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How To Unleash The Power Of Pre-Outreach Strategy

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How To Unleash The Power Of Pre-Outreach Strategy

In the world of digital marketing, traffic is the name of the game. And generating a lot of traffic usually means successfully promoting your content to get links and social media shares.

But even the most popular bloggers sometimes struggle with this. Seriously. Believe it or not, sometimes, even the most established digital content creators with the most engaged audiences struggle with getting the interaction they need.

If you’re running a smaller blog, this is probably disheartening.

After all, if Seth Godin has posts that aren’t getting shared, what hope do you have of going viral with your grandma’s cheesecake recipe?

Sure, it’s the best cheesecake in the history of the world, but how do you get people excited about it and share it in their social circle?

Let me introduce you to a little tactic known as a pre-outreach strategy.

What’s that, you ask? Your work ahead of content drops pays dividends after your release. It’s establishing relationships with industry players, journalists, editors, and other bloggers.

Usually, this is a two-way street, where you’ll partner with someone to promote their content, and in return, they’ll promote yours.

And the truly remarkable thing about it is that it’s not limited to blogging. You can also use pre-outreach to link email marketing, search engine optimization (SEO), influencer marketing, and social media marketing campaigns.

If your pre-outreach strategy is effective, your traffic increase will be consistent, even when you’re not releasing new content.

Sounds great, right? Then let’s dive right into how to create and implement a pre-outreach strategy that can generate links and shares for all your content.

Before we jump in, there is one thing you need to know: If your business lacks visibility, using a pre-outreach strategy may not be the best use of your time.

Instead, it would be best if you first focused on improving your profile. Once you’ve done that, you should revisit your pre-outreach plan.

Start By Checking Your Circles

I always start all my pre-outreach campaigns by pulling together a list of experts and partners I regularly collaborate with on content promotion.

This is a quick and easy task if you use CRM systems like Nimble or Pitchbox or have a spreadsheet with their names and contact info.

I recommend reviewing your current list of subscribers and social media followers. There’s a good chance that among them, there are some people that might be interested in sharing your content.

After creating this spreadsheet, I separate all my contacts into two lists.

  • The first list is the people I will ask to give my piece some love and endorsement across their channels.
  • The second list of people is those to whom I will reach out about the possibility of linking back.

In both cases, I never forget that I’m asking for a favor, so I need to make sure it’s going to be easy and beneficial for them to help me out. No one likes doing a favor for someone who makes it difficult or offers nothing in return. I always ask whether they want me to promote anything.

Some people think the best way to get links is to email blast people you might not know. I would not recommend this.

A recent study showed that cold outreach emails have a response rate of just 1-5%. My personal experience confirms that number. It took me about 40 cold emails to get one link.

My rule of thumb is only to ask people whether they could refer to my piece if I know them and have previously partnered with them on a link-building side.

Thanks to Pitchbox, I can easily filter out contacts I’ve never built links with from my pre-outreach list.

Even though I sometimes use automated email outreach funnels for pre-outreach, I prefer to do it manually. This allows me to double-check that I am sending it to the right person and add a bit of personalization to each email.

One more thing that is good to mention is that – thanks to the Digital Olympus conference – I have a good number of digital marketing influencers that are always willing to help me spread the word once my post goes live.

So, launching your event or even podcast is a great idea, as this can help you build relationships with industry leaders.

One more example I’ll give you is Jason Barnard’s podcast. This platform, from which he covers SEO, copywriting, and more, allows him to promote his content effectively by involving the people he invites as guests to his show.

Finally, if you’re lucky enough to have close ties with companies that send out mass emails to their subscribers, this could be a gold mine.

The logic is pretty simple: Ask to be featured in their mass emails and, in return, offer to mention their post in your email marketing campaign.

As you can probably tell, the more people you have established a good working relationship with, the better your chances of getting links and social shares are.

Now let’s see what to do next after you have reached out to all your contacts.

Going Beyond Your Circles To Secure Links

Reaching out to people beyond your contacts is essential to get enough links. This is a great time to use pre-outreach to “warm up” people and build relationships with them.

