Optimized Press Release Webinar Feb 2009

Optimized (Online)
Press Releases
Webinar: February 24, 2009
Presenters:
Doug Hay, CEO Expansion Plus
Molly Campanella, Senior Account Manager, Marketwire, Inc.

The Challenge of the Living Web
The Internet is a living, breathing, ever changing, constantly improving communications network.

3 Types of Press Releases
Traditional media
Internet focused
Social media release

Press Releases Online
News Engines
Search Engines
Journalists
Buyers

In real estate it is location, location, location
For the Internet it is content, content, content
Web sites, blogs, content in RSS feeds, and online press releases are all content
Tremendous Opportunity

There are different styles of writing for:
Blogs – informal
Online press releases – written like a news story
Web pages – Educational and sales at the same time
Articles – written to educate not sell
Different Styles

You need to create content with key words .
This is called “ optimizing ”
E.g. Optimized press release
Prospects Are Online Actively Searching

SEO
Short for search engine optimization .
The process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine .
- Webopedia

Successful SEO
The site itself must be optimized
Key word research and strategy
Write new content for web pages using key words
Design, programming, tags, etc per the strategy and key words
Link building with new editorial content ( press releases , articles) which Google places heavy emphasis on.

Google Rankings
Even the Google engineers acknowledge that tweaking your tags and on-page elements are not as important as having good content and a reputation in your community (think links).

Google Universal

RSS (really simple syndication)
RSS is a family of web feed formats used to publish frequently updated digital content, such as blogs , news feeds or podcasts .
Users of RSS content use software programs called "feed readers" or "feed aggregators ".
- Wikipedia

RSS & SEO
Each syndicated press release or article would have one or more links to selected pages on your web site
RSS content is vital for SEO as the syndication builds back links

Write For The End User
Write with a passion and excitement.
Know the product or service and write compelling content.

New Communication Channels
You are the source of the content.
There are often no journalists or editors to rewrite or edit your material

Do Your Homework
Before you start writing, research what is the current news .
Create an alert for ongoing assignments.

PR 101 Still Applies
Use the tools you know from traditional PR.
Readers love controversy, big names, etc.

Make Your Press Release Newsworthy
To get the attention of reporters or editors you have to send them a press release that reads like a news story .
If you write a thinly disguised product announcement or worse, an advertisement, your press release will end up in the trash basket .

Keywords
You need to choose one main keyword or phrase and one or two minor keywords or phrases
Write the release with these words in mind.
Focus on the main keyword or phrase .

Headlines
Your main phrase should go in the headline.

Links
Add a link to the website page you want to send the traffic to at the end of the first paragraph and again at the end of the release.
Links In Press Release Select Web Pages

Overview
Have a story to tell
Format the press release properly
Keep your press release short
Syndicate your press release online using RSS
Use a wire service with Internet capabilities

Social Media 2.0

Social Media Example Embedded Video, Social Media Bookmarking, Live Search tracking, and embedded hyperlinks – all for the web 2.0 community

Trackbacks to measure blog postings, embedded comments that the client can moderate, and keyword searches

External links, interactive thumbnail image of the client’s website of choice, and Custom Technorati search tags

Sharing Options Share or bookmark this release on over 50 different social media websites including Facebook, Digg, Del.icio.us, and SlashDot

Search Stats Reader gets 1-click access to all search results for the release headline on Google, Yahoo!, MSN Live, Digg.com and Technorati… Instant search stats.

Options Email to a friend or print this release 1-click access to other releases by this company issued over Marketwire Search engine, blog post and social bookmark-friendly “permalink” URL Trackback URL Keyword cloud, created automatically, that links to all other client releases containing these keywords. Easy navigation and improved SEO.

Multimedia
Add unlimited multimedia
Videos:
Powered by YouTube.
Link to your own video channel or distribute to YouTube, Google Video and Yahoo! Video using Marketwire channel

Images:
Distributed to Marketwire’s PhotoBucket channel, allows for
easy, social media sharing:
Multimedia Specially formatted for use with emails, blogs, instant messaging, websites, forums and bulletin boards – content presented in URLs, image codes, and HTML code for individual user preference

The Social Media Release format puts the power of distribution and content repurposing into the hands of the social media community via sharing and bookmarking…it can become a viral PR mechanism!
Distribution

Twitter ½ Million Users iTunes 70 Million Users Facebook 50 Million Users Photobucket 38 Million Users Top Blog Sites 24 Million Users YouTube 13 Million Users Second Life 9.5 Million Users Google Video 8 Million Users Flickr 1.5 Million Users Expanded Reach… Over 200 Million Users!

Traditional Press Release

Social Media Press Release

PRESS RELEASE BLOG MYSPACE PAGE FACEBOOK PAGE

Resources
Expansion Plus Inc
www.expansionplus.com
Press Release Distribution
Marketwire, Inc.
www.marketwire.com
RSS Service
P R E SS feed
www.press-feed.com

Contact Details
Doug Hay, CEO, Expansion Plus
626-793-4911
[email_address]
Molly Campanella, Senior Account Manager Marketwire, Inc.
310-765-3225
[email_address]

Social Media Webinar Series
Looking to create a social media marketing strategy that will measurably boost your organization’s ROI?
An intensive 4-part webinar series starting in March.
Learn how to build your complete, actionable social media marketing strategy.
Watch your email for details.
Learn More About the
Social Media Roadmap Webinar Series .
http:// www.marketwire.com/SMStrategy

Copyright Notice
All materials contained in these materials are protected by United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Expansion Plus Inc.

Optimized Press Release Webinar Feb 2009

by Marketwire+Sysomos on Feb 24, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 5

Statistics

Optimized Press Release Webinar Feb 2009 — Presentation Transcript

http://www.slideshare.net	4
http://www.fachak.com	1