The Definitive Guide To Link Building Outreach

Outreach is one of the biggest parts of the job for link builders especially if they are just starting to build relationships with a few people in their respective industries.

As a matter of fact, in most link building campaigns, outreach consumes almost half of the time used for link building (probably because of the long inbox dialogue happened before getting the link that they want).

I know you’ve read a lot of articles discussing how outreach should be done with care and personalization. You may have thought that the process is completely complicated in terms of the needed resources, link building tools and time budgeted for this activity. This boils down to one viewpoint: link builders are only for the persistent ones.

Well, there is nothing wrong with that. But in seeing outreach as a too-complicated activity in link building is not a good thinking.

In this post, I want to share with you a simple guide on how you can effectively conduct your outreach campaign. But before delving into the different steps used in this guide, let me give you some misconceptions about outreach that I know many link builders are still thinking right off this moment.

Misconceptions About Link Building Outreach

Lengthy emails are more likely to get higher response rates than shorter ones.

One factor that may cause an increase/decrease of the response rate is the length of the email. Actually, there is no guarantee that a lengthy email yields higher response rate than a shorter one. The number of words that must be used would mostly depend on the type of outreach you’re doing. For product reviews, you might write a longer email since you need to explain the unique proposition of your product and use more words to entice your blogger to write a review about it. While if you’re just sending an email to a person to let him see/share your content, you just need to be direct to the point and use 3 to 5 sentences to tell him your offer (since end-receivers in those kind of outreach don’t want to read fluffy words in their inbox).

The main point is that you shouldn’t care too much about the number of words that you will use in your emails. The more concise your email yet should be understandable, the better.

Outreach is all about personalization.

Personalization is only the first thing to consider in outreach. The next thing is authenticity. People are not always looking at the number of personal information that you know about them. Don’t ask yourself, “how many information do I know about my prospect?”. But instead, answer this question, “How much do I care about my prospect?”.

People don’t care how much you know until they know how much you care. – J. Maxwell

Use reciprocation to your advantage. Offer your prospect something valuable that might interest him to do a favor for you (e.g. give you a link). If you care about what he needs, he’ll be more likely to give you what you want.

Now you know some misconceptions about outreach, it’s time to understand the steps to a successful link building outreach.


Six Steps to a Successful Link Building Outreach

1. Goal Checking

You will not create again a list of goals for your link building campaign. You had this before, right? Now, you need to stick them into your mind while doing your outreach.

Remember that your link building goals should align with the operations of your business and should be more than just getting high quality backlinks. Check your list if the goals noted can bring success to your brand. Otherwise, make a revision with them.

Here are some goals that you’ve thought of when doing your link prospecting at the first place (and you know they can add value to your business):

Improve your online reputation management (ORM)

All brands want to impress their clients/customers as much as possible. Unfortunately, this doesn’t happen only by creating a good and high quality content targeted for its target audience. Your content must be seen by them in any way that you can (exert more effort on relationship building to get better results).

How can they see your content? Through outreach.

Unlike PPC ads and other paid marketing efforts, outreach is a free to use method to get your content in front of your audience and let them take an action for your brand (i.e. sign up for your newsletter).

Outreach Tactics to Improve Your ORM

  • Content distribution to influential bloggers/webmasters (e.g. guest posts)
  • Participation in industry-related communities (e.g. forum marketing)
  • Pitch bloggers who do weekly/monthly interviews and ask if they can include your content assets.
  • Find journalists and tell them your brand stories (use Followerwonk to search for them).

Increase in referral traffic

Link building is useless if it doesn’t add traffic to your site. It may seems good to see one link in your backlink profile but if it doesn’t give your site new visitors, then you are not squeezing the most value out of your link building efforts.

Outreach is your first initiatives to increase your site’s referral traffic. You let your prospects identify your requests (i.e. content placement) and why you are worthy for such. If they accept your requests, you can submit your content and get a link from that effort (contextual link from your guest post or from an introductory paragraph of your infographic). And from a proper placement of your link, you can receive referral traffic from your prospect’s page/site.

