In the content marketing world, infographics are a valuable currency. Editors love being presented with ready-to-go content, while readers find them much more digestible than a wall of text. But what happens when, despite your valiant outreach attempts, your infographic isn’t getting any links? Rather than leaving it to fester in a dreary corporate blog, you need to step back and re-evaluate your content creation process.
Here are some mistakes that your infographic might be guilty of…
1) It’s too niche
It makes sense to write about what you know, but ask yourself this: does anyone else want to know about it? For example, if you’re a bathroom retailer, you might know a lot about shower heads, but this enthralling topic wouldn’t deserve an infographic dedicated to it.
Fix it – Outreach shouldn’t begin when the infographic is complete; you should draw up a list of potential targets as soon as you have the concept for it. If you can’t think of enough outlets who would be interested, you’ll need to find a way to widen its appeal.
2) It’s too country-specific
If you’re approaching outreach from a traditional PR perspective, tailoring your infographic to one country makes perfect sense. However, since the focus of digital PR is not just on brand awareness but also link building, a country-specific asset can limit your chances of gaining coverage worldwide.
Fix it – Avoid using currencies or measurements in case of alienating possible targets. You want your infographic to be used by outlets from the world over, but an infographic featuring the results of a UK-wide survey is unlikely to be picked up elsewhere.
3) Your pitch is a turn-off
Spelling and grammar aside (and trust me, you won’t believe how many people make these mistakes in the crucial subject line) there are plenty of other reasons why your email will be disregarded. If your pitch is too long, the reader will get bored; too short, and you risk a lazier journalist not getting back in touch for the information they need.
Fix it – Include the recipient’s name in the subject line to massively increase the chances of them opening it. Reference a previous article of theirs that you liked for extra kudos – but keep it recent, or you come across looking like a creep.
4) You haven’t reached out to enough people
When your outreach process is completely manual, finding enough relevant targets can be tricky. Ideally, you should be approaching a minimum of 300 appropriate targets for each asset, whether that be in the form of press releases or uber-personalised pitches.
Fix it – The obvious solution is to invest in a media database like Gorkana, where an up-to-date list of journalists and bloggers is immediately available. However, this isn’t often an option for smaller companies. Instead, you could look to content research tools such as Buzzsumo to find people who’ve already written about your subject and pitch to them.
5) You’re not following up emails
Some journalists actively welcome follow-ups, while others dismiss them as a waste of time. You probably won’t have the time to chase up every single email, but it’s wise to follow up as many as you can in case your message was missed.
Fix it – Emails aren’t necessarily the best way to follow up; reaching out on Twitter can provide a more immediate response.
By Helen Parkinson, outreach and PR executive at Inside Online
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