Reaching a Global Audience to Drive Influence, Reputation and Outcomes - May 2011

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Making your website an engaging place that your visitors trust is no easy task. You can start by making a site that allows visitors to easily find, discuss and share resources. …

Making your website an engaging place that your visitors trust is no easy task. You can start by making a site that allows visitors to easily find, discuss and share resources.

Join iPressRoom's Chris Bechtel and ideaLaunch founder Byron White for a webinar on Reaching a Global Audience to Drive Influence, Reputation and Outcomes.

In this webinar you'll learn reasons why upgrading your website capabilities is a necessity if you want to turn site visits into relationships, and relationships into outcomes. Outcomes like greater brand awareness, higher measures of favorable response and revenue growth.

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  • 1. Reaching a Global Audience to Drive Influence, Reputation and OutcomesByron White Content Marketing Webinar v23 Chris BechtelFounder and CEO Tuesday May 31, 2011 Founder and CEOideaLaunch and WriterAccess 2 PM EST iPressRoom
  • 2. Content 10 ConversionMarketing Press Release EnhancementRevolution Tips Tips
  • 3. TheContentMarketingRevolution
  • 4. It’s the art of listening to your customers’wants and needs.Listen Up Search Box Social Media Web Analytics Keyword Popularity Customer Service Questionnaires
  • 5. And the science of delivering it to themin a compelling way.Measurements Books Blogs eBooks RSS Feeds Printed Books Web Widgets
  • 6. It’s constantly testing campaigns to learnwhat works and what doesn’t.Prediction Testing A/B Testing Multivariate Testing Eye Track Testing Segmentation Testing Geo Target Testing Usability Testing
  • 7. And measuring customers engagementand desire for more.Engagement Downloads Time on Page Action on Page Repeat Visitation Send to Friend Social Bookmark
  • 8. It’s catching readers orbiting at highspeeds at the right time and place.Anytime Content Applet Desktop Mobile RSS Feeds Podcasts Social Networks
  • 9. And developing a pipeline to educate, earntrust and drive sales.New Sales Pipeline Offer Content Accumulate Leads Score Leads Distribute Leads Induce Trial Score New Activity Measure Success
  • 10. And scoring content engagement tofind out who’s most likely to buy.SalesForce Scoring Free Tool Interaction Content Downloads Proposal Downloads Newsletter Sign Ups Widget Interaction Customer Logon
  • 11. 10 Tips for Press Release Success
  • 12. Creative Ideas for Press Releases Article Resources Center Non-Profit Donations Promotions Courseware Speaking Engagements Benefit Packages eBook/Printed Books Community Service Hiring Bursts Podcasts Green Initiatives Retirements Printed Books Cause Support Record Sales Tip Centers Internships Record Hits Webinars Volunteer Vacations Record Views Whitepapers Remarkable Employees Popular Posts Widgets Remarkable Company Policy Military Service WorkBooks Unusual Holiday Celebration Hot News Topics Videos Viral Marketing Campaigns First-Of-A-Kind
  • 13. Research the Competition
  • 14. Find your customers wants and needsSurveysPhone CallsSearch BoxSocial MediaWeb AnalyticsKeyword PopularityCustomer ServiceQuestionnaires
  • 15. Find the story within your employees Promotions Donations Speaking Events New Company Policy Board of Advisors Company Party Employee Recognition Awards Industry Recognition Certifications
  • 16. Free Keyword Research Tools WordVision.com SpyFu.com Compete.com QuantCast.com SEOMajestic.com Raven-SEO-Tools.com Tools.SEOBook.com SEOToolSet.com LinkVendor.com MarketLeap.com
  • 17. Optimize Images for Readers and Bots Customize Stock Infuse Brand Create Captions HyperLink Text Link Images Optimize Image Name
  • 18. Centralize the Publishing to Max the Result Long Tail Long Tail Short Tail Short Tail All-Tail Universe All-Tail Universe Golden Keywords Golden Keywords Weighted Keywords Weighted Keywords Keyword Silos Keyword Silos Internal Links Internal Links Content Scoring Content Scoring WordVision Technology WordVision Technology
  • 19. Press Release Calendar Speaking Events Content Releases Speaking Event Press Releases April Content Conversion Conference Speaking Employee News May PR Web Thrive 2010 Speaking May Content Marketing Webinar: Press Release Strategy Policy News June PR Web Content Marketing Speaking New Accounts June Softw are & Information Industry Association June AFFCon Affiliate Conference Denver Awards July Content Marketing Webinar: PPC Strategy Philanthropic News
  • 20. Optimize for the Search EnginesPressReleaseGrader.comWordVision.comPageStrengthTool.comSEOContentGrader.com
  • 21. Track the PerformanceTag Published DateTrack Link PhrasesPageStrengthTool.comSEOContentGrader.com
  • 22. Track improved listing positions
  • 23. Track increased traffic from releases
  • 24. Track repeat visitation and engagement
  • 25. Track time-on-site for release stickiness
  • 26. Track lead generation from organic traffic
  • 27. Track improved conversion rates
  • 28. Track increased sales from those leads
  • 29. Live Case Study: Press Release MagicPress Release Magic #4
  • 30. Byron’s Content Marketing Tips book here: ideaLaunch.com/101Byron WhiteFounder and CEOideaLaunch and WriterAccessByron@WriterAccess.comTwitter: ByronWhiteChris BechtelFounder and CEOiPressRoomChris@iPressRoom.comTwitter: ChrisBechtel