Outreach Tactics to Increase Your Referral Traffic

  • Ongoing content distribution to high quality media outlets (e.g. regular content contribution)
  • Engagement in industry-related conversations that are mostly found in community threads
  • Massive interviews (pitching bloggers who have interview section on their blogs and incentivizing them to conduct an interview with you)
  • Build expertise-based relationships with key influencers in the industry (to get natural links that can bring new followers/visitors to your site).

Rank for competitive and highly convertible keywords

Having your content placed on the top five spots of search results for targeted keywords could bring continuous search traffic to your website. If targeted keywords have high conversion rates (i.e. buying keywords), increase in leads/sales are possible as well (conversion link building).

Outreach Tactics to Rank for Competitive and Highly Convertible Keywords

  • Increase in content promotion efforts with variations of targeted anchor texts for higher chances of ranking for related terms.
  • Conversation participation in online communities (target keyword-based online communities – i.e. forums that have your target keywords in the threads’ titles).
  • Pitching site owners that have links pages (placing your link in the page through broken link building and/or paid methods).
  • Reaching out to social sharers of a successful existing content (asking them to also promote your content asset).

Enhance Branding and Market Awareness

Online presence targeted to customers is the first reason why brands go online. When people search for a product/service to use, they want their offerings to be seen on different web places where their customers are actively participating (forums, blogs, Q&A sites, etc..).

Outreach makes this branding effort a lot easier since you only need to reach out to a few people who are influential in your niche which can speed up the process of your brand promotion (the higher is their engagement, the faster is the amplification).

Outreach Tactics to Enhance Branding and Market Awareness

  • Pitch bloggers who write high quality product reviews (incentivize them by giving free trial of the product, payment or both).
  • Get journalists to covers stories/news about the new developments of your brand.
  • Sending emails to authoritative media outlets who’re seeking for insights/knowledge from key influencers (include your personal or your brand’s achievements to secure higher response rate).
  • Continuous engagement in web places where target audience participates.

2. Information Gathering

You need two things before you gather the needed information of your link prospects:

  • List of identified link building goals in your notepad/word document with corresponding actionable tactics to achieve each goal.
  • Spreadsheet of qualified link prospects (approved by your SEO manager/link building specialist).

When you now have these two lists, proceed to information gathering. Information gathering is simply the process of finding the important contact details of the must-pitch/approved link target.

Below are the details that you need to look for each link prospect:

  • First name (with credentials such as Dr. to address the person ethically)
  • Email address (methods to find this will be discussed later)
  • Company position of the link prospect (optional)

If you come across with a website that has only one website owner, it is easy for you to see his contact details by simply looking at the About Me page. However, for several owners/persons of one website, you have several contact details to choose from. In this case, you need only to select one or two from the list and have his/her contact info placed on your spreadsheet. But how?

Go back to your link building tactics list and identify the person you need to contact to for each link building tactic.

  • Guest posts ­– blog/content manager
  • Product reviews – content manager
  • Interviews – specific staff member or site owner (if not available, find the closest person of your interviewee and just ask him if he can direct you to your target person)
  • Round-up posts – blog manager
  • Get people to see your content – blog manager, social media manager
  • Contest – page creator (when there’s a page for event inquiries)
  • Event resources  - event manager, support system person,
  • Discounts/coupons – content manager
  • Broken link building – page creator, original webmaster,

If you can’t find the right person to pitch for your link building activity, look for the last resort – support system manager. Commonly his email address would be [email protected] or [email protected]. Make sure you ask for permission/request to him to help you connect with your prospect.

Now that you have identified the right person to get in touch with, you can now find all the important details of that person.

First Name

There is no need to explain this further. But if you’re doing link building for commercial websites, you have to include the credentials of your link target (i.e. Dr. if he is a doctor). I discovered that this is important since the person would want to address properly his name either at phone or via email.

Here are the places where you can find the email address of your link prospect:

  • Contact Us Page. Look at the different sides of the homepage (top, bottom, sidebars) to find a link pointing to the contact us page.
  • Contact Form. Find the email ad at the top of the contact form (somewhere in the description/paragraph above it).
  • Employee Bio Page. For prominent brands, there might be a bio page for each of the brand’s staff member or employee. If you can’t find your prospect’s bio page, search for his personal blog/site (it may have been stated in the bio page, then find his email address in his own website).
  • Google search. Use this query: OR [at] [dot] to see his email address in the search results.
  • with Rapportive. Type in the name and/or the site of your link prospect in and place each and/or all of the email addresses in your email message (see the image below). Make sure you install Rapportive in your Gmail account to ensure that he is the right person you’re looking for.


