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New Research on News Release Best Practices

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Does the social media news release really work? When you spend hundreds, sometimes thousands of dollars on PR agency services and news releases, do you know if you're receiving the value you're paying for?

HubSpot recently conducted a study comparing social media news releases to traditional releases across different newswire services. This webinar will discuss the findings and show how to be smart with PR and understand news releases better than your agency.

This presentation covers:

* Why social media releases may not be as effective as traditional releases
* How to format a press release to get more links to your site
* What features to look for when picking a press release service
* What happens behind-the-scenes after you submit a release to your newswire
* Marketing & PR techniques that are more useful--and cheaper--than many typical PR methods

Published in: Technology, Business
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New Research on News Release Best Practices

  1. 1. How to Be Smarter Than Your PR Agency:New Research on News Release Best Practices<br />Mike Volpe<br />VP Inbound Marketing<br />HubSpot<br />Twitter: @mvolpe<br />Rebecca Corliss<br />Inbound Marketing & PR Specialist<br />HubSpot<br />Twitter: @repcor<br />
  2. 2. How to Participate on Twitter<br />Step One<br />1. Login to your Twitter account<br />2. Comment and ask questions including “@hubspot”<br />
  3. 3. How to Participate on Twitter<br />Step Two<br />1. Go to http://search.twitter.com<br />2. Search for “@hubspot”<br />
  4. 4. Agenda<br />What is Inbound Marketing<br />Press Release Experiment & Findings<br />Inbound Marketing News Release<br />Using Press Releases for Links<br />How to Measure ROI<br />
  5. 5. Outbound Marketing<br />
  6. 6. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
  7. 7. What is Inbound Marketing?<br />Process<br />Tools<br />Get Found<br /><ul><li>Publish
  8. 8. Promote
  9. 9. Optimize</li></ul>Convert<br /><ul><li>Test
  10. 10. Target
  11. 11. Nurture</li></ul>Get Found<br /><ul><li>Content Management
  12. 12. Blogging
  13. 13. Social Media
  14. 14. SEO
  15. 15. Analytics</li></ul>Convert<br /><ul><li>Offers / CTAs
  16. 16. Landing Pages
  17. 17. Email
  18. 18. Lead Intelligence
  19. 19. Lead Mgmt
  20. 20. Analytics</li></ul>Get Found<br />Convert<br />
  21. 21. This Webinar is NOT About…<br />How to get PR coverage<br />Why you should fire your PR agency <br />
  22. 22. This Webinar IS About…<br />A new way to think about press releases to get the most out of them<br />How to optimize press releases and get the most value out of your PR efforts<br />
  23. 23. Reasons Most People Decide to Do Press Releases<br />Send traffic to company website<br />2) Get journalists and bloggers to write about your company’s story<br />3) Publish “ceremonial announcements” over the wire<br />4) SEO and link building to help your website rank better in Google<br />
  24. 24. Houston, We Have a Problem:Press Releases Are a Saturated Market<br />There are nearly 50,000 press releases issued each MONTH!<br /><ul><li>2,500 per business day
  25. 25. 300 per business hour
  26. 26. One every 12 seconds</li></li></ul><li>We Are Forced to Ask Ourselves:<br />What other value can we get out of <br />press releases? <br />AND<br />What can we learn about press releases to use<br />them to our best advantage?<br />
  27. 27. Agenda<br />What is Inbound Marketing<br />Press Release Experiment & Findings<br />Inbound Marketing Press Release<br />Using Press Releases to Get Links<br />How to Measure ROI<br />
  28. 28. HubSpot Press Release Experiment<br />Experiment Goal:<br />Compare traditional press releases to social media press<br />releases to discover the best format to build links into your<br />website.<br />
