Startups, small businesses, and freelancers would love to get published in Entrepreneur magazine or similar.
Who doesn’t want to be featured in a major publication like Entrepreneur magazine with an infographic? Not only does it give you a chance to gain more audience and traffic from that website.
But it also elevates your brand awareness and reputation― opening up the door to many possibilities. Being published on a major website will give you credibility and bargaining power to be featured on other publications, big or small.
However, it’s not an easy task to accomplish, as there are over 10 million blog posts being published every single day. How can you stand out from the crowd? How can you create content so useful that even an established website will share it for free?
Those are the kinds of questions we asked ourselves every day until our own infographic was picked up by Entrepreneur.com.
The Entrepreneur magazine is one of the biggest business and marketing websites out there, with a Domain Rating (DR) of 91 and over 4 million organic traffic every month. Today, we’ll tell you a story of how our infographic got picked up and published by Entrepreneur.com.
But first, let’s take a deeper look at why infographics are the most shareable content in the world of digital marketing.
Why People are More Likely to Share an Infographic?
Infographics are liked and shared 3 times more than any other content on social media, so there must be a good reason behind it. And there are 5 reasons people are more likely to share infographics than articles or videos:
1. Easier to share
Infographics’ small, bite-sized nature works as an advantage for them. You can easily share infographics almost everywhere, from your own website, social media platforms, emails, other websites, and even printed materials like a brochure. It’s something that can’t be said about both articles and videos.
2. Faster to read
In today’s fast-moving world, the audience needs something that’s easier and faster to digest, and there’s nothing that fits more than infographics. The whole point of creating infographics was to turn boring long-tailed articles into visually beautiful presented information that can be understood in a much shorter time.
3. Blend copy and visuals well
There’s no denying that humans are visual creatures since 90% of information sent to our brain is visual. A study also found that people are more focused when reading information with a relevant image on it. That’s why people love infographics, as they’re the perfect blend of informative copy and visually engaging design.
4. Offers valuable content
Infographics contain topics valuable to the audience like the habits of successful people, the revenue stream of big companies, the history of technology, and other topics that spark people’s attention. Because of that reason, infographics appeal to the general masses, so more people will share it.
If the topic is evergreen and timeless, infographics have a long lifecycle. Look at this infographic by Copyblogger. They created in 2012, but because it offers valuable content to the audience, it’s still being shared even today.
This infographic has amassed 6,500+ tweets, 60,000+ likes on Facebook, 2,000+ LinkedIn share, and 194,600+ Pinterest pins to date.
How we Promote the Infographic
Before we get started, here’s our infographic about “55 Must-Know SEO Facts for Small Business Websites” that got picked up by Entrepreneur:
This infographic contains a compilation of 55 SEO facts from 40 reputable publications. Why we created this? Because we saw that despite tons of content about SEO being thrown around the internet, many small business owners were still not aware of it. That’s why we created this infographic to inform and educate small business owners about the importance of SEO.
After we finished creating the infographic, we did an outreach campaign to promote it. The goal of the campaign was to build backlinks so that our website would attract more traffic and as a result, would rank higher on Google. Here’s the step-to-step guide of our outreach campaign:
The Steps to Get Major Media Placement
1. Publish the infographic
The very first step we did was to publish the infographic. We published it to our own site and infographic directories like Pinterest, Visual.ly, and Flickr.
If your website has a large amount of traffic already, chances are you need not hype it because your infographic is already exposed to your target audience. If it’s good, people will share it, as simple as that. But if your website isn’t big yet, like ours, you have some reaching out to do.
2. Search for potential websites to reach out
The next step was to look for websites that wanted to share our infographic. The key point here is to find websites that have a similar topic or niche with your content. Reaching out an infographic about alcohol to an educational site wouldn’t work, so don’t waste your time. We used Ahrefs to help us find potential websites to reach out to.
It’s simple, just go to the Ahrefs homepage, click on “Content Explorer”, type in your target keyword, and then voila! It will show all web pages containing that particular keyword. For example, if I type in the keyword “small business sales”, it will give me over 6,000 potential websites:
For our reach out campaign, we used 12 keywords and received over 4,000 websites. Here are the keywords we used:
- Digital Marketing
- Social Media Marketing
- Internet Marketing
- Search Engine Optimization
- SEO Basics
- SEO Blogs
- SEO Companies
- SEO Services
- SEO Trends
- SEO Content
- SEO Tools
3. Find and compile their email addresses
After we sorted out those websites, to find which site fitted with our infographic and which didn’t then come the most tiring and time-consuming part. We manually searched for personal email addresses of people who worked on those sites.
There are various tools to help you collect email addresses quickly, but we feel that a manual search will give more accurate results.
We targeted the email addresses of writers, content managers, digital marketing staff, and people responsible for the content of that particular website.