I also recommend using Buzzstream or Citation Labs Contact Finder for easy identification of email addresses.

Company position of the link prospect

You can add this detail to your email to make your message more personalized, knowing that this can catch the interest of your link target (since you’ve done a little bit of research to get that small personal detail).

3. Segmentation

Before doing outreach, I categorize all my contacts based on the link based metrics (i.e. DA) I’ve pulled out for each of my link prospect. This will help me prioritize my list of contacts as to which of them should I first reach out to.

The three categories that I used in this phase are:

High – Create the most customized outreach email. Offer an additional value to your pitch. For instance, you want the blogger to write a review about your product, you may want to add another offering (i.e. monetary value) to ensure a positive response.

Medium – Use a template that needs only revision in its intro paragraph. Include details on how you landed on the website of your link prospect.

Low - Use a standardized template to scale your outreach. The template must only require little to no revision.

Add a column to your spreadsheet for contact segmentation. Then proceed to creating outreach templates for the two categories (medium, low).

4. Outreach Template

For your first category (High), you might not need an email template since you will write highly customized email for each of your link target.

However, for the other two categories, you want to have an outreach template to speed up the process (especially if you’re reaching out to 500 to thousands of contacts).

There are three outreach principles that I always keep in mind when I create an email template:

  • Offering. What do you offer to your link target? Is it a free content? Product or service? Sponsorship? This must be the first thing your link target must be able to see at the top of your message.
  • Unique Proposition. How different your offer from other offers? If you’re providing the same  value then why would they bother to reply back to you?
  • Call to Action. The end of your email template should get your prospect take any action (give you a feedback, answer your question, etc..). Be careful not to ask immediately for a link. It will just decrease your success/response rate.

The basic formula to create an outreach template is this (from SEER Interactive’s post):

[Asset] for [Blog/Website Name]

Hi [First Name],

[Brand] [thing brand is offering]. [CTA].


[Your Name

So if you’re outreaching someone for a guest post, your email template may look like this:

Subject: [New Content / Guest Post] for [Blog/Website Name]

Hi [First Name],

[Brand] would like to contribute an article about [topic]. Is this something you’d be interested in?


[Your Name]

Add variations to your email template to create multiple templates and test which one is the most effective. For instance, you want to test the best place to put your CTA offer. In this case, you can create two templates: one template includes CTA in the intro paragraph; the other one has the CTA at its end.

The more you do testing, the more you improve your outreach.

Real Life Outreach Templates

Guest Post

Hey [First Name],

I saw that you’re the founder at [Site] and I wanted to get in touch.

I am looking to write about the topic "[topic]".

[Why do you want to write about that subject?]

I'm sure that this topic would catch the interest of your readers.

What do you think about this? If you’re interested, I am happy to get something written up and sent over to you – or if you have another topic you’d like to see covered, I am more than happy to write on that.

Here are some of my posts I've written on other blogs:

[URL 1]

[URL 2]

[URL 3]


[Your Name]


Response rate 79%: (11/14)

Links acquired: 11+ (with 2nd-tier links for this post)

Sample links:

Round-Up Post

Hi [First Name],

I'm doing an expert round-up on my site and I know that many people would love to hear your thoughts to this question:


You can include images (e.g. screenshots) and videos to support your idea.

I know that this will be a great resource for [industry] today. That's why I want to include your tip (since you've been sharing useful strategies/tactics about [topic] on [Site]).

Thank you for your answer in advance, [First Name].

Kindest regards,

[Your Name]


Response rate: 52% (51/99)

Links acquired (linking to this round-up post): 8+

Sample links:

5. Execution

Now it’s time for you to do the outreach. Here are some tools that you can use for the execution phase:

Among these tools, I personally use Gmail since I find it convenient and easy to use. However, Gmail and other email service providers can limit your outreach efforts such as handling multiple inbox dialogues and tracking responses from link targets.

