketing strategy. It also goes hand in hand with content curation. Having a handy content curation tool to help you out can save you a lot of time and frustration with your strategy. Streams is a powerful marketing tool that can help you find trending content in your niche. Try it out today by signing up for a 14 day free trial!