Today's improvement to your content marketing: clean out your inbox. Note that this isn’t another productivity hack for marketing writers. And it’s also not just because those lingering, undeleted emails are using up energy—though that does annoy me.
So why bother cleaning out your inbox for your content marketing?
Clearing out your inbox isn’t just about tidying up; it’s a powerful way to reconnect with your content marketing network. As you sift through old emails, focus on people you had strong connections with and sort them into two groups:
1. People who can refer you to their peers.
2. People who’d make stellar co-authors for your next big content marketing piece.
I'm going to explain how to get the most out of each group with templates for outreach. Let's start with the latter.
What's the benefit of participating in co-authoring?
Co-authoring is a content marketing iniative I initiatived when working at the Employer of Record, Globalization Partners. How was I going to raise the domain authority of an already global brand with a great content team and multiple B2B lead sharing agreements already in place? The solution was to partner up with all those partner companies.
Co-authoring at that company meant finding a common topic on which both our executives and our partners' executives could speak to with authority. We would create content marketing articles, videos, infographics... Anything that took our fancy as long as it showed both our companies' expertise.
How you can start co-authoring
Here’s where the magic happens: jot down topics you could both dive into, craft a simple email template, and reach out to at least ten people with a joint content marketing proposal. Customize their name and the topic, then pitch the idea of co-authoring a blog post, podcast, live event, or infographic.
Example outreach template to scope out potential co-authors
Subject: Team up to humanise both our brands?
I was going through inbox looking for the perfect person to collaborate with on a new content idea I have. Hope it's ok I'm writing out of the blue!
I’m looking to co-author a piece on [briefly describe the topic], and I think your expertise in [mention their area of expertise or unique perspective] would compliment mine in a way that's likely to get the [article or video or analysis] picked up by a digital publisher. It could be a fantastic way for us both to reach new audiences.
If you’re open to it, let's set up a quick call to brainstorm ideas and see if we could make this happen. And of course, I’m open to any topics you might be passionate about exploring as well!
Here's why co-authoring works for content marketers:
Beats writer’s block by giving you fresh perspectives.
Expands your audience through collaborative promotion.
Humanises your brand, showing that you value teamwork and diverse ideas.
Now, back to the first group, your potential referrers.
How you can start requesting referrals
Reconnect, drop a note, and see if they can open doors to new content marketing projects. Here's how to do that without being weird:
1. Personalize the message: I'm sharing a template below but do remind the recipient of how you know each other and any shared experiences or achievements. Set a friendly tone and show that you value the connection.
2. Be specific about your request: People are more likely to help if they know exactly what you’re looking for. Mention the type of referral you’re seeking, whether it’s an introduction to a specific person, industry, or type of company.
3. Offer value in return: Networking should be a two-way street. Consider what you can offer them—whether it’s a connection to someone in your network, a piece of content that might interest them, or an invite to a networking event. Remember, an offer to catch up over coffee is not an exchange, it's a longer request.
4. Keep it short and sweet: Respect their time by getting to the point quickly. A concise message is more likely to get a response.
Example outreach template to ask for referrals:
Subject: Tit for tat? People I'd like you to meet
I hope you’re well! I was going through my emails and was reminded of [a project you worked on together or a shared experience]. I’ve always appreciated your insight on [relevant topic], so I'm reaching out to ask for a hand.
I’m currently exploring opportunities in [specific industry or field], and I thought you might know someone who could point me in the right direction. Is there anyone you think I should connect with, and you'd feel comfortable making an intro?
Of course, I’d be happy to return the favor—I have two contacts I think would benefit from your skillset: [People and positions]. Or let me know if I can help in another way!
By approaching your referrers with a clear request and an offer to help them in return, you increase your chances of getting a positive response. You can rekindle relationships and potentially open new doors for both of you.
Are you up for the challenge?
Give your inbox a cleanse today, and turn those old connections into new opportunities.
If you're on a productivity streak, here are some more ways you can build your business as a content marketing freelancer:
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