If you’re tight in your budget, you can consider Gmail and Excel spreadsheet as your outreach tools.

Here are a few tips to get the most value out of the said tools:

  • Use canned responses in Gmail for easy template creation. You can even include your subject line in your email template so you can just copy and paste it in the subject line once you write the draft or send the message already (this is effective if you have long subject lines).
  • Install the Undo tool in Gmail so you can easily undo the message if you still don’t want to send it (i.e. you remember some grammatical errors in the message).
  • Use split testing in outreach. Create two different email templates (you add variations to their subject lines). Send an email message to the first 10% of your contacts. Send another one to the other 10%. Wait for 1-2 days for their responses. If they don’t respond, check each of your template and see which details you can improve to get more replies. Select one from the two templates that gets the most response and use it to reach out to the remaining 80% of your link prospects.

Here’s a diagram to help you with split testing:


Track the dates when the person replies back to you and when the link goes live. It will give you an idea which week/month gets higher response rates (i.e. December is not a good season for outreach since most (all) are busy for the celebration).

  • Allot one week of interval before you follow up your contacts. Check first their pages/sites if they had linked to you already. They might forget only to tell you your live links.
  • Continue to build relationships with your prospects. You might get another link from them in the future (if you need be).

6. Reporting

If you can measure it, you can improve it. This saying is always applicable in outreach. After you sent out messages to your target linkers, you have to track the response rate and the number of links you acquired from them for the following reasons:

  • You can have a better understanding on which template gets the most response and certainly add/change details to the template to get better results.
  • You can estimate your industry’s link acquisition rate for a certain portion of contacts (2% rate for the first 10% of the whole list).
  • You can determine which day of the week yields the highest results in outreach.

There are still a lot more reasons why you need reporting in link building outreach. But the above reasons are what you need the most to improve your outreach efforts.

To simplify the reporting, I created a tool that will help link builders (including me) to measure the success that we’re doing in the outreach process.



Link Building Outreach - Reporting Spreadsheet

As you can see, I applied split testing in the execution and reporting phases of the outreach.

You can easily track the success rates for the first split (10%), second split (10%) and last split (80%) of the activity. You just need to put the important details in the spreadsheet:

  • URL of your link target (page/site)
  • Name of your link target
  • Yes/No for the response section
  • Yes/No if you get a link from the prospect
  • URL of links that you acquired

The tool will automatically count the response rate and number of links that are lived for each outreach split.

The spreadsheet could also give you visual representations of the number of links and percentage of responses for a part or the whole portion of your list of contacts.



I will update this tool in the future to track and analyze more needed details in outreach.

For now, if you liked this article and love this new link building outreach tool, you may want to subscribe on this blog and share this post to your friends (use the above social sharing buttons!)


Infantry Square to Promote Your Content


Promoting your content is like bringing your military troops in front of your enemies. It’s either you lose or win the battle. Whatever the result will be, you have to prepare yourself before entering into the war of content marketing.

Part of the preparations is creating your own solid following base. This comprises your own troops and your allies. Designing your content strategy in this approach would help you build a competitive advantage over your enemies because some of them focus only on building low quality links (blog networks, low-quality guest posting, buying links, etc..) which would only bring down their chances of winning the battle (especially now that Google is targeting sites that are engaging in aggressive webspam tactics).

Content that is designed to satisfy user’s intent is what matters most in today’s online marketing. However, creating a content piece does not guarantee your victory. You have to get in front of your target audience with the content that you have and entice them to take necessary actions for your brand (signing up for your newsletter, follow you on social networks, buy your product/service or whatever conversion goals you’ve setup beforehand). This makes content promotion evenmore complicated given that there are lots of effective promotional tactics that your competitors might be using for their own content strategy.

How to Promote Your Content Using the Four Core Principles

In this post, I cover the four principles of a robust content promotion that will differentiate you from others and will certainly enhance your brand experience towards your target audience (customers and influencers).



1. Content Optimization

Content that is not optimized both for search engines and end users would leave you behind the battle. The reason is that people would not be able to find your content unless certain web elements are present on it. Some of them are:

Page title

Using your target keywords in your page title would help your content improve its performance on search rankings. However, you should not optimize it for the sake of keyword density. Rather, ensure that your content matches to the keyword you’re targeting for by satisfying your user’s intent on clicking that page.