  29. 29. Traditional vs. Social Media Formats<br />SMNR Template by SHIFT:<br />http://www.pr-squared.com/2008/04/social_media_release_template.html<br />
  30. 30. Traditional vs. Social Media Formats<br />
  31. 31. What We Will Learn from Experiment<br /><ul><li>Which press release type gets syndicated more often?
  32. 32. Which press release type gives more links to your website?
  33. 33. Are all link types syndicated the same?
  34. 34. What happens behind-the-scenes after you submit a release?</li></li></ul><li>What We Will Learn from Experiment<br /><ul><li>Which press release type gets syndicated more often?
  35. 35. Which press release type gives more links to your website?
  36. 36. Are all link types syndicated the same?
  37. 37. What happens behind-the-scenes after you submit a release?</li></li></ul><li>SMNRs Syndicated Less Frequently<br />Syndication: An instance in which a press release is published in full on another website<br />
  38. 38. Traditional Releases Syndicated 20% More Often<br />
  39. 39. What We Will Learn from Experiment<br /><ul><li>Which press release type gets syndicated more often?
  40. 40. Which press release type gives more links to your website?
  41. 41. Are all link types syndicated the same?
  42. 42. What can we learn to discover the best press release format?</li></li></ul><li>SMNR Links Syndicated Less Frequently<br /> Syndicated Link: An instance in which a link is published and active in a syndicated release<br />
  43. 43. Links in Traditional Releases Syndicated 14% More Often<br />
  44. 44. What We Will Learn from Experiment<br />Which press release type gets syndicated more often?<br />Which press release type gives more links to your website?<br />Are all link types syndicated the same? <br />What happens behind-the-scenes that influences syndication? <br />
  45. 45. Types of Links<br />URL: http://www.hubspot.com<br />Anchor Text: HubSpot<br />Inactive Link: http://www.hubspot.com<br /> Or HubSpot<br />
  46. 46. Not All Anchor Text Links are Syndicated<br />
  47. 47. What We Will Learn from Experiment<br /><ul><li>Which press release type gets syndicated more often?
  48. 48. Which press release type gives more links to your website?
  49. 49. Are all link types syndicated the same? </li></ul>What happens behind-the-scenes that influences syndication? <br />
  50. 50. Newswire Media Relations Team Work With “Portals”<br />Media Relations Team: <br />Develop solid relationships with portals<br />Create processes that give portals the best releases for their websites<br />Flickr: sovietuk<br />
  51. 51. Portals Pick Content Differently<br /><ul><li>Some portals republish every press release:</li></ul>Examples: http://finance.yahoo.com & www.earthlink.com<br /><ul><li>Some portals crawl metadata for relevant keywords
  52. 52. Some portals “hand-pick” press releases they want on their website</li></li></ul><li>Some Portals Don’t Support Links<br />URL Links:<br /><ul><li>Legacy Systems </li></ul> Example: Reuters<br />Don’t want you to leave their website<br />Anchor Text Links: <br />Some sites remove yours and add their OWN anchor text!<br />
  53. 53. Some Portals Don’t Support Formatting<br /><ul><li>Again: Legacy Systems </li></ul>Example: Reuters<br /><ul><li>Don’t accept XHTML</li></ul> (Language to create: bullets, underline, bold, etc.) <br />
  54. 54. Your Job is to Make Portals Lives’ Easier<br />Flickr:vincemoblog<br />
  55. 55. Agenda<br />What is Inbound Marketing<br />Press Release Experiment & Findings<br />Inbound Marketing News Release<br />Using Press Releases to Get Links<br />How to Measure ROI<br />
  56. 56. Inbound Marketing News Release <br />
  57. 57. Make Your Content Crystal Clear<br />Be direct and concise!<br />
  58. 58. Discover Your Best Keywords<br />
  59. 59. Use a Descriptive Headline<br />Be clear, interesting and use keywords<br /><ul><li>Don’t make your headline too long: 80 character limit
