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Essential Search and Social Media Promotion Tips for News Content

Mon, 17 Apr 2017 10:30:19 +0000

Marketing and PR greatness must include equal parts intelligence, creativity and a focus on results. But there’s one more important ingredient necessary to help you stand out: enthusiasm. Serena Ehrlich from Business Wire has all of these characteristics and at the Digital Summit LA conference, she shared a cornucopia of practical advice about media relations [...]

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How Locally Laid Got Paid by Turning Customer Feedback into Brand Storytelling

Wed, 28 Jan 2015 10:55:09 +0000

Here in Minnesota, a small egg company is getting big press after ruffling the feathers of a concerned shopper. When Locally Laid Eggs received a letter from a grocery store shopper, saying that the company’s name is “offensive” and its advertising “vulgar,” the company took to its own blog to offer up a rebuttal. In doing so, they enlightened readers about locally-sourced food and responsible farming and revealed some key marketing lessons in the process. Most companies would have tossed the letter and missed out on the opportunity to use this kind of storytelling to pick up on the interest that Locally Laid had generated. But Locally Laid understood the importance of story before marketing. From the tiny Wrenschall, Minnesota town (population 399) the small company had the foresight to not only address — respectfully — the letter writer’s concerns, but to point out the reason why their product stands out from competitor options on the shelves. Lucie Amundsen, the self-proclaimed "marketing chick" at Locally Laid, knows what she is doing. Here is an excerpt from her letter to the unidentified shopper. "When our perfect double entendre breaks through the media clutter in which we’re all steeped, we leverage it. With that second look from a consumer, we educate about animal welfare, eating local, Real Food and the economics of our broken food system. We all vote with our food dollars every day and we respect your decision if our playful moniker keeps you from buying our eggs. It was just important to me that you understood everything that was going on behind that name. Now I gotta ask, would you have learned all this if we were named Amundsen Farms?" Locally laid received coverage in Twin Cities news publications as well as an invite to tell their story on Minnesota Public Radio. As Twitter and Facebook responses came in from around the country, the company had to announce that their site was running slow because of all the traffic the blog post had received. It's pretty difficult to buy that kind of reach and sentiment. "Our Facebook page "likes" went up by a full third, adding on an 2,100 additional fans as of (Monday)," Lucie said. "Our reach in that medium was just under half a million last week. We also sold some 300 of our American-made T-shirts, which has been great for our cash flow ... And while I haven't done egg re-ordering with stores yet this week, I'm been getting lots of photos of empty shelves and people asking when cartons will be restocked. I'm calling this retaliatory consumerism, (with a wink)." Lucie didn't anticipate, or plan for the response her blog post had received. "It's a pretty wonky piece and I thought that about 12 of my farm-y or policy-minded friends would enjoy it," she said. "So I'm surprised and pleased that this rather think-y example of polite discourse in a derisive world would get this much attention." Many companies would have simply ignored the letter or reacted from a customer service perspective and not use it for a marketing opportunity. To that end, companies would do well to learn from the Locally Laid approach. Here are four content marketing lessons businesses can takeaway from Locally Laid: 1. Seize the opportunity Lucie Amundsen could have easily just chuckled and tossed the angry letter into the recycling. Chances are, most companies would have done just that. By using the letter as a trigger to tell her brand's story, Lucie was able to reach an audience through shares that she may not have connected with in the past. Takeaway: These opportunities are likely to come in the form of social even more so than a letter to your office. If your company isn't monitoring social media chatter about your company's name and industry, you may not know. Find a way to filter these opportunities out and take advantage of them. 2. Lift the whole industry Lucie's blog post responds to the reader's objections, but more importantly it tells the story of why Locally Laid does things the way they do. The post points out specific d[...]



Content Marketing With Press Releases: Pros, Cons, Examples & Best Practices

Tue, 26 Nov 2013 11:02:35 +0000

When Matt Cutts, head of Google’s web spam team, announced that links in press releases have no value for SEO, it created a lot of discussion and debate in the SEM community. But, if you look at his comments in their entirety, you’ll notice that he also said press release sites do have value for press [...]

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Google Did Not Just Kill PR Agencies

Tue, 13 Aug 2013 10:50:07 +0000

Google updated their content guidelines for links recently causing a bit of buzz amongst the SEO community, mostly from those looking for clarification. I’ll get to that shortly, but something else popped up that’s worth debunking. The link scheme clarifications directed at webmasters also attracted a post from ZDNet via Tom Foremski’s sensationally titled article, [...]

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How Public Relations & Communications Can Win the Content Marketing Race

Wed, 19 Jun 2013 11:00:19 +0000

In today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats and devices. With a global population of over 7 billion, there are over 2.3 billion internet users. More importantly, there are 6.7 billion mobile subscribers – 91% market penetration (source). Ubiquitous internet access is enabling consumers [...]

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Brands Gone Wild: Social Media Marketing Fails & Lessons Learned

Thu, 25 Apr 2013 11:00:31 +0000

So you want your campaign to go viral… Let’s keep in mind your business objectives, shall we? As these social marketing fails will show, campaigns may take off but go seriously sideways if companies place popularity above purpose. Some companies can afford more risk and racier campaigns than others, yet risk in business must always [...]