The trick here is to provide contacts you’ll pre-outreach with value and benefits first, so they feel like they owe you.

However, it’s worth mentioning that if you aren’t familiar with your industry experts, this might become a time-consuming exercise.

Those are the steps you should take:

Find Experts That Regularly Publish Guest Posts Across Various Blogs

To put together a list of contributors, you could start by checking sites that accept guest post opportunities.

Optionally, you could go to BuzzSumo and run a report with the “Top Authors” tool, where you could search via any keyword related to your pre-outreach content.

Then, you need to look at the list of authors and find contributors that write across multiple blogs.

Craft A Powerful Value Proposition

Most of us are not as popular as Rand Fishkin or Matthew Woodward, so creating a powerful value proposition is essential.

In our case, the most straightforward ways are to ask potential linkers to:

  • Add their quotes (if they’re interested and have time for that).
  • Share your final draft and see if they have a post they’d like to refer to.

Both options provide them with value and help you establish a beneficial relationship.

Also, I highly recommend checking this post, which can help you increase your email outreach response rates.

Hint: Quite recently, I was doing a roundup with many experts when I realized my new post would be published shortly. So, I asked the contributors to consider linking to my recent article. I immediately got ten links because they wanted to be helpful, which would continue our collaborative relationship.

The secret of working with people you don’t know is to provide them with value.

Cold mass emails might sound more accessible, but investing your time and energy into building relationships with experts will pay off. And you might even become link-building partners in the future.

Start Building Rewarding Relationships

So, now that you know exactly what a pre-outreach strategy is, all you have to do is put it into effect.

Unfortunately, as you’ll soon discover, it’s not quite as easy as it sounds. In reality, you’re going to run into a lot of dead ends, where seemingly perfect linking partners don’t respond to your emails, or you don’t get the shares you were expecting.

Don’t get discouraged. You’re playing the long game. And provided you approach each person with a proposition that will benefit them, you will build the network and generate the exposure you need.

Good luck.

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Featured Image: Kinga/Shutterstock



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How To Write Great SEO Titles

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How To Write Great SEO Titles

A title is a reader’s first point of contact on a search engine result page (SERP) to a brand or site. But how important is it for SEO?

I’ve always known that optimizing your titles is essential, but there’s more to it.

For example, an SEO title can be the gateway to potentially higher click-through rates and help you rank better on SERPs.

But what does that mean? The benefits here are that titles help catch and keep your audience.

Readers usually scroll through the first page to find what they are looking for and stop there. And typically, it’s the title that captures their attention because it directly points to the information they’re looking for online.

But it doesn’t just stop there because subheadings are essential too. Subheading tags are also a component of ranking on search engines.

But finding the balance between a search engine-optimized title and subheading and making them engaging can be challenging.

In this brief-but-thorough guide, I’ll walk you through what you need to know and the tools available to take your title strategy to the next level.

How Do You Write SEO-Friendly Titles?

So here, I’ll provide some best practices when optimizing title tags and subheadings:

Include Focus Keywords

Researching the right keywords is one way to ensure your readers click your article and can help it rank better for SEO. While doing so is crucial, it’s also essential to select them wisely.

For example, a title like “Conditioning And Acclimation Methods To Train A Puppy” is descriptive and direct and uses keywords like “methods,” “train,” and “puppy.” But it also uses technical terms that confuse readers and make them lose interest.

Instead, a title like “5 Best Practices For Puppy Kennel Training” is direct, concise, and uses keywords that the general public would understand.

You also must ensure you add keywords throughout your meta description, subheadings, and content. Including keywords in each aspect can help you rank better on SERPs.

Consider Length

While you want to be descriptive in your titles, you must ensure they won’t get cut short on a SERP.

For example, while I could have titled this article “Different Types of Capitalization To Use For Page Titles & Subheadings,” it would be descriptive and hit keywords.

But it would also be too long, boring, and potentially cut short on a SERP. It also probably won’t engage the reader.

