Influencer marketing automation tools can help you identify and reach out to relevant influencers in your industry, streamline your influencer outreach, and save time.
You can use these tools to search for influencers based on their niche, audience size, and engagement rates, and automate your outreach campaigns.
Follow these steps to automate your influencer marketing:
Choose an influencer marketing automation tool that meets your needs.
Identify potential influencers in your niche.
Reach out to influencers and negotiate terms.
Monitor and analyze the performance of your influencer campaigns using analytics tools and adjust your strategy as needed.
Some popular influencer marketing automation tools include:
Aspire – influencer discovery and outreach tools with campaign management and tracking features. Upfluence – Upfluence offers influencer discovery and outreach tools, as well as analytics and reporting features. GRIN – GRIN offers a range of influencer marketing automation tools, including influencer discovery, outreach, and campaign management.
See these lessons and resources for more information:
Lead generation is a key aspect of content promotion, as it allows you to capture the contact information of potential customers and build your email list.
By using lead generation automation tools, you can automate the process of capturing leads and save time.
Follow these steps to automate your lead generation:
Choose a lead generation automation tool that meets your needs.
Create a lead capture form and embed it on your website or landing page.
Set up automated lead nurturing campaigns and follow-up emails.
Monitor and analyze the performance of your lead generation campaigns using analytics tools and adjust your strategy as needed.
Some popular lead generation automation tools include:
PhantomBuster – lets you generate leads from all major networks and websites, with 100+ ready-made automation tools for everything you can think of; from collecting email addresses on LinkedIn to auto-following on Twitter.
HubSpot – offers a range of lead generation automation tools, including lead capture forms, email marketing, and lead nurturing campaigns.
Sumo – Sumo offers a range of lead generation automation tools, including pop-up forms, welcome mats, and analytics and reporting features.
See these lessons and resources for more information:
Learn how to use news releases to grow your business more effectively.
Learn how to use news releases effectively to boost your search engine rankings, drive more traffic to your website, and generate new leads for your business.
No matter what business you are in, press releases are a powerful and cost-effective way to help you promote your business online.
We have created a free video course that will not only help you understand how to use press releases as a key part of your online marketing strategy but also show you how to create and distribute effective press releases to promote your business online and help you reach and engage your target audience.
What Is A Press Release?
A press or news release is a written statement issued to media outlets with the purpose of announcing news or events of interest to the public.
Press releases typically contain information about a new product launch, company merger, or other newsworthy events, and are intended to generate media coverage and raise public awareness.
A press or news release can be a valuable tool for your business.
By distributing press releases to relevant media outlets, your business can reach a wider audience and generate interest in your products or services. This can lead to increased media coverage, which can drive traffic to your website, improve your search results, and enhance brand recognition.
Additionally, a press release can help to establish your business as a thought leader in your industry, further boosting your reputation and credibility.
News Release Traffic Formula Video Course
‘News Release Traffic Formula’ is a practical step-by-step video course that will teach you how to use news releases to rank faster and higher in search engines for hundreds of keywords, drive more targeted traffic to your website, and generate new leads for your business.
This video course provides a unique, proven, and cost-effective strategy that will help your business get better results online using news releases. The lessons contain actual case studies and real-life examples showing you how to get results using the methods described in the videos.
This course will cover everything you need to know about crafting and distributing press releases to effectively promote your business online.
It covers all the key elements of a successful press release, including how to write compelling headlines, how to optimize press releases for search engines, and how to distribute press releases through online PR distribution networks.
You will also learn about the latest best practices for promoting your business online through press releases and how to measure the success of your PR efforts.
Case Study: ContentManagementCourse.com
After launching this website, we created and sent out a news release using the methods covered in the ‘News Release Traffic Formula’ video course.
Here’s the news release we created (you can read it here):
As you can see from the report, the release was sent out on December 6, 2022…
According to the report, the new release was distributed to almost 500 news and media outlets…
Two months later, the press release was still indexed and showing in Google search results…
And Bing too…
Additionally, the press release gained over 75 backlinks…
And over 80 referring domains from news media sites…
The above results came from sending out just one press release.
This release was then distributed to 446 news and media outlets…
The press release ranked in the #1 position in Google for 92 keyword phrases and was in the top 10 for 103 phrases. (See further below to learn how to achieve this for your own press releases in our free video course!)
Within hours of being distributed, it had already recorded over 590 search results on Google…
When we checked later on that same day, Google had indexed even more results for our news release…
The press release also started ranking on Google’s top 10 results for a number of keywords…
It also appeared in the Google News results within hours of publishing…
And Google even picked up the featured image included with our news release and displayed it in its Images results…
To learn how to create and distribute your own press releases effectively, watch the full video course from the playlist below or click on the links below the video to access individual video lessons with full transcripts:
Here are some press release services you can use to distribute your news release:
EIN Presswire is a press release distribution service that can help your business reach a global audience, build brand awareness, and improve your online reputation through a vast network of media contacts and partnerships.
Key benefits of the service include:
Wide Reach: EIN Presswire has a vast network of media contacts, journalists, and partners that ensures your press release is seen by a wide audience.
Targeted Distribution: The service offers targeted distribution options, allowing you to target specific countries, industries, and media outlets.
Increased Visibility: By distributing your press release through EIN Presswire, you can increase your visibility, build brand awareness, and improve your online reputation.
Cost-Effective: EIN Presswire offers cost-effective solutions for press release distribution, making it an affordable option for businesses of all sizes.
User-Friendly Platform: The service has a user-friendly platform that allows you to easily create and distribute press releases, without the need for technical skills.
eReleases is another reliable press release distribution service with a vast network of media contacts that can help you reach a large audience, build brand awareness, and improve your online reputation.
The service offers targeted distribution options and provides expert support to help you create an effective and optimized press release, as well as detailed analytics and reporting, allowing you to track the success of your press release and make informed decisions for future campaigns.
24-7 Press Release is a press release distribution service that offers affordable pricing options for businesses of all sizes and provides a reliable and cost-effective way to reach a global audience, build brand awareness, and improve your online reputation.
In this lesson, you will learn how to set up a publishing system using news and press releases that will keep generating new traffic and new leads for your business.
Watch the video lesson below or refer to the video transcript:
Hello, and welcome to module 7 of the News Release Traffic Formula course. This is the last module of our video course on using news releases effectively to promote and grow your business.
In this module, I am going to share with you an effective content publishing strategy that you can use to keep driving more traffic to your website and generate new leads for your business.
Let’s quickly recap how the news release traffic formula works.
First, you create a news release targeting low to medium-competition keywords in your headline using the KASH method.
You do this once a month and get your news release distributed to hundreds of trusted news and media outlets.
Google will then hopefully pick up and index your news release in 24 to 48 hours or less.
This will help boost your rankings for multiple longtail keywords in areas like Google search results, Google news, Google maps, and local search listings.
Your news release can also get picked up by many content syndication websites and blogs.
All of this helps to build your site’s trust and authority.
You then rinse and repeat the process again to boost your site rankings further, and drive more traffic and new leads to your business.
