NEWS RELEASES AND IMPROVE ROI REVENUE-GENERATING HOW TO OPTIMIZE STRATEGY. CHAPTER 1 Achieve Better Results with Targeted News Release Distribution

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1 REVENUE-GENERATING NEWS RELEASES HOW TO OPTIMIZE STRATEGY AND IMPROVE ROI CHAPTER 1 Achieve Better Results with Targeted News Release Distribution REVENUE-GENERATING NEWS RELEASES 1

2 INTRODUCTION GET THE MOST OUT OF YOUR NEWS RELEASE Public relations can be incredibly effective for small and medium-sized businesses. It s typically less expensive than advertising, and third-party coverage of your products and services lends credibility to your message and builds trust in your brand. One of the powerful tools in the PR toolkit is the news release. When you optimize your news release program, it can have a big impact helping you keep existing customers, reach new audiences, build valuable relationships with the media and other influencers, create brand advocates, and ultimately grow your business. The following are three steps to help you get the most out of news releases. REVENUE-GENERATING NEWS RELEASES 2

3 STEP #1 SET CLEAR OBJECTIVES Your news releases are just like every other aspect of your business: to get the best results, you need to be clear about what you re trying to achieve. Analyze your business needs and prioritize which are the most important. Then set PR objectives that address those needs. To make sure you re setting manageable objectives, follow the SMART approach: SPECIFIC Clearly define exactly what you want to accomplish. MEASURABLE Determine how you ll track progress. ATTAINABLE Choose objectives that are achievable within a reasonable amount of time with the resources you have. REALISTIC Be honest about what you can really do. TIME-BOUND Set a deadline. COMMON PR OBJECTIVES Raise awareness of your company, brand, products and services Attract customers, investors, advertisers and high-quality employees Generate leads Build credibility and trust Boost SEO rankings and increase website traffic Prevent and manage crises Inform and become a thought leader Retain existing customers REVENUE-GENERATING NEWS RELEASES 3

4 STEP #2 No company has resources to waste, and that s particularly true for a small or medium-sized business. DECIDE WHAT AND HOW TO MEASURE You need to know how effective your news releases are, so you can fine-tune your efforts and improve results in the future. The next step after you ve chosen your objectives is to decide what metric to match with each. Here are some helpful metrics that you may want to consider: EARNED MEDIA Look at how many times your news release was picked up as well as where it appeared to understand how much impact your story had. WEBSITE TRAFFIC Higher visibility and improved search engine rankings typically result in higher volumes of website traffic. LEADS Check to see how many potential customers you can attribute to your news release. How many of those leads were you able to convert? AUDIENCE GROWTH Track the number of Facebook likes, Twitter followers, sign-ups to receive updates anything that reflects how many people recognize and engage with your business. WEBSITE ENGAGEMENT Links within your news releases can be used to drive traffic to specific content you want to share. You can track downloads of articles, video views, subscriptions, etc. REVENUE It s the ultimate metric! When your campaign is successful, you ll see the impact on your bottom line. SEARCH ENGINE RANKING A successful news release generates interest in your business and makes it more likely that third parties will link back to your site. These outside links help improve search engine ranking. REVENUE-GENERATING NEWS RELEASES 4

5 STEP #3 TARGET THE RIGHT AUDIENCES Drive results with relevant content. We all know it s a crowded media landscape out there. So what s the best way to cut through the noise and get your message across? Make sure you re targeting the right audience reaching the people who will be the most interested in what you have to say. By offering the relevant information that people are looking for, you become a trusted, go-to source. This in turn helps to create brand advocates whose recommendations will further promote your business. LET YOUR OBJECTIVES BE YOUR GUIDE You ll want to further refine your targeting to match up against your objectives. For example, if you own a local business and want to bring in new customers by promoting a new product, target local consumers through your local media. On the other hand, if you re a national business looking to establish credibility and trust, target large, well-recognized media outlets for big-name endorsement power. CONSIDER ALL YOUR AUDIENCES It s easy to think of news releases as only for the media, but a good strategy looks beyond that. When deciding where to distribute your releases, consider all the audiences who have an interest or stake in your business s news and activities. This could include other professionals in the industry, existing customers, or potential investors, just to name a few. Then figure out how you can best reach these audiences, whether it s through print publications, TV or radio, blogs, or social media. REVENUE-GENERATING NEWS RELEASES 5

