Once the finished digital PR content is uploaded to your website, our team starts on media outreach!
What does our outreach strategy entail, exactly? While each campaign of active media promotion is uniquely tailored, the process is the same. We pull the most newsworthy storylines and statistics from your content research and then craft the perfect pitches and attention-grabbing subject lines for each vertical and media list we build.
Our extensive database of journalists allows us to focus on pitching those who are most likely to cover your content. But more than list building, our outreach is nimble and reactive. We constantly analyze open and click-through rates of our one-to-one email pitches to make data-driven decisions and pivot our strategy when necessary.
The media strategists on our team are former journalists themselves. They’re familiar with the news cycle, they know how to leverage trending topics, and they’ve built strong relationships with writers at top-tier publications. Our strategic and nimble pitching process has a proven track record of earning widespread and high DA backlinks for clients.
Our target audience in the outreach process is the specific set of journalists that we want to share your content with. We carefully curate lists of writers by niche, location, or industry focus. By meticulously filtering and segmenting journalists, we increase the likelihood of not only coverage but impactful and relevant backlinks as well.
Journalists can get dozens of media pitches each day, so our team works to make sure yours stands out amongst competitors.
If a tree falls in a forest, and no one is there to hear it. Does it make a sound? In the digital marketing world, every link and brand mention (thankfully) does make an impact — even if we don’t find it. But it’s much more fun to track and monitor your placements and coverage.
Our team uses multiple tools and channels to track linked and unlinked mentions to every content campaign. We gather detailed information about every piece of coverage we earn for you, synthesize it, and put it all together in an easy-to-read report.
We track every media mention our clients earn, including both linked and unlinked coverage. Our outreach process has been honed and tested, and the results speak for themselves.
Our digital PR media strategy involves several phases of personalized and highly tailored pitching. We pull the most compelling storylines and data from content campaigns and use them to craft pitches that resonate with journalists.
We leverage our extensive media contact database along with the relationships we’ve built over the years to connect with writers at the nation’s leading publications. We take a data-driven approach, monitoring open and click-through rates, and pivoting strategies when necessary.
Newsjacking is another strategy our outreach team uses regularly. We take a proactive approach to stay ahead of the news cycle and find ways to tie client campaigns to trending topics for increased engagement.
We build unique media contact lists for each and every campaign, considering a variety of factors including a journalist’s beat, location, prior stories, and primary outlet. We make sure our strategy aligns with each client’s unique goals, whether that be earning backlinks in industry/niche publications, or viral, widespread syndication.
Timing is a crucial factor in our strategy. We’ve done extensive research when it comes to what works and what doesn’t and use data-driven insights to plan the optimal days and times for pitching different types of media outlets.
We also keep a close eye on the news cycle, and adjust our calendar accordingly – if there’s a major breaking news story we’ll often hold our pitches for a day when journalists are more likely to be covering our campaign’s topic – conversely, if our campaign aligns with a major story or trending topic, we’ll jump in and show journalists why your campaign is the extra insight they need to make their coverage stand out.
Success in our media outreach is multifaceted. We track and analyze both linked and unlinked coverage, reporting on both the quality and quantity of placements our campaigns earn. Digital PR is a long-term strategy, and we look at how the placements earned provide value beyond the immediate coverage, including brand reputation and SEO benefits from earned backlinks over time.
“There was so much buzz, that it literally crashed our client’s servers.”
“We had visitors from all around the world. We had tons of reputable publications like the Huffington Post, Gawker, and Wired picking up the piece that we created for them.”
Michael Walters Advertising
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