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Online PR for Brands: How to Make Company News, Real News

Wed, 10 Apr 2013 11:00:05 +0000

Most companies understand the benefits of a well-executed online PR strategy: improved brand visibility and industry reputation, increased traffic to the company website and even sales. It’s no wonder that companies trip over themselves to come up with a regular stream of PR related content. Unfortunately, lower barriers to entry for publishing and distributing information [...]

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Digital PR Pitching Etiquette: 3 Critical Rules for Online Public Relations Outreach

Wed, 06 Feb 2013 11:00:56 +0000

Over the course of my online marketing career, I’ve had the opportunity to participate on both sides of the online PR outreach process, pitching publications on behalf of clients as well as receiving them as a search and social industry journalist. In the course of performing outreach for clients and receiving hundreds of pitches from [...]

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3 Examples of Companies Using Facebook as an Online Public Relations Tool

Wed, 05 Dec 2012 11:00:30 +0000

Picture this: your company has exciting news to share with customers, shareholders, suppliers and your target market. You’re launching a new product this week and it will be debuted at a popular industry event, sure to be attended by media, influencers and people who will want to buy YOUR product, just as soon as they [...]

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The Evolution of Digital PR Through Content Marketing – PRSA 2012

Mon, 15 Oct 2012 11:10:48 +0000

Content has always played an essential part of effective Public Relations. However, PR pros that don’t sink their teeth into content strategy, development and measurement quickly and effectively, will be left behind as the future of PR evolves. That’s a fairly strong statement, but it’s incredibly important and timely. Over the past 12 years of [...]

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The One Thing Killing Your Blogger Outreach

Wed, 20 Jun 2012 17:51:36 +0000

Like many other marketing and PR blogs, we get a lot of inquiries from PR agencies and reps to write about their clients. I ignore about 80% of them. Why? It’s mostly due to the pitch not being relevant. OMB is an agency blog with the purpose of promoting thought leadership for TopRank Online Marketing. [...]

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Blogger Relations: Push or Pull? How to Get Bloggers to Mention Your Brand

Wed, 01 Feb 2012 17:38:53 +0000

Yesterday digital PR maven Adam Vincenzini pinged me about a post he was researching on how brands could make it easier for bloggers to talk about them. It’s a great question because mentions and links from influential content sources are priceless for credibility, awareness and in particular, social SEO. This is a topic close to home [...]

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4 Things Lady Gaga Can Teach Us About Social Media PR & Online Influence

Thu, 19 Jan 2012 12:24:38 +0000

Lady Gaga is the definition of an influencer offline and online; her music, fashion sense, and passion for social causes have spread around the world in only a few short years.  Love her, like her or hate her, you know who she is and you’ve probably heard more than one of her songs. When searching [...]

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5 Tips on Creating Video Content for Public Relations

Thu, 15 Dec 2011 11:34:56 +0000

If you are  Public Relations professional (or online marketer), the time has come to implement new tactics that will keep your audience excited, engaged, and encouraged to share.  While optimized press releases, case studies, and white papers are great forms of online content, it’s time to take advantage of one of the hottest media formats [...]

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Where Does SEO & Social Media Optimization Fit Within Your Company? Hint: It’s Not All About Marketing #optimize

Mon, 05 Dec 2011 11:59:00 +0000

When most people think of search engine optimization for a company, it’s usually as a marketing function. That makes sense since SEO is such a low-cost, high impact and measurable method of attracting new customers and revenue. However, I think looking at SEO and optimizing social media solely as a marketing function is like looking [...]

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Newsjacking – Own the Second Paragraph with David Meerman Scott

Wed, 23 Nov 2011 11:01:07 +0000

With SES Chicago over, we’re picking up our Wednesday guest posts again. This time with my friend David Meerman Scott, best-selling author of numerous books including The New Rules of Marketing & PR, Real-Time Marketing & PR and a new book called Newsjacking (Wiley) created specifically for the Amazon Kindle. David is someone who has always [...]

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Mastering The Content Workflow

Mon, 17 Oct 2011 13:28:20 +0000

[Note from Lee: While I fervently pursue the home stretch of writing my own book “Optimize“, I’ve asked a few friends to share their thoughts on topics such as Content Marketing, SEO and Social Media. This post comes from Rebecca Lieb, who I’ve known since her days at ClickZ, then Econsultancy and now she is digital advertising and [...]

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How Public Relations Can Avoid Failing at SEO

Wed, 03 Aug 2011 11:13:00 +0000

Our Online Marketing agency at TopRank has been providing practitioners in the Public Relations industry information and insight on Search Engine Optimization for nearly 10 years. Starting with adding SEO to our media relations services in 2001 to having provided SEO consulting to PR industry leaders like the national PRSA, Cision, PRWeb and Radian6, we’ve [...]

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8 Social SEO Questions Public Relations Pros Need the Answers To

Thu, 23 Jun 2011 13:43:27 +0000

In the course of providing expertise and advice, I’ve really come to believe that it’s more important now than ever for Public Relations professionals to accelerate their knowledge of SEO and Social Media. The storytelling business is a competitive one and great messaging isn’t realized until it connects with influencers and those in a position [...]

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5 Tips: Content Sharing Beyond Facebook

Fri, 21 Jan 2011 13:30:59 +0000

Alright, you’ve just come up with a brilliant and revolutionary idea that will forever change the face of your industry. So what do you do now? If you’re like a lot of people, you run to Facebook and share it with your friends, colleagues, and anyone that will listen. Is that a bad strategy? Not [...]

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