6 Step 3 continued WHO IS YOUR AUDIENCE? IMPROVE COMMUNICATIONS CUSTOMERS Current Customers Former Customers Prospects EMPLOYEES Current Employees Former Employees Prospective Employees MEDIA Analysts Local Media Trade Media National Media Bloggers PUBLIC General Public Local Community OTHERS Government Agencies/Regulators Potential Advertisers Potential Investors Vendors/Suppliers MULTIPLY AND DEEPEN YOUR REACH WITH MORE CHANNELS AND DIFFERENT PLATFORMS The stories that drive the biggest results those that increase sales and engagement rarely appear in just one place. When multiple media outlets pick up your story, the collective impact creates real benefits for your business. So while targeting is an effective part of your strategy, you ll also want to distribute your news to a wide range of channels. PUT THE POWER OF SOCIAL MEDIA TO WORK Social media brings a whole new dimension to your public relations efforts. It gives you the opportunity to take part in conversations and create even deeper engagement. By listening to your customers, you get valuable input that can help you improve both your communications and your business offerings. What do customers like and dislike? What are they looking for, and how can you help? You can follow journalists and bloggers, learn more about their interests and how to appeal to them, and start to build relationships that will improve your chances of getting your stories picked up. REVENUE-GENERATING NEWS RELEASES 6

7 PR for Small Business: 4 Steps to Get Started with Social Media Social media brings a whole new dimension to your public relations efforts, giving you the opportunity to take part in conversations and create deeper engagement. Here are four steps to help you get started: 73% of small businesses use social media. 1 1 LISTEN 2 Begin with basic fact-finding. Go to where your customers frequently hang out. Tune in to what they re saying. Learn what they like, what they don t, what they re looking for and how you can help. JOIN IN START SMALL, BE CONSISTANT Set aside some amount of time every day to take part in social media. Focus on one platform to begin and then expand to more, building on those successful efforts before moving forward. 3 MAKE IT PERSONAL Give your content a personal touch. What sets your business apart should come through loud and clear. 4 REMEMBER, IT S A CONVERSATION Read what other people have to say. Comment on interesting posts. Retweet things that reflect your business's values. Building relationships pays off. 72% of adults online use social media 2 58% of small businesses spend at least 10 minutes a day on social media. 3 78% of small businesses attract new customers through social media. 4 71% of social media users purchase from businesses they follow on social media 5 Businesses with high social activity grow sales on average 18% a year. 6 Succeed! Becoming part of the social media conversation can help you achieve a wide range of PR goals from raising awareness to attracting new customers to generating revenue. Start today and put your business on the path to success. 1 Shea Bennett, Social Media Is Making a Big Impact on Small Business, 2 Joanna Brenner and Aaron Smith, 72% of Online Adults are Social Networking SiteUsers, Facts about Social Media Marketing for Small Businesses, thoughtreach.com 4 Tom Pick, 103 Compelling Social Media And Marketing Statistics For 2013 (and 2014), 5 Sarah Mincher, Do You Know Your Social Media Facts? 6 John Tabita, 13 Social Media Stats You Need to Know, REVENUE-GENERATING NEWS RELEASES 7