  60. 60. Your headline is an <h1> (header) tag</li></li></ul><li>Don’t Use “Gobbledygook” Words<br />http://gobbledygook.grader.com<br />Cutting edge! Flexible!Next Generation! Easy-to-use! Scalable!Groundbreaking!<br />
  61. 61. 300-500 Word Range for Body<br /><ul><li>Too long limits syndication</li></ul>A long release is a sign of verbose content<br />
  62. 62. Agenda<br />What is Inbound Marketing<br />Press Release Experiment & Findings<br />Inbound Marketing News Release<br />Using Press Releases to Get Links<br />How to Measure ROI<br />
  63. 63. Links Are Key<br />
  64. 64. First Link in Beginning of Release<br />
  65. 65. Link to Internal Pages Too <br />Quiz: Why does your website rank for the most keywords?<br />Home Page:<br />www.hubspot.com<br />Internal Page:<br />www.hubspot.com/marketing-resources<br />
  66. 66. Always Use Anchor Text <br /><ul><li> Tells Google what your link is about
  67. 67. Opportunity to get your COMPANY WEBSITE to rank for your best keywords
  68. 68. Press releases are a perfect opportunity; you control the content!</li></li></ul><li>Make Anchor Text the Same as Page Title<br />
  69. 69. Don’t Repeat Links<br />Repeating links dilutes value!<br />Don’t use the same anchor text twice<br />http://www.HubSpot.com<br />http://www.HubSpot.com<br />http://www.HubSpot.com<br />http://www.HubSpot.com<br />
  70. 70. When targeting a link building campaign on a specific internal link, put the fully-written URL next to the anchor text link!<br />If the website doesn’t support anchor text, at least it will publish the URL!<br />When Can You Repeat Links?<br />
  71. 71. Optimize Press Releases On Your Website<br />Press Room:<br />RSS: Media can sign up to receive updates<br />Blog: Make each release a unique page to be indexed in Google<br />Press Releases:<br />Use a unique URL for each press release on your website<br />Make your headline your page title <br />Use Anchor Text: You control this content!<br />
  72. 72. Agenda<br />What is Inbound Marketing<br />Press Release Experiment & Findings<br />Inbound Marketing Press Release<br />Using Press Releases to Get Links<br />How to Measure ROI<br />
  73. 73. Are Your Press Releases Helping Your Site?<br />
  74. 74. Syndications Decreased by 43% Over Three Months<br />
  75. 75. Newswire Price Comparison<br />
  76. 76. Purchasing Tips<br />Negotiate prices (Vendors could discount with annual commitments!) <br /><ul><li>Online distribution stays the same regardless of geographic distribution</li></ul>$$$<br />
  77. 77. Free Press Release Alternatives:What Else Works? <br />Send traffic to your websiteAlternative: Social media, interesting blog articles<br />2) Get journalists and bloggers to write about your company’s storyAlternative: Do something interesting, new, ( or crazy?) and publish on your own site. Build relationships through social media!<br />
  78. 78. Free Press Release Alternatives:What Else Works? <br />3) Publish “ceremonial announcements” over the wireAlternative: Company blog posts and updates<br />4) SEO and link building to help your website rank better in Google<br />Alternative: Produce interesting content (tips, videos, podcasts!) that people naturally want to link to.<br />
  79. 79. Our Recommendation: Rethink PR<br />Think like a journalist. Not like a PR pro. <br />Promote your company’s content through relationships.<br />Do small number of news releases when you have something worth saying! <br />
  80. 80. Thank You!<br />Get the tools you need to publish, optimize, and promote content, and measure marketing.<br />www.HubSpot.com/Demo<br />Connect with us:<br />http://Twitter.com/HubSpot<br />http://Facebook.HubSpot.com<br />Mike Volpe<br />VP Inbound Marketing<br />HubSpot<br />Twitter: @mvolpe<br />Rebecca Corliss<br />Inbound Marketing & PR Specialist<br />HubSpot<br />Twitter: @repcor<br />

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