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.

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

  1. 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. 2. Content 10 ConversionMarketing Press Release EnhancementRevolution Tips Tips
  3. 3. TheContentMarketingRevolution
  4. 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. 5. And the science of delivering it to themin a compelling way.Measurements Books Blogs eBooks RSS Feeds Printed Books Web Widgets
  6. 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. 7. And measuring customers engagementand desire for more.Engagement Downloads Time on Page Action on Page Repeat Visitation Send to Friend Social Bookmark
  8. 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. 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. 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. 11. 10 Tips for Press Release Success
  12. 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. 13. Research the Competition
  14. 14. Find your customers wants and needsSurveysPhone CallsSearch BoxSocial MediaWeb AnalyticsKeyword PopularityCustomer ServiceQuestionnaires
  15. 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. 16. Free Keyword Research Tools
  17. 17. Optimize Images for Readers and Bots Customize Stock Infuse Brand Create Captions HyperLink Text Link Images Optimize Image Name
  18. 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. 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. 20. Optimize for the Search
  21. 21. Track the PerformanceTag Published DateTrack Link
  22. 22. Track improved listing positions
  23. 23. Track increased traffic from releases
  24. 24. Track repeat visitation and engagement
  25. 25. Track time-on-site for release stickiness
  26. 26. Track lead generation from organic traffic
  27. 27. Track improved conversion rates
  28. 28. Track increased sales from those leads
  29. 29. Live Case Study: Press Release MagicPress Release Magic #4
  30. 30. Byron’s Content Marketing Tips book here: WhiteFounder and CEOideaLaunch and WriterAccessByron@WriterAccess.comTwitter: ByronWhiteChris BechtelFounder and CEOiPressRoomChris@iPressRoom.comTwitter: ChrisBechtel