How to recruit and train a killer PR and Outreach team
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Outreach is like rocket fuel for a well-optimized website, but it’s a tough gig and not everyone is cut out for it. This talk will show you how to create a killer outreach strategy, the traits and skills needed to execute on it, and how to hire the right people to get the job done.
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How to recruit and train a killer PR and Outreach team
- 8. #brightonseo @elbell09 #brightonseo @elbell09 outreach is better, more measurable PR #brightonseo @elbell09
- 11. #brightonseo @elbell09 #brightonseo @elbell09 links traffic brand awareness + #brightonseo @elbell09
- 14. #brightonseo @elbell09 #brightonseo @elbell09 8 actual links, maybe 50 pageviews
- 25. #brightonseo @elbell09 #brightonseo @elbell09 a day in the life #brightonseo @elbell09
- 26. #brightonseo @elbell09 #brightonseo @elbell09 create & promote content #brightonseo @elbell09
- 30. #brightonseo @elbell09 #brightonseo @elbell09 outreach is so much more than link-building #brightonseo @elbell09
- 31. #brightonseo @elbell09 #brightonseo @elbell09 it is your brand’s digital footprint #brightonseo @elbell09
- 34. #brightonseo @elbell09 #brightonseo @elbell09 but not as hard as finding outreach specialists
- 36. #brightonseo @elbell09 #brightonseo @elbell09 online research skills organized optimistic self-starter time-management skills hustler superior persuasive writing skills competitive natural problem-solver team player relationship-building skills writing skills/mastery of the English language innovative interest in marketing persistent passionately curious hard-working ambitious creative problem-solver resilient overachiever adaptive in communication well-spoken empathetic tenacious proactive flexible analytical independent inquisitive direct
- 39. #brightonseo @elbell09 #brightonseo @elbell09 candidate with outreach experience 1 #brightonseo @elbell09
- 40. #brightonseo @elbell09 #brightonseo @elbell09 hire green employees with certain traits #brightonseo @elbell09
- 41. #brightonseo @elbell09 #brightonseo @elbell09 8 non-negotiable traits & skill sets #brightonseo @elbell09
- 44. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident persistent resilient
- 48. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident competitive persuasive writer persistent top-notch researcher creative problem-solver resilient
- 49. #brightonseo @elbell09 #brightonseo @elbell09 #brightonseo @elbell09 confident competitive persuasive writer persistent top-notch researcher creative problem-solver strong relationship-builder resilient
- 52. #brightonseo @elbell09 #brightonseo @elbell09 editor journalist freelance writer marketing copywriter product sales rep pr specialist*
- 53. #brightonseo @elbell09 #brightonseo @elbell09 editor journalist freelance writer marketing copywriter product sales rep pr specialist* seo
- 54. #brightonseo @elbell09 #brightonseo @elbell09 editor journalist freelance writer marketing copywriter product sales rep pr specialist* seo
- 57. #brightonseo @elbell09 #brightonseo @elbell09 when applying, email me@clearlink.com with your resume and the reason why we should hire you in the body of the email. #brightonseo @elbell09
- 58. #brightonseo @elbell09 #brightonseo @elbell09 when applying, email me@clearlink.com with your resume and the reason why we should hire you in the body of the email. the subject line MUST contain the word velociraptor. #brightonseo @elbell09
- 59. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● attention to detail ● creative subject line ● email formatting ● persuasive writing ● brevity ● follow-up
- 63. #brightonseo @elbell09 #brightonseo @elbell09 what’s your favorite piece of content on the internet?
- 64. #brightonseo @elbell09 #brightonseo @elbell09 what blogs and pubs do you follow?
- 65. #brightonseo @elbell09 #brightonseo @elbell09 name a brand you love with a strong digital presence.
- 66. #brightonseo @elbell09 #brightonseo @elbell09 tell me about yourself. what’s your favorite piece of content on the internet? what blogs and pubs do you follow? name a brand you love with a strong digital presence.
- 69. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● analytical? ● logical? ● digitally savvy? ● confident?
- 71. #brightonseo @elbell09 #brightonseo @elbell09 you’re new to outreach and you need to start building relationships with writers in your space.
- 72. #brightonseo @elbell09 #brightonseo @elbell09 what would be your process for establishing a relationship with a high-profile journalist?
- 73. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● authenticity ● persistence ● understands reciprocity ● variety of touchpoints
- 76. #brightonseo @elbell09 #brightonseo @elbell09 your job is to promote the results of a new study and get at least 15 journalists to cover it.
- 77. #brightonseo @elbell09 #brightonseo @elbell09 nobody responds to your initial 100 emails.
- 79. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● body language ● competitive nature ● thoughtful analysis ● questions the source of the problem
- 81. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● ability to make connections between seemingly unrelated concepts ● creativity & problem solving ● enjoys a puzzle
- 83. #brightonseo @elbell09 #brightonseo @elbell09 you start tomorrow and you’re dedicated to a student loan website.
- 84. #brightonseo @elbell09 #brightonseo @elbell09 kim @ fox13 asks if you can do a skype interview on using bitcoin to pay off student loans in 1 hour.
- 85. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● body language ● response to pressure ● research & prep ● thoroughness ● professionalism
- 86. #brightonseo @elbell09 #brightonseo @elbell09 give the candidate a laptop and ask them to find the contact info for a specific journalist or editor.
- 94. #brightonseo @elbell09 #brightonseo @elbell09 key considerations: ● speed ● persistence ● resourcefulness ● multiple sites and searches
- 96. #brightonseo @elbell09 #brightonseo @elbell09 ● content creation ● audience identification ● prospecting / research ● finding contacts ● pitching ● follow-up key considerations:
- 97. #brightonseo @elbell09 #brightonseo @elbell09 ● test email + subject line test ● screening questions ● in-person interview ● test project summary of filters #brightonseo @elbell09
- 106. #brightonseo @elbell09 #brightonseo @elbell09 persuasive writing skills competitive relationship-building skills creative problem-solver persistent online research skills confident resilient
- 110. #brightonseo @elbell09 #brightonseo @elbell09 elli.bishop@clearlink.com director of outreach & digital pr elbell09