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Lee Odden

Making the Most of Limited Content

Lee Odden on Jan 16th, 2007     Online Marketing, Online PR, Public Relations

Note from Lee: Another contributor to Online Marketing Blog, Karen Sams who also writes her own blog at Media Relations Blog, makes her debut in this post about the ongoing challenge to gain original content for clients. Fresh content isn’t only necessary for making web sites attractive to search engines, but it’s also a critical component for marketing efforts in any channel – including Karen’s specialty: Public Relations. Read on to find excellent tips on how to make the most out of limited content.

One of the biggest challenges I face as a PR professional is eliciting content from clients. When I do identify valuable nuggets of information, I know that I need to leverage every aspect of that nugget across an array of tactics, including:

Lee Odden

Video Interview on Transparency and Social Media

Lee Odden on Jan 2nd, 2007     Blog Marketing, Interviews, Online Marketing, Online PR, Social Media, Video Interviews

The WebProNews video blog posted an interview Mike McDonald did with myself and Stephan Spencer during the Chicago Search Engine Strategies conference where we talk about marketing and public relations issues with blogs and social media.

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Congrats to Mike, Chris and Richard on a great job with these videos!

Lee Odden

Blogs Rock for SEO, SMO and PR

Lee Odden on Dec 30th, 2006     Blog Marketing, Blog Optimization, Blogging, Online Marketing, Online PR, SEO, Social Media

Blogs have been one of the big buzz items in 2006 along with social media. It seems companies are still trying to figure out whether blogging is worthwhile for their business and where social media fits in within overall marketing strategy. The number of “blog consultants” also appears to be growing at a much faster rate than business blog adoption.

For our clients, we use blogs extensively in both our public relations practice as well as for search engine optimization. One of the most productive uses of blog software as a content management system is for an online media room.

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Lee Odden

Push and Pull PR on eMarketing Talkshow

Lee Odden on Nov 30th, 2006     Interactive Marketing, Interviews, Online Marketing, Online PR, Press Release Optimization, Social Media, TopRank Agency News

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This Friday I will be doing an online radio interview with eMarketing Talkshow about “Push and Pull Online Public Relations”. I’ll be talking with Cindy Turrietta about the market opportunity with online PR, explaining the concept of push and pull with examples of each as well as considerations on measuring results.

With all the buzz about optimizing and marketing with social media as well as the emerging meme in public relations on the social media news release format, there is an opportunity to help marketers better understand how these concepts can be applied in a practical manner.

Too often tactics get promoted as the latest and greatest trends without any substance or real world references. This interview is intended to provide a framework for understanding how marketers and public relations professionals can increase their reach and ability to be found by consumers as wel as the media by incorporating SEO concepts along with PR and social media.

Lee Odden

Push Pull Public Relations and Social Media PR

Lee Odden on Nov 16th, 2006     Marketing PR Conferences, Online Marketing, Online PR, Press Release Optimization, Pubcon, Social Media, Social Search

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One of the key components of the presentation I gave this morning at the Las Vegas Pubcon conference presented the idea of press release optimization and social media news releases in the context of push and pull. But before that, it’s important to understand the market opportunity with news search.

According to a report released by comScore, half of all internet users visited news sites in June 2006. Of the most popular news web sites, Yahoo News is #1 surpassing CNN, MSNBC and AOL News.

There’s also an increase in the use of social media both by end consumers and the media for tracking information that interests them. This includes: blog and news search engines, social news, social bookmarks, podcasts and video. The thing that ties all of this together is RSS. RSS enables people to subscribe to the kinds of content from the channels or formats that they are interested in.

Lee Odden

Online Public Relations and Blogs

Lee Odden on Oct 16th, 2006     Blog Marketing, Blog Optimization, Blogging, DMA Annual Conference, Interactive Marketing, Marketing PR Conferences, Online Marketing, Online PR, Podcasting, Press Release Optimization, RSS, SEO, Social Media, TopRank Agency News

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Later today I’ll be presenting here at DMA-06 on a panel called, Blogs, RSS and Podcasting with Amanda Watlington from Searching for Profit and Stephan Spencer from Netconcepts. Basically, my presentation will cover how blogs can be used as public relations tools in the context of “Push and Pull PR”. The presentation is broken up into:

  • Opportunity
  • Push and Pull PR
  • Blog Optimization & PR
  • Blogger Relations
  • Case Study

The “opportunity” section explains how many journalists are ignoring the noise of getting pitched by so many PR firms and company PR staff. Whether it’s a pitch by phone or email, many members of the media go online (98%) to find news sources (76%), story ideas (92%), experts and to research press releases (73%). The percentages come from a study done by Middleburg/Ross.