8 RAISE VISIBILITY WITH AN ONLINE NEWSROOM The aim of an online newsroom is simple: you want to create one centralized place where the media and anyone else who s interested in your company can get the latest news. You want to make your content accessible, easy to share and easy to view. An effective online newsroom turns your website into a trusted source that keeps people coming back, increases your search ranking, and raises your visibility with the media. MAKE IT EASIER FOR THE MEDIA, CUSTOMERS AND INVESTORS TO LEARN ABOUT YOU An effective online newsroom is an especially important tool for connecting with the media. It can help level the playing field for smaller businesses who are trying to get their stories picked up. According to the 2013 Online Newsroom Survey conducted by TEKGroup International, Inc., ninety-seven percent of journalists consider it important for a company to have an active and updated online newsroom. Eighty percent of those polled visit online newsrooms for small to medium-sized companies as well as large companies. It s also a great way to reach new customers. According to Google, ninety-seven percent of consumers search for local businesses online. A well-done newsroom increases the chances that they ll find you. FOLLOW THESE 8 BEST PRACTICES TO OPTIMIZE YOUR NEWSROOM: 1. Make sure your page can be found by major search engines. 2. Feature the link to your newsroom on your website s home page. 3. Offer subscriptions to RSS feeds and/or updates with all the latest news. 4. Give each page a unique URL for easy linking and bookmarking. 5. Add social media buttons so visitors can quickly and easily follow your social media. 6. Include tags so visitors can find more content on the same subject easily. 7. Use videos and photos to make content more compelling. 8. Consider who will be visiting your newsroom media, customers, investors, etc. and include content of interest to all your audiences. ONLINE NEWSROOM CONTENT CHECKLIST: News releases Image library with logos, photos of your key staff, pictures of your business, etc. Videos FAQs (who are your customers, where are you located, etc.) Business history/backgrounder Key staff bios Awards and recognition List of clients/customers (if appropriate) Upcoming events Contact information 97% of journalists say it s important for companies to have an online newsroom. 80% visit online newsrooms for small and mediumsized businesses. REVENUE-GENERATING NEWS RELEASES 8

9 THE FIRST STEP TO MORE EFFECTIVE PR: FIND THE RIGHT TOOLS FOR YOUR TOOLKIT Finding the right tool from the right partner can help speed you on your way to more effective public relations. Marketwired Resonate is an integrated communications platform that puts at your fingerprints everything you need to create and distribute news releases for optimal impact. 4 WAYS MARKETWIRED RESONATE MAKES YOUR PR EFFORTS EASIER AND MORE EFFECTIVE: TARGET AND DISTRIBUTE NEWS RELEASES THE SIMPLE WAY Expand your reach dramatically with the full breadth of traditional and new media. Target your news according to geography, topic, industry, or other criteria for better pickup and improved business results all with point-and-click ease. SHARE TO SOCIAL CHANNELS FROM A SINGLE PLATFORM Say goodbye to logging into all of your social media platforms to spread your news. With Marketwired Resonate, you save time and avoid mistakes by entering your news release once and simultaneously distributing it to all your social media channels as well as through the wire and to your online newsroom. PUBLISH TO AN INTEGRATED NEWSROOM Turn your website into an alwayscurrent information resource. The integrated newsroom available with Marketwired Resonate gives you an easy way to create a destination for journalists, customers, employees, and other stakeholders interested in your business. GET THE SERVICE YOU NEED AT THE PRICE YOU WANT Control costs with predictable, extremely competitive flat-rate pricing. Select pay-as-you-go services or package options for greater savings, and take advantage of virtually unlimited online distribution. REVENUE-GENERATING NEWS RELEASES 9

10 ABOUT MARKETWIRED Marketwired is a social communications leader offering best-in-class news distribution and reporting, as well as state-of-the-art social media monitoring and analytics. We open up new opportunities for our clients helping them tune into the conversations that count, find insights that matter, and influence the right people. CONNECT WITH US: WEBSITE marketwired.com US BLOG blog.marketwired.com CANADA UK +44 (0) REVENUE-GENERATING NEWS RELEASES 10

11 REVENUE-GENERATING NEWS RELEASES HOW TO OPTIMIZE STRATEGY AND IMPROVE ROI CHAPTER 2 Use Measurement and Market Intelligence to Create Better News Releases 1

12 INTRODUCTION MEASURE FOR SUCCESS Measurement is often overlooked as part of the news release process, but it s absolutely critical to future success. Not only does measuring the impact of your releases help you to calculate ROI, but it also uncovers insights about what works and what doesn t when it comes to engaging your audiences with your news and content. When you apply findings to future news releases, you can fine-tune strategy, targeting, and messages for better results. GET STARTED: HOW TO APPROACH MEASUREMENT There are many ways to analyze the performance of your news release program, but it s easy to feel overwhelmed by the sheer volume of available information. The key is to focus on your PR objectives and the metrics that match up against them. Successful metrics are rarely tied only to the quantity of pickups generated from the releases you distribute; what s more impactful and meaningful is the quality of conversation, and context of what people are saying about your business and your brand. MEASUREMENT TIP Focus on your PR objectives and the metrics that match up against them. 2

