HOW TO GET AMAZING COVERAGE ON THE WEB. FOR FREE.(some call it blog seeding other call it influencer campaigns)

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Case studies

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4 It’s your turn

Going further

Getting coverage

Why blogs matter?

Common questions

Why blogs matter?1

What’s the thing in common between and blogs such as

,?

What’s the thing in common between and blogs such as

,?

They last long.

Web articles matter becauseThey last long.

You know the long tail, right?*

http://www.wired.com/wired/archive/12.10/tail.html?pg=1&topic=tail&topic_set=* if not go & read:

You know the long tail, right?*The same mechanics work with TIME.

http://www.wired.com/wired/archive/12.10/tail.html?pg=1&topic=tail&topic_set=* if not go & read:

Let’s take an example. Would you rather get an article in Le Monde (print) OR in a nice blog?

Hmm. It seems easy to answer.But let’s look at figures.

Le Monde, around 300K diffusion.I don’t know any french blog having as many views.

But don’t you forget something? Like the fact that...

But don’t you forget something? Like the fact that...

NEVER forgets.

But don’t you forget something? Like the fact that...

300K visits is just 30x10K visitsYes. Le Monde is just like one month of any blog.

Oh and by the way. Another difference.People will find you when they look for what you say.

Getting coverage2

Now comes the right question.How do you get blog coverage?

You might just answerthe one true question. Why does a blogger blog?

Some do it for fun. Some do it for money.Some do it for fame.Some do it for the sake of it.Some even do it to get laid.

So just be very clear.Bloggers are content publishers.

they want AMAZING CONTENT

Do you want bloggers to love you?Give them AMAZING CONTENT

What is AMAZING CONTENT?

what their readers like.what Google likes.

AMAZING CONTENT is

Hey! Think about their clients.Figure out who read their site(and who would like to read your content)

AMAZING CONTENT is

WHAT WE

AMAZING CONTENT is

WHAT WE

How do you give them AMAZING CONTENT?

AMAZING CONTENT is contentthat’s loved by the readers.

So first, spot good blogs via: Google.Top Wikio.Twitter & Facebook feeds.then? Blogrolls & passion.

ThenLook at the «Most read» articles.(if there is no widget, look at the best ranked on Google)

And grap the essenceof the blog’s editorial work and of it’s readers taste.(either adapt your angle/content or pass)

NEVER send a mail that says«I read you blog and love what you write»

NEVER send a mail that says«I read you blog and love what you write»

Bloggers just read «BlaBla».Like the last 200 mails.

NEVER send THE SAME mail to every bloggers.

NEVER send THE SAME mail to every bloggers. Journalists have to fill their paper. Bloggers don’t. They just want exclusive AMAZING CONTENT.

NEVER call your file PRESS RELEASE.

NEVER call your file PRESS RELEASE.And stop attaching 20 files. Make a choice.If you have 100 photos, attach 1, max 4 and put a link.

You want them to LOVE you?

You want them to LOVE you?Check the trends on Google, propose some titles, some funny stories, intro, facts, figures.

You want them to LOVE you?Check the trends on Google, propose some titles, some funny stories, intro, facts, figures.

MAKE THEIR JOB SUPER EASY.

Creating AMAZING CONTENT is YOUR mission.

So select the blogs that really resonate with you

And do as if you were the blogger itself. «Give me something I care of and that my readers will love. And don’t make me work too much I do it on my spare time.»

And think of the paper as if you were reader. «Please. Tell me good stories. Make me smarter. Make me laugh. Challenge my beliefs.»

And btw.. if you have a website,make the story super easy to write.Launch a page gathering the the logo, tagline, company info (with different lenghts) and the story of the CEO. Scoop.it is the perfect exemple.

Common questions3

1. Can I know how many visitors they got?

No. You can’t know precisely how much visitors they got.

But here is a jedi trick. Look at a recent article (less than a week), you can estimate the visitors with one of these formula :

nb of Twitter share*10nb of (Twitter Share+Facebook Like)*5 - the latter if there are more Facebook Like than Twitter share)

(it often works)

2. What metrics really matter?

We are all in a battle for attention. The champions fight also for engagement and sense of belonging.

So here are the 4 metrics I love.

My n°1 is: nb of views*time on the pageMy n°2 is: nb of shares/LikeMy n°3 is: nb of signups/total trafic - (either email collections or downloads, or account creations)My n°4 is: email clicktrough (%) - (the bigger the base the harder to be high)

3. How do you get TONS of articles?

Make personal connections. And care. Don’t be here just when you need them.

Connect them with AMAZING CONTENT creator. Speak about them. Invite them when you don’t need them.

And of course...Create AMAZING CONTENT yourself.

Case studies3

Case studiesWhat they hate and what they love

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one of the leading blog covering french startups.. in french

one of the leading blog covering french startups.. in english

By Louis Carle

By Liam Boogar

The NOT todo list:

not-targeted infos

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pictures inside the body of the mail

crappy subject (eg «talk about us»)

By Louis Carle

The todo list:

information attached, in PDF, with a nice design and working hypertexts

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customize email

medias attached (.zip)

4 private access

5 direct contactBy Louis Carle

Five Ways to get on my shit list

By Liam Boogar

We write in English. N’écris pas en français.

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I keep running list of bad startup names. Don’t make that list.

“Here’s a recent article of us on another blog“. Bad idea.

4 No good startup was ever pitched to a blogger in 140 characters. You won’t be the exception.

5 Press release are attachments, not emails. Also I only read them after I decide to write about you, not in order to decide.

Five Ways to get my Attention

Be ready for Press. If you’re not sure what this means, you’re not ready.

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Short email. “Hi. We do X. Want to learn more??“

Get an intro from someone we’ve written about. I like all the people I’ve written about.

4 Ask me to lunch/coffee – I do that every day, so you know I’ll be free in the next week.

5 Tell me why Rude Baguette should write about you ( “we’re French” is not a good enough answer)

By Liam Boogar

4 It’s your turn

Find blogs you love (2-5 max)

Find their most successful posts

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4 Draft a post & mail for you favourite blog

Estimate the traffic & the engagement3

Going further5

http://www.fourhourworkweek.com/blog/2012/07/18/ryan-holiday/

www.fourhourworkweek.com/blog/2012/12/18/hacking-kickstarter-how-to-raise-100000-in-10-days-includes-successful-templates-e-mails-etc/

http://fr.slideshare.net/U2U/livre-blanc-erp-blogueurs

Willy Braun General Manager of France Digitale, great association of VCs & tech entrepreneursFeel free to drop me a mail: willy@francedigitale.orgFind my posts: www.brocooli.com (subscribe to the newsletter!)

My book: