BlackwoodProductions Webinar


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BlackwoodProductions Webinar

  1. 1. Using The News Releaseto Initiate a Multi-ChannelDigital Marketing CampaignTom BlakeleyBlackwood Productions
  2. 2. Discussion Points Related to NewsRelease Marketing• News release preparation check list• Online submission example• Multi-Channel Integration• Example: Linking out to social media toincrease engagement and following• Sample results
  3. 3. News Release Preparation Check List(1 of 2)• Have a social media-friendly logo. Make sure the logo can work inmultiple sizes so no matter how the media uses it, it is clear and legible.• Social sites in your media contact block. It’s where the media looks foryour contact info, so include at least your Facebook and Twitter accounts.• Include a link for every 100 words. Link back to your landing page orrelevant campaign content so even if your press release gets edited forspace, your readers will have the information they need. Plus your SEOand inbound marketing remains strong.• Use multimedia. Video, Slideshare links, Pinterest boards – whatever youcan conjure up to grab attention and deliver your message.• Create small chunks of succinct details so that it can translate well tosocial. This makes it easy if the media wants to Tweet information aboutyou.• Keep it quick, easy and creative. It’s more likely to be picked up, sharedand retweeted that way.
  4. 4. News Release Preparation Check List(2 of 2)• The title of the press release should act like a news headline and be eyecatching, setting up your news story and driving the reader to action.• To increase the chances of media and bloggers finding yourinformation, use your SEO keyphrases throughout your press release,including the headline.• Tell a clear story in each and every paragraph you write.• Use that closing paragraph to make a last chance pitch and reiterate thepoints.• Keep your audience groups top of mind. A social media press releasetargets three different groups: media, bloggers and consumers. It needs toappeal to all of them.• Be interactive. Use the capability of sites like PRWeb to embed video,upload photo galleries, and make your press release visually compelling.• A template approach. Create a template you can reuse for each new newsrelease. This will make writing them much faster.
  5. 5. Online Submission ExamplePRWeb (1-3)
  6. 6. Online Submission ExamplePRWeb (2-3)Place yourmessage here.Twitter accountselected
  7. 7. Online Submission ExamplePRWeb (3-3)
  8. 8. Multi-Channel IntegrationA news release can initiatea digital marketing wheel
  9. 9. Link Out to Social Media• linking out to event and promotionalinformation using a social platform application– Sweepstakes (Facebook App)– Promotional - digital download(Facebook App)– Coupon (Facebook App)All apps are mobilecompatible
  10. 10. Sweepstakes - Fan GateClick the “Like”to get access tothe offer“Share” to initiateviral marketing
  11. 11. Sweepstakes OfferClick the “EnterNow” to register
  12. 12. Sweepstakes RegistrationList segmentationat sign-upE-mail marketing“Share” to initiateviral marketing
  13. 13. Promotional OfferDigital DownloadClick the “Like”to get access tothe offer“Share” to initiateviral marketing
  14. 14. Promotional OfferDigital DownloadClick the“Share/Unlock” toregister
  15. 15. Promotional OfferDigital DownloadSuccessfullydownloaded recipe!
  16. 16. CouponProduct DiscountFacebook landingpage to get discountcoupon“Share” to initiateviral marketing
  17. 17. CouponProduct DiscountCoupon delivery“Share” toinitiateviralmarketing
  18. 18. Sample Results• iWatchLife• Harman’s Luxury Log Cabins• A+ Vacation Homes
  19. 19. iWatchLife
  20. 20. iWatchLife
  21. 21. Harman’s Luxury Log Cabins
  22. 22. Harman’s Luxury Log CabinsSan Gabriel Valley TribuneSan Jose Mercury NewsSan Mateo Daily JournalSanta Cruz SentinelSecurities Technology MonitorSecurities Technology Monitor (press release)Sign On San DiegoSiliconValley.comStar TelegramStar TribuneStreetInsiderStreetIQSun HeraldTCPalmThe Bellingham HeraldThe Boston GlobeThe Buffalo NewsThe Cincinnati EnquirerThe Columbus DispatchThe Columbus Ledger EnquirerThe Daily BreezeThe Daily JeffersonianThe Daily RecordThe Island PacketThe MiamiHeraldThe Network JournalThe News & ObserverThe News TribuneThe OlympianThe Sacramento BeeThe San Francisco ChronicleThe StateThe State JournalThe Street SweeperThe Sun NewsUnited Press InternationalValue Investing NewsWhittier Daily NewsWichita EagleWRALJournalIndustrial InfoInfoStorInside Bay AreaInternational Business TimesInvestorPlaceKansas City StarKGO Newstalk 810 San FranciscoLA Daily NewsLas Cruces Sun-NewsLexington Herald-LeaderMacon TelegraphMarket Intelligence CenterMarket PulseMinnesota Public California Gold (Oklahoman) - OnlineOil & Gas Financial JournalPasadena Star-NewsPower-Gen WorldwidePress EnterprisePress-TelegramPublicusRedlands Daily FactsRenewable Energy WorldRockford Register StarRuidoso NewsSan Bernardino County Sun740 KVORA.M. Best CompanyAlbany Times UnionAnchorage Daily NewsBelleville News DemocratBestGrowthStockBeyond The DowBioMedReportsBiospaceBradenton HeraldCarlsbad Current-ArgusCBS MoneyWatchCentre Daily TimesContra Costa TimesDaily HeraldDailyBulletin.comDealbreakerDigital JournalDigital Media WireEl Nuevo HeraldEl Paso TimeseOptionFarmington Daily TimesFayObserverHeraldNet Everett,WashingtonHouston ChronicleHydro ReviewIC PlacesIdaho StatesmanIndianapolis Business101 News Agencies Picked Up The Release Within The First 12 Hours
  23. 23. Harman’s Luxury Log CabinsSample of Google’s Immediate Indexing for Harman’s News Release
  24. 24. Harman’s Luxury Log CabinsWe see an increase in site traffic 12 hours from whenthe news release was put on the wire (PRWeb).Harman’s Luxury Log Cabins – PRWeb Site Traffic Increase
  25. 25. A+ Vacation Homes
  26. 26. A+ Vacation Homes47,998 Headline Impressions 652Full Page ReadsFull Page ReadsBy Country