Sending out a news release every month should become a regular event in your digital marketing calendar.
If you’re looking at ways to grow your business online, then keep in mind that sending out news releases is just one of many regular activities that you should be doing as part of your digital marketing strategy.
Other areas include things like publishing content on your website, social media marketing, email marketing, video marketing, online advertising, and so on.
It’s beyond the scope of this course to cover these other digital marketing strategies, but there are some things that I want to show you that will make your digital marketing strategy more effective when using news releases.
The first thing you need is a digital vehicle that you can drive. This is especially important if you’re not a technical person.
If you want a website that you can manage yourself and make changes quickly, add new things, and move things around without depending on people like coders and developers, then I recommend using WordPress to run your website.
WordPress is used by millions of businesses around the world.
In fact, over a third of all websites are built using WordPress, so if you have a website, it probably runs on WordPress.
WordPress is also free, it’s easy to use, and more importantly, it puts you in complete control of your web presence.
You may not know this, but you can configure a WordPress website to automatically send you traffic, whenever you publish new content.
With an expertly-configured WordPress site, all you do is publish new content, and your site then automatically notifies search engines, social media sites, and many other online directories and content syndication sites.
This gets your content indexed in Google quickly and automatically, so people searching online can find you more easily.
So, here’s the content publishing formula that I recommend using, to get the best results online with news releases.
Start by sending out news releases straight away to build trust, authority, rankings, and traffic for your business and your domain name.
Next, find out if your website uses WordPress. As I just mentioned, most websites are built using WordPress, so yours is probably too. WordPress is used to build all types of websites, including e-commerce stores, directories, corporate websites, and so on. You can even set up a marketing blog using WordPress and configure it to drive traffic to your main website.
As well as configuring your site to automatically drive traffic when new content is published, you also want to make sure that you have a newsletter or email opt-in form to capture emails from visitors. This way, you have a system for generating more traffic and new leads.
Once these things are in place, you then focus on implementing a regular content marketing strategy. This should include things like sending out a monthly news release, posting articles on your blog, emailing newsletters to subscribers, publishing videos, and posting on social media.
With news releases, I recommend republishing these as web content on your site, 3 to 4 weeks after their original release date. This way, you’re repurposing your content and getting the most out of something that you have already spent time and money to create.
The last step is just to rinse and repeat this process every month to keep driving more traffic and generating new leads for your business.
I mentioned at the beginning of this course that I run a free online business training website that attracts thousands of visitors every month.
The site is called WPCompendium.org, and it provides hundreds of free and detailed step-by-step tutorials on how to use WordPress.
The site runs on WordPress and uses the same strategies to grow traffic and rank well in Google that I’ve been showing you in this course. I have expertly configured it, so all I have to do is focus on adding new content, and WordPress automatically does the rest.
I then publish a news release every month to promote the site, and three or four weeks after sending it out to hundreds of news and media sites, I then republish it as web content on my site, under a category called ‘Press Releases’.
I also run another WordPress training site called WPTrainingManual.com, which also provides free and comprehensive tutorials on how to use WordPress, and another free training site called ContentManagementCourse.com, which teaches you how to manage your content more effectively and provides e-courses on how to generate new content ideas for your site.
I recommend that you visit these sites and take a look around. You can use the free tutorials to learn how to use WordPress, and how to set up an expertly-configured WordPress site or blog for your business.
There’s one more thing I want to show you.
You can use news releases to send traffic anywhere. You can send traffic to your home page or any other page or section of your website, or anyone else’s website, like a directory listing or an event page.
You can send traffic to your e-commerce store, physical store, your social media pages, social media events, and so on.
What I recommend you do however, when sending out news releases or doing any kind of marketing promotion, is to focus your strategy and your efforts on ways to build your own asset, instead of someone else’s.
Let me show you what I mean.
Let’s say that you plan to send out a news release to promote an event on Facebook. The logical thing to do would be to write a news release announcing the event and then add a link to the event page on Facebook where people can register.
In other words, as shown in the first diagram, your news release would send people directly to the event page on Facebook. Even if this is your Facebook page, you’re still promoting someone else’s asset, which in this case, is Facebook.
I recommend instead that you consider the second option.
Create a page on your own website to promote an event on Facebook, then drive traffic from your news release to your own site. Visitors can then click on a link from your content to go to your Facebook page, and register for the event.
This way, you’re still sending visitors to the event page on Facebook, but you’re driving traffic to your own website, and hence you’re building your own asset.
Let me show you what I’m talking about.
One of my clients runs a truck accessories store and they are involved in supporting good causes and community events.
One of these events was to help raise money for a young family going through tough times.
So, here’s how we used a press release to help promote this event.
Instead of sending visitors directly to the event page on Facebook, we posted an article about the fundraiser on the truck store’s blog, and we then added a link from their blog article to the event page on Facebook.
So, that’s number “1” linking to number “2”.
We then published a news release to promote the fundraiser and directed visitors to the article on the blog for more information.
So, that’s number “3” linking to number “1”.
A few weeks after sending out the news release, we then republished the news release on the client’s website.
So, even though it would have been easier to just promote their Facebook page in their news release, setting things up this way not only allowed the client to promote the fundraiser on Facebook, but they also benefitted in terms of boosting their rankings, generating more traffic, and increasing awareness online for their business.
This is a win-win way to use news releases to promote an external event, and improve your results online, while also building your own digital assets.
So, to recap the press release publishing formula.
Step 1, Use press releases to build trust, authority, rankings, and traffic for your website.
Step 2, if your website or blog runs on WordPress, make sure that it’s configured to automate traffic when you publish new content, and that you have a way of capturing visitor details.
Step 3, implement a regular content marketing strategy. Send out a monthly press release in addition to posting articles on your blog, sending email newsletters to subscribers, publishing videos, and posting content on social media.
Step 4, republish your press release as web content 3 to 4 weeks after it has been distributed. [weak break]
And the last step is to just rinse and repeat.
Doing this will help to boost your search rankings, and keep driving more traffic to your site.
Now that you know the power of using news releases to grow your business, the next step is to start writing and distributing regular press releases to news and media outlets!
You can either ‘Do It Yourself’ or get it ‘Done For You’.
If you write your own news releases you will save money, and if you choose a ‘done for you’ service, you’ll save time!
Something to keep in mind if you hire someone to write press releases for your business is that most writers probably won’t be familiar with the KASH formula, so you may need to rewrite your headlines.
This brings us to the end of the News Release Traffic Formula course.
Hopefully, now you know how to use news releases to help grow your business, get multiple search rankings, get more traffic and generate new leads for your business, get published on hundreds of trusted news and media sites, get indexed in search engines in 24 to 48 hours or less, and keep your site ranking faster, higher, and longer in the search engines.
Thank you for watching these videos, and I wish you great success!
In this lesson, you will learn how to use news and press releases to keep your listings and website ranking faster, higher, and longer in search engines.
Watch the video lesson below or refer to the video transcript:
Hello, and welcome to module 6 of the News Release Traffic Formula course.
In this lesson, you will learn how to keep your listings ranking faster, higher, and longer in the search engines.