If there was none to be found, then CEO’s, owners or presidents would be fine. After our email list was compiled, we used FindThatLead to help us verify the emails, whether they’re valid or not.
4. Prepare the email sequence
At this stage, we were ready to launch our email campaign. But first, we had to write the email copy from the subject lines, initial introduction, the follow-ups, and our response if the mail was replied.
This is important because we’re talking about thousands of emails here, there’s no way we can write different copy for each of the addresses.
After that, we set the plan for the email sequenceㅡ what day and time we would send it, how many people per day we would reach out, how long we would wait before sending follow up emails, how long the campaign will last, and others.
5. Start sending the emails
After compiling the email addresses and preparing the email sequence, it’s time to reach out. There are two ways of doing it, you can use email outreach tools like Mailshake or you can send the emails manually. A manual reach out will take longer to do, but you’ll be able to send more personalized emails.
In our outreach campaign, we did both ways by dividing the websites we reached out to. We sent personalized emails to sites with a higher Domain Rating (>70) and we used Mailshake to send an email blast to sites with a lower DR.
6. Offer them short articles
Now, the thing with cold email outreach is that the average response rate is just 1%. So, if you email 200 persons, only 2 of them are likely to reply. That’s why we added value to our outreach campaign. We didn’t just ask those websites to share our infographic, we offered to write a short article to go along with it too.
This way, we offered them a 50-50 solution. They got new content for their site without having to write anything, and we got a fresh backlink. The length of the article depends on the site, some websites like a short blurb (300-800 words), while others prefer a longer and deeper article (1,000-2,500 words).
7. Maintain a good relationship
As mentioned before, the reply rate of the campaign is low, so you have to nurture everyone who replies to your email and you can.
Here, your marketing and negotiation skills are tested, can you get those people to share your infographic? If you can, maintain a good relationship with them so you can offer them your new infographic in the future.
That’s exactly what we did, we kept in touch with the websites that published our content. After that initial collaboration, we did a few more projects with them that are beneficial for both parties, like guest blogging and link exchange.
Results from Our Pitch
This outreach campaign was the first and one of the most successful campaigns we’ve ever done to date. During the campaign, we sent emails to 4,070 people.
Almost 50% of them opened the email, and 5% replied. The bounce rate almost touched 6% and the unsubscribe rate was 13%, which both are high according to this research.
However, around 1.5% of those people were interested in the infographic and will share it. The infographic ended up on various websites and continued to be shared long after it was initially published.
This created a snowballing effect where one website published the infographic, then another website picked it up, and this process was repeated repeatedly.
Until it was picked up by Entrepreneur.com. It was an awesome feeling to get your content appreciated by such a big and established website. Since it was first published by Entrepreneur in February 2018, the infographic has been shared 509 times to other websites and social media platforms like Facebook, Twitter, and LinkedIn.
Being picked up by a website with a big domain rating was a big boost for our site. We went from an Ahrefs rank of 951,300 to 825,956, and our domain rating went up from 46 to 48. Not only that, it allowed our brand to be more recognizable and trusted.
Since then, our works have been featured on other major publications like When I Work, Mashable, The Huffington Post, Alltop, and Daily Mail.
There are various factors why a major publication will publish an infographic. The first and most important factor is the content. How unique and valuable your content is? Why people have to share your infographic if it contains similar information with tons of other infographics out there?
If you could provide useful and original information within your infographic that’s not generic and common, people are much more likely to share it. Content is king in digital marketing. No matter how much money you pay to advertise your content, if it isn’t good, it wouldn’t work.
The next factor is the promotion. How well you promote and market your infographic? Without a good marketing strategy, nobody will ever know that your infographic exists no matter how good it may be. You don’t want to work hard to create something only for it to end up somewhere in the corner of your website, right?
The last factor is a little bit technical, how good the visual of your infographic is? The whole point of making infographics is to transform boring data into a beautiful visual book, so you need to make sure that the visual of your infographic is attractive to the audience.
There are two ways to get around it, you can either spend extra cash to hire a professional agency, or you can use awesome infographic tools and use the money to promote it instead. If you choose the second one, check out this list of 100+ infographic tools and platforms that we created.
Have something to say about your experience with infographics and the media lie Entrepreneur magazine?
Sheila Bosworth, Community Manager, and Support, Crowdsourcing Geek
What is an infographic?
An infographic is a visual representation of information that uses image patterns to help users see how parts of information relate to each other.
Why create an infographic?
A well-designed infographic like the one below can help you simplify a complicated subject or turn an otherwise dull subject into a captivating experience.
What are examples of an infographic?
Infographics include bar graphs, pie charts, histograms, line charts, tree diagrams, mind maps, Gantt charts, and network diagrams. Infographics cave drawings are probably the earliest known example.