Fundamentals of Blogger Outreach: Interview With Marcela De Vivo

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As part of our SEJ interview series, Marcela De Vivo of Gryffin Media discusses the fundamentals of blogger outreach.

Marcela has been working in SEO for ten years, and most recently has seen a dramatic shift towards the need for great content.

Marcela and her company spends a lot of time talking to people and building teams that reach out to others on behalf of clients. She has been specializing in making connections that lead to the production and placement of great content.

Hear more about how she does this in the video below:

Here are some key takeaways from the video:

  • The greatest challenge with blogger outreach is scaling it, and what Marcela has found is that you can’t scale it. Ultimately it comes down to building relationships, which take time.
  • Marcela finds value in creating long term relationships with publishers and content creators, rather than one-off guest posts.
  • Marcela suggests to forming mutually beneficial partnerships and varying the types of content that get produced.
  • Blogger outreach takes a lot of time in order to do it well. Determine where your time is best spent, and some would rather not spend their time doing all the work that goes into this. That’s where a company like Marcela’s comes in.

If you have any questions after watching the video, for either myself or Marcela, ask them in the comments section and we will do our best to respond to everyone! Please visit SEJ’s YouTube page for more video interviews.

Brent Csutoras

Brent Csutoras

Managing Partner & Chief Social Media Strategist at Search Engine Journal
Founder & CEO of Pixel Road Designs, a well respected marketing design firm, and Managing Partner at Search Engine Journal. Brent has over 10 years experience in Social Media Marketing and is an avid Futurist, focusing on the implications of future technology on society and societal growth.
Brent Csutoras
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  • Mohnesh Kohli

    I think basic issue is one blog publisher is contacted by so many guest posting companies that instead of making relationship they start demanding money. This is what happening at present in blogging industry.

  • Ryan

    It’s takes a VERY long time to build meaningful relationships with people in your niche. How long does it take? A month, two months, three months? And how many relationships can you build at a time.

    It depends, but it certainly can take months.

    Now, are clients going to be happy when you tell them you spent 3-4 months building a relationship with a few people in their niche only to get a few links (if you’re lucky)? Unless you educate your clients properly, I would not want to be part of that conversation.

    This is a very expensive process, and trying to do it on the cheap is not going to work out well in the end. Now, some agencies claim to have “scaled” this process by building a database of people with whom they work with, but I’m still a skeptical; but I suppose it can be done if you’ve pour tens of thousands of dollars into the process. But really, how strong can those relationships really be- money is certainly exchanging hands.

    The biggest hurdles are:

    1) Securing clients who can be educated and who can appreciate the time and effort that goes into the process
    2) Securing a client who can be happy when you send them 1,2,3 super high quality, thematic links

    And those are hard clients to find.

  • Tom Jankowski

    I think Ryan nailed it. I’m very new to any client work but people who contact me are the ones who hang up once they hear a proper SEO may take more than one month. I tried to be honest and reasonable and spent some time educating them – with no result. So far I’ve met only one business owner who had a long term strategy. This lady starts to see a benefits slowly – but that’s way too slow for others.

    I see what even those “reputable” agencies do and I know it was built under pressure of rapid results.