So much of content marketing revolves around getting your message to the right people. Sending a piece about global warming to someone who reports on fossil fuels just because you both share an interest in natural resources doesn’t cut it. And blanketing an entire industry with your work in hopes that it catches on is still spam.
No one likes spam, the email kind or the processed meat kind.
Taking all of this into consideration, we asked media and industry professionals what egregious things they’ve seen people do in attempts to target influencers. Here are the top 10 biggest pet peeves people told us they have either seen, or been on the receiving end of:
- Pitching someone without an introduction. Yes, you know who I am, but I don’t know who you are, and I do not have the time to research you. The same way you forgot to introduce yourself to me.
- Pitching without the details. “Not providing any press releases, images, etc. I don’t mind doing homework, but if you’re pitching me, you probably have better quality images, etc. that you’d prefer me to use,” according to @WhyCLE blogger.
- Not taking the time to find out what people actually report on. According to canine blogger @DogsintheCLE, “I don’t like it when people clearly don’t know your blog. I had someone contact me and say they thought I’d be interested in something because I provide a wealth of information on canine dental issues – something I’ve never covered.”
- Misspelling someone’s name. It took days, maybe even weeks to create that piece of content, but you passed over proof reading the recipient’s name. As journalist @SSLByron says, “Don’t just verify names that are obscure or difficult to spell. Shane won’t like being addressed as ‘Shawn,’ even if you’re pitching the next Watergate scandal.”
- If you ask @Railbirdj, the bold, yet crass “People are stupid for not already doing this” approach doesn’t get them anywhere with him. Understandably so.
- False advertisement. If you say you have been on someone’s website, or read their work, make sure the content is centered around that and nothing else.
- Event Manager Anya Leybovich Hodgson says “Sending huge amounts of PR material to my house or office. Last week, I got a microwave sized box with tons of packaging upon packaging to promote a small membership card. I would never do business with a firm that is so wasteful.” Less is more.
- No time for a subject line in your email, no time for you. Thanks for making this easier to delete.
- Writing is a process, so give appropriate notice. “Timing is a huge problem. I recently got asked to attend an event the same day as the event,” says @EatDrinkCLE.
- It may depend on the writer, but @ClevelandsAPlum says, “Don’t pitch me via Twitter DM!”
Let’s face it, with so much content out there fighting for attention, it’s key to target your audience effectively. Form beneficial relationships with the media and your target audience. Creating content can be arduous work, so make sure it counts every time it hits the wire.
This article was syndicated from Business 2 Community: Top 10 Things You Should Never Do When Targeting Influencers
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