Outreach From Scratch: How to Hire the Right People to Earn the Coverage You Need Why do I say this?
Here are a few of her main takeaways:
- Help companies hire the right people for their outreach projects.
- Provide basic guidelines to follow when deciding who to hire for outreach positions.
- Determine which tactics to use for outreach to get the best results.
- Persuasive Writer
- Great Researcher
- Creative Problem Solver
Elli believes the best people fresh out of college are the ones with degrees in English, Business, Marketing, or Rhetoric and Communications. Those with work experience are people who’ve worked as an editor, reporter, journalist, or freelance writers.
- Test #1: Test email. Give the candidate a test email and ask them to include a specific (and perhaps funny) word in the subject line. This tests the candidate’s attention to detail.
- Test #2: Screening questions. Asking what their favorite internet content is give you insight into whether they can spot good writing.
- Test #3: Test their knowledge of SEO. If they don’t know SEO, ask them what their top 5 ranking factors would be if they were a search engine. If they do have a background ask what Google’s top 5 ranking factors are.
Elli also likes to give her prospective hires a challenge to find the contact information for hard to reach individuals. She does this not only to see if they can respond well to a challenge, but to see how they approach the search as well. This test helps her answer the following:
- How well can they connect things?
- How well do they connect unrelated concepts they can use in their outreach approach?
- Are they fast at navigating the internet and using a computer?
- Finally, how well do they respond to pressure?
- Content Creation and Promotion: This needs to be data-driven content and pitches must be on-point.
- HARO: Stands for “Help a Reporter Out.” This outreach tactic is Elli’s recommendation for those who are short on time but need a good return. If outreach isn’t your primary responsibility or you’re short on time—do this first.
- Make Your Outreachers Freelance Journalists: Essentially, your in-house people need to be as avid and persistent as journalists. Daily pitching and persistence is key here. Can they keep going, even in the face of continuous rejection?
- Search engines look for meaningful phrases and avoid the ones that are not meaningful
- Neural matching affects the way in which language is used in a search engine
- Search engines work through semantic topic modeling, phrase-based indexing, and TFIDF.
- Possible (Incomplete) Phrase: President of the...
- Not Meaningful: Top of the morning.