Comments on: Optimizing the Right Content for the Right Audience http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/ Grow your business with TopRank Online Marketing tips, articles, & experts interviews on social media, digital PR & search engine marketing. Sat, 20 Mar 2010 19:33:21 -0500 http://wordpress.org/?v=2.9.2 hourly 1 By: Lee Odden http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-449161 Lee Odden Thu, 14 Aug 2008 16:19:48 +0000 http://www.toprankblog.com/?p=2522#comment-449161 Ankit, you start by creating and optimizing news content, information that is structured to be of use to a researcher, moreso than a buyer. Devoid of aggressive call to actions and deep with useful, unbiased info, facts and various media useful for someone who would use the info as a source in a story. Ankit, you start by creating and optimizing news content, information that is structured to be of use to a researcher, moreso than a buyer. Devoid of aggressive call to actions and deep with useful, unbiased info, facts and various media useful for someone who would use the info as a source in a story.

]]> By: Ankit Garg http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-449134 Ankit Garg Thu, 14 Aug 2008 12:40:31 +0000 http://www.toprankblog.com/?p=2522#comment-449134 Interesting post Lee as segmenting users becomes very important for SEO. But How do you custom make content for that kind of a journalist who is primarily looking for content but ends up becoming a customer? Interesting post Lee as segmenting users becomes very important for SEO.

But How do you custom make content for that kind of a journalist who is primarily looking for content but ends up becoming a customer?

]]> By: Ela http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-449103 Ela Thu, 14 Aug 2008 08:59:02 +0000 http://www.toprankblog.com/?p=2522#comment-449103 Thank you for a very good post. SEO should begin from defining clear and measurable goals for the site. It doesn't have to be always sales oriented. To make it easier to understand, we can think of a customer buying cycle. Always ask yourself where customers are in the buying cycle: are they doing general research on a category of products (e.g. mp3 players) or they already purchased a main product (e.g. ipod) and they are looking for some gadgets to go with it (e.g. ipod case). SEO consultants should bear in mind this important distinction and optimize the site to target right audience. Thank you for a very good post. SEO should begin from defining clear and measurable goals for the site. It doesn’t have to be always sales oriented. To make it easier to understand, we can think of a customer buying cycle. Always ask yourself where customers are in the buying cycle: are they doing general research on a category of products (e.g. mp3 players) or they already purchased a main product (e.g. ipod) and they are looking for some gadgets to go with it (e.g. ipod case). SEO consultants should bear in mind this important distinction and optimize the site to target right audience.

]]> By: SEO is a PR function too | Online PR technology trends | Sally Falkow | The Leading Edge http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-448548 SEO is a PR function too | Online PR technology trends | Sally Falkow | The Leading Edge Tue, 12 Aug 2008 19:25:51 +0000 http://www.toprankblog.com/?p=2522#comment-448548 [...] Lee Odden points out that SEO can be used specifically for news content. [...] [...] Lee Odden points out that SEO can be used specifically for news content. [...]

]]> By: The Buyer Group PR + SEO News » Blog Archive » Lisa Buyer Speaks at Search Engine Strategies Conference http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-448151 The Buyer Group PR + SEO News » Blog Archive » Lisa Buyer Speaks at Search Engine Strategies Conference Mon, 11 Aug 2008 21:23:39 +0000 http://www.toprankblog.com/?p=2522#comment-448151 [...] will be in good company sharing the panel with search industry experts, Lee Odden of TopRankMarketing, Gregg Jarboe, president of SEO/PR, and moderator Dana Todd, CMO of Newsforce, [...] will be in good company sharing the panel with search industry experts, Lee Odden of TopRankMarketing, Gregg Jarboe, president of SEO/PR, and moderator Dana Todd, CMO of Newsforce,

]]> By: Weekly Roundup: Posts from the PR World [8/9/08] « That’s Great PR! Blog http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-447331 Weekly Roundup: Posts from the PR World [8/9/08] « That’s Great PR! Blog Sat, 09 Aug 2008 22:52:48 +0000 http://www.toprankblog.com/?p=2522#comment-447331 [...] Optimizing the Right Content for the Right Audience [...] [...] Optimizing the Right Content for the Right Audience [...]

]]> By: Lee Odden http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446949 Lee Odden Fri, 08 Aug 2008 18:28:44 +0000 http://www.toprankblog.com/?p=2522#comment-446949 Thanks Lisa, it should be a great and illuminating panel - looking forward to Greg Jarboe's storytelling and the results of your survey. Thanks Lisa, it should be a great and illuminating panel – looking forward to Greg Jarboe’s storytelling and the results of your survey.

