SEO Press Releases and Public Relations Webinar Slides
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Transcript of SEO Press Releases and Public Relations Webinar Slides
[Webinar] Public Relations is Dead, Long Live Public Relations
May 6, 2014
Marc Gutman Founder and Publicist at WildStory Media E: [email protected] Chris Raulf Founder & President, Boulder SEO Marketing E: [email protected]
www.boulderseomarke.ng.com | www.wildstory.com
Today’s Agenda • Search Engine-‐Op/mized Press Releases
– How to include search engine-‐op/mized press releases as part of your digital and content marke/ng strategy
– How to dra? and properly op/mize press releases that will show up on Google’s page number one
– Ways to distribute press releases through free and paid online distribu/on channels
– How to monitor and measure the success of your search engine-‐op/mized press releases
• Public Rela/ons – What is Public Rela/ons? – Why a press release may be good for SEO but not for geEng media aFen/on
– How to get free press coverage (earned media) – 3 Tips on geEng journalists to write about your company
• Ques/ons & Answers
www.boulderseomarke.ng.com | www.wildstory.com
Quick Poll
• I use search engine-‐op/mized press releases as part of my SEO and content marke/ng strategy!
www.boulderseomarke.ng.com | www.wildstory.com
Quick Poll
• My company has a public rela/ons strategy in place!
www.boulderseomarke.ng.com | www.wildstory.com
How to Include Search Engine-Optimized Press Releases as Part of Your SEO, Digital and Content Marketing Strategy
www.boulderseomarke.ng.com | www.wildstory.com
The 5 Pillars of Search Engine Op.miza.on
1. Technical Health of Website 2. Website Func/onality 3. On-‐Page Search Engine
Op/miza/on – Content Marke/ng
4. Off-‐Page Search Engine Op/miza/on
– Search Engine-‐Op/mized Press Releases
5. Social Media Marke/ng
www.boulderseomarke.ng.com | www.wildstory.com
What to Announce in a Search Engine-‐Op.mized Press Release
• Events • Awards • Promo/ons • New employees • New services or products and services • New client / partnership • Financial data • Accomplishments • …the list never ends. Think outside of the box!
– www.boulderseomarke/ng.com/about/press-‐releases
www.boulderseomarke.ng.com | www.wildstory.com
Source: TechTarget2009 Media Consumption Report
Content Marke.ng Roadmap
www.boulderseomarke.ng.com | www.wildstory.com
Editorial Calendar
www.boulderseomarke.ng.com | www.wildstory.com
Campaign Based Content Marke.ng, Search Engine Op.miza.on and Social Media
www.boulderseomarke.ng.com | www.wildstory.com
• Webinar: Public Rela/ons is Dead, Long Live Public Rela/ons • Researched target SEO keywords: “press release packages” • Announced event with a press release through PRWeb • Dra?ed blog post for website • Promoted webinar on LinkedIn, Facebook, TwiFer, Google+, etc.
Results Of A Campaign Based Content Marke.ng, Search Engine Op.miza.on And Social Media Campaign
www.boulderseomarke.ng.com | www.wildstory.com
Press Releases Best Prac.ces -‐ Who are the key players? Anyone else involved besides your company? -‐ Who does your news affect / who does it benefit? -‐ What is new? -‐ Why is this important news? What is different? -‐ Where is this happening? Local, na/onal, global? Is the loca/on relevant at all? -‐ When does it happen (events etc.)? -‐ How did this come about? -‐ Don’t forget a call to ac/on!!
How to DraM and Properly Op.mize Press Releases That Will Show up on Google’s Page Number One
www.boulderseomarke.ng.com | www.wildstory.com
-‐ Focus on 2-‐3 keywords -‐ Clear, concise, and short headline: Include your most important keyword -‐ Sub-‐headline: Include a varia/on of your most important keyword and a second keyword -‐ Place most important keywords in first two or three paragraphs -‐ Include descrip/ve links early -‐ Pictures / Mul/media -‐ Post press release to website -‐ Use TwiFer, Facebook, LinkedIn etc. to spread the word -‐ Post to SlideShare -‐ Email it to applicable media outlets -‐ Distribute through paid and / or free PR distribu/on services
Search Engine-‐Op.miza.on PR Best Prac.ces
www.boulderseomarke.ng.com | www.wildstory.com
Paid PR distribu/on services: • Vocus / PRWeb: hFp://www.prweb.com • PR Newswire: hFp://www.prnewswire.com • Marketwired: hFp://www.marketwired.com • Business Wire: hFp://www.businesswire.com
Free PR distribu/on services: • PRLog: hFp://www.prlog.org • Kontax: hFp://kontax.com • PR Urgent:
hFp://www.prurgent.com/submit_press_release.htm
Ways to Distribute Press Releases
www.boulderseomarke.ng.com | www.wildstory.com
How to Monitor and Measure the Success of Your Search Engine-Optimized Press Releases
www.boulderseomarke.ng.com | www.wildstory.com
How to Monitor and Measure the Success of Search Engine-‐Op.mized Press Releases
www.boulderseomarke.ng.com | www.wildstory.com
Where Is The Best Place To Hide A Dead Body?
www.boulderseomarke.ng.com | www.wildstory.com
How to Monitor and Measure the Success of Search Engine-‐Op.mized Press Releases
How to Monitor and Measure the Success of Search Engine-‐Op.mized Press Releases
PRSA Defini.on:
What is Public Rela.ons (PR)?
