TopRank Online Marketing

Lee Odden

Keynote Presentation: Digital Convergence of Public Relations & Marketing

Lee Odden on May 8th, 2013     Marketing PR Conferences, Online Marketing, Public Relations

Integrated Marketing Public RelationsToday I’m giving a keynote at the sold-out Communicator’s Conference in Portland, Oregon to 270 or so PR and Communications professionals.

The colliding or collaborating (depending on your situation) worlds of digital marketing and PR have left a lot of ambiguity about roles, goals and responsibilities between these 2 very important groups.

In this presentation I outline why PR should care about marketing, 3 big trends to watch for and 3 of the most common questions brand PR and corporate communicators have (I polled my LinkedIn network) about integrating PR and marketing. I finish things off with a plan for how PR and communications can tap into digital marketing expertise and contribute messaging and storytelling for more meaningful and impactful marketing / PR performance.

Lee Odden

Digital Marketing Growth Opportunity is Knocking: Are You Answering?

Lee Odden on Jan 28th, 2013     Online Marketing

opportunity knocks for our online marketing agencySince 2001 our “practice what we preach”, digital marketing and PR agency at TopRank has experienced growth every year. Like many frugal and efficiency focused businesses, we’ve been conservative about business operations, taking on zero debt and running pretty lean.

All of our marketing (and most PR) is inbound. We do not employ dedicated sales people or spend on advertising. This approach has kept us small but extremely efficient with exceptional project management, account management and consulting capabilities that exceed those of agencies many times our size.

Staying healthy during lean economic times is smart, but growth is in our future.  Our focus on moving TopRank Online Marketing even further forward as a leading digital marketing agency also offers insights of use for companies. Here are 7 considerations:

Lee Odden

Boost Your Digital PR & Marketing Skills with Social Media Optimization

Lee Odden on Oct 21st, 2011     Content Marketing, Marketing PR Conferences, Online Marketing, PR Conferences, Public Relations, SEO

social media optimization PRSA 2011By now you know I’m as sold as one can be on the intersection of Social Media, SEO and Content Marketing. It’s the essence of the core principles of information Discovery, Consumption and Engagement that I talk about in Optimize and at conferences like PRSA International in Orlando this week.

Information production, sharing and consumption is accelerating faster than marketers (or consumers) can keep up with. A lot of that information is user generated content from social sharing and networking sites. Internet Marketers have long been savvy about creating, optimizing and promoting content that’s findable and relevant for target audiences.  Marketers aren’t the only corporate departments creating content in need of an audience though.

TopRank Online Marketing

Why Use Social Media For Public Relations

TopRank Online Marketing on Nov 16th, 2009     Online Marketing, Online PR, Public Relations

PR-social-mediaRecently, I presented at PubCon on the intersection of social media and PR.  The session title was “experts on PR and Twitter,” however the session description went on to discuss a variety of networks.  Therefore my interpretation was to speak on the intersection of social media and PR, and not just PR and Twitter.

The social web is far more than just Twitter, and if Twitter is the extent of your participation you’re missing out.  Lee’s diagram of social media and channels of distribution presents a visualization of a strong approach, where the centerpiece is a blog.  The centerpiece could be anything of course, not just a blog – but the essential element is that it’s a place you control and not an external network.  Using Twitter or any network you don’t control as the centerpiece is a mistake, because you’re building the value of a digital asset that isn’t really yours (no analytics, no control, no SEO benefit and if that network falls out of favor all your hard work is devalued).

Lee Odden

Book Review: Putting the Public Back in Public Relations

Lee Odden on Oct 21st, 2009     Book Reviews, Online Marketing, Online PR, Public Relations

Putting the Public Back in Public RelationsWhen Brian Solis asked me to do a review of Putting the Public Back in Public Relations, the book he and Deidre Breakenridge published earlier this year,  it didn’t take a second to say yes. Putting that decision into action took a little longer and it finally took some time on a plane to get it done.

I’ve known Brian Solis through our common industry involvement with social media and the Public Relations world for several years.  Brian is a thought leader not because he’s popular on the social web or because he’s the cool-guy host of the Tech Set parties, or even because of his successful PR business, board memberships with up and coming companies, keynote presentations or the popular blogs he publishes at briansolis.com and bub.blicio.us.

TopRank Online Marketing

Is Your PR Agency SEO & Social Media Savvy?

TopRank Online Marketing on Sep 14th, 2009     Public Relations, SEO, Social Media

social media readiness[Note from Lee:  The PR industry is in a state of flux with changes in the print industry, citizen journalism and the social web. Consumer behaviors with information discovery, consumption and sharing have been significantly affected by the dramatic increase in social platform usage and ease of self publishing.

Companies that rely on reaching and engaging those consumers through PR and marketing vendors and/or internal professionals need to carefully consider what skills and capabilities are needed to succeed. I've asked Adam Singer at TopRank to present his view on the matter and he's come up with the following post.]

Jason Falls recently made a smart comment about the need for Public Relations professions to be “social media ready”.  In that post, he referenced a 2009 “Digital Readiness Report” to assess the specific social media marketing skills companies are looking for in a PR vendor.