So, let’s talk about using news releases to get better results.
Let’s start with how to get faster rankings in Google search engine result pages.
As we’ve already seen, Google can pick up and index press releases in 24 hours or less.
I’ve also seen Google pick up and index news releases in less than 2 hours.
And I’ve also seen news releases showing up in Google’s search results in less than 30 minutes.
In fact, I’ve even seen Google pick up news releases less than 5 minutes after being sent out!
In terms of getting ranked faster then, it’s hard to beat press releases, because as we talked about earlier, Google favors content from trusted authority sites.
If your website is new, it’s going to take time to build authority and trust with Google, even if you’re publishing a lot of great content on a regular basis.
There seems to be a hump that new sites have to get over before Google says, “ok, I trust you and I’ll start to pick up your content faster now!”
In the next lesson, I’ll show you how to speed up this process, but the fact is, trying to get content on your site ranked faster, takes longer than ranking content on sites that Google already trusts.
This is why news releases are a great way to get your content ranked faster while you build trust and authority for your website.
Let’s talk now about getting higher search rankings.
As we’ve already seen, if you focus on targeting long-tail keywords, and apply methods like the KASH formula in your headline to create lots of keyword combinations, your news release will get you ranked in dozens…even hundreds of listings, for multiple keyword phrases!
If you have access to keyword ranking reports, you can click on the keywords in your report to check your rankings.
Sometimes, you can also improve your rankings by tweaking your titles and using data from keyword ranking reports to create new content targeting those keywords.
So, as we’ve seen earlier, a single news release can get you ranked for multiple keywords.
Getting ranked for multiple keywords helps to build your authority, which then helps your site get ranked higher.
So, the strategy is to use regular news releases to rank higher for multiple long-tail keywords, using KASH formula headlines.
This will not only get you multiple search listings, but it also helps to build authority for your website, and drive your site’s rankings higher.
Keep this process going, and you could find that in some cases, you’ll start to get multiple rankings in multiple search listings, and maybe even own the results page!
We’ve talked about using news releases to get faster and higher rankings. Let’s talk now about how to stay ranked longer.
Here, you can see that 4 months after this news release was sent out, Google was still indexing over two hundred and fifty entries.
When I checked the first 5 news releases that WPCompendium.org sent out, Google was still indexing over 300 entries over one year later.
Press releases, then, can keep you ranking longer in Google’s search results.
So, what’s the magic formula to getting faster, higher, and longer search engine rankings with news releases?
The magic formula is this.
Send out a news release every month using the KASH formula, and this will boost your search engine rankings, drive more traffic to your website, and send new leads and customers to your business!
You’ve seen the proof!
I’ve worked with a number of businesses that don’t have much time or money to spend on digital marketing, but you can start to improve your results straight away just by sending out one news release every month to hundreds of news and media outlets!
The secret science behind this magic formula is the cumulative effect of sending out just 1 news release every month, targeting multiple longtail keywords using the KASH formula.
So, consistency is the key.
Large companies send out press releases all the time because they know it works.
Most small businesses, however, don’t know how to use news releases effectively.
Just 1 news release per month is all you need to start improving your results.
One last thing I want to cover in this video is using news releases to drive more traffic to your website.
You need to commit to publishing at least one news release a month.
Don’t stop after sending out just one or two releases. Keep going with it for at least 6 to 12 months and monitor your traffic.
There is a certain tipping point, where the cumulative effect kicks in, and your traffic then goes to a whole new level.
Of course, it also helps if you’re doing other things to promote your site and not just relying on news releases to do all of the heavy work. I talk a little bit about integrating news releases into your content marketing strategy in the next lesson.
So, to summarize what we’ve covered in this video, the magic formula and the secret to success with press releases is consistency.
Just 1 news release per month using the KASH method can boost your search rankings, drive more traffic to your website, and send new leads and customers to your business.
This is the end of Module 6.
In the next module, we’ll look at how to set up an effective content publishing strategy to keep driving more traffic to your website and generate new leads for your business.
Thank you for watching this video, and I’ll see you in the next lesson.
In this lesson, you will learn how to get your news or press release approved fast for distribution to hundreds of news and media outlets that can help boost your search engine rankings and send you traffic.
Watch the video lesson below or refer to the video transcript:
Hello, and welcome to module 5 of the News Release Traffic Formula course.
In this module, I am going to show you how to get your news releases approved and distributed to hundreds of traffic-generating sites.
There’s really only one thing you need to do to get your news releases approved, and that is to follow the guidelines of your distribution service provider.
We covered most of those guidelines in the previous training module.
If you don’t follow the guidelines, your news release may not be approved.
For example, if your headline exceeds the maximum number of characters allowed, then your news release won’t be approved until you edit your headline and resubmit for review.
The most common reason why submissions are rejected is that the body contains content written in the first or second person. For example, “I”, “You”, “We”, “Our”, and so on.
Unless you’re quoting someone directly, don’t use 1st or 2nd person pronouns in your content.
Always write your news release in the third person.
Before submitting your news release for review and approval, use this checklist to make sure that you have completed the following.
Check that your news release has a newsworthy headline, and doesn’t exceed the character or word limit.
Make sure that the body content is at least 300 words long.
Make sure that all facts and details are correct.
Make sure that the content is written entirely in the third person, except when quoting someone directly.
Check all spelling, grammar, and punctuation in your content, and fix any mistakes.
Check that all of the hyperlinks are working and that URLs have been written correctly, and
Make sure that your contact information is also correct.
Keep in mind that you can’t change anything in your news release after it’s been sent out.
So, if you don’t want mistakes showing up on hundreds of news sites, read your press release carefully one more time, and get other people to read it too before submitting it for final approval!
Now, for the second part of the process, which is getting your news releases distributed to news and media outlets, the service provider submits your news releases to as many sites as they have a distribution agreement with.
For example, I use a distribution service that submits press releases to over 500 media sites, so each news release I send out has the potential to reach many thousands of readers with every submission.
After news releases are sent out, I also get a submission report that lets me see where my release has been submitted to.
This report includes a Google pickup report showing how many entries have been indexed by Google, and a keyword ranking report that lets me see how well the release is doing in the search results.
So, to summarize, to get your news releases approved, you need to follow the guidelines.
Make sure you write in the 3rd person and use the checklist before submitting your news release for final review, approval, and distribution.
This is the end of Module 5.
In the next module, we’ll look at the Ranking Formula, where I’ll show you how to keep your listings ranking faster, higher, and longer in the search engines!
Thank you for watching this video, and I’ll see you in the next lesson.
In this lesson, you will learn how to structure your news release for maximum results.
Watch the video lesson below or refer to the video transcript:
Hello, and welcome to module 4 of the News Release Traffic Formula course.
In this module, I am going to show you how to structure your news releases for maximum traffic and results.
So, let’s talk about how to structure your news releases.
In Module 3, we talked about the 80-20 rule, and how you should focus 80% of your time and efforts on your news release headline.
The other 20% of your focus should be on the content of your news release.
Creating the body of your news release is not difficult if you apply the formula that I am going to show you.
Most press or news releases follow this structure, which consists of 5 basic elements.
