TopRank Online Marketing

Online PR


Nicolette Beard

Content Marketing With Press Releases: Pros, Cons, Examples & Best Practices

Nicolette Beard on Nov 26th, 2013     Content Marketing, Online Marketing, Online PR, Press Release Optimization

Press Release Best PracticesWhen Matt Cutts, head of Google’s web spam team, announced that links in press releases have no value for SEO, it created a lot of discussion and debate in the SEM community. But, if you look at his comments in their entirety, you’ll notice that he also said press release sites do have value for press and marketing reasons as Cheryl Conner, contributing writer at Forbes, so eloquently points out.

Consider,

  • 92% of journalists use search engines to research stories and 81% of journalists use search engines daily (MarketingSherpa)
  • Blog readership, RSS feed subscriptions and social media sites are visited in record numbers
  • Journalists using Google News surpass usage of major networks, like MSNBC & CNN!
Lee Odden

Google Did Not Just Kill PR Agencies

Lee Odden on Aug 13th, 2013     Marketing & PR Industry, Online Marketing, Online PR, SEO

Google Kill PR AgenciesGoogle updated their content guidelines for links recently causing a bit of buzz amongst the SEO community, mostly from those looking for clarification. I’ll get to that shortly, but something else popped up that’s worth debunking.

The link scheme clarifications directed at webmasters also attracted a post from ZDNet via Tom Foremski’s sensationally titled article, “Did Google just kill PR agencies?”.

In case you didn’t know, PR agencies do a lot more that create press releases, let alone over-optimize them for search.

Companies rely on PR firms for a variety of services and consulting ranging from strategy and message development to media relations and social media outreach to monitoring and reporting.  Product launches, press conferences, event management and promotion, reputation and crisis management, media training, investor relations and of course content creation are all services provided by different PR agencies.

Lee Odden

How Public Relations & Communications Can Win the Content Marketing Race

Lee Odden on Jun 19th, 2013     Content Marketing, Online Marketing, Online PR, PR Conferences, Public Relations

Public Relations Content MarketingIn today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats and devices.

With a global population of over 7 billion, there are over 2.3 billion internet users. More importantly, there are 6.7 billion mobile subscribers – 91% market penetration (source). Ubiquitous internet access is enabling consumers and brands alike to create, consume, publish, interact and transact – anytime, anywhere.

At the same time, “newsrooms have 30% fewer reporters than in 2000, which corresponds with 31% of US adults that have stopped turning to a news outlet because it no longer provided them with the news they were accustomed to getting.” (Contently)

Brands are answering the call to create more value for customers by publishing news and content marketing. In fact, 86% of BtoC and 91% of BtoB organizations are now using content marketing tactics.

Miranda Miller

Brands Gone Wild: Social Media Marketing Fails & Lessons Learned

Miranda Miller on Apr 25th, 2013     Online Marketing, Online PR, Rant, Social Media

Social media campaigns gone wrong.So you want your campaign to go viral…

Let’s keep in mind your business objectives, shall we? As these social marketing fails will show, campaigns may take off but go seriously sideways if companies place popularity above purpose.

Some companies can afford more risk and racier campaigns than others, yet risk in business must always be mitigated and justifiable based on the potential rewards. You might disagree with my opinion on the campaigns featured in this post, but I believe the risks should have been evident from the start and far outweighed the potential payoff.

These examples may cause you to shake your head, or enjoy a good belly laugh, but each is a fantastic learning opportunity for social media marketers.

Miranda Miller

Online PR for Brands: How to Make Company News, Real News

Miranda Miller on Apr 10th, 2013     Blogging, Online Marketing, Online PR

Online PRMost companies understand the benefits of a well-executed online PR strategy: improved brand visibility and industry reputation, increased traffic to the company website and even sales. It’s no wonder that companies trip over themselves to come up with a regular stream of PR related content.

Unfortunately, lower barriers to entry for publishing and distributing information have resulted in a plethora of non-news littering the web.

Is there any harm in “putting it all out there,” as in writing and distributing a press release for every event, newsworthy or not? I’d argue that yes, there is potential harm. As an industry journalist, I’ve personally become annoyed with companies or PR people sending me twice-weekly emails about everything under the sun. Whether someone has moved up internally or a company is seeking another round of funding, isn’t exactly compelling news.

Miranda Miller

Digital PR Pitching Etiquette: 3 Critical Rules for Online Public Relations Outreach

Miranda Miller on Feb 6th, 2013     Online Marketing, Online PR

Online PR rules for more effective link building, guest blog pitching and moreOver the course of my online marketing career, I’ve had the opportunity to participate on both sides of the online PR outreach process, pitching publications on behalf of clients as well as receiving them as a search and social industry journalist. In the course of performing outreach for clients and receiving hundreds of pitches from other PR professionals and in-house marketers, a few important rules became crystal clear.

Companies use online PR in a number of different ways, depending on the desired outcome. You might pitch mainstream media to offer a company executive up as an expert source on a breaking news story, in order to build your company’s credibility. Where the goal is to earn links back to your website, you may offer guest posts or interviews to industry bloggers or digital magazines. Your focus might be increased exposure in your target market, in order to increase sales of a certain product or service.

