Getting coverage on the Web seems very hard especially with limited ressources. I share with you all you need to know to get tons of free articles from top bloggers and journalists. Testimonies and operational tips included.

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

2. Case studies
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4 It’s your turn
Going further
Getting coverage
Why blogs matter?
Common questions

3. Why blogs matter?1

4. What’s the thing in
common between
and blogs such as
,
?

5. What’s the thing in
common between
and blogs such as
,
?
They last long.

6. Web articles matter because
They last long.

7. 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:

8. 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:

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

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

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

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

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

14. NEVER forgets.
But don’t you forget something?
Like the fact that...

15. 300K visits is just 30x10K visits
Yes. Le Monde is just like one month of any blog.

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

17. Getting coverage2

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

19. You might just answer
the one true question.
Why does a blogger blog?

20. 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.

21. So just be very clear.
Bloggers are content publishers.

22. they want AMAZING CONTENT

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

24. What is AMAZING CONTENT?

25. 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)

26. AMAZING CONTENT is
WHAT WE

27. AMAZING CONTENT is
WHAT WE

28. How do you give them
AMAZING CONTENT?

29. AMAZING CONTENT is content
that’s loved by the readers.

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

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

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

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

34. NEVER send a mail that says
«I read you blog and love what you write»
Bloggers just read «BlaBla».
Like the last 200 mails.

35. NEVER send THE SAME mail to
every bloggers.

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

37. NEVER call your file PRESS
RELEASE.

38. 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.

39. You want them to LOVE you?

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

41. 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.

42. Creating AMAZING CONTENT
is YOUR mission.

43. So select the blogs that really
resonate with you

44. 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.»

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

46. 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.

47. Common questions3

48. 1. Can I know how many
visitors they got?

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

50. 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*10
nb of (Twitter Share+Facebook Like)*5
- the latter if there are more Facebook
Like than Twitter share)
(it often works)

51. 2. What metrics really matter?

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

53. So here are the 4 metrics I love.
My n°1 is: nb of views*time on the page
My n°2 is: nb of shares/Like
My 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)

54. 3. How do you get TONS of
articles?

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

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

57. And of course...
Create AMAZING CONTENT yourself.

58. Case studies3

59. Case studies
What they hate and what they love
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2
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

60. 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

61. The todo list:
information attached, in
PDF, with a nice design
and working hypertexts
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2
3
customize email
medias attached (.zip)
4 private access
5 direct contact
By Louis Carle

62. 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.

63. 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

64. 4 It’s your turn

65. 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

66. 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 entrepreneurs
Feel free to drop me a mail: willy@francedigitale.org
Find my posts: www.brocooli.com
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