The headline, which we’ve already covered in Module 3.
A summary of your news release.
Media content, such as an image, your logo, or a video.
The body of your content, and
Your company details.
Each of these sections is important and contributes to the overall success of your news release campaign, so let’s go through each of these sections in more detail.
First, is your headline.
The purpose of your headline is to attract readers and make them want to read more of your information.
As we saw in the previous training module, your news release headline is the one element that will make the biggest difference in your results.
As we also talked about, you will get far better results if you apply the KASH formula to your headline than using a typical headline format.
In addition to the KASH formula principles we talked about in Module 3, there are rules you have to follow to get your news release approved for submission, and we’ll cover these in more detail in the next lesson.
For example, most news release distribution platforms include guidelines that need to be followed, like your headline not being too long, and having an active verb and subject.
Although the criteria can change slightly depending on which service you use to distribute your news release, typically you need to make sure that your headline stays under 80 characters, and a maximum of 15 words.
Your headline should also reflect the content of your press or news release, and be newsworthy, important, and recent enough to be announced.
Don’t use special characters and symbols in your headline, such as a trademark or copyright symbol.
Also, many services will ask you to create 2 headlines. 1 headline for your news release, and 1 headline for sites that post releases using a blog format.
Here are some examples of headlines I’ve used with my clients.
You can see that all these headlines use the KASH method. They also comply with maximum character guidelines and word limits.
I’ve also added an example of a News Release and blog headlines. You can see that the blog headline version is slightly longer. This way, we can target even more variations of keywords using the same news release.
Once you understand how the KASH formula works, you can combine KASH and traditional headline formats if you like.
For example, here is a list of active verbs commonly used in press releases.
Releases or Released.
Reveals or Revealed.
Launches, and Launched.
Announces, and Announced.
You can use these verbs with basic headline formulas like Company XYZ Releases Free Report On How To Build Equity In Your Home, or whatever the topic of your report is.
Website ABC Launched New XYZ App To Help Hearing Impaired Children.
Some more examples of other headline formats you can use include XYZ Clinic Reveals New Case Study On Migraines In Stay-At-Home Parents.
Bedlam Furniture Store Donates $50 From Every Sale Made To Starlight Foundation.
One headline formula that can be very powerful to help boost local search rankings is to use the Location| Profession | Active Verb | News Angle format.
This creates headlines like Austin Children’s Dentist Says “Tooth Decay Rates Are An Embarrassment For Texas”.
So, in this case, “Austin” is the location, “Children’s Dentist” is the profession, “Says” is the active verb, and then we have the quote with our news angle… “Tooth Decay Rates Are An Embarrassment For Texas”.
The other headline in this example uses the same format,
“Sunnyvale Roofing Expert Warns Home Owners Of Serious Maintenance Neglect Risks”.
These headlines follow proven formulas, but they also include many relevant terms that will help the news release rank for multiple keywords in search engines, while serving its purpose, which is to attract readers and make them want to read more of your information.
The next element of your content formula is your news release summary.
The purpose of the summary is to let readers know what information is included in your news release, as most people will only spend enough time scanning your headline and summary, before deciding whether to keep reading or move on.
Your summary should clearly describe the content of your news release.
It should be one to two sentences long, and you will need to create two summaries: 1 x news release summary and 1 x blog summary.
Your news release summary should contain no more than 45 words, but your blog summary can be a little bit longer.
And don’t use the first paragraph of your news release as your summary.
I’ve included here two summary versions used in a news release that I created for a client, so you can see what these look like, and how they are structured differently, to conform with the guidelines listed here.
The third element of your news release is Media.
You can attach an image to your news release, as long as the file size doesn’t exceed the specified limit, which in this case is 1MB. Images must also be uploaded in an approved format, typically jpeg, png, or gif.
You can also normally add a video or video URL to your news release.
Now, there are ways to maximize your results when using media in your news releases.
For example, most platforms will let you add an image to your news release, such as your company logo.
Depending on what you are trying to achieve, however, a better use of your image real estate is to combine your logo with a call to action.
With Mirren Investment Properties, for example, we’ve added a call to action below the logo inviting readers to call the number shown in the image for a FREE consultation.
We did the same thing for the Pizza restaurant. Call Sergio’s number for Newtown’s best wood-fired home-delivered pizza!
And WPCompendium.org lets readers know that the site provides FREE WordPress tutorials for non-techies.
So … what we’re doing here, is kind of like embedding an advertisement with the company logo, but without making it blatant.
All the images shown here were approved and went out with news releases, so they all conform with the content guidelines.
When sending out news releases to promote the launch of a new guide or report, we found that adding an image of the report works really well, so these types of images can also be used with press releases.
The aim here then is to further maximize any opportunities you have to promote your business by using media in your news release to actively help drive more traffic and generate more leads.
In other words, don’t just add your logo. Add your logo with a call to action.
The 4th element of your news release is the body of the content itself.
This is where you get to say whatever you have to say, about whatever you are promoting or announcing.
General Guidelines for the body of your content are normally provided by the distribution platform and include things like…
Your content should have a legitimate news angle. It should announce something new, and or timely, and the tone of your content should be formal and factual, not casual or entertaining like a blog post.
Also, don’t make your news release read like an advertisement or a sales letter. This is very important if you want your news release to be approved.
Don’t announce discounts, bonuses, price cuts, sales, coupon codes, products, or service promotions, or include advertorials.
Another important guideline is that your content should have an impartial tone. Don’t include opinions, questions, or duplicated content.
There are also a few guidelines for the content itself that you have to comply with.
For example, news releases must be at least 300 words long. The ideal content length is 300 to 400 words.
You should include the city from where the release originates, which is usually the location of your company headquarters or main store, or principal place of business.
One of the most important guidelines for getting your content approved, is to use only 3rd person language.
In other words, don’t use words like “I”, or “we”, as this will make your release start to look more like an advertisement or opinion piece.
In a moment, I’ll show you the only allowed exception where you can use words like “I”, or “we”.
Another thing to keep in mind is that news releases should not contain sexually explicit material, illegal material, or profane language.
So, don’t use news releases to promote things that will get your press release rejected.
In addition to what you can and can’t promote, your content also has to follow specific formatting guidelines.
For example, you need to make sure there are no grammatical or spelling errors.
Use uppercase and lowercase lettering appropriately.
Make sure that each paragraph is spaced out with a line, and that your news release is formatted properly. For example, don’t use unnecessary double spacing.
With hyperlinks, make sure that links are formatted correctly, and limit the use of links in your content to 1 link for every 200 words or so.
Something that’s also very important, is to add a call to action at the end of your news release. Ask readers to contact you, or book an appointment, or visit your site to download a guide or special report, and so on.
Remember that no call to action leads to no results!
You should also include available contact information where possible, but don’t place email addresses within the body of your news release. We’ll discuss this in more detail in a moment.
The typical structure for the body content of a news release includes things like a minimum of 300 words and a maximum of 800 to 1,000 words. The ideal length is around 300-400 words.
This would consist of an initial paragraph, 3-5 main points, 1-2 links, 1-2 quotes, and a call to action.
