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#BrightonSEO 2013: 6 Tips for Successful Outreach by Danny Ashton

Danny Ashton’s look at the best ways to successfully outreach your content

To connect with a wide audience and ensure that his talk really hit home with everyone here, he used the analogy of outreaching content as similar to outreach in terms of a romantic relationships – genius and easy to follow!

Here are his 6 top tips….

1. Vulnerability

- Making yourself vulnerable by thinking outside of the box and reaching outside of your comfort zone will increase the possibility of success.

- You should also be prepared to accept that this will also increase your possibility of failure- but by not putting yourself out there, you are limiting your results.

- In terms of content, this means being open to the vulnerable nature that is an unavoidable part of building relationship with bloggers or possible websites. The good news is that a blogger that you’ve reached out to and built a relationship with will be far more likely to want your content in the future.

2. Honest Communication

- The easiest and most effective way to build and ensure your relationship is by being honest about your intentions. Just like real life, lying about common ground may work initially, but will not build a sustainable relationship.

- With regards to content, this means being honest about what you hope to gain from placing your content, as well as how you can benefit each other. This will eventually lead to a successful partnership that you can rely on for your content. Honest communication leads to honest content outreach.

3. Affinity

- Affinity is about looking in the right places for people with similar interests to yourself, in order to benefit each other. For example, if you enjoy wine, a wine tasting evening will theoretically be filled with like-minded people with a lot of common ground with one another (you all like wine, of course).

- With content, this means targeting appropriate sites where you will gain the most benefit – for example, targeting an eco site with a travel related angle, such as green-friendly hotels or wellbeing holidays. This is something of a specialty at Verve Search, where we love a fresh and creative take on an old or overused angle.

4. Overcoming Fear

- Your internal dialogue runs through your head 24/7 and will always be doing its utmost to keep you safe. This means however, that it will also limit opportunities that may be a bit more daring – it will tell you not to do things that might seem a bit stupid.

- In terms of content, ignore that small voice and push yourself further! This means pushing aside the thought ‘The Guardian will never use my infographic’ or ‘BBC News wouldn’t ever print my article’ – you don’t know until you try!

5. Rejection

- A rejection isn’t always a straightforward no. There could be a number of reasons that are nothing to even do with your content, such as bad timing, the relevant person being out of office or a too similar piece of content having recently been published on your target website.

- Basically, this means don’t give up! Don’t get disheartened by your failed efforts – try again somewhere else. You’re looking for the right fit for your content, the right relationship takes time to build.

6. Confidence

- This is about having the confidence to put all of the previous steps together and go forward with your outreach. Accept rejection as part of the process and use it to fuel your next steps.

The main points to remember are that to ensure successful outreach, you must build real and honest relationships with those that you are contacting – don’t place your content with a blogger that you’ll never speak to again. Building a long term relationship is mutually beneficial, helping each other with worthy and relevant content that is valuable to both of you. Don’t be afraid to make yourself vulnerable or contact “big” publications. Don’t be afraid of rejection.

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