what is this person's purpose for publishing

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If you're in the digital PR space pitching journalists, you're pitching your ability to drive "audience engagement" (as we've picked up from Neomam CEO, Gisele Navarro). So your subject line and offer need to clearly drip with page views, click-throughs, and social shares. And your content has to deliver. After all, with the high content costs involved you’ll need to reuse your contacts! If you're in broken link building (and to a lesser extent, a tactic like unlinked mentions), you're offering "visitor experience improvements" to a webmaster or page curator who's dedicated to a particular audience.


With this in mind, your subject line and offer (a fix) must demonstrate value afghanistan business email list to the target audience, as well as mention the impact the broken link could have on an expectant visitor in need. We find that when pitching guest content, especially to sales-supported publishers, we see higher conversions when we pitch topics that will help drive the publisher’s traffic or conversions. You can learn more about our guest content approach in this Whiteboard Friday, but again, we lean into pitching “publishing benefits” to the site owner.


So your key question: to their particular audience? Knowing this helps you determine an offer that will resonate, and earn you a link. One last bit of advice on outreach: avoid directly implementing subject lines, templates, etc. from other experts. Be inspired by the experts, but remember that their advice involves very specific offers, audiences, and publishers, and they are unlikely to align with your actual circumstances. Study them, for sure, but only for understanding general guidelines.