Applying actionable page title is also one of the best implementations you can do for your content because this can entice searchers to click through your content as they see it on search results (people are now looking for “how to” content pieces rather than the “what and why” of a topic).



                                                                    How to Find Resources for Your Content

Google+ Authorship

Google is now favoring pages with authorship markups on them as they are more likely to indicate credibility and authority on the web. Making sure you implement authorship on all of your content pieces would give you a cutting edge over your competitors.  This can also increase your social following on Google+ since people can directly click your Google+ page right on the search results.


Internal Linking

Linking to your site’s other pages would retain users on your site given that you’re giving them reason to read more of your other content pieces. Using a well-planned anchor text strategy for your internal linking would also help improve your site’s performance. Longer anchor texts are more receptive to clicks from users than the usual strategy – exact match anchor text. The reason is that it looks more natural for the users to see longer phrases/terms that link to your site’s other pages.

Substance of Content

The more useful, significant and comprehensive your content is, the more likely your users would want to share or link to it. Bloggers want to link to comprehensive content pieces on their articles as these can give more value to their readers.

Another strategy you should now start implementing for your site/brand is the use of freshness for your content. Rand Fishkin discussed this topic in his recent Whiteboard Friday. He noted that freshness is one of the ranking factors that Google is now using to give favor to content pieces that are up-to-date and high quality. Using this for your own advantage would help your content get easy wins in the battle.

You can do this by simply entering your target keyword in Google search. By looking at the dates of each content listed on the search results, you now have an idea if freshness greatly impacts ranking results in your niche.



For more useful tips, you can check out this post on Kaiserthesage on how to optimize content for search engines.

2. Alliance Building

If you are a small brand, you cannot win the game without the help of content allies. Building an allied force would not only indicate a strong brand community but would also help you amplify the reach of your content. Each social share by your ally would significantly affect your content’s performance on the web (especially if your ally targets a strong group of people whom you can become your followers in the future).

Here are some tips to build your own allied force:

  • Create a list of mid-level bloggers whom you think are targeting the same type of audience as yours. Understanding how they write their content (length/form) or how they interact with their readers would give you a feel of what approach you’ll be using to penetrate to their community. A list of bloggers on a spreadsheet that also contains their contact details and/or some information about their blogs is a good starting point to alliance building.

 Click here to see a sample list of bloggers

  • Outreach to them with the intent of giving them value four times of what you’ll be getting from them (link/share).
  • Consistently engage with bloggers and provide valuable content on social platforms. Promote others’ content pieces on social. Show appreciation to someone who shares your content (whether or not he’s included in the spreadsheet).
  • Include other bloggers’ content asset (article, slide presentation, video, etc..) on your own content piece. Always give attribution to the content creator by linking to the external source. Pitch the blogger and let him know that you mentioned him in one of your posts.

So where’s the content promotion by building your allies? If you started to build relationship with the blogger, it would be easy for you to promote your content. Asking for a link/share to someone you’ve started to build relationship with would not be as difficult as to asking for a favor to a stranger. This would increase your email response rates every time you do your outreach.

3. Influencer Outreach

It’s difficult to reach out to influencers because they have their own agenda and they get tons of emails in their inbox daily. They do have their own spam filters to determine whether or not your email has the right get a reply. This makes it difficult to be on their radars (and get them following you on your circles).

Before you write personalized emails to your influencers, you need first to identify them (to lessen the difficulty of finding influencers who are not related to your niche). Who are they and why are they worth following to?

How to Find Industry Influencers?


This is one of the effective methods to find influencers who are working in the same niche as yours and have a huge social following on Twitter based on social authority.

Type in the niche that you are targeting on the Followerwonk’s search bar and sort the results based on social authority. The reason you want to sort it by social authority is that you want to get a list of influencers that have a decent amount of Twitter followers and who get a lot of retweets in their recent tweets (this is how social authority is calculated).

Getting in touch with highly social influencers would help your content to get in front of a larger audience and obtain tweets and/or retweets over time.



GPlus Data

Type in your industry in the search bar of GPlusData and you will see the top 10 Google+ influencers (based on the number of followers and the engagement they’re doing with their circles.

Group Interviews

I’m sure that there’s at least one solid group interview in your industry. Find those group interviews by doing Google search and typing any of these search queries:

  • “your industry” + share their most
  • “your industry” + share their best
  • “your industry” + group interview
  • “your industry” + expert interview

Twitter Lists

You can also use this to find influencers in your niche. Just type this search query (inurl:/list + "your industry”) and you’ll be able to see great list of influencers.


Pages that rank higher on search results

Type a keyword on Google search. You will see tons of results (from page 1 up to the last page). Use the search settings and filter the results per page by 50 or 100 so you when search for a keyword, you’ll get plenty of results right on the first page.

Get all the needed information to reach out to the owners of those websites listed on the first page. Collect their contact information, country where they are living in (so you know the best time you can send them emails) and form/type of content they usually publish. (You can use the same spreadsheet I shared above, just rename the document title with “influencer outreach”).

When you do your outreach to influencers, you can apply any of the above tips on alliance building. The most important tip in the list is to give value to bloggers you want to get connection with.

Let’s look at what you can offer to people.

What value can you give to mid-level bloggers and/or influencers?

Create an audio version of a group interview

There are tons of group interviews you can see out there. Some of them are long form text-based content which is boring to read (especially if there are no quick links on it and you have to scroll down the page to read each answer). You can use this as your angle to pitch to bloggers who do group interviews. Tell them the reason why it’s important to have an audio version of the group interview (it would be easy for readers to just listen to every answer in the interview rather than read each of them).

In exchange for your service, you can ask for a link pointing to your latest content piece (which should be relevant to the topic of the group interview) or a description about your website or any of your offerings (product/service).

I’ve found this value on Pointblankseo’s list of creative link building. There’s an audio version of the group interview which you can download and listen to it in your most convenient time.

You can do the same for your outreach campaign. Create the audio version by yourself or hire a talented transcriber on Fiverr or Odesk.

Transcribe a video or audio

Offer this kind of help to bloggers who created content in a video or audio format. This angle would increase your response rates when you pitch them given that most of the bloggers don’t have much time to create a text version of their content asset.

Create an infographic version of an existing content piece

Turning a content piece into different versions is a cost and time efficient strategy given that you don’t need to do a lot of research to find resources/data for the content (which would give you more time to do your outreach).

It’s important that you find an existing content asset that is already ranking for related industry terms/keywords that you targeting. The reason is that earning links/shares for your infographic would be easy given that you can pitch the linkers of the existing content piece and ask them if they can link/share to its infographic version.

One example is the infographic version of the 200 ranking factors of Google by Brian Dean.

You can find a high-performing content asset in your industry by getting on the radar of authority sites. Adding their blogs on your RSS feed (Feedly) would help you track pieces that are gaining natural links and are receiving positive feedbacks/comments from the community.

Offer to promote their service through your mailing list

If you have a weekly/newsletter or you are using a mail service provider, you can make this as an angle of your pitch. Ask your prospect site owner if he wants to promote his product/service through your newsletter/mailing list. Mention in your email template that you have a large number of email subscribers and promoting their offering(s) would give a boost to its promotion.

It’s important that you don’t ask immediately for a link/share to your content piece. This would only give them a reason to ignore your pitch. Wait for a few weeks to ask them for a favor.

Help Authorship Markup

If you’re working as an SEO professional or you know someone who is an expert in the field, you can offer to help bloggers implement authorship markups on their sites. This tip came from Jason Acidre’s post about alternative approaches to improve blogger outreach. You can also check that out after reading this post.

To obtain higher response rates for your outreach, you have to include in your pitch the importance of installing authorship markup on a site (increase in click through rates (CTRs), improve their site’s search rankings as Google is now giving favor to brand/site with installed authorship markups). By mentioning this in your pitch, it will surely catch their attention, seeing that there’s a value in it – enhancing their site’s performance.

To find blogs that haven’t installed authorship markups, simply do a Google search (type in “your industry” blogs or inurl:/blogs + “your industry”) and build a list on a spreadsheet.

