PlanBush inbound marketing

Press Releases and Inbound Marketing

Inbound marketing continues to gain attention and momentum among both large and small organizations. While some would say it took too long to get to this point, it is nevertheless refreshing to celebrate the growing popularity of marketing processes that truly emphasize the customer instead of the marketer. Press releases are among the chief examples of what has changed in the world of internet content as a result of inbound marketing strategies.

Content writing has also changed for other key inbound marketing services — case studies, extended articles, white papers and content research are four primary illustrations. Such changes are not always noticed and adopted quickly by business owners and managers. This resistance to change seems especially noticeable with press releases.

PlanBush inbound marketing

Here is a SlideShare presentation that focuses on business writing strategies involving white papers and press releases:

A separate SlideShare presentation features a similar treatment for case studies and extended articles. For a comprehensive overview of press releases, please refer to The Art and Science of Writing Press Releases. This one-page summary includes the following:

  • 10 Suggested Press Release “Rules”
  • Link to a Press Release Example That Follows the 10 Rules
  • 8 Common Reasons Why Organizations Overlook Business Writing
  • 8 Business Writing Questions That Need to Be Asked
  • 2 YouTube Video Overviews

The “Lessons to Be Learned” about press releases and inbound marketing are likely to help with all forms of content writing and business communication. For example, the press release referred to in the above list includes nine common business writing mistakes that can be reduced or avoided by paying more attention to effective content research and writing practices.

 

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How Has Promoting Blogs and Websites Changed?

Should we just keep on doing things the same way? Is everything working how it should on your websites and blogs?

It is always appropriate to remember some of the advice provided by Albert Einstein. His observations have proven to be timeless and universal. Here is one piece of wisdom which he offered: “If you always do what you always did, you will always get what you always got.”

In terms of updating and revising elements which will provide the best possible promotion of your blog and website, a combination of the following should do the trick:

  • Webpages with original information that is not duplicate or spun content.
  • Content ranging from a bare minimum of 700 words to 1500 words or more per page.
  • Original (not stock) images.
  • Video content.
  • Appropriate keyword density.

In the latest version of Build It and They Will Come, the five business writing elements listed above will be found and valued by the search engines and they will do your promoting for you.

What you don’t do in promoting your website can be as important as what you do. In the evolving world of search engine optimization, it is very easy to to use the “flavor of the month” and keep on using it until it has been overdone.

promoting websites and blogs

Article marketing is a very prominent example of running an SEO strategy into the ground. This happened in several steps. The first was to offer authors two to half a dozen or more self-serving links. Squidoo and HubPages got their start in part by appealing to link-hungry bloggers. I have used Squidoo since 2006, but in the past ten months they have lost virtually 100% of their value for promoting websites. In my view, Squidoo is on the “do not do” list for website promotion, and HubPages also appears to have lost search engine appeal for marketing benefits. (Update: Squidoo was sold to HubPages and no longer exists as a separate entity.)

The next step was to offer article distribution services with hundreds of variations built upon one article. While search engines did not initially count each of these versions as duplicate content, they eventually caught on to the trick being played upon them. Search engine results have now severely penalized article spinning, so you should definitely avoid that in your efforts for website promotion.

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I also think that virtually all versions of article marketing are effectively dead even when you write one original article and submit it to a quality article directory like EzineArticles. I have also used this site since 2006, and I think that they did everything right, but I stopped using them several months ago. The value of promotional links from an article directory is so minimal (and even possibly negative in value) that it is not a cost-effective marketing strategy for 2013 and beyond.

Eliminating ClickBank links could also be a winning strategy. In other words, by avoiding the use of affiliate links to the myriad ClickBank marketing opportunities, your website is likely to improve in search engine rankings. Google (and the rest of the internet) have reached a point of no return and seem to be penalizing links to affiliate promotions of all kinds. ClickBank is simply the biggest of the targets at this point.

What would Albert Einstein do?