Matt Vazquez says, “I stood up from my office chair, stepped behind it and leaned on its back with both hands so I could stare at the email from a new angle. I was silenced by the response of the blogger:

“We’ve had a recent policy change here, and we no longer offer followed links. It’s hurting our reputation and being flagged by Google.”

In that moment, the game changed for me. I’ve received some interesting responses from editors and bloggers about links before, but never as adamant and uninformed as this. I realized that I needed to develop a communication strategy for my emails to publishing partners about links.

The challenge

Content marketing is a great way to amp up the reputation and visibility of your business. This includes well-placed bylines on high-authority sites that cover your market place. From our perspective, it’s completely appropriate to receive an attribution link in return. Creating interesting, authoritative, and valuable content is something my team excels at — that’s not the issue. The issue is working with publishing partners who have preconceived notions about links“.

Earning the Link: How to Pitch and Partner with the 5 Publisher Personas

MOZ

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