Traditionally, a news release is written as an “inverted pyramid,” where the most important information goes at the top, and the less important information goes at the bottom.
The first paragraph of your news release, therefore, should contain your most important information.
Your headline should grab your reader’s attention, your summary should make them want to learn more, and your first paragraph should make them want to read your news release all the way through to the end.
An easy formula for writing the body of your content is to use the 5 Ws: Who, What, When, Where, and Why.
So, for example, when creating your news release, ask the following questions:
Who is this news release about?
What is the news release about?
When is the event or promotion happening?
Where is the event or promotion happening? And…
Why is the person or business doing this?
Here is an example of the body content of a news release that conforms with the guidelines and specifications, so you can see how it’s structured.
Here, you have the 1st paragraph containing your most important information, then a link to the website where readers can go to for more information, followed by a few paragraphs with the main points of the release, and a quote from the client.
The content then ends with a call to action and links to more information.
This is just over three hundred and fifty words long, and it’s all you need to create an effective news release.
Another important point to keep in mind about the body of your news release is the power of using quotes in your content.
A quote kind of lets you sell or promote your business in your news release without breaching guidelines that would see your news release get rejected for being a blatant sales or promotion piece.
Quotes also let you use first-person pronouns like “I”, “we”, “our”, etc., which you can’t use anywhere else.
A good habit to form then is to think about what you really want to say to your target audience, then build a number of quotes based around this, and save these in a file.
You can then use these quotes in future news releases, and add them to pages on your website as part of your content marketing strategy.
Here are some examples of quotes that were published in our press releases. You can see that we have used these quotes to promote the client’s business while complying with all the guidelines for submission and approval.
The last element of your news release content is your company and contact details.
This section should contain information like the name of the person to contact or interview, your email address, organization or business name, your address, phone number, and your website URL.
Now, while your company and contact details are important information in and of themselves, they also play an important role in our news release strategy, as they can help to increase search engine rankings, and drive more traffic and leads to your business via the Google local maps section.
Let me show you what I mean.
Here’s how your company and contact details can be used in your news releases as part of an effective SEO strategy.
First, you need to set up a local business page in Google.
Next, and this is very important, you should use the same contact information listed on your local business page in every news release that you distribute.
Publishing news releases on a regular basis using the same contact info gets you more citations, and more citations lead to better local search rankings.
So, what are citations?
A citation is when your company is mentioned, cited, or referenced on other websites, online directories, review sites, etc.
Citations provide Google with credible information about your business. Google uses citations to verify that your business actually exists, that it’s a legitimate business, and that your business information is accurate.
Citations from multiple sources boost your rankings in local search results and Local Map Listings.
So, make sure that you have a Google Local Business Page set up, and use the same contact details in your news releases.
The important elements of a citation are your Company name or branded trading name,
Your telephone number including country and local area code, and the physical address of your business.
So, in summary, there are 5 main news release content elements.
Number One, is your headline. Create a headline using the KASH formula to attract readers and maximize your search rankings.
Number Two, is your summary. Use the summary to attract your reader’s interest and make them want to read your news release.
Number Three, is media. Don’t just display your logo. Try to incorporate some form of Call To Action, like getting people to call you to make a booking or appointment.
Number Four, is the body of your content. Use this section to funnel more traffic and leads with newsworthy content, links, quotes, and a call to action.
And Number Five, are your company details and contact information. Keep the information in this section consistent with every news release you send out, to increase citations and your rankings on Google Maps.
This is the end of this lesson.
In the next module, we’ll look at the Approval Formula, where I’ll show you how to get your news release approved, and distributed to hundreds of traffic-generating sites!
Thank you for watching this video, and I’ll see you in the next lesson.
In this lesson, you will learn the secret to getting multiple search result listings with every news release you distribute.
Watch the video lesson below or refer to the video transcript:
Hello, and welcome to module 3 of the News Release Traffic Formula course.
In this lesson, we’ll go through the KASH formula, where you will learn the secret to getting multiple search result listings with every news release that you distribute.
Before I show you what the KASH formula is, and how this secret formula works, let’s talk a little bit about keyword research.
What I’m going to show you in this video, requires no keyword research tools, or complex SEO methods to help you rank well in the search engines.
So, forget about keyword tools or SEO algorithms, because you don’t need any of this stuff when you use the KASH method.
There is a really simple and powerful way to rank for multiple keywords in Google using news releases.
It’s all about…the Headline!
Most people have heard of the 80-20 rule, which is also known as The Pareto principle.
80% of your results will come from the keywords used in your news release headline.
With news releases, the headline is what helps you rank higher in the search engines, and the content of your news release is what turns readers into leads.
So, focus on the headline for search engines, and focus on the content, for leads.
In a previous lesson, we talked about targeting low-hanging fruit keywords that you can easily rank for.
SEO experts call these low-hanging keywords, long-tail keywords.
Let me show you an example of a short-tail keyword versus a long-tail keyword.
Let’s say that your business is repairing laptops. If your business came up in the number 1 spot in Google when people type in a keyword like “laptop repair”, you would probably get a ton of traffic. The problem is that everyone in the laptop repair business also wants to be number 1 for this keyword, so you have to compete with everyone else, especially against big companies with big marketing budgets.
You have a much better chance of getting to the top of Google if you focus on ranking for a longer keyword with things like the brand name, model, and the name of your town city, or suburb included in the keyword phrase.
So, for example, if your business is located in a town called Springfield, and you repair Dell laptops, then a long tail keyword that you could target would be, “dell inspiron 3565-A453 laptop screen repair springfield”.
Long-tail keywords have less competition and are much easier to rank for.
They also tend to be keywords that users search for when they are ready to buy something or solve a specific problem. So, people who search for long-tail keywords, are more likely to be targeted prospects.
So, the first rule of the KASH formula is to target low-hanging fruit keywords in your news release headline, that you can easily rank for.
In our previous training module, we talked about targeting lots of low-hanging-fruit keywords, with low-to-medium competition, that attract a little bit of traffic each, as the best way to compete against big companies with big marketing budgets, who are aggressively targeting those more competitive keywords.
For example, we saw that if you can rank well for 50 targeted long-tail keywords that send you just 10 visitors per month each, this would increase your traffic by 500 visitors per month.
Likewise, if you could rank well for 100 targeted long-tail keywords that send you just 30 visitors per month each, this would increase your traffic by 3,000 visitors per month.
Let’s assume that your strategy then, falls somewhere in between these figures and that only 1 out of every 100 visitors contacts you for more information, or fills out an inquiry form when they visit. This would still give you between 5 and 30 new business leads per month.
Ranking for lots of “low-hanging fruit” keyword phrases, then, can be very effective at driving more leads to your business. It can also boost your ranking for more competitive keywords!
The other rule or principle of the KASH formula is not to put all your eggs in one basket.
In other words, don’t focus on the one keyword you want to rank for. Create as many keyword combinations as you can fit on your news release headline!
The intention behind this strategy is that we want to target low-hanging fruit with low competition and stack as many combinations of these keywords as we can, in our headlines.