]]> By: Lee Odden http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446946 Lee Odden Fri, 08 Aug 2008 18:24:06 +0000 http://www.toprankblog.com/?p=2522#comment-446946 Excellent examples Mark, thanks. Advertising models are the most common value comparisons for PR efforts. I've also read Forrester making some interesting valuations that way as well concerning publicity as a result of blogs at about $5k a pop. The review of Sun CEO Jonathan Schwartz's blog in Josh and Charlene's book Groundswell is where you'll find that. Excellent examples Mark, thanks. Advertising models are the most common value comparisons for PR efforts.

I’ve also read Forrester making some interesting valuations that way as well concerning publicity as a result of blogs at about $5k a pop. The review of Sun CEO Jonathan Schwartz’s blog in Josh and Charlene’s book Groundswell is where you’ll find that.

]]> By: Tim Staines http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446918 Tim Staines Fri, 08 Aug 2008 14:27:50 +0000 http://www.toprankblog.com/?p=2522#comment-446918 One of our clients falls into both categories of targeting (searcher and researcher). They provide medical devices that can only be obtained with a doctor One of our clients falls into both categories of targeting (searcher and researcher). They provide medical devices that can only be obtained with a doctor

]]> By: Lisa Buyer http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446893 Lisa Buyer Fri, 08 Aug 2008 12:16:02 +0000 http://www.toprankblog.com/?p=2522#comment-446893 Lee - great way to illustrate how these target markets can be segmented. It's easy for clients to lose the focus of the media when writing press releases these days. What gets lost in the strategic thinking is the fact that if one journalist finds you in search, that can mean a possible story online or offline and equate to yet another search result reaching many more eyeballs and let's not forget the credibility factor of editorial coverage. Look forward to sharing more of this at SES San Jose on our very optimized PR panel! Cheers, Lisa Lee – great way to illustrate how these target markets can be segmented. It’s easy for clients to lose the focus of the media when writing press releases these days. What gets lost in the strategic thinking is the fact that if one journalist finds you in search, that can mean a possible story online or offline and equate to yet another search result reaching many more eyeballs and let’s not forget the credibility factor of editorial coverage.
Look forward to sharing more of this at SES San Jose on our very optimized PR panel!
Cheers,
Lisa

]]> By: Mark Alan Effinger http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446752 Mark Alan Effinger Fri, 08 Aug 2008 06:03:16 +0000 http://www.toprankblog.com/?p=2522#comment-446752 Doh! Here are the Time magazine Rates for 4-color ad space: Page $ 255,840 Spread $ 511,680 $51 per 1,000 potential viewers. Doh!

Here are the Time magazine Rates for 4-color ad space:

Page $ 255,840
Spread $ 511,680

$51 per 1,000 potential viewers.

]]> By: Mark Alan Effinger http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446751 Mark Alan Effinger Fri, 08 Aug 2008 05:56:48 +0000 http://www.toprankblog.com/?p=2522#comment-446751 Excellent post, Lee. The simple illustrations work well. This can bring many "a-HA!" moments to intelligent clients (I'll be sending this link to a number of clients who are so fixated on a specific result, even if it's barely a blip on the radar, but massages their egos or provides substantially more valuable results). Nice work. I wonder if I can get McInnis to pick me up in his little tail dragger Pilatus for the show... To Marty: When you get a moment, order up some Media Kits from any given market that buys space in national magazines/newspapers. A single page in Hospitals & Health Networks ranges from $15,060 to $12,650. http://www.hhnmag.com/hhnmag/html/win_advinfo.html Here's an industrial safety mag. Color rates top $4,300 per page. http://www.iaei.org/advertise/magazine_advertisingrates.htm OK, ok, here's one you might even know: Time Magazine: http://www.time.com/time/mediakit/1/us/timemagazine/rates/national/index.html Yikes! An ad, even with good design and good copy, is not as credible as an article with your client front and center. A well composed, relevant and timely press release will drive this thought leadership positioning. What's thought leadership worth, in a major industry publication? Lee, you're being conservative. Thanks for the cool insights. best, Mark Alan Effinger www.RichContent.com Excellent post, Lee.

The simple illustrations work well.

This can bring many “a-HA!” moments to intelligent clients (I’ll be sending this link to a number of clients who are so fixated on a specific result, even if it’s barely a blip on the radar, but massages their egos or provides substantially more valuable results).

Nice work. I wonder if I can get McInnis to pick me up in his little tail dragger Pilatus for the show…

To Marty: When you get a moment, order up some Media Kits from any given market that buys space in national magazines/newspapers. A single page in Hospitals & Health Networks ranges from $15,060 to $12,650.
http://www.hhnmag.com/hhnmag/html/win_advinfo.html

Here’s an industrial safety mag. Color rates top $4,300 per page.
http://www.iaei.org/advertise/magazine_advertisingrates.htm

OK, ok, here’s one you might even know: Time Magazine:
http://www.time.com/time/mediakit/1/us/timemagazine/rates/national/index.html

Yikes!

