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biographies, investor profiles, board of advisors' or board of directors' bios, product and service information, information about analysts who cover your company, and links to recent media coverage will help your media kit save journalists time and tedious effort.
the easier you make a journalist's job, the more likely she is to write about your organization,
Smart communicators make use of nontext content, such as photos, charts, graphs, audio feeds, and video clips, to inform site visitors and the media.
Communicators who use online media rooms to offer valuable content are more likely to score the positive story.
Basic approaches to get your site up to global standards
offering case studies from customers in various countries or spec sheets describing products with local country standards (such as metric measurements or local regulatory compliance).
The best way to get your organization on journalists' calendars is to make certain that they know where your executives will be appearing.
bloggers are influential,
it is important for all companies to be prepared to communicate during emergency situations.
Companies such as Microsoft, IBM, and Intel syndicate information via RSS feeds to reach specific external audiences such as the media, Wall Street analysts, customers, partners, distributors, and resellers.
way too many PR people are spamming journalists with unsolicited and unrelenting commercial messages in the form of news releases and untargeted broadcast pitches.
having your company, product, or executive appear in an appropriate publication is great marketing.
the single best thing you can do to improve your search engine marketing is to focus on building great content for your buyers.
a book called Search Engine Marketing, Inc. Second Edition by Mike Moran and Bill Hunt.
search engine marketing programs often fail because the marketers optimize on general keywords and phrases that do not produce sufficiently targeted results.
The best approach is to create separate search engine marketing programs for dozens, hundreds, or even tens of thousands of specific search terms that people might actually search on.
landing pages are ideal for describing special offers mentioned on your website or calls to action referenced in another content page (such as a blog or e-book).
Ask for the absolute minimum you can get away with—name and email address only,
best search engine marketing comes from paying attention to and understanding your buyers, not from manipulating or tricking them.
Ask the prospective agency to show you its social media presence.
Rather than putting restrictions on social media
it's better to focus on guiding the way people behave.
One of the best ways to create great web content is to actually hire a journalist,
Entrepreneurs, CEOs, and business owners want people to pay attention to their company.
four main ways to generate attention in today's marketing landscape.
buy attention
get attention from the editorial gatekeepers
a team of salespeople generate attention one person at a time
earn attention online
all organizations should be doing some combination of each. If
too—web content is for everyone, not just big companies.
The two most powerful forms of marketing are word of mouth and what I call word of mouse.
Inbound Marketing shows you how to get found by more prospects already looking for what you have to sell.
