Optimized Press Release Webinar Feb2409 Epmw


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Doug Hay, CEO of Expansion Plus and Molly Campanella of Marketwire discuss best practices for online optimized press releases.

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Optimized Press Release Webinar Feb2409 Epmw

  1. 1. Optimized (Online) Press Releases Webinar: February 24, 2009 Presenters: Doug Hay, CEO Expansion Plus Molly Campanella, Senior Account Manager, Marketwire, Inc. 1
  2. 2. The Challenge of the Living Web The Internet is a living, breathing, ever changing, constantly improving communications network. 2
  3. 3. 3 Types of Press Releases 1. Traditional media 2. Internet focused 3. Social media release 3
  4. 4. Press Releases Online News Engines Search Engines Journalists Buyers 4
  5. 5. Tremendous Opportunity • 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 5
  6. 6. Different Styles 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 6
  7. 7. Prospects Are Online Actively Searching • You need to create content with key words. • This is called “optimizing” • E.g. Optimized press release 7
  8. 8. 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 8
  9. 9. 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. 9
  10. 10. 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). 10
  11. 11. Google Universal 11
  12. 12. 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 12
  13. 13. 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 13
  14. 14. Write For The End User • Write with a passion and excitement. • Know the product or service and write compelling content. 14
  15. 15. New Communication Channels • You are the source of the content. • There are often no journalists or editors to rewrite or edit your material 15
  16. 16. Do Your Homework • Before you start writing, research what is the current news. • Create an alert for ongoing assignments. 16
  17. 17. PR 101 Still Applies • Use the tools you know from traditional PR. • Readers love controversy, big names, etc. 17
  18. 18. 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. 18
  19. 19. 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. 19
  20. 20. Headlines • Your main phrase should go in the headline. 20
  21. 21. Links Add a link to the website page you want Links In Press to send the traffic to at Release the end of the first paragraph and again at the end of the release. Select Web Pages 21
  22. 22. 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 22
  23. 23. Social Media 2.0
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  26. 26. Social Media Example Embedded Video, Social Media Bookmarking, Live Search tracking, and embedded hyperlinks – all for the web 2.0 community 26
  27. 27. Trackbacks to measure blog postings, embedded comments that the client can moderate, and keyword searches 27
  28. 28. External links, interactive thumbnail image of the client’s website of choice, and Custom Technorati search tags 28
  29. 29. Sharing Options Share or bookmark this release on over 50 different social media websites including Facebook, Digg, Del.icio.us, and SlashDot 29
  30. 30. 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. 30
  31. 31. 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. 31
  32. 32. 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 32
  33. 33. Multimedia - Images: - Distributed to Marketwire’s PhotoBucket channel, allows for easy, social media sharing: 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 33
  34. 34. Distribution – 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! 34
  35. 35. Expanded Reach… Over 200 Million Users! iTunes 70 Facebook Photobucket Million Users 50 Million Users 38 Million Users Top Blog Sites YouTube 13 Million Users Second Life 24 Million Users 9.5 Million Users Google Video Flickr Twitter 8 Million Users 1.5 Million Users ½ Million Users 35
  36. 36. Traditional Press Release 36
  37. 37. Social Media Press Release 37
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  46. 46. Resources Expansion Plus Inc www.expansionplus.com Press Release Distribution Marketwire, Inc. www.marketwire.com RSS Service PRESSfeed www.press-feed.com 46
  47. 47. Contact Details Doug Hay, CEO, Expansion Plus 626-793-4911 dough@expansionplus.com Molly Campanella, Senior Account Manager Marketwire, Inc. 310-765-3225 mcampanella@marketwire.com 47
  48. 48. 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.
  49. 49. 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. 49