Unfortunately, most companies do not realize how much content can be optimized as news. According to Lisa Buyer of The Buyer Group, press releases, blogs, social media profiles, tweets, Facebook posts, and more can all be included in news results.
To do this, she suggests that marketers, first of all, optimize press releases for news search. She also recommends using tools such as PitchEngine. This tool provides an additional place for marketers to post press releases. Buyer says this effective tool practically guarantees that users will show up on the first page of Google’s search results. Although it does not always stay in the top spot, it does provide instant gratification.
She also points out the importance of interacting with media, especially through Twitter. Specifically, she tells WebProNews that “#journchat” is a great way to do this. The chat takes place weekly and brings journalists, bloggers, and professionals together.
Additionally, Buyer offers advice in regards to promoting content. She says one of the keys to successful promotion is avoiding spammy and pitchy messages. Although it’s easy to take the headline and tweet it out, it is not the most effective approach. Instead, Buyer advocates more creative methods such as using quotes, statistics, questions, or other interesting nuggets of information that will draw traffic back to the release.
Wednesday, July 14, 2010
Saturday, July 10, 2010
Making the Most of Your Data - WebProNews Video
Although most businesses understand the need for measuring analytics, unfortunately, that is as far as some businesses take it. As Eric Peterson of Web Analytics Demystified explains, marketers need to actually use the data they collect in order to see true benefits.
There are many tools that are useful such as Google Analytics and Omniture, but Peterson says that these solutions cannot do everything. In other words, marketers have to act upon the data the solutions provide.
According to Peterson, many businesses do not dedicate resources to analytics. He believes this is one of the most common mistakes businesses can make in regards to analytics. If someone could focus all his time and energy on analytics, Peterson says good things would happen.
The next big challenge marketers have is determining which data to pass where within the company. For this, he recommends that a business have a strategy since each department will need different metrics.
Once all these elements are in place, Peterson says companies will be able to make better use of their data.
There are many tools that are useful such as Google Analytics and Omniture, but Peterson says that these solutions cannot do everything. In other words, marketers have to act upon the data the solutions provide.
According to Peterson, many businesses do not dedicate resources to analytics. He believes this is one of the most common mistakes businesses can make in regards to analytics. If someone could focus all his time and energy on analytics, Peterson says good things would happen.
The next big challenge marketers have is determining which data to pass where within the company. For this, he recommends that a business have a strategy since each department will need different metrics.
Once all these elements are in place, Peterson says companies will be able to make better use of their data.
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