If you're in the digital PR space pitching journalists

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We could begin mapping out the circumstances and events in life as one decides to seek insurance: Events like having your first child, becoming an independent contractor, buying a home, having a cardiac-related scare, etc. From these "use-case brainstorms", we work up into problem areas — and related queries — that the target audience might be having. These give us a basis for discovering publishers that align the audience of the target page with its contexts of usage.


For Moz, we’d likely focus on marketing trade pubs — SEO or not. For the insurance pages, turkey gambling data we’d likely start with parenting blogs, health/fitness publishers, websites relating to starting a business, and potentially realtor sites. For good measure, we frequently examine high ranking pages in the target keyword space to learn more about what we call the "linking context" for a given set of keywords. We're especially focused on the titles of linking pages. This gives instant insight into topics that make sense for prospect discovery.


We usually find things like long form guides, tons of coupon pages, review sites, forums, etc. — all of this gives us a better sense of the linking context. Combined, use-case brainstorms and linking context analysis help us build out a full picture of the audiences and key problems that will lead us to suitable publishers. Link outreach Outreach is simple. Well, sort of. If you understand what the publisher wants, which is ultimately related to how they make a living, then you figure out how to pitch and deliver just that.


, you're pitching your ability to drive "audience engagement" (as we've picked up from Neomam CEO, Gisele Navarro). So your subject line and offer need to clearly drip with page views, click-throughs, and social shares. And your content has to deliver. After all, with the high content costs involved you’ll need to reuse your contacts! If you're in broken link building (and to a lesser extent, a tactic like unlinked mentions), you're offering "visitor experience improvements" to a webmaster or page curator who's dedicated to a particular audience.