From A to Z: Blogging and Content for PR

Editor's Notes

• #5: We approach media relations with three prongs: One is to build awareness. If no one knows who you are, the rest won’t work. Then we use it for SEO. But not for the kind of SEO that the specialists do. The kind that works with media outlets and highly influential bloggers to build ethical links to your site. This helps your search results increase and it helps your domain authority increase. Both of those things are necessary The third is for lead generation. The kind that drives qualified leads to your site so we can show that PR is an investment, not an expense. We can drive sales and this prong is how we do it. But I have sad news.I was hoping to get to all three prongs today, but it turns out we’d need two hours to do that. So I am going to focus on awareness and SEO. I’ll focus June webinar, which is the next time I do one, on using media relations for lead generation. Let’s get started.
• #6: As you well know, it’s very difficult to measure awareness on its own. That’s why we want to combine it in this three-pronged approach. In the next few minutes, you’ll hear me talk a lot about domain authority, anchor text, and linking back to content on your own website or blog. That’s because we are not going to do media relations that we can’t measure. Without considering those three things, we can’t prove how valuable we are to an organization’s income. But, if you take this prong on its own, metrics might include increased website visitors from a specific article that you placed, number of pageviews, and time spent on site. On their own, these are vanity metrics BUT when you combine them with, “We got this placed on Spin Sucks. They have a domain authority of 70 and they drove 1,000 unique visitors who looked at an average of six pages each, and spent more than five minutes on the site” now you have something to call home about.
• #7: As you well know, it’s very difficult to measure awareness on its own. That’s why we want to combine it in this three-pronged approach. In the next few minutes, you’ll hear me talk a lot about domain authority, anchor text, and linking back to content on your own website or blog. That’s because we are not going to do media relations that we can’t measure. Without considering those three things, we can’t prove how valuable we are to an organization’s income. But, if you take this prong on its own, metrics might include increased website visitors from a specific article that you placed, number of pageviews, and time spent on site. On their own, these are vanity metrics BUT when you combine them with, “We got this placed on Spin Sucks. They have a domain authority of 70 and they drove 1,000 unique visitors who looked at an average of six pages each, and spent more than five minutes on the site” now you have something to call home about.
• #8: As you well know, it’s very difficult to measure awareness on its own. That’s why we want to combine it in this three-pronged approach. In the next few minutes, you’ll hear me talk a lot about domain authority, anchor text, and linking back to content on your own website or blog. That’s because we are not going to do media relations that we can’t measure. Without considering those three things, we can’t prove how valuable we are to an organization’s income. But, if you take this prong on its own, metrics might include increased website visitors from a specific article that you placed, number of pageviews, and time spent on site. On their own, these are vanity metrics BUT when you combine them with, “We got this placed on Spin Sucks. They have a domain authority of 70 and they drove 1,000 unique visitors who looked at an average of six pages each, and spent more than five minutes on the site” now you have something to call home about.