@joshsteimle

PR Insider Tips How to Get Featured in Major Publications

Brought you by:

CHINA MARKETING SUMMIT中国市场营销峰会|17

Brought you by:

CHINA MARKETING SUMMIT中国市场营销峰会|17

SPEAKERSOver 100 speakers will join us at CMS July 14-15, 2017. Upcoming and past speakers include:

MARGARET MOLLOY CMO, SIEGEL+GALE

JEREMY GEIGER FOURSQUARE ASIA HEAD

PETER VESTERBACKA CREATOR, ANGRY BIRDS

MURRAY NEWLANDS CONTRIBUTOR, FORBES

CAMERON CRAIG HEAD, GLOBAL CORPORATE

COMMUNICATIONS, POLYCOM

WINNIE FOON CEO, FOON GROUP LIMITED

REDG SNODGRASS CHAIRMAN, READWRITE

TOBBY ZANG GM, RHINOER

@joshsteimle

300+ articles/features:

@joshsteimle

We have a problem…

@joshsteimle

…nobody cares.

@joshsteimle

Why don’t people care?

@joshsteimle

Before that, what is marketing?

@joshsteimle

Marketing is two things

@joshsteimle

1. Content

@joshsteimle

2. Channel

@joshsteimle

What happens when we create bad content?

@joshsteimle

Buyers are “migrating to peer-based communities and new sources of trusted, relevant, and credible content and conversation.”

@joshsteimle

“…buyers and influencers are turned off by self-serving, irrelevant, over-hyped, and overly technical content.”

@joshsteimle

Marketers “rely on poorly conceived content that doesn’t connect with customer needs and concerns.”

@joshsteimle

“…blatantly self-serving and promotional content is a major turn-off cited by 43 percent of respondents…”

@joshsteimle

What happens when we choose the wrong channel?

Global mobile internet penetration, 2014-2019

Source: Statista

Global mobile data traffic, 2016-2021

Source: Statista

@joshsteimle

@joshsteimle

“Half of all YouTube traffic comes from smartphones and tablets.”

YouTube CEO, Susan Wojcicki

@joshsteimle

Everyone’s either on mobile, or going there.

@joshsteimle

And it’s not just millennials.

@joshsteimle

Where is everyone going on mobile?

Global mobile data traffic, 2016-2021

Source: Statista

@joshsteimle

Who do you trust?

@joshsteimle

Online media:

@joshsteimle

Major online media + Search engines = Major attention

@joshsteimle

How to get journalists to pay attention to you (5 steps)

@joshsteimle

Very few do this right

@joshsteimle

3 types of placement

@joshsteimle

1. The feature

@joshsteimle

2. The mention

@joshsteimle

3. The content source

@joshsteimle

One infographic, lots of placements, just one problem…

@joshsteimle

How to get a feature story (the easy way) in 5 steps

@joshsteimle

1. Write your own story

@joshsteimle

Great stories are everywhere, you just need to look.

@joshsteimle

What do you see?

@joshsteimle

Here’s what I see:

@joshsteimle

Once you train your mind, you’ll see stories everywhere.

@joshsteimle

Where to find stories: 1. Questions potential customers ask

@joshsteimle

Where to find stories: 1. Questions potential customers ask 2. Questions current customers ask

@joshsteimle

Where to find these questions: 1. Your sales team 2. Your customer service team 3. Quora.com

@joshsteimle

2. Choose your outlet

@joshsteimle

2. Choose your outlet (and make sure you know your outlets)

@joshsteimle

3. Choose your writer

@joshsteimle

3. Choose your writer (and make sure you know your writer)

@joshsteimle

Wait, how do I find writers?

@joshsteimle

@joshsteimle

4. The Pitch

@joshsteimle

Don’t do these things

@joshsteimle

Don’t do these things a. Shotgun pitch

@joshsteimle

Don’t do these things a. Shotgun pitch b. Say you’re special

@joshsteimle

Don’t do these things a. Shotgun pitch b. Say you’re special c. Beg

@joshsteimle

Don’t do these things a. Shotgun pitch b. Say you’re special c. Beg d. Make it about you

@joshsteimle

Do these things

@joshsteimle

Do these things a. Know the writer

@joshsteimle

Do these things a. Know the writer b. Personalize

@joshsteimle

Do these things a. Know the writer b. Personalize c. Offer something

@joshsteimle

Do these things a. Know the writer b. Personalize c. Offer something d. Keep it brief

@joshsteimle

Real pitches

@joshsteimle

The wrong way to pitch

@joshsteimle

Hi Josh,

This is Saurav from Esmee Network, a content marketing company in India. We write about the startups and products which are being developed here and their stories. We wave to publish the articles on major websites like Forbes, Huffington post , Wire etc . Can you let me know what is the process or if you can publish on our behalf then what cost would it take .

Thanks

Regards Saurav Pathak

@joshsteimle

A better way to pitch

@joshsteimle

Hi Josh,

I've been following your writing for awhile and thought you'd be interested in this story. Forbes would be our ideal outlet for this piece. Let me know what you think!

Thanks!

@joshsteimle

A little about you…

@joshsteimle

A little about you…

@joshsteimle

Hey Josh, hope you're doing well in HK. I just finished a unique story on entrepreneurship that exposes MLM industry. I saw 5-6 other Forbes writers that cover MLM space, but thought the entrepreneur angle would make it appealing for your readers as well.

@joshsteimle

A little about you…

@joshsteimle

A little about you…

@joshsteimle

A little about you…

@joshsteimle

Review: Do these things a. Know the writer b. Personalize c. Offer something d. Keep it brief

@joshsteimle

Bonus tip: Don’t give up!