Lee Odden

Blogger Relations 101

Lee Odden on Oct 6th, 2006     Blog Marketing, Blogging, Blogging News, Online Marketing, Online PR

As blogs become more important sources of information and competition for users’ time and attention against mainstream media, many marketers and public relations practitioners continue to stumble about the blogosphere like a bull in a china shop.

Online Marketing Blog gets about 5-10 pitches per week on average, which provides more than enough of a sample on how blogs are getting pitched these days. What’s the verdict? It doesn’t look good.

A few of these pitches are right on or just lucky. Many are simply crap. Some come from friends but never make it to a post. Some are from complete strangers, but are very relevant and get in. Some are borderline where I’m interested, yet I never hear from that company again.

Lee Odden

Resources for New Media and Social Media PR

Lee Odden on Aug 24th, 2006     Interactive Marketing, Online Marketing, Online PR, Social Media

There’s a growing amount of buzz about social media lately, but specifically of interest is social media press releases. As we fold the new media press release, press room and media relations tactics into our PR strategy, I’ve been monitoring a number of resources on the topic of new media PR and the hRelease or social media news release and offer some of those links here.

New Media Release Group – A Google group started to discuss the new media release format with participants ranging from independent PR consultants to PR Newswire and Market Wire.

New PR – Constantin Basturea’s “Digg style” site for new media public relations news.

Workspace for Social Media Press Release (hRelease) – hRelease is a community effort to define a new format for press releases via a community standard microformat

Lee Odden

Feeding Journalists With Deli.cio.us

Lee Odden on Jul 17th, 2006     Online Marketing, Online PR, Social Bookmarking, Social Search

Todd Defren posts a nice rundown on using del.icio.us for an online PR initiative for bzzagent. Deli.cio.us is used to create content of value to journalists covering WOMM – the word of mouth marketing industry of which bzzagent is the focus.

What are we doing here? Providing any writer who is interested in WOMM with a customized research page containing the top news in the space, including first-hand reaction — on a daily basis — by a WOMM industry pioneer. For media types, et al., who subscribe to the RSS feed of that del.icio.us page, that’s a daily dose of Thought Leadership!

Lee Odden

PR Newswire Testing SEO Press Releases

Lee Odden on Jul 16th, 2006     Marketing Industry News, Online Marketing, Online PR, Press Release Optimization

PR Newswire recently tipped me off to a test press release service that promises SEO benefit:

“Off-peak press release with SEO via PR Newswire Reach news sites, portals, search engines, media”.

Apparently it is to be a 5 day listing on the home page of PR Newswire. There are 10 releases to start and they are being auctioned off over at eBay. If my bid wins, I’ll post about the process:

“Winner of this auction may distribute one news release of 400 words or less via PR Newswire’s US1 Newsline. Distribution timing will be at PR Newswire’s discretion, Friday through Sunday.”

Traditionally, PR Newswire has been the go-to source for investor relations and similar announcements as well as a channel for corporate PR news announcements. The test offers a press release of 400 words or less to be distributed at a time of PR Newswire’s choosing.

Lee Odden

PRWeb Launches SEO Wizard

Lee Odden on Jun 28th, 2006     Keyword Research, Marketing Industry News, Online Marketing, Online PR, Press Release Optimization, SEO, SEO Tools

PRWeb has announced today the launch of their SEO Wizard toolset to help users create and distribute optimized press releases.

“The SEO Wizard will guide members in structuring their press releases in a way that will give them optimal results within news and search engines. The idea of search engine optimization, or increasing a company’s value in search engines by using specific keywords, has gained popularity in recent years. PRWeb’s SEO Wizard quantifies keyword traffic, so users can focus on the keywords that are popular search terms and valuable to their PR and marketing campaigns.”

This is a tool that PRWeb staff have been using and now is being made available to all PRWeb users. Here are a few screen shots:

PR Web SEO Wizard

Lee Odden

DM News Guide to Search Marketing

Lee Odden on Jun 27th, 2006     Blog Marketing, Marketing Industry News, Online Marketing, Online PR, Search Marketing, SEO, SEO Tips, TopRank Agency News

DM News has announced the next edition of their Essentials Guide to Search Engine Marketing (pdf). Editor in Chief Mickey Alam Khan says:

“Packed within these pages are articles from executives at the nation‚Äôs leading search engine marketing firms, agencies and consultancies. Also inside is commentary from two of the top three search engines, Yahoo and Microsoft. These experts offer tips, best practices, case studies and research on almost every topic under the search sun.”

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