I’m going to show you what this looks like in just a moment. What’s important to understand right now, is that you don’t need any expensive or fancy tools for this.
The only tool you need is 100% free, and you already own it.
It’s called…your brain!
Let me show you how to use this powerful tool with the KASH method.
To understand the power of the KASH method, let’s start by looking at some typical news or press release headlines.
Here are three actual press release headlines.
The first headline reads, Pizza Hut launches new pizza and gifts for the holidays.
The second headline says, RefToken Announces The Launch Of A New Cryptocurrency.
The third headline says, Drucker and Falk Named as One Of America’s Best Places To Work In Property Management.
These press release headlines were crafted by experienced marketing professionals, and they were written for well-known companies. So, if you were to hire an experienced marketing agency to create a professional news release for your business, they would probably write you headlines that look something like these.
Now, what’s wrong with these headlines?
Well, there is nothing actually wrong with these headlines. These are press release headlines created by experienced marketing professionals.
But, let’s take a closer look at these headlines, and see how many useful keywords each of these headlines actually contain.
If we focus only on the keywords that search engines will pick up on, you can see that there are not many useful keywords in each headline.
In the first headline, for example, we have the brand name Pizza Hut and the keyword pizza. The words launches, new, and, for, and the are generic, so they’re really not useful for getting ranked in search engines.
What about the words gifts, and holidays, is this something that people searching online associate with pizza?
How many people search online for Pizza gifts or Pizza Hut holidays? Not many.
So, in this headline, the only real useful words, are Pizza Hut, and pizza.
In the second headline, if we cross out all of the generic words, all we’re left with is the company name RefToken, and the word cryptocurrency.
The third headline is pretty much the same thing. Cross out all the generic keywords, and all you have left is the name of the business, Drucker and Falk, and Property Management.
So, in terms of SEO, the only useful keyword phrases that would rank in Google for these three press releases, would be Pizza Hut pizza, RefToken cryptocurrency, and Drucker and Falk property management.
Now, let’s compare these typical press release headlines with the KASH formula.
KASH stands for Keyword Stacked Headlines.
The examples I’m going to show you now are all from actual clients. You will see that they all use a unique method that is very different from the method that most press release writers use.
In fact, most press release writers don’t even know about the KASH method.
Let me show you three different news release headlines that I created for three different types of businesses, all using the KASH formula.
Hopefully, you will see that regardless of what type of business you run, you can also get the same types of results as these businesses have been getting.
The first client owns a pizza restaurant.
This restaurant is located in Sydney, Australia, and delivers pizzas to homes in the Sydney suburbs of Newtown, Enmore, Stanmore, Sydenham, and Camperdown.
So, we created a news release with the keyword-stacked headline Newtown Pizza Home Delivery To Enmore, Stanmore, Sydenham & Camperdown Launched.
If we ignore everything else in this news release but the headline, and focus on how many useful search engine keywords we were able to fit into the headline, then here are the results we got with just one news release.
First, let’s remove the generic word to, the & symbol used for the word and, and the generic word “launched”.
We are now left with a number of useful search engine keywords like Newtown, Pizza, Home Delivery, Enmore, Stanmore, Sydenham, and Camperdown.
With these words, we can generate lots of different useful combinations that Google will then pick up from this headline.
For example, here we have, Newtown Pizza, Newtown Pizza Delivery, Newtown Delivery Pizza, Newtown Pizza Home Delivery, and Newtown Home Delivery Pizza.
And the same for all the other different suburbs.
Enmore Pizza, Enmore Delivery Pizza, Stanmore Pizza Home Delivery, Stanmore Pizza Delivery, Camperdown Delivery Pizza, Camperdown Home Delivery Pizza, Sydenham Pizza Home Delivery, Sydenham Pizza Delivery, and so on.
It doesn’t matter what order the words are in. As long as they appear in the headline, Google will pick it up.
So, with words like Pizza Home Delivery, we can create additional word combinations like Home Delivery, Pizza Delivery, Home Delivery Pizza, etc.
We can also create all different combinations and permutations for each of the Suburb words in our headline. In this example, words like Newtown, Sydenham, Enmore, Stanmore, and Camperdown.
So, what kind of results did the client get with this news release?
Well, as you can see here, Google picked up the news release from over 300 news outlets less than 9 hours after we sent the news release out, and began ranking Sergio’s Pizzeria for all these keyword combinations.
Sergio’s Pizzeria not only started ranking in Google for all the keyword combinations in the news release headline, but the restaurant also got a boost in Google Maps, and search listings for neighboring areas, like the suburb of Saint Peters, which is near the restaurant’s location.
If we come back and compare the regular headlines that most PR companies create for their clients with the KASH formula headline, you can see just how powerful the KASH formula is.
Look at the headlines we created for the first two news releases that were sent out for Sergio’s Pizzeria.
Here, I’ve underlined all the keywords that Google will rank these news releases for.
With the bottom headline, for example, combining the words, creates many long-tail keywords like Newtown Woodfired Pizza Restaurant, Newtown Italian Pizza Restaurant, Newtown Authentic Italian Woodfired Pizza Restaurant, Authentic Italian Cuisine Restaurant Newtown, Newtown Woodfired Pizza Menu, and so on.
All these combinations got ranked in Google for this news release.
Notice too, that although this headline is designed to help the news release rank for many different search terms, it still makes sense to anyone reading it.
The secret to creating a successful KASH headline is to use your brain to create a headline that contains as many relevant search keywords as you can fit, and as few generic words as possible, while also making sense to anyone reading it.
Let’s move on, and take a look at the next case study.
Here is another example of a KASH headline that we created for a client who runs a property investment company.
Using the KASH formula to create the headline, the client began ranking in Google for all of these keyword phrases, with just a single news release.
All these keyword phrases are just combinations and permutations of the keywords used in the headline.
With only 4 news releases, this company was ranking in Google for dozens of low-hanging fruit keywords. Some of these keywords get no traffic, but some do.
If you remember what we talked about earlier, we want the cumulative effect of dominating lots of keywords that get a little traffic each.
So, if just some of these keywords get some traffic each month, this can translate to hundreds – possibly even thousands, of new targeted visitors, and a number of new leads every month.
Here are the results that Mirren Investment Properties got after sending out their news release.
In less than 24 hours, they were showing up all over the place in Google’s search listings.
You can see here, the cumulative effect of publishing news releases on a regular basis. You not only get to rank fast, but you can also start taking over multiple listing spots for multiple keywords and give your site a boost in places like Google maps and featured sections.
The idea behind the KASH formula, then, is to use news releases to throw a deep and wide net, to try and automatically catch loads of low-hanging-fruit keywords that no one else is even thinking of targeting!
You can also combine news releases with strategies like article writing, and paid advertising, to systematically start going after more competitive keywords.
Let’s take a look at one more example of using the KASH headline formula, and then I’ll take you through an example of how you can use the KASH formula to build headlines for your own business.
As you can see here, this news release got ranked in Google for over four hundred and eighty keywords. It also ranked number 1 for 285 keyword phrases and was in the top ten for over 420 keywords.
