On Demand - Webinar https://event.on24.com/eventRegistration/EventLobbyServlet?target=registration.jsp&eventid=492974&sessionid=1&key=860F8D263607BCE39A125046FE357045&sourcepage=register

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Press Releases: The Content
Marketer’s Not-So-Hidden Treasure

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Hi I’m Joe Pulizzi
(@juntajoe)

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CMI teaches marketers how to effectively own their
media channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine

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Agenda:
• The role of press releases in content
marketing
• Use of press releases as a lead generation
channel (often with a favorable cost per lead!)
• How multimedia content drives enhanced
press release engagement

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Presenters:
Bob Canaway Michael Pranikoff
Ektron PR Newswire

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Michael Pranikoff
Global Director, Emerging Media,
PR Newswire
@mpranikoff
• Emerging media educator and technology enthusiast
• Previously with MacNeil/Lehrer Productions which
produces the PBS NewsHour
• http://about.me/michaelpranikoff

8. • The First Press
Release Oct. 28,
1906
• PR Newswire
Launched 1954
• In 106 Years, A Lot
Has Changed
Sponsored by PR Newswire #cmi

9. Where does the Press Release Fit in the
Marketing Mix?
Sponsored by PR Newswire #cmi

10. Where does the Press Release Fit in the
Marketing Mix?
Sponsored by PR Newswire #cmi

11. Sponsored by PR Newswire #cmi

12. Sponsored by PR Newswire #cmi

13. Press Releases Create
Proactive Messaging
Proactive
Messaging Should
Be Created With
Optimization
Proactive Messaging
Also Means Creating
Content That Is
Directional
Sponsored by PR Newswire #cmi

14. Optimize Your Content
• Create Tweetable Headlines –
120 Characters to allow for the
ReTweet – PR Newswire Research
Show this is the optimal length.
• The most important information
in the headline needs to be in the
first 65 characters – with spaces
Sponsored by PR Newswire #cmi

15. Tips on Keyword Research
• Think Keyword Phrases not
Keywords – 42% of searches
performed use 3-5 Keywords –
Comscore
•There are some free sites like Google
Insight for Search and Google Trends
•Speak in Natural language**
•Keyword Density doesn’t matter
anymore – but, still don’t overdo it.
Sponsored by PR Newswire #cmi

16. Structure of You Content
• Make your news easy to read and
digest. Think “info-snacks”
• Use bold to separate ideas – But
Don’t Overdo It!
• Bullet points are great to use. –
Make this your Tweet.
•Think about having a “Quotes”
section instead of burying the
quote.
•Easy To Read means Easier to Use!
Sponsored by PR Newswire #cmi

17. Sponsored by PR Newswire #cmi

18. KCSA recently posted a blog at KCSA.com about our new turnkey
public company application -- The IR App. We also used PR
Newswire's Online Disitrubtion to spread the word about the blog
and The IR App. KCSA has been actively blogging and has a nice
following. But, after using PR Newswire’s Online Distribution, we
saw a 3-month high in web traffic in the first day. This is an
entirely new and effective way to optimize content and is a nice
complement to our press release strategy. It's a tool we plan to use
both for KCSA and our clients in the future.
- Jeff Corbin, CEO & Managing Partner of KCSA
Sponsored by PR Newswire #cmi

19. more multimedia = more views
Increase in average online views
per press release, when
multimedia elements are added.
Source: PR Newswire web analytics.
Sponsored by PR Newswire #cmi

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Bob Canaway
Director, Marketing, Ektron
@bobcanaway
• Responsible for maximum business results by driving
technology
• Passionate about data and technology, and focuses on
the integration of content management systems and
marketing automation.

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22. About Ektron
Ektron empowers organizations to fully realize their digital marketing
potential by connecting content to revenue
￭ Founded in 1998
￭ Headquarters in Nashua, NH
￭ - Worldwide Offices in Australia, Canada and the United
Kingdom
￭ - Regional Offices in Denver, Richmond and San Francisco
￭ 200+ Employees
￭ Over 3,000 customers and 12,000 sites including The Home
Depot, Microsoft, and NASDAQ
Sponsored by PR Newswire #cmi

23. Sponsored by PR Newswire #cmi

24. Content Marketing
Brand +
Buzz We Strive for:
Top of
the • Relevancy
Funnel
Middle
• Consistency
of the
Funnel
Evangelism
• Optimization
Sales Qualified Opportunities
Closed Won!
Sponsored by PR Newswire #cmi

25. Business Outcome
Sale, Page View, Member, Lead, Admission, Donation
Loyalty, Awareness, Reputation, Advocacy
Optimization
Search engine optimization, personalization, conversion optimization
Experience
Websites, mobile devices, communities, email
Context
Behavior, device, social graphs, environment, location
Content
Websites, landing pages, microsites
Sponsored by PR Newswire #cmi

26. Webinar Offer
Sponsored by PR Newswire #cmi

27. Great News
Sponsored by PR Newswire #cmi

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29. PR Newswire Sync
Seamlessly
integrate your
press releases
into Ektron
Sponsored by PR Newswire #cmi

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Thank you for viewing!
For more on the Content Marketing Institute
visit: http://ContentMarketingInstitute.com