Since sourcing talent for my content team I’ve come to the realisation that as much as I can teach them best practices and processes in how to outreach, their success inevitably comes from personal traits.
Like every other marketer in the business I read article after article about how emails should be structured, how content should be pitched and how subject titles should be tried and tested.
Let’s face it, we’ve all got our own methods in securing our clients coverage, however I’m a strong believer that even after a master class in outreach it all comes down to how that individual can pitch content to a site/publication on their own merit.
Yes of course elements of outreach can be taught to some extent, but if your team doesn’t have the personality or inner skills to take them forward, then I’m afraid that team member is only going to end-up becoming a massive drain on your most important resource - time.
Recruiting new team members in the digital realm is difficult enough as it is.
Not only do they have to fit in with the company culture and understand the fast pace of agency life, they have to be able to deliver.
I’ve spoken to a number of fellow marketers who agree with me on the personality vs qualifications argument, however, if you’re still sitting on the fence I’ve listed below what I would consider the attributes of a killer outreach team.
The discipline
Spamming out an email is easy, but outreach takes a patient discipline.
Not only do they have to be able to analyse their placement and understand the type of content they will accept; but once that well pitched email is sent there needs to be a follow-up.
Unfortunately following up seems a rarity, but in reality it’s one of the best ways to understand why your content wasn’t accepted and to start a dialogue with the editor.
Your team need to have the discipline of not accepting no, and getting down to the why?
A killer charisma
Now I don’t want you to think I’m starting a war against introverts, so let’s be clear on this - it doesn’t matter if they’re the office clown or the quiet one, what matters is how they come across online.
Constructing a well-thought out and authentic email that is personable, will always be the true test of anyone working in outreach.
Driven to succeed
You could combine this with discipline, but drive is not something we are all blessed with. Sometimes, the fires in some bellies burn a little lower than others.
You will soon realise that when you have driven individuals on your team they will do anything it takes to succeed, and accomplish incredible things all on their own.
It’s all very good getting the job done, but if they don’t have the drive and passion to make it their best work you can end up banging your head against a brick wall.
Empathetic with influencer
Many of those in outreach have never been on the other end of an outreach email; so it goes without saying that if your team are to be successful in contacting an editor, they need to be empathetic to the influencer.
There is always a person behind a website or publication who is putting their heart and soul into making it a success, and your team need to understand that and ensure their methods are respectful and never blasé.
Skills and qualifications can certainly help you to find team members that look great on paper, but as we all know, it’s not until they really run with it that you’ll find those who can conquer outreach and those who simply want to throw in the towel.
By Lizzie Benton, content marketing manager at Datify
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