13 FIVE BASIC NEWS RELEASE METRICS REACH Who received your news release, including media outlets, social media channels, influencers, consumers and online sites. PICKUP AND ENGAGEMENT Who passed along and shared your news, whether it s a verbatim posting, display of your headline, retweet, or editorial coverage based on your content. READS The number of times people viewed your news release. CLICK-THROUGHS The number of times people clicked on a link in your news release to learn more about your business or engage with content. CONVERSIONS The number of times people completed an action on your website or landing page, whether it was to sign up for an list, make a purchase, download an article, etc. MORE NEWS RELEASE PERFORMANCE METRICS Geographic distribution of people who viewed the release Keywords used to find the release Leads Revenue Search ranking Sentiment Social media mentions Social media shares Time of day of new release views Website traffic 3

14 THE BENEFITS OF SOCIAL METRICS Social media can provide your business with tremendous opportunity to amplify your messages and reach more people who are relevant to you. Increasingly, companies are finding real success from social media marketing by way of increased brand awareness, sales leads and revenue. According to Forbes, 78% of consumers say that what they learn about businesses on social media influences their buying decisions. By listening to social media conversations and tracking how your news is shared in social channels, you can better understand your audience and craft more effective messages. 71% of consumers are more likely to make a purchase based on social media referrals. Source: Hubspot PERCENT OF SOCIAL MEDIA USERS WHO PURCHASED AN ITEM AFTER SHARING OR FAVORITING IT ON THEIR SOCIAL NETWORK 38% 29% 22% Facebook Pinterest Twitter Source: socialmediatoday.com 4

15 SOCIAL METRICS TO TRACK Using social metrics to measure news releases performance can help improve results in the future. Here are some examples of social media reporting that can give you valuable insight into how your news releases are performing: Number of times your news release was shared on social media Who shared your news release How influential were the people who shared your news How people reacted to your news, whether positive, negative or neutral Demographic information about your audience 5

16 THREE WAYS MEASUREMENT AND SOCIAL INTELLIGENCE CAN IMPROVE YOUR NEWS RELEASE PROGRAM FINE-TUNE TARGETING. As outlined in Chapter 1, Achieve Better Results with Targeted News Release Distribution, targeting your news releases is critical to achieving the results you want. You need to find the right balance of traditional and digital media outlets, social networks, consumers and contacts who will be the most interested in receiving your news. A good news release distribution platform will give you detailed reporting on where your news has been picked up and who shared your content. You can use this information to further fine-tune your targeting as you move forward. IDENTIFY INFLUENCERS. Public relations offers a unique opportunity to complement your advertising and promotional strategy since third-party coverage of your news lends greater credibility to your message. When you get the right individuals and media outlets talking about your business, people will listen and take action. When you identify the top influencers who are sharing your news and driving communications within their communities, you can pitch stories to them directly, build relationships, and increase the chances that your news will be picked up and acted on. The more recognition you get from key influencers, the more impact it has on your bottom line, generating leads and increasing sales. CREATE MORE EFFECTIVE CONTENT. No doubt you ve heard it before: there is no substitute for good content. To get people interested in your story and your business, you need to give them the content they re looking for. Make sure it s relevant, interesting, and useful to them. The challenge is: how do you know what the media and your customers will be interested in? This is where news release reporting and social intelligence are absolutely critical. To get the insight you need, monitor performance across a number of news releases to see which topics deliver the most: Reads Click-throughs Engagement Pickup Website traffic Leads Sales By crafting future releases on the topics that perform the best, you can boost the overall effectiveness of your news release program. Only 5% of people trust advertising. 78% 84% trust recommendations from people they know. Sources: 2013 Local Consumer Review Survey conducted by BrightLocal The Nielsen Global Survey of Trust in Advertising, % of consumers believe that a business offering relevant content is interested in building a good relationship with them. find such content useful. Source: McMurry/TMG MORE WAYS TO FIND THE RIGHT NEWS RELEASE TOPICS Listen to social media conversations Track which areas of your website are the most popular Identify which keywords bring the most traffic to your website from search engines Talk to your employees to learn about the most frequently asked questions from your customers and prospects 6