An ad, even with good design and good copy, is not as credible as an article with your client front and center. A well composed, relevant and timely press release will drive this thought leadership positioning.

What’s thought leadership worth, in a major industry publication?

Lee, you’re being conservative.

Thanks for the cool insights.
best,
Mark Alan Effinger
http://www.RichContent.com

]]> By: Marty http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446620 Marty Thu, 07 Aug 2008 23:36:32 +0000 http://www.toprankblog.com/?p=2522#comment-446620 @Lee: I love what you speak of regarding targeting <a href="http://www.aimclearblog.com/2007/09/18/pr-power-blogging-zen-the-7-classic-nodes/" rel="nofollow">classic PR nodes</a> like investor relations. It's nice to see meaty content like this offered. It IS very easy to focus on obvious fresh meat when guiding clients. After all, obvious cash-money-ROI is what they're most inclined to push for. The approach you advocate for in this post and the preceding series takes a long term outlook. I am interested on where you get the 2K-20K number and if you would share any specific case studies regarding same. @Lee: I love what you speak of regarding targeting classic PR nodes like investor relations. It’s nice to see meaty content like this offered.

It IS very easy to focus on obvious fresh meat when guiding clients. After all, obvious cash-money-ROI is what they’re most inclined to push for. The approach you advocate for in this post and the preceding series takes a long term outlook.

I am interested on where you get the 2K-20K number and if you would share any specific case studies regarding same.

]]> By: Barry Hurd http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446605 Barry Hurd Thu, 07 Aug 2008 23:14:18 +0000 http://www.toprankblog.com/?p=2522#comment-446605 I agree with you Lee. I am constantly amazed at SEO companies and how narrow-focus they are in terms of what you just described. Sales and marketing often want tactical control over specific conversions to dollars... while PR and executive teams have the strategic thought to realize 2 to 3 levels of detachment. About half of my own articles result in direct communication with a journalist or key decision maker that I didn't have access to before. I think your second diagram needs to be combined with the first slightly. In diagram #2, "trusted source" and "media relationship" need to have the "searcher" pointing to them and then they need to point towards "customer". The media relationship and trusted sources are were a good portion of searchers turn to before purchasing. I agree with you Lee.

I am constantly amazed at SEO companies and how narrow-focus they are in terms of what you just described. Sales and marketing often want tactical control over specific conversions to dollars… while PR and executive teams have the strategic thought to realize 2 to 3 levels of detachment.

About half of my own articles result in direct communication with a journalist or key decision maker that I didn’t have access to before.

I think your second diagram needs to be combined with the first slightly. In diagram #2, “trusted source” and “media relationship” need to have the “searcher” pointing to them and then they need to point towards “customer”. The media relationship and trusted sources are were a good portion of searchers turn to before purchasing.

]]> By: bil http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446601 bil Thu, 07 Aug 2008 23:04:13 +0000 http://www.toprankblog.com/?p=2522#comment-446601 Just wonder whether there is any easy way of distinguishing whether a person is looking to buy something, or just browsing for finding something interesting to read. I.e. list of keywords :) Just wonder whether there is any easy way of distinguishing whether a person is looking to buy something, or just browsing for finding something interesting to read. I.e. list of keywords :)

]]> By: Lee Odden http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446546 Lee Odden Thu, 07 Aug 2008 21:08:41 +0000 http://www.toprankblog.com/?p=2522#comment-446546 Thanks Mario, looking forward to it. See you in a few weeks. Thanks Mario, looking forward to it. See you in a few weeks.

]]> By: Mario Bonilla http://www.toprankblog.com/2008/08/optimizing-the-right-content-for-the-right-audience/#comment-446535 Mario Bonilla Thu, 07 Aug 2008 20:29:08 +0000 http://www.toprankblog.com/?p=2522#comment-446535 Great post. I need to expand the direction I give in my webinars to include this 'audience'. The majority of people I speak to daily want their press releases to find customers but there are some who could grasp this concept. I will make an effort to get away from the booth and attend the session, I know Greg and I have spoken to Lisa but I still need to meet you. Looking forward to it. mario Great post. I need to expand the direction I give in my webinars to include this ‘audience’. The majority of people I speak to daily want their press releases to find customers but there are some who could grasp this concept. I will make an effort to get away from the booth and attend the session, I know Greg and I have spoken to Lisa but I still need to meet you. Looking forward to it.

mario

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