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  • Scott

    I’d like to hear more about outreach to influencers.

  • http://www.downtownecommerce.com Downtown Ecommerce Partners

    influencers amigo. influencers!

  • http://twitter.com/JRecomendes Joe Recomendes

    Influencers, please!

  • http://twitter.com/ahilliardm Annalisa M. Hilliard

    Hey Ryan,

    Thanks for the post, I loved “Le Chad!”

    I agree with your approach when it comes to separating the mid-level bloggers from the influencers. It makes sense to scale the approach in order to be able to send more inquiries in less time.

    However, as the only Link Strategist at a smaller agency I often have a hard time figuring out the logistics of larger scale strategies. For instance, if I am offering great piece content I’ll have to write it prior to my outreach. Do I find prospects that would be a relevant match for my content and then send my e-mail?

    That way if I have several pieces of content on deck, I can meet the responses from bloggers that are interested. The only thing I wonder about is spending time creating content (researched and specific to a blog) and not getting a response.

    Any thoughts?

  • http://twitter.com/ahilliardm Annalisa M. Hilliard

    Hey Ryan,

    Thanks for the post, I loved “Le Chad!”

    I agree with your approach when it comes to separating the mid-level
    bloggers from the influencers. It makes sense to scale the approach in
    order to be able to send more inquiries in less time.

    However, as the only Link Strategist at a smaller agency I often have
    a hard time figuring out the logistics of larger scale strategies because I can’t deliver 5-10 pieces of content per week (on top of doing the research and outreach).

    So to make the most of my time do you think I should write content prior to my outreach. Then, find prospects that would be a relevant match
    for my content and send my e-mail?

    That way if I have several pieces of content on deck, I can meet the demand for bloggers that are interested. The only thing I wonder
    about is spending time creating content (researched and specific to a
    blog) and not getting a response.

    Any thoughts?

  • Arvin Buising

    Thank you for this Ryan. Time is always limited and we have to be smart in which part of the linkerati we focus on. Top 20%. Got it.

  • ryant

    Hi Annalisa,

    I’m glad you liked the post and got the crux of the point I was trying to make. This approach has been most successful for me when promoting a contest or doing product giveaways and can definitely be a bit trickier with guest posts. I do have two ideas for you though. First, it sounds like you write your own content so what I would do is write outlines or core principles for a post and not the whole. Let’s say one topic you were developing was on increasing trust. If you go right to a blogger and say that you have an article on “7 ways to increase trust through interviews” then you are locked into that and they may not like the idea. On the other hand, if you just say one of the topics you could cover is “increasing trust” then they may come back to you and say “yes, an article on how to increase trust through video’s is exactly what i’m looking for”. Since the principles of increasing trust should apply across the board you are now able to tailor the rest of the article to what they are looking for and at the same time you’ve already done research and some of the leg work and are not starting from scratch.

    The other idea I have for you is to bucket your outreach into two categories. The first would be sites that have a guest post policy. You can use Paddy Moogan’s guest post search engine http://www.paddymoogan.com/guest-posting-search-engine/ or advanced operators. Since those bloggers have taken the time to tell you how to submit a guest post then it’s important to take the extra time and follow their guidelines. The second bucket would be all the other bloggers (who aren’t high level influencers) and don’t have a clear guest post policy. For that group, you can send them a much more generic inquiry/conversation starting email.

    In the email, I’d include the following three things in some way:
    1.) An intro referencing their niche in some way and asking if they would be open to guest posts.
    2.) An offer to write a post on a topic of their choice or something they have wanted to cover but haven’t gotten around to (I can’t emphasize this idea enough).
    3.) Offer to propose topic ideas if they don’t have anything specific.

    This way, you’re trying to start a conversation and you aren’t immediately on the hook to deliver a post. If they reply and ask for your suggestions then it’s a no brainer to allocate the time and really dig into what their site is all about and is trying to deliver to readers.

    Let me know if that helps and if you have any more questions!

    - Ryan

  • http://twitter.com/HenleyWing Henley Wing

    Great article, Ryan. I think more and more people are beginning to see the value of developing relationships with influencers. I think there is value though in connecting with the mid to low-level bloggers, simply because you don’t know what their connection can lead to. Who knows, they may recommend your service to a NY Times reporter, or some well known journalist. For the mid to low level person, I’d try to scale outreach as much as possible, even using a template (I know it’s frown upon though). What do you think?

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  • http://twitter.com/iamcayester cayecaye

    It’s awesome that you are able to relate the Pareto principle to outreaching Ryan. I have to agree that targeting 20% of your prospects will yield a good number. I would pick emailing 20% top websites (DA) over emailing 30-50 websites. The key to a successful and results driven outreach is to take time to read what the website is about and to , like what you already said, compose a captivating subject line.

    Awesome post Ryan :) Will wait for more articles from you.

  • Spiro

    There’s a tool that can help with finding bloggers with high PageRanks and that’s blogdash.com, another filter I use if Klout score, anything over 50 is where you find your Influencers!