17 EXTRACTING REAL VALUE FROM NEWS RELEASES SHONALI BURKE, PRESIDENT & CEO Shonali Burke Consulting, Inc. So, your news release is out, and you have great metrics on pickup, engagement, and so on. Now what? How will you extract the true value of your news release program and the measurement thereof? Because that, after all, is the whole point of measurement to use it to improve your plans and campaigns to reach your end-objectives. Here are seven ways to look beyond impressions, and put the data gleaned from your news release metrics to work. 1. If you re tracking which influencers have shared our news, take a moment to thank them, so that they know you re paying attention. Everyone loves an ego boost. 2. Are these influencers on your list for future direct outreach? If not, add them. A simple way to do this is to add them to a Twitter list for quick and easy monitoring (and engagement). 3. Which content in your release was engaged with the most? Use this data to generate new items not just for your news release calendar, but your overall content marketing plan, both short- and long-form, using a variety of mediums. 4. Regardless of an official hashtag you may have used, have you seen another hashtag being used in conjunction with your news release as it was shared? If it makes sense to do so, adopt it there s nothing like using community-generated tools to motivate a community! 5. If you re tracking social shares, which platforms was your release shared on, and how? Looking further at this data will tell you how to adjust your overall engagement strategy and tactics. 6. Identify the sharing patterns of your influencers vis-à-vis social platforms. While this might take a bit of elbow grease, it will give you great insight as to how to develop future pitches and content for them. 7. Prepare a snapshot report for your executives (hint: a one-totwo page report with succinct phrases and easy-to-understand charts works; rambling copy doesn t) that shows how these metrics give you data and insights to further your strategic communications in a way that supports your organization s objectives. That, after all, is what they care about. 7

18 MAKE THE MOST OF MEASUREMENT: WORK WITH THE RIGHT PARTNER While expanding and improving distribution efforts, its key to work with a trusted partner to obtain the best results. To get the best results from your news releases, you need a partner who delivers the right combination of tools, market intelligence and support that can help you improve the impact of your communications. Marketwired is that partner, and Marketwired Resonate is the solution. Having moved beyond traditional news release distribution, Marketwired Resonate weds Marketwired s powerful global distribution system with today s leading social intelligence engine, Sysomos. In this fully integrated, easy-to-use platform that combines content creation, media targeting, distribution and analysis, you can see precisely who read, interacted with and shared your news insight you can apply to future releases to improve results. To help ensure success, the Marketwired team is like an extension of your staff. From initial set-up to ongoing strategic and editorial support, communications professionals are available around the clock to make sure your message comes through loud and clear, even under the most demanding deadlines. 8

19 FIVE WAYS MARKETWIRED RESONATE REPORTING HELPS YOU INCREASE ROI REACH Track which media outlets, bloggers, and consumers received your news, so you can fine-tune your distribution strategy and improve results. ENGAGEMENT Know who read, shared and interacted with your content to gain more insight into your audience and learn which messages have impact. SENTIMENT See how people responded to your news, whether it was positive, negative or neutral, to gauge public opinion about your business and gain insight into how best to communicate your message. INFLUENCERS Get profiles on the top influencers sharing your news, so you can build relationships with them, receive more positive coverage for your business, create brand advocates, and ultimately increase revenue. DEMOGRAPHIC INTELLIGENCE Understand more about your audience, so you can better tailor your message for them and attract new customers. 9

20 ABOUT MARKETWIRED Marketwired is a social communications leader offering best-in-class news distribution and reporting, as well as state-of-the-art social media monitoring and analytics. We open up new opportunities for our clients helping them tune into the conversations that count, find insights that matter, and influence the right people. CONNECT WITH US: WEBSITE marketwired.com US BLOG blog.marketwired.com CANADA UK +44 (0)

