Content Marketing, Earned Media, Media Relations, Owned Media, Relationship Building
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Getting the attention of bloggers, editors, and journalists is a constant challenge for content marketers and PR professionals. BuzzStream & Frac.tl recently partnered to survey them about what works. The publisher feedback was loud and clear: keep your pitch simple, be concise, and send raw data whenever you can.

Not surprisingly, more than 99% of publishers were against clickbait subject lines, and more than 75% prefer subject lines to be kept to fewer than 10 words. Publishers don’t want to see CAPS, emojis, or exclamation points, either. If you’re pitching a study, highlight key findings in your subject line and the body of your pitch. If you have a standing relationship with the writer, call that out.

You’ll have the hardest time standing out to Lifestyle, Entertainment, and Technology writers – as they get pitched the most. Editors get pitched more than anybody else, so you may find more success pitching individual bloggers and journalists. Pitch exclusives and new material whenever possible, as very few publishers were open to syndications. Finally, don’t exceed more than 1 or 2 follow-up pitches.

See the full results below:

How to Stand Out in a Publisher's Inbox

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Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Jayson DeMers Founder & CEO AudienceBloom
Joe Beccalori CEO Interact Marketing
Ann Smarty Brand & Community Manager
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Vidya Sury Vidya Sury, Collecting Smiles
Michael Ferrari Online Marketing Consultant Pen Cap Online Marketing
Chirag Ahuja Head of Marketing WorkflowMax
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Kelsey Libert Marketing VP & Partner Frac.tl
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media

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