So instead, consider what the reader will see as they scan through SERPs to ensure you don’t lose their attention from the get-go.

Include Emotional Hooks

Emotional hooks can entice readers to click on an article and learn more. However, finding the balance between hooking a reader while describing a topic can be challenging.

Titles need to emote a response from a reader, even if it’s simply creating interest or excitement.

I’ve always been a fan of alliteration. It’s fun and engaging, like “Exciting Examples.”

Or, as I mentioned earlier, lead with a teaser, “5 Best Practices.” Then the reader will think, “Oh, I want to know what those are.” You’re providing a solution to their problem, and they know exactly what to expect from the article.

You should think of the benefits your article provides and work from there.

Ask yourself: Why would someone want to read this? What will they learn? How can you use it to create a positive correlation with your brand?

Use Branding When Appropriate

Consider adding your brand name if you’re titling a landing page or central blog post.

You can see this in the example below from our site:

Screenshot from Google search, September 2022

Sticking to words that fit your brand voice when creating your titles and subheadings is also essential. This helps create consistency throughout your site and when search engines analyze your content.

Capitalize Properly

Finding the right time to capitalize words is crucial. If you do this incorrectly, the title can seem spammy, like this one “FiVe BEST CREdit ScOrEs TIPS.”

I mean, I would scroll right past that. I don’t want to get a computer virus or take tips from someone who writes like this and leaves errors in their titles.

So let’s fix that one: “5 Best Credit Score Improving Tips.” Maybe not the best title, but I’m sure you can see the differences from the original title.

You can also use the Capitalize My Title tool to find the best capitalization practice for every format.

Title Tools

See what I did there. Short descriptive and uses alliteration to make the subheading more engaging.

Anyways, I already mentioned one tool earlier, but here are a couple more to consider.

So a Headline Analyzer Tool can help you test titles to ensure that they’re reader and SEO-friendly. Start by brainstorming a couple of titles and adjusting them according to the tool’s analytics.

Check out this guide here if you have questions about optimizing your title tags. Now let’s get into the types of capitalization.

Different Types Of Capitalization

Here’s a breakdown of the types of capitalization:

  1. Capitalization: From what we discussed earlier, it is where the first letter of each word is uppercase while the others are lowercase.
  2. Sentence case: Commonly practiced, the first letter in the first word is uppercase, and the rest of the word and sentence is lowercase.
  3. Title case: This is where the main words of a title are capitalized except connective words like “and, a, for.”
  4. Lowercase: It is when all words are in lowercase.
  5. All caps: It is often used with CTA buttons like “CLICK HERE” and tabs.
  6. Small caps: These are great for subheadings where you want them to stand out but are used in a smaller font than the rest of your text, “HELLO THERE,” and are usually the exact font you’re using.
  7. UpperCamelCase: This is when the spaces are removed between words, but the first letter is capitalized, “LikeThis.”
  8. lowerCamelCase: It displays a word in lowercase except for the second letter, such as “iPad.” But usually, both lower and upper camel cases are used by programmers for coding.
  9. SNAKE_CASE: Instead of using a space, the underscore is used to separate words. The words are usually all uppercase or all lowercase.

Does Capitalization Affect SEO Rankings?

While capitalization does not matter in title tags, it’s generally best practice to use title or sentence case, so it’s easier for potential readers to sift through search results.

And it can affect the click-through rate (CTR) if you don’t format your title in a reader-friendly way. For example, a Semrush study showed a drop in CTR when the title was not easily scannable for readers.

Another aspect to note is that URL capitalization does matter in SEO, just not directly. Here’s a guide you can check out to learn more.

Final Takeaways

Consistency is key in formatting your title and subheadings throughout your site.

As you can see, if you don’t make your titles and subheadings SEO-friendly, it can affect how you appear in search results. But it’s also crucial to consider the reader and make your title easy to scan as they look for information.

So, follow these best practices when you audit your site or create new content.

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Featured Image: A.Basler/Shutterstock



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