Posts Tagged ‘PR monitoring’
As noted here previously, with more than 90% of high-value buying decisions now starting with online research, it’s imperative for companies to be “everywhere” online when buyers are looking for information about what they offer. Web presence optimization (WPO) is the art and science of maximizing online visibility. It’s a super-set of SEO, encompassing owned, earned and paid media, or presence.
Consultants at b2b marketing and PR agency KC Associates have been doing WPO work for clients for nearly three years now. It was apparent early on to those of us on the WPO team that having the proper metrics for tracking and measuring web presence, especially over time, is critical to coordinating PR, SEO, content marketing, social media and advertising efforts to maximize online visibility for clients.
While there are many excellent tools available for social media and PR monitoring, SEO keyword research, website analytics, and other specific functions, there‘s nothing that provides a unified high-level view of web visibility to support strategic decision-making. So the team picked out the best of the “siloed” special purpose tools and built a sort of informal internal dashboard of metrics, many of which are custom, to help facilitate WPO efforts and to provide cohesive reporting for KCA clients.
Just this last fall, I shared information in a blog post about these WPO metrics and KCA published a white paper on the topic as well. That got people talking about WPO, and asking about WPO measurement, which was amplified after this post on the MarketingSherpa blog about the evolution of WPO.
As a result, KCA’s Principal decided to spin-off its WPO intellectual property and commercialize its b2b WPO metrics dashboard through a new, completely independent entity, WPO Inc.
Recognizing the importance of WPO and Webbiquity’s focus on web ubiquity, there will be an ongoing collaboration between the two organizations in order to share even more about WPO as it evolves—its metrics, tools, results, strategies, and more.
You can read more in the official announcement, and both KCA and Webbiquity would love to get your feedback.
After 32 months (time flies when you’re having fun!) and 300 posts, here is a quick look back at the 10 most-read posts on the Webbiquity blog to date. This is an update of the looking back at 100 post in July 2010.
Again, thank you for reading the MarketingSherpa Readers Choice top b2b marketing blog for 2012. Without further ado, below are the 10 most-viewed posts on this blog to date. Some of the entries are surprising, but life and the web can be unpredictable. These are the posts that Webbiquity readers have “voted” as the best by their traffic so far.
10. PR Monitoring and Management Tools: Which is Best? Vocus vs. Cision (November 8, 2011)
Vocus and Cision are both powerful and popular PR monitoring and management systems. Both provide PR and social media professionals with extensive capabilities for tracking and growing media coverage of their organizations or clients. So which is best?
9. How to Write an Effective Business Blog (January 8, 2010)
Helpful advice on choosing a blogging platform, authors, topics and frequency for an effective business blog. This post is starting to show its age, but the guidance is still useful to beginning bloggers.
8. 33 (of the) Best Marketing Strategy Guides and Insights of 2010 (February 14, 2011)
Sometimes it’s essential to step back from everyday marketing tactics to ask the bigger questions, like: What conceptual models are we basing our marketing assumptions and practices on, and what new models should we be thinking about? Which emerging trends do we need to keep an eye on? While you won’t find much in the way of “tips and tricks” in this post, you will find guidance on answers to these big-picture marketing questions and more here in some the best marketing strategy guides and insights of 2010. For a more up-to-date look at marketing strategy, check out the Best B2B Marketing and Sales Strategy Guides and Insights of 2011.
7. The One Effective Use of Facebook for B2B Marketing (March 9, 2010)
The intimate, informal nature of Facebook makes it the ideal venue to showcase the human side of your company, with content that may not be appropriate elsewhere. While I’d write this differently today, the post holds up pretty well considering there were “only” 350 million users on Facebook when this was published.
More than six dozen of the best, most bookmark-able articles and blog posts about social media tactics, tools and strategies written in 2010, by leading writers like John Jantsch, Lori Dicker, Lee Odden, Lisa Barone, Jay Baer and many more. You can find a much fresher version of this type of content in the recently posted 33 (of the) Best Social Media Guides, Tips and Resources of 2012 So Far.
5. 50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 So Far (October 5, 2010)
What are the best ways to use Twitter for business? How you can use it most effectively? Which tools are most helpful? You’ll find the answers to these questions and many more here—or check out more recent thought on the topic in Best Twitter Tips, Tools and Tactics of 2011.
4. The Nifty 50 Top Women of Twitter for 2011 (May 3, 2011)
50 of the most remarkable women on Twitter, from B2B marketers to social media experts, journalists, PR professionals, or just plain fascinating personalities. Though this list is almost timeless, The Top #Nifty50 Women in Technology on Twitter for 2012, published just last month, honors 50 remarkable women on Twitter who work for or with technology companies.
3. What’s the Best Social Media Monitoring Tool? It Depends (October 13, 2010)
The explosion of social media has led to a corresponding need for more sophisticated monitoring tools that can crawl the hundreds of social networking and bookmarking sites and millions of blogs across the globe. A rapidly proliferating collection of tools are being developed to meet the need. This post highlights nine tools at various price levels that may or may not be the best but are certainly among the most popular and capable social media monitoring tools currently available.