This screenshot from the Keyword Rankings report shows all the keywords that this news release ranked number 1 for.
I hope you’re starting to get excited! I know I was when I first discovered this method and started using it to get results.
Now that you understand how the KASH formula works, let’s go through an exercise to create a keyword-stacked headline of your own.
Remember, all you need is your brain.
For this example, we’ll create a news release headline for a dentist or a dental clinic in the suburb of Rouse Hill.
Here’s how we might start the process.
Open your browser and go to Google Maps and type in the type of business that you own, and the area where you operate in.
In this example, we’ll type in dentist rouse hill.
Now, it doesn’t matter if you’re already listed. We want to make sure that you stay ranked not just for this search phrase, but for many other related search phrases as well.
So, the first step that I recommend you take, is to make a list of all the neighboring suburbs or towns that you want to target for potential customers in your business.
In this example, our client operates their dental practice in Rouse Hill, but you can see from this map, that they can also target customers in neighboring areas like Riverstone, Schofields, Annangrove, Kellyville, and more!
So, write down or type in the names of all these suburbs or locations where you can target people for your business into your notepad or a text file.
The next thing we want to do is use Google’s own keyword suggestion tool to find more related keywords.
So, go to Google, and type in your keyword. For our example, we’ll type in dentist rouse hill.
This brings up a number of related keyword suggestions.
Look at the list, pick any suggestions that make sense to you, and add them to your KASH list.
Also, as you go through the exercise, add any other keywords that come to your mind.
So, for this example, some of the keywords you can see that I have added to my KASH list, include words like Dentist, Rouse Hill, Emergency, Children’s, Bulk Billing, Family, Dental, Care, and 7-Day.
Also…Clinic, Orthodontist, Implants, Open Weekend, Open Saturday, and so on.
Okay, so far so good.
Now, we have a list of related keywords, and neighboring areas and surroundings.
After just a few minutes of brainstorming, you should have enough keywords on your list to make up some great KASH headlines.
Here are just some examples of KASH headlines that we could create using the list of keywords that we’ve built in this example.
Rouse Hill Dentist Launches 7-Day Emergency Family and Childrens Kellyville Dental Care Clinic
Weekend Emergency Dental Care Clinic Open For Rouse Hill Kellyville and Riverstone Children.
Now, how many keywords could we rank for in Google with these headlines?
Let’s take a quick look.
Here are just some of the keywords we would rank for with this headline.
As you can see, there are over 50 keyword phrases in this headline that someone searching online for a dentist in this area could type in.
Sending out a news release with this headline would not only get you ranked for all these keywords, but it could also result in hundreds of new visitors each month and new customers for your dental clinic.
To rank for these many keywords, you would have to write and publish dozens of articles or bid on dozens of keywords in Google Ads, and none of this dentist’s competitors are even targeting all of these keywords.
The same thing applies with the other headline that we created for this dental clinic.
So, publishing a news release with a headline like Weekend Emergency Dental Care Clinic Open For Rouse Hill Kellyville and Riverstone Children would get your business ranked for dozens or even hundreds of related keywords like the ones shown here.
And all it took to come up with two news release headline ideas that would get your business ranked for hundreds of keywords that can send you more traffic, and new leads each month was a few minutes of using your brain.
So, let’s recap the main points of using the KASH Formula.
Focus most of your time and effort on your headline. Remember the 80-20 rule.
Target long-tail keywords that are easier to rank for.
Use your brain to create a list. You don’t need keyword or SEO tools for this.
Stack as many relevant keywords as you can fit into your headline.
Use as few generic words as possible. You can create a headline for search engines that makes perfect sense for humans, using a single word like “Launched” or “Announced”.
And finally, just rinse and repeat this process with every news release that you write and distribute.
If you apply this secret KASH formula to news releases, you could start ranking immediately for dozens or even hundreds of keywords in the search engines.
And you can start seeing search results in multiple listings for multiple keywords, in as little as 24 to 48 hours after sending out each press release.
This brings us to the end of module 3.
In the next module, we’ll look at the Content Formula, where I’ll show you how to structure your news release for maximum traffic and results!
Thank you for watching this video, and I’ll see you in the next lesson.
This video decodes the News Release Traffic Formula strategy and shows you how you can achieve great results online using actual case study examples.
Watch the video lesson below or refer to the video transcript:
Hello, and welcome to module two of the News Release Traffic Formula course.
In this lesson, we’ll decode the News Release Traffic Formula to show you how to achieve great results using press or news releases.
Ok, let’s talk about how news releases can help boost your search engine rankings and drive more traffic and new leads to your business!
Let’s start by reviewing how press or news releases work and what kind of strategies we’re going to implement to get better results online.
We’ll break this down into five key processes.
Number one, is writing your news release. We want to create a professional quality news release targeting keywords that we can rank well for in the search engines.
The next step is distribution. After your news release has been approved, we want to send it out to as many trusted authority sites as we can, including news, TV, radio, and media outlets.
Step number three, is ranking. After your news release has been published, we want Google to immediately pick it up from all the news and media outlets that your release has been sent to.
This gives your site’s rankings visibility and credibility a boost, and it will happen automatically if you set things up correctly.
The fourth key process is syndication. Your release could get picked up by hundreds or even thousands of other websites and blogs looking for content related to your industry or niche.
Number five, is Traffic. We want to attract new prospects and more visitors from search engines picking up your content, and people visiting sites where they read your news release.
Let’s go through each of these processes now in more detail.
Step 1, is writing your news release.
Here are the key points to keep in mind when writing your news or press release.
First, a news press or media release is not a blatant advertisement or a promo for your business or your products or services! Remember, your news release must be newsworthy to be approved. If the content of your news release looks like blatant advertising, it will be rejected by the distribution platform.
So, your news release must contain quality and newsworthy content that will engage your readers.
As we will see in a moment, it’s best to target low to mid-competition keywords that you can easily rank for in your news release.
You must follow submission guidelines to get your news release approved. This includes conforming to guidelines when using the KASH formula that we’ll talk about in the next lesson, to help you get multiple keyword rankings, Google Maps listings, and local search results.
Typically, a news release can be around 300-800 words long. Ideally, it should be about 300-400 words.
You should also always include a clear call to action letting your readers know what you want them to do after reading your news release.
You should also include links to your website, or wherever you want people to go for more information. News releases can include links to your website and an image, such as your logo or a video.
There are many topics you can write a news release about.
You can announce something new like a product or service launch, the release of free information like a free webinar, free e-book, or report, or awards that you have recently won or been nominated for.
You can use news releases to announce contests, invitations, personnel changes…even weird or interesting news about your business.
News releases can also be used to promote good causes, like charities, community events, fundraisers, and so on.
The important thing to keep in mind is that you can use any of these topics to help promote your business, as long as there is a newsworthy angle in your news release.
After you have written your news release, the next step is to get it approved and distributed to as many news, TV, radio, and media sites as you can, locally, nationally, and globally.
With the distribution process, you also want to have access to submission reports and search engine ranking reports, so you can check all the places your news release has been published to and know how your release is performing in the search results.
