Posts Tagged ‘Susan Young’

Seven Expert Social PR Guides and Tips

Wednesday, December 26th, 2012

Public relations (PR) or media relations has long been treated as its own world, separate from marketing. It was viewed as being about name recognition and industry credibility, not something as mundane as lead generation.

Best Guides to Social PRBut as the world has shifted from marketing brochures and printed trade publications to everything online, the connections between PR and marketing have become more apparent; that white paper may be a lead generation asset, but it can also be used to pitch a bylined article. An online ad may be marketing, but the credibility built through PR makes prospective buyers more likely to click on it. A news release may be designed to get media coverage, but it can also create valuable backlinks for SEO.

In the online realm, PR, search engine optimization (SEO), social, advertising and marcom are all vital and intertwined elements of web presence optimization, and as such need to be measured and managed to coordinate efforts for maximum online visibility.

So how exactly does PR support SEO efforts? How can media relations skills be leveraged in social media? What do PR pros need to do differently to support online journalism? What are today’s best practices for B2B PR?

Find the answers to those questions and more here in seven recent expert guides to social and online PR.

8 Steps to Leveraging PR for SEO by iMedia Connection

Krista LaRiviereNoting that news releases incorporate three elements that search engines love—trusted backlinks, social sharing, and fresh content—Krista LaRiviere provides a brief but helpful eight-step guide to improving rank and traffic to optimized content through the proper use of news releases.

7 secrets of a master digital storyteller by Get in Front Communications

Susan_YoungSusan Young explains the concept of brand journalism, which “allows your company to tell its own story in an engaging way that we’ve never experienced before,” then reveals seven “secrets” of master brand storytellers such as “a master storyteller weaves images, video, audio, graphics, and other social tools to make stories pop and impact people.”

Why PR Should Take Social Media Seriously by jeffbullas.com

Jeff BullasAfter advising PR professionals to take social media seriously due to its believability, efficiency and leverage, Jeff Bullas outlines eight major social media channels and contrasts their level of influence with the waning reach of old media. He ends with a discussion of PR values of new media, including Twitter, where “you are able to listen and to respond to what people are saying about your brand in the market place within seconds with worldwide reach.”

10 Simple Strategies To Boost Your B2B PR Campaign by Marx Communications

Wendy MarxWendy Marx offers 10 tips for amplifying hard-earned media coverage, such as promoting your press in your blog, spreading the word via social media, linking to your news from appropriate LinkedIn groups, and “Rework(ing) an article to function as an abstract for a speaking proposal.”

PR Pros Not Keeping Up with What Journalists Want by Spin Sucks

Gini DietrichGini Dietrich reports on recent research showing that “Eighty percent of journalists you’re working with in your media relations efforts want images and nearly that many also want video,” yet among PR professionals, “only four percent (believe images are) important to journalists and just a little more than half (56 percent) routinely add images to their media relations efforts.” And even among Fortune 500 firms, “Only 24 percent of the company sites offer images and 22 percent offer videos.”

Best Practices In B2B PR by Fast Company

Brian KardonWendy Marx interviews Brian Kardon, CMO at Lattice Engines and formerly with Eloqua and Forrester Research, about PR and its integration with B2B marketing, social media and lead generation efforts. Among Brian’s recommendations are that B2B companies should partner with their outside PR and marketing agencies (“get to know them as people”) and should “Be generous to your influencers. Give them credit. Compliment them. Never shill for your company or products. Be helpful and genuine.”

12 Perspectives on How B2B SEO Can Better Support PR & Communications by Search Engine Watch

Derek EdmondDerek Edmond shares guidance from a dozen PR experts including Stacey Acevero (it’s “essential for B2B PR, marketing and communications teams to have a concrete understanding of SEO elements – it results in a much more harmonious process”) and Elizabeth Sosnow (“You may not be a Sherlock Holmes fan, but you probably know that he couldn’t make it very far without his loyal wingman, Watson. B2B PR folks really need SEOs to help them solve mysteries for their clients”).

