Greg 如何通过HARO获取高质量媒体外链.pdf

Email Newsletters: Source of Sources,
Help A B2B Writer, & Profnet

Web Platforms: Featured & Connectively

Platform Summary

What’s the Win Quality Like?
Data from ~1,000 recent Jolly SEO wins, with average DR & traffic:

Note: these averages are not meant to exactly represent each platform’s total opportunity pool. These are wins from Jolly SEO, which as a client
services agency sets high minimum standards, influencing the results. However, this image does help illustrate the relative quality of each platform.

Platform Selection TL;DR:
1. Open to business-related publications and articles?
● Get started with the free, email-based Help A B2B Writer.
2. Need wins that are relevant to your niche?
● Try the free email SOS, paid platform Connectively (if lower
budget), and/or email-based Profnet (if your budget is higher).
3. Just want quick, easy wins, regardless of the
publication/article topic?
● Pay for the platform Featured. It’s worth every penny.

What is a conversion ratio?
We all have a “conversion ratio”, i.e. the number of pitches you need to
send per win you earn. This number is highly dependent on:
●
●
●
●
●

Are you after only highly relevant wins?
Dofollow links only? Or, are nofollows & brand mentions acceptable?
A certain Domain Rating or Domain Authority and above?
A certain Organic Traffic level?
Does your writing suck?

Depending on your criteria, writing skill, and site/figurehead optimization,
you can achieve a win as frequently as 1 in every 3 pitches… or you may
average 1 in 20!

What this is NOT:
We will touch on using ChatGPT responsibly… but, those who pump out ChatGPT
responses to every opportunity? 1/200 conversion ratio… while blacklisting themselves
across the media landscape… yikes:

Don’t ruin your brand.

Using an email-based outreach channel such as Help A B2B Writer, Profnet, or SOS?
Inbox setup is critical to increase your pitch conversion rates. Every inbox should have:

15-Minute Website Optimization
Your website is a journalist/marketer’s first impression of your business. Four quick tips to
optimize your website for outreach success:
1.
2.
3.
4.

First impressions. Make sure your home page isn’t just a “buy now” button, roulette
wheel, etc.
Have a real, live human being on your ‘About’ page. Include a photograph. This
should be the same person who outreach is done on behalf of.
Link to socials: Your website should include links to the company’s LinkedIn page, at
the least.
Address: A legitimate business has a company address and contact information.

It’s really that simple to improve your outreach conversions!
The higher the quality a publication, the more a journalist or their editor vets potential
contributors.
Make sure that when they open your website, they are impressed.

Setup Complete.
Outreach Time!

Profnet/HaB2BW/SOS/Connectively

Subject Lines
Email-based Profnet, Help A B2B Writer, and SOS
The Subject line is arguably your most critical set of 20 characters, so make sure to get
this right:
●

Hint at your credentials AND the opportunity’s topic

Remember to customize every subject line. Don’t reuse the same one over and over.
○
○
○
○

“17-Year Ecommerce Expert on [topic]”
“SMB Owner’s top tips for [topic]”
“Company founder’s trouble with [topic]”
“Culinary expert suggests buying [X]”

This is a huge part of the conversion copy element. Don’t lie. Just create a clickable
subject line!

The Introduction
Email-based Profnet, Help A B2B Writer, and SOS
Always use a greeting and the reporter’s first name. Remember, these are real humans you’re contacting!
●

Ex: “Hi Eliza,” “Greetings Rob,” etc.

Then introduce yourself AND your specific connection to the query. Refer to your account’s expertise/why
you are eligible to respond:
●

Ex: “I’m Doug, CEO of Underwater Baskets Galore. As a professionally trained and highly skilled
underwater basket weaver, I have unique insights into the dangers of water hobbies.”
Ex: “I’m Carol, CFO at Banker’s Bank. Here’s what I share when folks ask me how to select a good
credit card.”

Remember to make those first ~10 words count; they show up as a “preview” in your journalist’s inbox:

"Copy and pasteable" quotes
This is perhaps my single best piece of advice when it comes to writing.

Remember that the journalists and marketers you’re pitching want all this quoting
experts business to be as little work as possible.

Whatever you submit, make sure it’s easy for them to use, without any extra editing.
●

Journalists want quotes they can immediately copy and paste into their articles,
no changes needed.

Everything you write in a pitch is a full sentence. Include bullet points or headers.
Eliminate the fluff, unnecessary transition words/phrases, etc.!

Example of “copy and pasteable” quotes:

Note how headers
are full sentences
that summarize the
entire section’s
main point.

Don’t write novels! (Part 1)
Internet formatting reigns supreme when pitching any of the
platforms:
● Aim for shorter sentences.
● 1-3 sentences per paragraph.
It’s easier for journalists to read and understand your ideas
with web formatting, even when skimming.
Bonus points: it makes your writing more “copy/pasteable”!

DON’T write novels (Part 2)
This pitch is
so long, you
have to scroll
to read it all.
Some of the
paragraphs
are on the
longer side,
making it
difficult to
read.

Remember: Humans are on the other end of
your outreach
They have the challenging task of opening and choosing from 50, 100, sometimes
even 200+ pitches.

Use a variety of pitching styles and techniques until you get your first wins.

You’ll notice a pattern for which techniques work best for you, and the domains
you are targeting.

What to do when you get a nofollow (or
no link!) instead of dofollow backlink
Send a polite follow-up email. Thank the journalist for being in their article.
Casually ask if they could cite you with a dofollow link back to your business.
Include your business link again, to help make their job easy.
Here’s a great example of polite, friendly sounding follow-up:

Introducing ChatGPT Into Pitching
Pros
1.

Cheaper production cost…

2.

Re-introduced our pricing from 2020!

Cons
1.

Needs heavy editing for all platforms,
with the sole exception of Featured.

2.

Without significant guardrails in place
(GPT Instructions), can fabricate, talk
about illegal/taboo topics, etc.

3.

Without consistent, skilled oversight,
can paint the outreach figurehead
and/or overall company in a negative
light.

ChatGPT for Rapid Research… and Some
Writing
Using LLMs to directly write pitches is… dangerous. “Use at your own risk”.

But, ChatGPT and similar LLMs are fantastic ideation tools.
●

We could run a full talk/discussion on prompt engineering alone. The same can be
said if we want to get into Custom Instructions/GPTs, and certainly using APIs.

For our purposes, the following is a simple step you can take to use ChatGPT or other
LLMs to help you brainstorm approaches to an opportunity:

Copy the opportunity, and paste into ChatGPT (or
similar) with a prompt:
● Hi there, I’m a [job title] working in [industry]. I
need to answer someone’s question, and I am
having writer’s block. Can you help me think of a
couple of answers to this question: [paste
opportunity].
It’s undeniable that ChatGPT instantly generated an
idea which a professional writer could riff on:

Important Caveat: Remember to always fact check anything LLMs
output. Hallucinations can kill your brand’s reputation. Scrutinize heavily
any and all content generated by LLMs.
As an example, I would *not* publish direct copy & paste content
ChatGPT generated from that same prompt, which included specific
fabrications such as:
● “One case study from a tech review blog showed a 40% increase in
revenue when we strategically placed affiliate links for tech
gadgets…”
Sending this in your pitch is a fantastic way to get yourself and brand
blacklisted across the internet.

Final Thoughts: Where Are the Wins?!
People regularly DM me to ask:
● “I’ve sent dozens of pitches, but I can’t get any wins. What
am I doing wrong? Is HARO broken?”
My first question: “Have you tried looking for them?”

Questions?
Ask me anything!
[email protected]
https://jollyseo.com
WeChat ID: gregaway86



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