Content Promotion and Blogger Outreach

Lucy Stewart Company News, Tips & Advice 1 Comment

Last week I attended the Content Marketing Show in London – put together by Site Visibility, organisers of the fantastic BrightonSEO conference. Thanks for the last minute ticket guys!

My favourite talk of the day was from Paul May at Buzzstream titled ‘Advanced Content Promotion Strategies and Tactics’.

Here is my round-up of his top tips.

My Notes from Paul May’s talk at The Content Marketing Show 2013

Content Promotion needs time and effort

If you’re hoping to hit the ‘publish’ button and see the hits fly in and the links spread like wildfire then, sadly, you are in for disappointment. We can hope, but it’s not completely realistic!  As Paul’s slide demonstrates, below…

Paul May Slide

Photo by Stacey Cavanagh.

However, for the average Joe you’ll need to invest time and effort into your content promotion strategy. Paul May recommends that if you were to spend 40 hours creating piece of content you should spend 40 hours promoting it.Unless you are a blogging superstar – someone like Rand Fishkin, for example, you’re unlikely to achieve instant success at the click of a button. Also, if you have a huge budget, a well-established brand and loads of time on your hands then you’re more likely to succeed.

Out with the old, in with the new


This old outreach model doesn’t work. Paul May suggests a new system for outreach which is more personalised and targeted but involves a little more hard work.

The first part of his process is to research your market.


Segment your list using “chunking”

A great tip to identify which bloggers you should approach is to think about the adjacent markets to your content subject.

Paul May uses his “chunking” technique to do this.

Here’s a replication of what I scribbled in my note pad.

Chunking Updated

Make a list of these adjacent markets and use them to find relevant bloggers. Paul also suggests that you use Google Trends to help you identify these segments.


Another tool he uses is the Library of Congress / Dewey Decimal Classifications which breaks categories into their sub-topics.

Using these specific segments will help you to create a more personalised approach dependent on their category. You’ll be able to tailor appropriate messages to these people without being way off the mark in your communications.

Prioritising your outreach

Now you can prioritise your outreach further by categorising your contacts into either Primary, Secondary or Tertiary groups.

Paul recommends that you do this by identifying the most important links. You can do this by asking yourself which of these sectors they fall into;

1.      Harvesting – link reclamation / unlinked mentions. Easy to achieve.

2.       Resource pages / broken links – people who link to something similar but haven’t linked to you. A bit harder to achieve.

3.       Big content prospects – These will be the links you want most! These will most likely be the leads which don’t know anything about you/your product so you will have to spend time and effort planning your outreach.


Build Relationships

Interact with your list

Don’t forget that the process should start with research and lead onto interaction before you send your first email.

Paul May stresses the importance of building relationships prior to your outreach. Ideally, you want to give something before you ask for something.

You could interact with them on Twitter or post some positive comments on their blog as a starting point.


Executing a Great Outreach Email

Always remember to ask yourself;

Why is it valuable to them?

The perfect outreach email should be:

  • Personalised
  • Persuasive
  • Include a call to action

Instead of saying “Could you link to me please?” you can ask “Do you think this is something you could share with your readers?”

Here are the slide’s to Paul May’s presentation.

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