21 REVENUE-GENERATING NEWS RELEASES HOW TO OPTIMIZE STRATEGY AND IMPROVE ROI CHAPTER 3 Go Beyond Distribution to True Engagement 1

22 CUT THROUGH THE NOISE The media landscape gets more crowded by the minute. According to Yankelovich Research, the average person is bombarded with anywhere from 3,000 to 20,000 marketing messages in the average day. Reporters often receive hundreds of news releases a week. So how can you make sure your news release stands out? The key is to create content that truly engages people that s relevant to them, grabs their attention, and inspires them to take action. You also need to deliver your news release where your audiences look for information. According to Pew Research, half of Facebook and Twitter users get their news from these sites, and an ECCO survey revealed that 80% of journalists use social media to research stories. Social media gives your business the opportunity to join the conversation and get people involved with your news and your brand in a way that helps your message really resonate. 2

23 CREATE USEFUL, NEWSWORTHY CONTENT The more relevant, fresh, and useful your content is, the more likely it is to be picked up by reporters, shared in social media, and acted on by consumers. Original, high-quality content increases credibility and improves brand perception. Sharing this type of content turns your company into a valued source of meaningful JUST LOOK AT THE NUMBERS: 61% 70% of consumers show more confidence in companies that create valuable content and are more likely to do business with those companies. information, making it more likely that people will trust your company, want to do business with you, and recommend you to others. of consumers want to learn about companies through content instead of ads. Source: Yahoo! Small Business Advisor 3

24 THE NEWSWORTHINESS CHECKLIST: EVALUATE YOUR CONTENT ADD MULTIMEDIA Multimedia elements such as photos and videos add a whole new dimension to your news release. They bring more clarity and context to your story, and make your news more interesting, interactive and engaging for your audience. Consider the facts: Before distributing news releases, review your content to make sure it s informative and valuable to your audience and not simply marketing copy. Ask yourself these questions: Is the content new? Does it matter to people outside of your company? Is it likely to get noticed? Would you read about it in the paper or online? Would you tell a friend about it? Would it work better as a different kind of communication? If you can t honestly answer yes to the first five questions and no to the last, then you may want to revise your news release to make it more informative and relevant to your target audience. People process visuals 60,000 39% times faster than text. Source: 3M Corporation 67% 6 BILLION of customers care more about a product image than description or review text. Source: MDV Blog 2012 Photo posts get more interaction. Source: Facebook hours of video are watched on YouTube every month. Source: YouTube, 2013 EXAMPLES OF BUSINESS NEWS New product announcement Significant change/upgrade to an existing product Change to brand or corporate identity New website Events Key personnel changes Corporate philanthropy New partners Significant new customer Milestones GETTING STARTED Adding multimedia elements such as videos, infographics and slide shows can greatly improve the performance of your news releases, increasing views and shares, encouraging engagement, and bringing more people to your website in turn, driving overall interest in your company. Create an inventory of the multimedia assets you already have, including photos, videos, presentations and infographics, and look for ways to incorporate them into your new releases. 4

25 FIVE WAYS TO MAKE THE MOST OF MULTIMEDIA IN NEWS RELEASES 1. ADD AN IMAGE Bring your story to life with a photo, chart or illustration that relates to your topic. Make sure images are at least 300 dpi and add a photo caption. 2. EMBED A VIDEO Choose a video that is short, succinct, and share-worthy. It could be a product demo, an interview, or a customer testimonial. 3. TURN QUOTES INTO SOUND BITES Embed an audio file or short video to make key quotes even more memorable. 4. BRING STATS TO LIFE WITH INFOGRAPHICS Numbers often have an important story to tell. Turning your stats into an infographic can be more powerful than presenting just the stats themselves. 5. DIVERSIFY MULTIMEDIA ELEMENTS TO MULTIPLY VIEWS Don t limit yourself to only photos. Adding different kinds of multimedia elements embedded videos, links to YouTube, audio files, etc. in the same news release drives more views and more engagement. REMEMBER TO MEASURE Track your results to see which content works best and use that information to plan for future multimedia needs, improving the performance of releases as you go forward. 5