Miranda Miller

3 Examples of Companies Using Facebook as an Online Public Relations Tool

Miranda Miller on Dec 5th, 2012     Facebook, Online Marketing, Online PR, Public Relations, Social Media

Facebook Online PR ToolPicture this: your company has exciting news to share with customers, shareholders, suppliers and your target market. You’re launching a new product this week and it will be debuted at a popular industry event, sure to be attended by media, influencers and people who will want to buy YOUR product, just as soon as they learn about it.

You craft the perfect press release and send it to 1,000 of your contacts. Twenty of these people think this is such great news, they each send it to 500 of their friends, relatives and business contacts. Five of those people pass the news on to 250 of their contacts. Of course, these people are all fascinated, as you’ve been able to include pictures, a video, and they all received the message within hours!

Lee Odden

The Evolution of Digital PR Through Content Marketing – PRSA 2012

Lee Odden on Oct 15th, 2012     Content Marketing, Marketing PR Conferences, Online Marketing, Online PR, PR Conferences, Public Relations

Public Relations Content MarketingContent has always played an essential part of effective Public Relations. However, PR pros that don’t sink their teeth into content strategy, development and measurement quickly and effectively, will be left behind as the future of PR evolves. That’s a fairly strong statement, but it’s incredibly important and timely.

Over the past 12 years of running a digital marketing and PR agency, we’ve seen major changes in the world of PR and media relations as social technologies, devices and ubiquitous internet access have opened the doors for all-the-time, “everywhere” connectivity to the web.

That connectivity enables consumers and brands alike to:  Create, Consume, Publish, Interact and Transact anywhere, anytime. From tablets to smartphones to getting digital content via your car, the relationship between technology and people has had a major impact on how information is discovered, consumed and shared or acted upon.

Lee Odden

The One Thing Killing Your Blogger Outreach

Lee Odden on Jun 20th, 2012     Online Marketing, Online PR

blogger outreachLike many other marketing and PR blogs, we get a lot of inquiries from PR agencies and reps to write about their clients. I ignore about 80% of them.

Why? It’s mostly due to the pitch not being relevant. OMB is an agency blog with the purpose of promoting thought leadership for TopRank Online Marketing. It’s not a news site, it’s not a blog starved for ideas or in need to cover the latest software launch.

With blogger outreach, a lot of focus gets put on the hook or the angle of a pitch. Even if the message is relevant and compelling, I find a lot of those pitches still fail by leaving out one really important thing. Even if the pitch is only 90% relevant or if the hook wasn’t entirely compelling, including that one thing means there’s a good chance I’d act on it. What’s the one thing?

Lee Odden

Blogger Relations: Push or Pull? How to Get Bloggers to Mention Your Brand

Lee Odden on Feb 1st, 2012     Online Marketing, Online PR
Push Pull Blogger Relations

Is Your Blogger Relations Using Push & Pull PR Tactics?

Yesterday digital PR maven Adam Vincenzini pinged me about a post he was researching on how brands could make it easier for bloggers to talk about them. It’s a great question because mentions and links from influential content sources are priceless for credibility, awareness and in particular, social SEO.

This is a topic close to home because after 8 years of blogging here at Online Marketing Blog attracting hundreds of thousands of visitors, nearly 50k RSS subscribers, 13k blog Facebook Fans and 16k blog Twitter followers, I’ve had the opportunity to be pitched, schmoozed and numerous other tactics to get me to talk about companies that want exposure. After all that, I can say I think I’ve found the magic formula that will almost guarantee bloggers will talk about a particular brand.

Ashley Zeckman

4 Things Lady Gaga Can Teach Us About Social Media PR & Online Influence

Ashley Zeckman on Jan 19th, 2012     Online Marketing, Online PR, Public Relations, Social Media, Social Networking
Lady Gaga with one of her Little Monsters

Photo Credit: Flickr gjkooijman

Lady Gaga is the definition of an influencer offline and online; her music, fashion sense, and passion for social causes have spread around the world in only a few short years.  Love her, like her or hate her, you know who she is and you’ve probably heard more than one of her songs.

When searching for a way to improve your online PR strategy or increase your social reach, who better to learn from than one of the most influential celebrities in the world and on the web?

Social Media is Going Gaga

  • Lady Gaga Facebook Fan Page Followers – 46,608,220
  • @LadyGaga Twitter Followers – 18,198,577
  • Lady Gaga Google+ Followers – 20,852 (only 4 days after signing up)
Ashley Zeckman

5 Tips on Creating Video Content for Public Relations

Ashley Zeckman on Dec 15th, 2011     Online Marketing, Online PR, Public Relations

Lights, Camera, Action. Video puts a new spin on traditional Public Relations.

If you are  Public Relations professional (or online marketer), the time has come to implement new tactics that will keep your audience excited, engaged, and encouraged to share.  While optimized press releases, case studies, and white papers are great forms of online content, it’s time to take advantage of one of the hottest media formats on the web.  A study done by Forbes stated that 75% of senior executives surveyed said that they watched work-related videos at least weekly, and 52% watched work related videos on YouTube at least once a week.

I will warn you that implementing a video marketing campaign is not always easy and not always successful, but there are some practical tips that can improve your chances of #winning with an online video strategy.

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