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24 (of the) Best Business Blogging Guides, Tips and Tools of 2011

Monday, January 16th, 2012

Despite any recent recent rants you may have seen about how blogging is dead or blogs are passé, the fact of the matter is that business blogging is now more important than ever. With Google’s most recent Panda algorithm updates, attributes like content freshness and social signals (strengths of blogs, not corporate websites) will gain increased importance in search ranking.

But as the blogosphere continues to expand (as noted by Diana Adams below), it becomes more difficult to stand out and be heard above the noise.  How can a company launch (or relaunch) a new blog properly? Write great blog post headlines? Promote new content most effectively? Optimize blog content for search? Emulate the best corporate blogs? Take advantage of free or low-cost blog tools and resources?

Get the answers to those questions and more here in two dozen of the best blogging guides of the past year.

Guidance for New Bloggers

20 Common Mistakes Made By New Bloggers by Ink Rebels

Diana AdamsNoting that will well over 100 million blogs on the web now it can be challenging to stand out, the effervescent Diana Adams shares a list of common mistakes to avoid such as making your RSS button hard to find, posting inconsistently, and failing to respond to reader comments.

12 things every business blogger should know how to do by Ragan’s PR Daily

Susan YoungContending that “blogging isn’t that difficult until educated, professional, bright grownups begin to overanalyze things,” Susan Young provides a dozen pieces of commonsense advice for business blogging success, such as sticking to what you know and enjoy, and writing “to express, not to impress.”

The Entrepreneur’s Advisor | Why and How to do a Blog Right by The Entrepreneur’s Advisor

Stuart W. Smith provides some blogging basics and helpful tips for those relatively new to blogging. After making the basic case for a blog, he delves into keywords, developing quality content, links, calls to action and more.

6 Tips for Blogging for SEO in WordPress by Business Insider

Sue ReynoldsSue Reynolds offers a half-dozen tips for SEO on WordPress blogs, helpful particularly for those just getting started.

Business Blogging Tips, Tactics and Best Practices

8 Ways to Get Your Blog Ready for the Big Time by Blog Engage

Kristi HinesFrequent best-of honoree Kristi Hines offers eight tips to get your blog ready for a surge of traffic if you happen to get mentioned or retweeted by a highly influential source. Among the tips: optimize your site for speed, delay your opt-in popup form (or better yet – lose it, they’re obnoxious) and make sure your key pages (About, Contact, Guest Post Guidelines, etc.) are easy to find.

How to Be an Awesome Blog Commenter by HubSpot Blog

Kipp BodnarKipp Bodnar offers half-dozen tips for “how to be a thoughtful and engaged commenter” that apply to social networking sites as well as to blogs. Much of it comes down to appropriate social etiquette, and always striving to add value to the conversation.

How to Turn a Lousy Blog Headline into a Great One by The Backlight

Tristan HigbeeTristan Higbee steps through the creative process of turning a boring blog headline into a better one and then, eventually, into one that is both search-friendly and compelling to potential readers.

26 Ways to Enhance Your Blog Content by Social Media Examiner

Debbie HemleyAnother delightful A to Z post from Debbie Hemley, this one alphabetizing the business blogging process from attributing source material through links and blogging as a hub of social media efforts through YouTube and “Zigzags and Leaps” (“mental moves that might open up things a bit, allow a little more in, including, we hope…discovery”).

7 Key Elements to a Successful Business Blog by TopRank Online Marketing

Lee OddenLee Odden defines the key characteristics to consider in terms of “branding, community, SEO, PR, recruiting and taking midshare away from your competition” with your blog including the URL, name, design and navigation. (For more on this topic, see also Eight Factors to Consider When Launching a Business Blog previously published here.)