26 SOCIALIZE YOUR NEWS RELEASES Sharing news releases on social media helps you reach a broader target audience, generates more views and visibility, extends the life of your news, and makes it stickier. You ll move away from simply distributing messages to becoming part of the conversation. 50% of small businesses have acquired new customers from social media. Source: Mediabistro FIVE TIPS FOR DRIVING ENGAGEMENT WITH SOCIAL MEDIA-FRIENDLY NEW RELEASES 1. Include links to your social networks in your releases to make it easier for your audience to engage with your company online. 2. Share your news releases on your blog and social networks increasing the chances that your audience will see and take action on your news. 3. Choose a news release distribution partner that can embed social sharing functionality into your releases making it easy for readers to share your news with their own networks. 4. Link to videos and other multimedia posted to YouTube, Flickr, and additional sharing sites giving your audience the chance to comment and share your content with others. 5. Include tweetable quotes to encourage people to talk about you on Twitter. Remember to keep your titles Twitter-friendly too under 140 words makes them ideal for tweeting and retweeting. IT S A TWO-WAY STREET True engagement is a conversation. If someone asks a question on Facebook or tweets a comment, make sure to answer. 6

27 USING CONTENT TO START CONVERSATIONS & CREATE BRAND ADVOCATES BY KEVIN Director of Content at Empower MediaMarketing and author of The Bad Pitch Blog Your content can serve as a catalyst, connecting your business with your customers. Just consider what American Express and LinkedIn are doing with content. Many of us have spent time in OPEN Forum or LinkedIn s Pulse reading topics that interest us and adding our comments to the conversations after each article. How do small and mid-size businesses create content that will engage customers? Here are some tips to consider: 1) GET OVER YOURSELF Have you ever found yourself at an event and in a conversation with another attendee who is only interested in talking about himself? Consider how interesting your content will be to your customers if you commit this same mistake. Your content should not be about your business or it will resemble marketing copy. 2) KNOW YOUR CUSTOMERS So how do you promote your business without talking about it? Focus on your customers topics of interest that are relevant to your business. A hardware store, for example, might serve up seasonal maintenance tips and do-it-yourself help to get reader attention. 3) GET ANALYTICAL Google Analytics is a perfect place to find inspiration. Which areas of your site are getting the most traffic? Finding which topics are driving the most traffic on your site is a great way to start focusing in on specific story ideas. 4) SEARCH FOR IT Your site s search logs will show you if customers are searching for topics on your site that you don t currently write about. Consider that each search is a question they re asking. Without relevant content for them to find, you re leaving the question unanswered. 5) TALK TO YOUR CUSTOMERS Think about the conversations you have with your customers. What topics or questions are they always asking? An accountant that gets the same questions about a specific tax deduction should write about this topic. It helps her clients with a topic that is clearly of interest and it and saves her time. If you already have a list of frequently asked questions, consider if each question should become its own article. 6) FIND A NICHE A natural instinct is to look at what your competitor is doing for ideas. Consider instead untapped topics you can explore for your customers. Setting yourself apart with unique content is critical to standing out from the crowd. 7) STAY UP TO DATE There s an old saying that to make the news you need to know the news. You can become a source for your customers. But you need to make sure your point of view is as timely as possible. Setting up Google News Alerts on the key topics you want to write about for your customers is one way to make sure you re always framing your point of view in the most relevant way possible. 8) DON T FORCE IT If it s baseball season and teams are vying for their spot in the World Series, and your business has nothing to do with sports, much less baseball, don t try and force a connection. The calendar and current events can definitely help us consider timely topics of interest for customers. But remember that, in addition to knowing what to write about, you must know what topics to avoid completely. Relevance, again, is key. These tips will get you started and remember, this is a learning process. Each piece of content you publish can teach you something you can apply to the next. Don t be afraid to test and learn. 7