TopRank Online Marketing

Influencing The Social Web: Agility Is A Factor

TopRank Online Marketing on Jun 22nd, 2009     Online PR, Social Media

clock-stockphotoHow agile is your marketing?  Do you have layer upon layer of approval processes, committees, lawyers, and executives who need to sign off on every piece of external communication before it goes out?

If yes, your business is structured for a pre-Internet world, and unfortunately this means you will always be at a disadvantage compared to agile competitors designed to take advantage of a connected society.  An inescapable truth is the web rewards companies (and people) that are nimble.

People interact deepest with thoughts and ideas that have character and personality.  And if there is one thing that removes this, it is the superfluous layers that design by committee creates.  It rips the personality from content piece by piece as it passes though each filter, and is the antithesis of agility and what makes for compelling communications.

Lee Odden

Making News Content Search & Social Media Friendly

Lee Odden on May 12th, 2009     Online Marketing, Online PR, SEO, SEO Tips, Social Media

SEO & Social Media for Public RelationsChanges in consumer preferences towards news consumption and sharing habits via the social web present both challenges and opportunities for PR agencies.  Searchers increasingly expect to interact with what they find via search. 

The opportunity for Public Relations is to understand that leveraging social media as a distribution channel to attract buzz and earn links is as important as keyword optimization of social media content to improve visibility on standard search engines.  Simply put: SEO and Social Media go together like peas and carrots.

The nature of the social web encourages participation: sharing, voting, commenting and linking. Popular social content gets exposure, traffic and can result in a substantial number of relevant inbound links.  Keyword relevancy plus aboundant inbound links to content equals improved search engine visibility. Whatever keywords that are used to describe optimized news content that becomes popular within social channels like news, bookmarking and media sharing are what that content will tend to rank highly on in standard search engines.

Lee Odden

Pull PR and Newsroom Optimization Tactics

Lee Odden on May 8th, 2009     Online Marketing, Online PR, Public Relations, SEO Tips

Newsroom & Pressroom SEOMost web sites with active media relations programs host an online newsroom. Analysts, journalists and even some bloggers find newsrooms a useful resource for finding past media coverage, press releases, image assets, executive bios, company history, webinars, white papers, case studies and other information helpful for researching stories.

Any content that is published to the web can be optimzed for search and that includes online newsrooms. We prefer to implement online newsrooms with blog software, because of the content management features and inherent search engine benefifts. Automatic RSS feed creation is also a benefit.

Newsrooms should offer easy to find contact information as well as a content categorization scheme that considers keywords as part of the taxonomy. Organizing press releases by date isn’t very useful for searchers. Archiving press releases and other content within the newsroom by categories, chronologically as well as by keyword tag (as in folksonomy, not meta keyword tag) can be quite useful to readers as well as search engines.

Lee Odden

When is PPC Better Than SEO for Public Relations?

Lee Odden on May 4th, 2009     Online Marketing, Public Relations, Search Marketing, SEO

SEO tips for PRWhen search engine marketing enters the conversation in PR circles and vice versa, it’s usually search engine optimization, not pay per click that gets attention. However, there are numerous opportunities to use the on-demand visibility of Pay Per Click as a method to attract visitors to news related content.

nytimes ppc spyfu

Publishers of online news and media use Pay Per Click to create instant search visibility for hot and trending news stories. Here’s an example of the NY Times using AdWords to promote a story about Twitter.  You can also see from this screenshot via Spyfu, some of the topical and time sensitive keyword phrases they’ve bid on to drive traffic to news stories.

Lee Odden

Top Ten SEO Tips for PR Professionals

Lee Odden on Apr 29th, 2009     Online Marketing, Online PR, Public Relations, SEO

top SEO tips for PROver the next 10 business days I will be posting a series of SEO tips focused mostly on how to employ search engine optimization tactics for online PR benefit. This Top Ten SEO Tactics for PR Professionals series is centered around a presentation I am giving at the PRSA Digital Impact conference. If you’re attending that event, you’ll get the best of both worlds by reading this series as a complement to the in-person presentation.

Driven by customers and the consequences of not doing so, the public relations industry has warmed in recent years to the power of search engine optimization for growing the impact of pull based PR efforts.

Lee Odden

Improve Public Relations with SEO & Social Media

Lee Odden on Apr 16th, 2009     Online Marketing, Public Relations, SEO, Social Media

burstThe media relations landscape has changed as traditional publications have downsized, re-focused online or been eliminated altogether.

Fundamentally, Public Relations serves two groups:  The companies that pay for representation and the journalists, analysts, reporters and increasingly, bloggers, that rely on PR professionals as a source of news content.

Ad dollars shifting online combined with changes in consumer information discovery, consumption and sharing habits via the social web present both challenges and opportunities for PR agencies to deliver more value to their clients. That value can be provided through integration of SEO and social media with news content.

In a 2008 Journalists Use of Search Survey by TopRank, 91% of respondents reported using standard search engines to perform activities such as research companies, past media coverage and subject matter experts.  In the same study, 64% reported using social networks, 55% use blogs and 50% use Wikis as social media tools.

To optimize your online marketing performance, contact us at TopRank | ©2014 TopRank® Online Marketing | Top