Establishing a relationship with journalists is more important than obsessing over the details of a news release, Mary Ellen Slayter argues, and the same "relationship first, pitch second" approach applies to content marketing. To help build strong relationships, give away some useful content without asking for information, make e-mails more like a trusted newsletter than a sales pitch and show a little restraint when following up on leads. "If you have a relationship, the pitch is almost beside the point," Slayter writes.

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