Wouldn't it be nice to have a list of the bloggers and journalists who are desperate for your products and expertise? Outreach would be simple. You'd be saved from hours of prospecting. You could build your brand among the people who cared the most. That list is surprisingly simple to build. Here are three easy ways to do it:
Every year, magazines, blogs, and news organizations publish editorial calendars. They tell the world exactly what they will be writing about and when they'll be writing it. Here's how to find them:
"Topic" AND ("Editorial Calendar 2013" or "2013 Editorial Calendar")
You'll have to play around a bit to find the right terms to use. For example, you might sell patio furniture but outdoor living could be the phrase that most publications are using. Once you figure out those terms, use Link Prospector to populate your list of prospects. From there, use John-Henry's pivot table method to filter and sort the list. After that, all you have to do is find the relevant editor and let them know that you can offer expertise for that article they're planning. You'll be their hero.
Bonus tip: Use the tilde or try an ext:pdf to amp up your search.
You know all those giveaways you set up with bloggers? Take a look at the comments on those posts. You'll find a whole list of bloggers who would love to give your product a try. Get in touch with them. Tell them how you found them, and let them know that, since they're also actively blogging, you would be happy to send them something. I like this method, because it's where more creative partnerships arise. Maybe the blogger doesn't usually do giveaways or reviews, but she puts together great gift guides or pictures that get pinned a lot. As long as she gives the site credit for the product, I'm fine with her using the product however works best for her site.
Have bloggers been pinning your product (or products like it)? You could manually check, but not many Pinners have blogs. Instead, make a copy of this Google Doc that Ethan Lyon created. It automatically extracts Pinners' websites based on your query. Copy and paste the list, and you're good to go.