Asking bloggers to become your affiliate marketers

David Sottimano wrote an awesome post explaining the perception of bloggers today towards pitches from SEOs. In his article, he surveyed less than 100 food bloggers and asks them the first question, “Do you make money for your blog”.  Eighty-five percent of the respondents said yes to that question, which only means that there are several blogs that earn money through selling affiliate products, or advertisements (e. g. Google Adsense).

By asking a blogger to become your affiliate marketer, you give a chance for your product to get a review about it or be included in the resource page of the site. Jon Cooper wrote a product review for Buzzstream in one of his posts. It does not only describe the features of Buzzstream as an outreach tool for link builders but also make it as a useful resource for those who are looking for guides for blogger outreach.

You should include in your pitch the value that they’ll be getting from promoting your product. You can mention the commission rate that they can earn once a person buys the product using the referrals on the site (product review or inclusion in the “resource” or “useful links” page). To encourage your blogger to accept your offer, you can increase the usual commission rate an affiliate marketer earns from your product (e.g  3 % to 6 %).

The advantage of using this approach is that it is not a one-time promotion you commonly use as an angle for your blogger pitches (e.g. product review), which means that the blogger can continuously include your product in one of his content distribution efforts (e.g. guest post). This would bring your product into its longer promotion on targeted sites given that product reviews are sticky when they are included in a “tutorial” page/category or the product itself is embedded on an advertisement above or below the fold of the page.


Using the above list of approaches for your outreach can significantly affect the results of your content promotion campaign given that bloggers would not ignore benefits/values that you will offer to them.

4. Content Distribution

Consistently promote your content piece into your different content distribution channels would help your brand/site to become known to your target audience. Here are some content distribution channels where you can mention/promote your content piece:


If you have built authority in your niche, you probably receive interview requests from bloggers, where you can take advantage of. Reference your content on the interview where it is appropriate (the topic of the interview is thematically relevant to your content piece).

Online Communities

Participate on high-traffic online communities such as forums and blogs where you can mention your content as a resource. Don’t spam every blog post on authority sties but add value to each conversation so you can get clicks going to your site from blogs where you contribute insights to.

Guest blogs

Never underestimate the power of guest blogging as one of your content distribution channels. By creating a high quality post on someone’s blog and including your best content pieces on it, you do not only get a link and traffic from the target site but may also increase your conversions (which would vary depending on your goals).

Tip: Use long tail keywords on your guest posts. The moment your post rank high on search results for a certain long tail phrase, the chances of being mentioned by other bloggers and brands on their sites/blogs are higher.

I wrote a guest post on Search Engine Journal few months ago about building a strong brand identity. This post is still ranking for the keyphrase “how to build a brand identity”. This also got some attention from brand owners particularly those who are searching for industry guides (how-tos) to use as external sources for their content.


Last month, the post was mentioned in one of the top (offline) newsletters in Minnesota, USA which brought brand exposure for my site.



This is only one of the opportunities that are possible to attain when you contribute high quality guest posts (articles where people can learn and get value from).


Do you still remember the list of influencers on your spreadsheet? Use them to promote your content.

Below is an email template that you can use to promote your content to social influencers (make sure you offer an awesome content).

Hey [Site Owner],

[Personalized this part]

By the way, I published a group interview this week entitled, "The 38 Creative Ideas I've Ever Seen" - it's a compilation of creative content examples from famous content marketers including Rand Fishkin and Neil Patel.

Here's the link to the interview – [Url]

I know that your readers/followers would love to see this great content piece.

Please let me know your thoughts,

Kind regards,



Mark Traphagen shared one of my posts (creative content marketing) in his Google+ which exposed my brand to thousands of Google+ users (knowing that he has 60K+ followers!).

Online Newsletters

There are several niche-specific newsletters where you can contribute your content to. Contact the newsletter owner and give him a shot of your content piece (you can use the above approaches to give value to these newsletter owners).


Promoting your content is not as difficult as you think it is. You just have to connect with the right people and give them value more than what you can get from your content promotion.

Feel free to add your content promotion techniques below. Email me at venchitotampon [at] gmail [dot] com if you have any questions or suggestions for my future posts.

If you liked this post, kindly share it to your circles/networks and follow me on twitter @venchito14.