The document outlines strategies for effective content marketing and press release development, emphasizing the importance of understanding customer needs and delivering engaging content across multiple platforms. It discusses various testing methods for measuring content effectiveness, such as A/B testing and usability testing, and suggests building a content pipeline that educates and drives sales. Additionally, it provides resources and tools for keyword research, SEO optimization, and tracking content performance to enhance marketing efforts.

1. Press Release Magic and Strategy To Win the War of Words on the Web
Byron White Content Marketing Webinar v13 Meg Walker
Founder Thursday May 27, 2010 Director Online Marketing
ideaLaunch 1 PM EST PR Web

2. The
Content
Marketing
Revolution

3. 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

4. And the science of delivering content
in a compelling way.
Measurements
Books
Blogs
eBooks
RSS Feeds
Printed Books
Web
Widgets

5. It’s constantly testing campaigns to learn
what works and what doesn’t.
Prediction Testing
A/B Testing
Multivariate Testing
Eye Track Testing
Segmentation Testing
Geo Target Testing
Usability Testing

6. And measuring readers’ engagement
and desire for more.
Engagement
Downloads
Time on Page
Action on Page
Repeat Visitation
Send to Friend
Social Bookmark

7. It’s catching readers orbiting at high
speeds at the right time and place.
Anytime Content
Applet
Desktop
Mobile
RSS Feeds
Podcasts
Social Networks

8. And engaging them with content on
websites, gadgets and apps.
iPhone Apps
Urban Spoon
Amazon Kindle
Sirius XM
SalesForce.com
Flixter
Fandango

9. It’s developing a content pipeline to
educate, earn trust 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 to
find 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 Steps for Developing a Press
Release Strategy

12. Bring some fresh ideas to the table
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. Put the PRESS on your competition

14. Find your customers wants and needs
Surveys
Phone Calls
Search Box
Social Media
Web Analytics
Keyword Popularity
Customer Service
Questionnaires

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. Dig into the keyword research FREE!
WordVision.com
SpyFu.com
Compete.com
QuantCast.com
SEOMajestic.com
Raven-SEO-Tools.com
Tools.SEOBook.com
SEOToolSet.com
LinkVendor.com
MarketLeap.com

17. A picture says a thousand words!
Customize Stock
Infuse Brand
Create Captions
HyperLink Text
Link Images
Optimize Image Name

18. SEO Plan: Get the release out and links in
Long Tail
Short Tail
All-Tail Universe
Golden Keywords
Weighted Keywords
Keyword Silos
Internal Links
Content Scoring
WordVision Technology

19. Editorial Plan: The Future Looks Bright!
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 Software & Information Industry Association
June AFFCon Affiliate Conference Denver
Awards July Content Marketing Webinar: PPC Strategy
Philanthropic News

20. Top of the ninth…let’s get the score
PressReleaseGrader.com
WordVision.com
PageStrengthTool.com
SEOContentGrader.com

21. Ready. Set. Track….the Performance
Tag Published Date
Track Link Phrases
PageStrengthTool.com
SEOContentGrader.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 leads from prospect customers

27. Track improved conversion rates

28. Track increased sales from those leads

29. Live Case Study: Press Release Magic
Press Release Magic #7

30. Byron’s Content Marketing Tips book here: ideaLaunch.com/101
Byron White, ideaLaunch
Chief Idea Officer
Twitter: @ByronWhite
Byron[at]ideaLaunch.com
Meg Walker
Director Online Marketing
Twitter: @MegWalker