Content intended for building links relies entirely on the credibility, legitimacy, and the influence of the publisher. Digital marketers certainly want the best publications for sharing content and gaining links. But the best-ness of a publication relies on the above three qualities.
Instead of being stuck on low-tier blogs, here are several useful ways you can locate the top publications and influencers for your client’s link-building content:
Go Straight for Journalist Influencers
Journalists are the absolute best influencers for pitching articles or topics. A journalist can link your article or share it among their networks to get excellent citations in return. Keep in mind that we are talking legitimate journalists here. As in people who work for reputable publications, not freelance bloggers who may sometimes call themselves journalists.
Technically, you can use bloggers as well. However, journalists have much better credibility, contacts, and overall influence compared to bloggers. So let’s go straight for that.
Marketers can make a major mistake when reaching out to journalists. Do remember that most top-tier journalists specialise in various subjects. For example, news publications have news reporters, opinion columnists, sports writers, and authors that tackle topics like health, restaurants, cyber security, and so on. The more specific the specialisation, the better, as Shout Agency marketers say.
There are two methods you can use to locate journalists who write to the same audience you intend to target. You can go through a list of top-tier publications and then ask the papers which journalists work on the topic you have in mind. The other way is to use Buzzsumo, which would offer data on which journalists are the most influential.
You can use the Buzzsome Influencer tool to find journalist influencers. When searching under a topic, make sure you check only the “journalist” box and nothing else. The top results should give you an understanding of who are the movers and shakers in a particular field.
The lower-end top results are the “connectors” in the field. These would be journalists who are less influential, but are still highly followed in the industry. Scroll down to the middle of the search results. At the middle, the results are less specific, but still indicators journalists who are well followed.
You can then pitch your content to these journalists for sharing, publishing, or even just opining on. The links you gain as a result would be highly valuable for adding authoritative sources to your site’s backlink catalogue.
Prioritize Whom to Pitch to
Sure, everyone wants top-tier journalists to write articles or share content for them. But these top-tier journalists are often pitched to, increasing the likelihood of your request going unnoticed. To avoid this fate, it’s best to focus on digital publications with massive followings in the subject area of the business in question.
To do this, databases like Google BigQuery and Gephi are your friend. You can use these databases to locate news stories on a certain specific subject, but also within a certain timeframe. Likewise, you can narrow down the search criteria to find exactly what you need to reach a certain target audience.
You can use these databases to find out which publishers end up as the most linked. In other words, you can locate the publications that are best for transferring content. This doesn’t mean which publication is the best for publishing. Rather, the publications with content that gets the most shares and links are what’s important here.
You should go ahead and pitch content to these publications and journalists to enjoy the most exposure. The effort can still be specific, but sharing potential is what’s really worthwhile here.
Find Out Where the Competition is Getting Links
The above methods are the best for finding publishers for your content. However, marketers could also simply go straight to the publishing platforms the competition uses. This may not improve traffic necessarily. But it would offer viewers of the competition’s content with a new option: your client’s.
However, it’s important to be careful here. Don’t use a publication a competitor uses that may have credibility issues. Authority is still the most important currency for driving up SEO rankings. As long as the publication is credible, it should be usable.
Always assess how influential a publication or a publisher is, rather than how popular they are. The relevance to your target audience is another crucial factor as well. While keeping these in mind, feel free to make the best use of the above suggestions for link building. Don’t forget that your content must be of really high-quality to reach the best publications. That means seriously investing in a content marketing plan.