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Marketwired
Marketwired

Building your Business and your Brand: How to Leverage the Web with Search Optimized Content and Social Media Press Releases

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Building your Business and your Brand: How to Leverage the Web with Search Optimized Content and Social Media Press Releases Moderator Garry Przyklenk, Marketwire Presenters Sally Falkow, PRESSfeed Rebecca Lieb, Econsultancy Monday, April 12, 2010 #marketwire
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communicating in a Pre-Web 2.0 World Companies controlled the message Media acted as gatekeeper Audiences waited for the story Conversation was “top-down” and one way
Communicating in a Web 2.0 World What kind of digital camera should I buy? What are you doing NOW? What does EVERYONE ELSE think? Check out how COOL THIS IS!
Communicating in a Web 2.0 World Image courtesy of Brian Solis Conversation is multi-directional Audience is actively participating Gatekeepers are gone
Pick Your Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Search Trends Among Consumers ,[object Object],[object Object],[object Object],Search Trends Among the Media ,[object Object],[object Object],[object Object],Source: MarketingSherpa
3 Types of Press Releases ,[object Object],[object Object],[object Object]
Traditional Press Releases Text-only news written almost exclusively for ‘traditional’ media and other stakeholders
Press Releases Online ,[object Object],[object Object],[object Object],[object Object]
Optimized (SEO) Press Releases Integrating keywords, phrases and embedded links to optimize “findability” and rank within search engines Targets for SEO releases are consumers and journalists searching for topics REMEMBER! You don’t need to be a programmer to take advantage of SEO – the technology is SIMPLE!
Optimized (SEO) Press Releases Integrating embedded multimedia such as video and photos – ENGAGES readers and buyers TELLS A STORY
Detailed Steps ,[object Object],[object Object],[object Object]
1. What Is The Release About? ,[object Object],[object Object],[object Object]
2. Find A News Item ,[object Object],[object Object],[object Object],[object Object]
2. Find A News Item
2. Find A News Item
3. Keyword Research ,[object Object],[object Object],[object Object]
4. Make A Search Term Grid ,[object Object]
5. Write The Headline ,[object Object],[object Object],[object Object],[object Object],[object Object]
6. Write The First Paragraph ,[object Object],[object Object],[object Object],Photo credit: Ariel Soudak
7. Write The Body Of The Release ,[object Object],[object Object],[object Object]
7. Write The Body Of The Release ,[object Object],[object Object],Optimal at: 2%
8. Post To Your Own Website ,[object Object],[object Object]
9. Syndicate In RSS ,[object Object]
 
10. Distribute On Wire Service ,[object Object],[object Object]
11. Track Results ,[object Object],[object Object],[object Object]
11. Track Results ,[object Object]
Potential Audience Twitter 75 Million Users iTunes 70 Million Users Facebook 400 Million Users Photobucket  99 Million Users Top Blog Sites  24 Million Users YouTube 300+M videos viewed daily Second Life 13 Million Residents LinkedIn 50 Million Users Flickr  1.5 Million Users
Social Media Press Releases ,[object Object],[object Object],[object Object]
Social Media Press Releases
Social Media Press Releases ,[object Object]
Social Media News Room
Add Social Media News Releases to Your News Room
News Room
Popular Social Media Services
Images Capability
Video Capability
Quotes & About Us Section
Top 5 Takeaways ,[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Sally Falkow PRESSfeed sally@press-feed.com @sallyfalkow Rebecca Lieb Econsultancy [email_address] @lieblink Garry Przyklenk Marketwire [email_address] @gprzyklenk
Resources http://www.press-feed.com/toolbar http://www.marketwire.com/mkt/PR2.0/ PR 2.0 Toolbar

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Leverage social media to grow your business

  • 1. Building your Business and your Brand: How to Leverage the Web with Search Optimized Content and Social Media Press Releases Moderator Garry Przyklenk, Marketwire Presenters Sally Falkow, PRESSfeed Rebecca Lieb, Econsultancy Monday, April 12, 2010 #marketwire
  • 2.
  • 3. Communicating in a Pre-Web 2.0 World Companies controlled the message Media acted as gatekeeper Audiences waited for the story Conversation was “top-down” and one way
  • 4. Communicating in a Web 2.0 World What kind of digital camera should I buy? What are you doing NOW? What does EVERYONE ELSE think? Check out how COOL THIS IS!
  • 5. Communicating in a Web 2.0 World Image courtesy of Brian Solis Conversation is multi-directional Audience is actively participating Gatekeepers are gone
  • 6.
  • 7.
  • 8.
  • 9. Traditional Press Releases Text-only news written almost exclusively for ‘traditional’ media and other stakeholders
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  • 11. Optimized (SEO) Press Releases Integrating keywords, phrases and embedded links to optimize “findability” and rank within search engines Targets for SEO releases are consumers and journalists searching for topics REMEMBER! You don’t need to be a programmer to take advantage of SEO – the technology is SIMPLE!
  • 12. Optimized (SEO) Press Releases Integrating embedded multimedia such as video and photos – ENGAGES readers and buyers TELLS A STORY
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  • 16. 2. Find A News Item
  • 17. 2. Find A News Item
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  • 30. Potential Audience Twitter 75 Million Users iTunes 70 Million Users Facebook 400 Million Users Photobucket  99 Million Users Top Blog Sites  24 Million Users YouTube 300+M videos viewed daily Second Life 13 Million Residents LinkedIn 50 Million Users Flickr  1.5 Million Users
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  • 32. Social Media Press Releases
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  • 35. Add Social Media News Releases to Your News Room
  • 40. Quotes & About Us Section
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  • 42. Contact Sally Falkow PRESSfeed sally@press-feed.com @sallyfalkow Rebecca Lieb Econsultancy [email_address] @lieblink Garry Przyklenk Marketwire [email_address] @gprzyklenk