I just finished being interviewed by Rok Hrastnik of MarketingStudies.net, author of the RSS Marketing eBook (yes that’s an affiliate link). I’ll post the audio link when it goes online.
We had an interesting discussion about integrating online public relations, search engine marketing and blog/RSS marketing.
Optimizing a press release and distributing via online newswire services can gain excellent visibility within News search engines. The release can get indexed in the major search engines as well: Google, Yahoo, MSN. Each time the release is picked up by another web site, it also creates a link back to your site.
Many press release promotion services will stop there but more visibility opportunities exist by using RSS feed promotion. Your blog should be submitted to all the major blog search engines and RSS directories.
When posting the press release to your blog, be sure to include target keywords in the post title. Link relevant keywords in the text to corresponding pages of your web site. Be sure to use Technorati tags with each post.
After the post is made, be sure to ping blog/RSS search engines and news aggregators using tools like pingomatic.com, pings.ws or RSS submit software. Your blog software might also ping some sites automatically.
After pinging your post be sure to bookmark it in del.icio.us and Furl. Ping Technorati with those updates to ensure your post is included in the Technorati tag search.
Visibility on news and the major search engines plus the blogosphere can generate a significant traffic boost to a press release. Take it to the next level by identifying publications planning to do stories on your topic and contact the appropriate journalists.
Contacting publications via email is a tough way to get attention to your release but if you have a list of journalists covering your category, it’s worth doing. The newswire service will also distribute your release to media contacts that want releases on certain topics. Another way to pique a writer’s interest in your release is to find out if they have a blog and search for posts related to your story. Post a comment of value referencing the release or your blog. You might also try using a cool Google related search tool on the journalist’s blog to discover other posting opportunities.
Above all, be sure to employ site statistics tracking and use a service like Feedburner to track your RSS feed. If your release includes an actionable solicitation like a white paper download or product offer, be sure to track unique visitors as well as conversions.