[:en]If you’ve read my first TBEX Athens Recap, you might have been waiting for the second part to find out more about the informative sessions and panel discussions we had in Athens a couple of weeks ago.
On the second day of the conference, there were plenty of workshops to choose from and although I couldn’t go to all of them unfortunately, I was glad that I picked the following three, as I learned a ton of new things!
Without further redo, here is the second part of my TBEX Athens Recap!
Twitter Beyond the Basics: Tips for Advanced Users (Adv) – Laurel Robbins
One of the best ways to share content on Twitter, is to modify your blog posts into a number of different tweets. So don’t schedule the same post with the same headlines for the next month, but give them a twist. Laurel shows how she turns one blog post into 5 tweets:
- Just Headline + Link to Post
- Quote with direct link to blog
Make sure to schedule your tweets in buffer to spread the content from the same post out.
Make better use of hashtags.
Tweets with 1-2 hashtags receive 2x the engagement as tweets without hashtags. Tweets with 3+ hashtags have a 17% drop in engagement.
Building strategic connections on Twitter:
- Build relationships. Stand out in the Twitterverse
- Don’t just RT, but add something meaningful
- Offer to give help before asking for it. Adopt a ‘What can I do for you?’, rather than a ‘what can you do for me?’ approach
Identify your goals of Twitter: getting work published in a magazine, work with specific DMO, build relationships with influencers in the community, connect with other bloggers, etc.
Build a separate list for each of your goals. Keep your lists small, especially for most important goals. Your goal is to interact frequently with a few strategically chosen people.
Keep the following in mind: Does the person you’re trying to connect with interact on Twitter? How likely are they to RT your stuff? Why would they be interested in you? Make it easy for them to RT and interact with you.
Brand Partnerships: Before You Think Big, Think Medium (Int) – Katie Hammel and Sara Robles
Katie and Sarah first talk about the different types of collaborations you can have with a brand: product/service reviews, copywriting, guest posts, content creation (video/photo), social media, advertising, ebooks, online courses, video workshops, affiliate programs, newsletters, brand ambassador programs, interviews, contests, events, sponsorships, offline actions, consulting, special campaigns, SEO benefits, branding & image collaborations…
As you can see there are lots of opportunities!
Why do you pitch?
There are some things to consider before you pitch. You want to select your partners carefully and be objective with your evaluation of yourself. Ask yourself:
- What are your personal goals?
- What do you have to offer?
- What types of collaborations are more suited to you and your brand?
- Is this a brand you like, does it fit you?
- Does this brand already work with bloggers?
- Is there any conflict with brands you’ve previously aligned yourself with?
- Do you represent the customers the brand wants?
- What numbers can you offer? How much influence do you have?
- Are you an expert in a smaller niche?
- Do you have syndication opportunities on bigger sites?
- Do you offer other content services?
Action Step 1: Write down 5-8 words that resemble your business and 5-8 words of business that you’re aiming for.
Action Step 2: Stalk other bloggers to see what companies they already work with. Also check the Facebook Blogger groups, for example Katie from Viator often posts opportunities here.
Action Step 3: When you’ve selected your favourite brands, find out the names of the right person to talk to.
What numbers matter?
When looking at numbers, PR, DMO’s and brands will look at the whole picture, they will also look at engagement, for example. Monthly visitors and pageviews are only part of the story. Also look at average views per post, consumption metrics and audience growth, sharing metrics and social media engagement, demographics, succesful referrals from past campaigns.
Make sure to get screenshots of metrics and testimonials to explain story behind numbers.
We’re looking for long term relationship, not one night stands.
How to craft a pitch that gets noticed?
2-3 weeks ahead to pitch is good, not 6 months!
- Headline: Don’t get too creative, include ‘pitch/blogname’ not ‘inquiry’
- Hi [NAME],
- Short, but detailed introduction. Explain with facts who you are and what you can offer. Add numbers/stats if possible.
- Show what you can offer beyond the above numbers.
- Specific request and offer. Give reason why this tour/product is a great fit. Show that you have looked into how the brand collabrates with other bloggers. Also state what you want in return.
- Closing with your complete name, URL, Social media links and all contact details.
- After the pitch, 2-3 weeks is a good time frame for a follow up.
Start small and build a relationship. Be open to negotiation.
Be authentic to yourself, your blog and always be honest.
How to ensure a one-off partnership can grow into something more:
- Be a blogger brands love to work with
- Show that you authentically value the relationship
- Be an unofficial brand ambassador
- Make the collaborator’s life easier
- Ethics and professionalism
What to do when things go wrong:
- It’s not what happens to you, but how you react to it that matters
- Speak up when things go wrong
- The sooner you explain the situation, the better
- Be open to alternative solutions
Don’t forget to follow up:
- Share results of your efforts
- Comment on other platforms
- If you liked the experience: share the love!
- Make connections
- Be proactive about expanding the partnership
- Continue to follow protocol on future pitches
Be the person your contact looks forward to hearing from!
Tips for Freelancers (Int) – David Farley
David didn’t have any slides, but shared his own story on working as a freelancer and all the do’s and don’ts that come along with it. Besides being very funny, Dave provided us with a realistic view on how to approach the freelancing business.
Myths on travel writing:
- You’ll get rich
As writers we exchanged being rich for a rich life
- We always tell the truth
When you write a travel story, you’re editing an experience
What works in travel writing:
In every story, David has a ‘quest’: he goes out into the world to explore, learn, find something… to make sure his story has a specific angle and stays interesting.
Interview people. Try to set up this interview before you make the trip so you can prepare!
Use the “angle and peg” approach. The ‘peg’ is something like the ’10th anniversary of…’, that you can use as a story angle.
In a short story, you can add an angle to be punchy and witty.
How to find freelance work:
- Know the market you want to write for
- Own a destination
- Talk to strangers
How to get into print:
Start with a ‘front of book’ articles. Find something interesting happening in the world, something special like new hotels and share that short article. Then you could move to ‘middle of book’ articles of about 1000 words, then perhaps features.
In the US you never send a finished story to a glossy magazine (you always pitch first), while newspapers rather want a complete article. In the UK, however, newspaper always want you to pitch first!
After your initial pitch, make a short follow up after a week.
How to Pitch:
- Make clear to the editor WHY this topic should be published NOW
- Why are you the best person to write this story?
Set-Up of Pitch:
- attention grabber
- angle of story, point of view
- why this topic now? what peg? what section of magazine?
- why me?
- show writing examples (include links to your work), make sure it fits the tone/writing style of publication
Amazing live drawing by the talented Candace Rose Rardon
Thanks for reading this second TBEX Athens Recap! Don’t forget to read the first recap of TBEX!
Thank you also for sharing this article on Pinterest:
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[:nl]Dit artikel is op het moment even alleen in het Engels beschikbaar, mijn excuses.
Mocht ik meer tijd hebben binnenkort (hoewel de kans erg klein is) zal ik het voor je vertalen! Als je vragen hebt over iets uit de tekst, laat het me dan weten, ik help je graag verder.