I used to have a folder where I kept a collection of the stupidest pitches I received from PR agencies. These were the ones that were so bad they made me and my colleagues laugh. But there were hundreds of others that were simply useless, and got thrown straight into the recycle bin.
Sadly, companies are paying PR agencies to write and send this kind of rubbish; the average retainer is $10,000 a month, according to the PR Institute.
What breaks the good content marketers away from the pack is their ability to tell a story – and to tell that story to the right people
Journalists love experts. Our trade is not to know a lot of stuff, but to know who the experts are. A journalist’s contact book is her best friend.
If you want media coverage, you need to be in several journalists’ contact books, ideally on one of the most thumbed pages.
Surprisingly, you do not have to be the most knowledgeable person in your field to get into a journalist’s contact book.
When it comes to curating content to add to your editorial calendar, it can look pretty simple at a glance, adding topics and planning your next piece — or does it?
Over the years, I’ve taught you a lot about content marketing, from what tactics others are using to showing you what’s working.