28 CONNECT WITH INFLUENCERS TO DRIVE EVEN MORE ENGAGEMENT An influencer is someone who is well connected, considered a trusted source of information, and has the ability to inspire people to act. The media are of course influencers, but the Internet in general and social media in particular have greatly expanded the pool of influencers. Bloggers, Twitter personalities, really anyone with an active social media presence can potentially be an important influencer. An influencer may have a positive opinion of your product, service, or brand and pass along that enthusiasm to their followers, but it s also important to keep watch for influencers who make negative comments that may have an adverse effect on your business. Influencers are important for your business because they can: Talk about your business across their social networks, creating engagement and broadening the impact of your message Make recommendations to their followers, which are trusted nearly as much as personal referrals Link back to your news release or your website, which positively affects SEO Inspire followers to take action, including making purchases 83% of consumers say online reviews influence their purchasing decisions. Source: Opinion Research Corp. 8

29 TURN INFLUENCERS INTO BRAND ADVOCATES In the simplest terms, a brand advocate is someone who is a fan of your business and actively tells other people about it. 92% of consumers trust brand advocates. When you can reach out to influencers, build solid, trusting relationships with them and turn them into brand advocates, you ll see real benefits for your business. News releases can be an effective way to connect with influencers media, bloggers, investors, customers and potential customers who are critical to building your brand and your business. Here are some tips to keep in mind that can help you engage with influencers and turn them into brand advocates: Identify the right people: It s not just the number of followers that matters. You want to target people who are relevant to your business and influential among your customers and potential customers. Provide shareable content: Influencers gain and keep influence by posting compelling, useful content. Help them out! Send a multimedia release that embeds or links to videos, podcasts, free reports, and anything you think will be of interest. Remember that engagement is a two-way street: Read what your influencers post and comment. Tweet about your influencers and link to them on your website. Share their content with your networks. Join the conversation and become part of the community. Offer sneak peeks: It s important for influencers to be in the know. Give them exclusive access to news. Offer them samples of new products before they re available to the public. Set goals and measure: As always with your news release program, you need to decide what you want to accomplish and choose metrics that can help you assess the success of your efforts. Invest in long-term relationships: To be truly successful, influencer outreach can t be one-anddone. Take time to cultivate relationships with your influencers. The investment will deliver real rewards for your business. Source: Nielsen 9

30 THE FIRST STEP TO SUCCESSFUL ENGAGEMENT: WORK WITH THE RIGHT PARTNER If you want your news release to stand out from the crowd and foster engagement, you need a partner that delivers the right combination of tools, market intelligence and support. Marketwired is that partner, and Marketwired Resonate, is the solution. Marketwired Resonate weds a powerful distribution system with social analytics powered by Sysomos, today s leading social intelligence engine. With oneclick multimedia and social media capabilities as well as in-depth performance metrics that show you who read, shared and interacted with your news releases, you re armed with insight that can help you identify key influencers and connect with your audiences. To help ensure success, the Marketwired team acts as an extension of your staff. From initial set-up to ongoing strategic and editorial support, communications professionals are available around the clock to make sure your message comes through loud and clear, even under the most demanding deadlines. 10

31 FOUR WAYS MARKETWIRED RESONATE HELPS YOU CREATE ENGAGEMENT 1. CREATE COMPELLING CONTENT WITH INSIGHTS FROM REPORTING By tracking which of your news releases and messages were viewed, shared, and interacted with the most, you can understand what topics create the most engagement, giving you a roadmap for future content development. 2. ADD MULTIMEDIA THE SIMPLE WAY Easily add photos, videos, and other multimedia elements to make your messages more impactful as many as you want at no extra cost. Then store them in the built-in media library for future use. 3. TAKE ADVANTAGE OF SOCIAL MEDIA With just a few clicks you can simultaneously distribute your news releases to your social channels (Twitter, Facebook, LinkedIn and Google+), as well as to traditional channels and your integrated newsroom. 4. FIND YOUR INFLUENCERS When you see who shared your news and how influential they are, you can decide which influencers to target and start building valuable relationships with them a great benefit of Marketwired Resonate s indepth reporting. ABOUT MARKETWIRED Marketwired is a social communications leader offering best-in-class news distribution and reporting, as well as state-of-the-art social media monitoring and analytics. We open up new opportunities for our clients helping them tune into the conversations that count, find insights that matter, and influence the right people. CONNECT WITH US: WEBSITE marketwired.com US BLOG blog.marketwired.com CANADA UK +44 (0)

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