12 Things to Do After You’ve Written a New Blog Post by Content Marketing Institute

Brody DorlandNoting that “even great content can go unnoticed,” Brody Dorland recommends 12 steps for promoting your blog content, from the obvious (utilize keywords for SEO, use syndication) to the creative (using a post to answer a question on Twitter, promoting posts via your email signature).

21 Ways Bloggers Engage by Heidi Cohen

Heidi CohenHeidi Cohen details 21 ways bloggers can engage with readers beyond just responding to comments, among them: inviting others to contribute guest posts, providing social sharing buttons, enabling readers to subscribe by email, and participating in Twitter chats.

The Blueprint for the Perfect Blog Post (Infographic) by Business 2 Community

Brian RiceBrian Rice graphically illustrates nine components of the “perfect” blog post, beginning with a compelling post title. in this nicely-done infgraphic. He also shares six blogging lessons learned, including the importance of user experience and letting your audience drive your the conversation.

Displaying Social Proof – What the Marketing Experts Use by KISSmetrics

Kristi Hines studies the AdAge Power 150 blogs to see how leading bloggers are displaying their social clout. Tools and methods used include displaying FeedBurner reader count, a Facebook Like box, LinkeddIn share button, or multi-purpose tools from AddtoAny, Share This, or AddThis.

Blog SEO

SEO success for your blog in 10 easy steps by {grow}

Eric PratumGuest blogger Eric Pratum outlines a “10-step prioritized plan to improve the SEO for your blog without spending a lot of time or money,” from keyword strategy to sitemaps.

How to Optimize Your Blog for Google by Social Media Examiner

Dino DoganIn this extensive and detailed post, Dino Dogan walks through the process of search optimizing a blog, from audience targeting considerations and keyword research to SEO plugin settings (presuming you are using WordPress).

Where to Use Keywords in Corporate Blog Posts by TopRank Online Marketing Blog

Lee Odden lays out a non-technical five-step process for getting a corporate blog to rank well in search. His item #4 (“Use Descriptive References vs. Pronouns”) in particular should be required reading for ANYONE writing online content.

Top 10 Blog Directories 2011 by SEO Wizardry

Peter HollierWriting that “Blog Directories add an important element to your web site traffic generation and search engine optimization programs,” Peter Hollier lists and links the top 10 blog directories along with their Alexa ranks.

8 Steps to Optimize Your Blog Post by Search Engine Watch

Erez BarakErez Barak recommends a heavy focus on keyword research, selection and tracking among his eight steps for getting a blog post to rank well in search.

Examples of Exceptional Corporate Blogs

The 10 Best Corporate Blogs in the World by {grow}

Mark SchaeferMark Schaefer shares a few observations on the state of corporate blogging (e.g. the tech sector produces most of the best corporate blogs, the Fortune 500 lags the rest of the world in this area) as well as his picks for the top ten corporate blogs based on quality. Most of the companies are large, but the variety of industries represented is intriguing.

Outstanding brand blogs you should check out by iMedia Connection

Sarah KotlovaSarah Kotlova showcases four well-done corporate blogs (or in the case of Cisco, a collection of company-related blogs written by internal subject-matter experts) from both the B2B and B2C worlds.

Blogging Tools and Resources

Huge List of Useful Tools for Bloggers by ShoutMeLoud

Exactly what it says–a big list of tools to make your blogging more productive. This post lists and links to tools for SEO, writing, blog marketing and more.

Stock.XCHNG

Need an interesting photo for your latest blog post but don’t want to shell out big bucks, go through some convoluted licensing process, or risk violating a photographer’s copyright? This may be the site for you. Owned by Getty Images, Stock.XCHNG bills itself as “the world’s best free (image) stock site.”

veezzle

A free stock photo exchange where you can search, use, share and create collections of images for online use.

fotoglif

If the free sources above don’t have quite what you need, fotoglif offers reasonably-priced photographic images, in a range of categories including news, politics, business, technology and lifestyle.

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