Contacting journalists and bloggers to promote your software products can help you in a few ways. It can expose you to their readers and spread the word about your products to potential users and clients. The posts about you will be indexed in google and you will appear in relevant search engine results that will hopefully link to you. And finally the links to your website will rank your own content higher in search results.

But how do you contact journalists if you don’t have any connections? Is cold emailing them enough? Why would they care about your email when they are probably bombarded by many other people? Would they even open an email from a stranger?

Here are a few tips that will help you to stand out among the rest and get into high profile blogs with a big readership:

  1. Do their work for them - Journalists get paid for consistently delivering interesting and well written articles so give them everything they need to write one about you while trying to make their job as easy as possible. Make sure that whatever you send them is an engaging story, interesting, well written and includes all the graphics and research materials they may need to quickly generate a post that will be valuable to their readers.

  2. Start with the ones who have a smaller readership - There is a higher chance that they will write about you. Then, when a blogger with a bigger readership googles your product he will see that others already wrote about you as well. It will not be as risky for him to write about you as it would be about someone unknown.

  3. Be relevant to their specific target audience - Give them a hook their audience will find interesting. Think about the points that make your product relevant to their readers and expand on these points in detail.

  4. Once something is published, promote it as much as you can - Once they do write about you, promote the article in any way you possibly can so they will see that content about you wil get shared more than stories about other topics. They will be more likely to work with you in the future.

  5. “Warm” emailing - Prior to cald emailing, interact with them on twitter. Respond to their tweets with thought out and meaningful responses, add to discussions they are having. This way when you send your email there will be some familarity and it will not be a request out of nowhere.