www.boulderseomarke.ng.com | www.wildstory.com
Press Releases Best Prac.ces -‐ Who are the key players? Anyone else involved besides your company? -‐ Who does your news affect / who does it benefit? -‐ What is new? -‐ Why is this important news? What is different? -‐ Where is this happening? Local, na/onal, global? Is the loca/on relevant at all? -‐ When does it happen (events etc.)? -‐ How did this come about? -‐ Don’t forget a call to ac/on!!
www.boulderseomarke.ng.com | www.wildstory.com
What does a PR firm do? • Media and Blogger Rela/ons • Cause Marke/ng • Social Media • Strategic Communica/ons
Planning • Media Materials and Collateral
Development • Media Training • Print, Broadcast and Outdoor
Strategy and Execu/on • Digital Media Strategy and
Execu/on • New Restaurant Introduc/on • Press Releases • Investor Rela/ons • Industry Awards
• Crisis Communica/ons • Media Tours and FAM Trips • Social Media Audit • Editorial Strategy and Planning • Content Crea/on • Copywri/ng • Ambassador Development • Curated Event Planning and
Execu/on • New Market Introduc/ons • Product Expansion • Reputa/on Management • Tailored long and short-‐term
campaigns • Public Policy / Legisla/on
www.boulderseomarke.ng.com | www.wildstory.com
PR Pros Wear Many Hats
www.boulderseomarke.ng.com | www.wildstory.com
PR Part of the Marke.ng Umbrella
www.boulderseomarke.ng.com | www.wildstory.com
PR Content Marke/ng Lead Gen Adver/sing Brand Development SEO SEM Paid Search Company Blog Website Development
Press Releases Work Great For: + SEO + When there is actually NEWS
-‐ Good News -‐-‐ You Don’t Want to Talk to the Press (Google buys Your Company / New Apple iPhone) -‐ Bad news – /me to control the message (CEO caught stealing / Gov’t Mess)
Press Releases DO NOT Work Well for: + GeEng Journalists to Cover Your Company + GeEng Quality Coverage for Your Company
Back To Press Releases – PR View
www.boulderseomarke.ng.com | www.wildstory.com
3 Types of Media -‐ Owned – your website, your blog. “Hey World WS Is Great!” (me) -‐ Earned – People Write About You. “Hey World, I’m an unbiased
expert and WS is preFy great.” (Journalist) -‐ Paid – Adver/sing – “Hey World, I’m Aston Kucher and trust me
WS is great.” (celebrity)
EARNED MEDIA – A Great Value
www.boulderseomarke.ng.com | www.wildstory.com
EARNED MEDIA – Why?
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www.boulderseomarke.ng.com | www.wildstory.com
Earned Media vs. Paid Media
www.boulderseomarke.ng.com | www.wildstory.com
Let’s Put This in Real World Terms
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Ah… No Thanks
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Hey, check that guy out….
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Put that way… I think I’d like to get to know him
www.boulderseomarke.ng.com | www.wildstory.com
What Changed? Third Party Valida.on
www.boulderseomarke.ng.com | www.wildstory.com
People Don’t Like it When You Talk About Yourself…..Even if it’s True Benefits of Earned Media • Cost Effec/ve – Much Less than Adver/sing • Builds Trust • Builds Brand Awareness • 3rd Party Valida/on • Digital Content – Long Las/ng SEO / Google • Makes Your Company Look at Large as the Big Boys • Drives Revenue!
Types of Earned Media
www.boulderseomarke.ng.com | www.wildstory.com
• Newspapers • Blogs
• Influencers • Industry Awards • Industry Specific Publica/ons / Trade Publica/ons • TV
• News • Review Shows • Challenge Shows
• Long Lead Magazines • Niche
• Social Media
Before We Pitch : Today’s Journalist Landscape
www.boulderseomarke.ng.com | www.wildstory.com
Caveat: Journalist = anyone who reports on your company Understand Pressure on Journalists is Greater than Ever. They have no TIME. Example 722 emails a day. You Can Be Their Best Friend or Worst Enemy. Good News is they NEED Content. They WANT to buy what you’re selling…if it’s good.
3 Tips To Get Journalists To No.ce You
www.boulderseomarke.ng.com | www.wildstory.com
• Send a short, concise email pitch for a story • Be brief • Think Movie Trailer • Would you read/watch this story if it wasn’t your company?
• Put yourself in Journalist’s shoes • Is this a story? Why is it interes/ng? • Save /me, present it as a story, not abstract • One tac/c -‐ frame around a personal story
• Be prepared if they say “Yes” • Have sources veFed • Have suppor/ng materials • Photos always help
• Extra nugget – Don’t Pitch TV if the person to appear has never been on video or TV
• Producers want to see your “expert” isn’t a dud
Real World Example
www.boulderseomarke.ng.com | www.wildstory.com
Brief Pitch
Understand Journalist’s Beat
Be Prepared
Questions?
Connect with WildStory Media: Web: www.wildstory.com LinkedIn: www.linkedin.com/company/wildstory-media Facebook: www.facebook.com/wildstorymedia Twiber: www.twiFer.com/wildstorymedia Google+: https://plus.google.com/+WildStoryMedia Connect with Boulder SEO Marketing and Chris: Web: www.boulderseomarketing.com LinkedIn: www.linkedin.com/company/boulder-‐seo-‐marke/ng and www.linkedin.com/in/chrisraulf Twiber: www.twiFer.com/Marke/ngSEOWiz and @swisschris Facebook: www.facebook.com/BoulderSEOMarke/ng Google+: hFps://plus.google.com/+Boulderseomarke/ng YouTube: www.youtube.com/user/boulderseomarke/ng
www.boulderseomarke.ng.com | www.wildstory.com