2. Best Email Marketing Tips, Tactics and Metrics of 2010 (February 21, 2011)
How can you use email marketing most effectively and avoid overloading your recipients with information? How can you grow the size of your email marketing list? Avoid mistakes that will cost you readers? Integrate your email and social media marketing efforts to improve results through both channels? Find the answers to those questions and others here in more than two dozen of the best email marketing guides of 2010. Or get more current email wisdom in 17 (of the) Best Email Marketing Guides of 2011.
And the number one, most viewed post of all time so far on the Webbiquity blog (imagine mental drum-roll sound here) is…
1. Best Social Media Stats, Facts and Marketing Research of 2010 (January 17, 2011)
Learn how buyers use social media, which platforms are most effective, and more here in the best social media marketing stats, facts and research of 2010. If you crave social media stats and data (clearly a popular topic), check out the much newer collection of such in 79 Remarkable Social Media Marketing Facts and Statistics for 2012.
There’s no question PR (and online distribution of news releases in particular) is beneficial to search engine rankings. Links are SEO fuel and well-crafted and placed news releases can provide text-specific links from high-authority news sites. While there is some debate about how recent changes to search engine algorithms may have affected the value of these links, there is no question that they remain important. So which online press release distribution sites are best for SEO purposes?
- • Write high-quality, “newsworthy” news releases. Never write news releases only for SEO purposes. High-quality releases are more likely to catch the attention of your market, get picked up by high-authority news outlets, enhance your brand image and provide valuable backlinks than keyword-stuffed fluff.
- • Include text links within releases. In this press release for example, notice how the phrase records management software points back to a highly relevant web page for that term. This may seem obvious, but never use a press release distribution service that strips out these links. There are plenty of alternatives that will leave your links intact.
- • Use at least one paid service. While it doesn’t hurt to use free services as well, journalists tend to pay more attention to news releases from trusted, paid sources than to the free ones and paid services generally provide better placement.
Okay, so which sites are best? Answers vary depending on who you ask.
In How to Select the Best Wire Service to Distribute Your News Release, Robert Beadle places PRWeb and PR Newswire (following upgrades to its website) at the top of his list for most organizations. He notes that Business Wire is also very strong, but is the most expensive of the “big four,” is most suitable for large, publicly-traded companies and the PR firms who serve them. He places MarketWire at the bottom of his list, though it is reasonably priced and has strong distribution for more localized and IT-related news releases.
Ted Weismann, in What Do You Know About Your Wire Service’s SEO Practices?, notes that PR Newswire initially took a search traffic hit from Google’s Panda update, but has since made changes to its site to regain lost ground. Business Wire has also addressed Panda. It’s not clear what other PR distribution sites have done to respond.
Search guru Lee Odden, in the SlideShare presention SEO + PR Tactics and Measurement (which also contains some excellent general guidance on optimizing news releases for SEO benefit), favors PR Newswire, though he notes that all of the big four provide SEO value. UPDATE: Lee actually endorses PRWeb for SEO. See the comments below.
This Press Release Wire Service Comparison from Clarity Quest ranks PR Web on top, and echoes Robert Beadle’s conclusion that MarketWire is a viable alternative for budget-conscious local firms. Unlike Beadle, however, the team at Clarity Quest doesn’t view Business Wire as an expensive, big-company-only alternative, stating that “Through their partnership with PR Web, you can get one of the best deals on the Web…For smaller B2B companies and startups, we use the BusinessWire package with PR Web.” The post goes hard on PR Newswire, but it’s not clear if this opinion reflects the recent changes PR Newswire has made to address SEO issues.
Based on traffic trends from both ComScore and Experian, PR Newswire leads all of the service in search engine referral traffic, followed closely by PRWeb, then in order Business Wire and MarketWire. Globe Newswire comes in the bottom of both graphs.
So much for the experts. What do actual PR practitioners think? According to this LinkedIn discussion on What is the best Press Release Service for results? Free or Paid, PRWeb (owned by PR monitoring firm Vocus) is the clear winner, followed by PR Newswire. Business Wire and MarketWire get honorable mentions, as do a few other lesser-known fee-based and some free PR distribution sites.
The bottom line? All of the big four do a pretty good job at helping with news release links for SEO. Which is the “best” service depends on your particular situation. PRWeb seems worth checking out for almost any company, and is a no-brainer for those already using Vocus. PR Newswire is another strong service, though slightly more expensive. Business Wire is likely the best choice for large firms with correspondingly large PR budgets, though its package with PRWeb is worth investigating for smaller B2B vendors as well. MarketWire appears best for budget-conscious companies and those primarily concerned with local news release distribution (and is also effective at reaching targeted industry publications).
Have a different opinion, experience or perspective? Comments are welcome.