In case you’re wondering why you’d want to send your news release to news and media outlets in other countries when you are only running a local business or promoting a local event, it’s all about the underlying strategy.
Publishing your news release on hundreds of trusted sites helps to increase your site’s authority, and boost your search engine rankings.
Not only that, but one of the key benefits of distributing your news release to hundreds of media outlets everywhere, is that your content could get picked up by journalists, bloggers, and social media users looking for stories or case studies to write about.
Another benefit is that with most distribution platforms, your content will often stay published, as most news and media sites publish, and archive news items under their own separate URL.
Step 3, is ranking.
Trying to rank number 1 for a keyword or search phrase that most of your competition is also trying to rank number 1 for, can end up being a long expensive, and hard battle that you might not even win.
How then, can your business compete against bigger companies with bigger marketing budgets, and more resources, who are aggressively targeting the most sought-after keywords in your niche or industry?
The key is to use a smarter keyword ranking strategy.
Instead of trying to go head-to-head against competitors for keywords that you may not be able to outrank, a smarter strategy would be to try and rank for lots of low-to-medium competition keywords that your competition isn’t even targeting, and that you can get to more quickly, and more easily!
For example, if you could rank well for 100 search phrases that deliver 30 searches each per month to your site, that’s 3,000 visitors per month visiting your site.
If you can rank for 200 search phrases that deliver just 50 searches each per month, that’s 10,000 visitors coming to your website every month.
A smarter strategy, then, would be to target low-hanging fruit keywords that you can easily rank for with every news release that you send out!
So, what’s an effective way to rank for hundreds of keywords?
Typically, to rank for hundreds of keywords, you would normally have to either pay for it, like bidding on hundreds of keywords using a paid method like Google Ads or publish loads of quality search-optimized content using methods like article writing, blogging, etc.
Ranking for hundreds of keywords then can be expensive and time-consuming, unless you know an easier, faster, and more cost-effective way.
In the next lesson, I’m going to show you how to apply the KASH keyword ranking strategy to publish news releases that can get you ranked for hundreds of keywords with every news release that you send out.
Here, for example, you can see that this news release got over 270 keyword phrases ranked in the number one position in Google, and over 300 keyword phrases ranked in the top 10 results.
Using the KASH keyword ranking strategy will help you rank for multiple keywords and multiple spots in Google’s search results quickly and inexpensively, increase your online visibility and drive more traffic, boost your credibility and authority online, and knock out other competitors from top search engine ranking spots.
We’ll go through all of this in detail in Module 3.
Step 4, is syndication.
News agencies, syndicate content from other news sites around the world, and so do thousands of websites and blogs!
They do this because all these sites need lots of content and writing lots of quality content is very time-consuming!
Syndicating content from news sites saves you time researching and writing content yourself, and lets you leverage quality content written by others.
Let me give you an example, so you can see why other websites or blogs may want to syndicate your content, which would then help to increase your rankings and traffic.
One of my clients runs a small business in the trucking industry. One of the methods we used to grow their business online, was to publish a monthly article and newsletter with industry news highlights.
Just so you know, I have no knowledge or expertise in this industry, so in order to create the content, I would look up recent press releases each month that were relevant to the trucking industry, and then create summaries with links pointing back to the original source.
This allowed the client to publish, and promote useful content on their website and newsletter that brought in more visitors, and new subscribers each month. The sites containing the original content also benefitted from this arrangement, so it’s a win-win situation for everyone.
Now, I spent about 30 minutes each month creating an article with industry news highlights, but this saved the client hundreds of hours of research and content writing every month.
There is an even easier way to syndicate content and that is to simply publish another site’s feed on your website, as shown in this example.
Syndicating content from news sites then is a great way for businesses to provide visitors with fresh new content without having to do all of the work of writing content themselves.
When you publish news releases, your content can show up in areas like Google news, Google alerts, RSS feeds, and so on, and many websites and blogs look to these sources for content that they can syndicate.
Google can pick up, and index your news release from websites and blogs that syndicate content from news sites.
The more sites that syndicate your news release, the more exposure and traffic you will get.
Content syndication of news releases, then, is an effective and sustainable way to grow traffic.
This brings us to step 5 of the News Release Traffic Formula, which is driving more traffic.
Publishing news releases on a regular basis, will boost your search engine rankings, and drive more traffic to your website!
Here, you can see proof that publishing regular news releases as part of your content marketing strategy, can drive more traffic to your website.
This site publishes a regular news release every month as part of the publishing strategy discussed in module 7.
So, let’s recap the key points of the news release traffic formula.
Start by focusing on targeting low-to-medium competition keywords that you can easily rank for. Ranking for lots of keywords that bring in a little bit of traffic each can add up to a lot of consistent traffic.
Next, commit to publishing a news release on a regular basis – sending out just one news release every month is an effective strategy.
Get your news release distributed to as many trusted news and media outlets as you can.
Google will automatically pick up your news release, normally in 24 to 48 hours or less.
Use the KASH method that I’ll show you in the next training module to rank for multiple keywords, and boost your search rankings in areas like Google’s search results, Google news, Google maps, and local featured listings.
Finally, rinse and repeat this process to boost your rankings, and increase your traffic.
This brings us to the end of Module 2.
In the next module, we’ll go through the KASH formula, where you will learn the secret to getting multiple search results listings with every news release that you send out.
Thank you for watching this video, and I’ll see you in the next lesson.
EIN Presswire– Use this press release distribution service to reach a global audience through a vast network of media contacts and partnerships.
eReleases – is another reliable press release distribution service with a vast network of media contacts that can help you reach a large audience, build brand awareness, and improve your online reputation.
24-7 Press Release – A reliable and cost-effective press release distribution service that offers affordable pricing options for businesses of all sizes.
Submit more effective press and news releases using the downloadable resources below (no registration required):
This video provides an overview of the course structure. Please watch this video first before watching the other videos in this course.
Watch the video lesson below or refer to the video transcript:
Hello, and welcome to the News Release Traffic Formula course!
This course will teach you how to use news and press releases to boost your search engine rankings, and drive more customers and leads to your business!
This course was recently updated, and the video’s audio narration has been re-recorded using an AI voice and text-to-speech software as part of an experiment and research into using AI to create digital content.
I hope that you’re ok with this approach and that you will focus on the message, not the messenger. Go through this course, glean the valuable information it contains, and use it to benefit and grow your business.
Before we get started, let me just tell you a little bit about the course creator.
This course was originally created by Martin Aranovitch. Martin has been building businesses online since two thousand and one.
He has presented seminars and workshops and authored many training books, e-courses, and digital products.
Martin also runs a number of websites, including a free content management course website called ContentManagementCourse.com, and a free WordPress tutorials website for beginners and non-coders called WPTrainingManual.com.
The examples that I will be showing you in this course come from clients that have used the methods taught in this training.
The aim of this course is not just to teach you how to write an effective news or press release, it’s also to show you how to use news and press releases to get better search engine rankings in Google, drive more traffic to your website, social media, or event pages, generate new leads and customers for your business, and a whole lot more!
What you will learn in the News Release Traffic Formula course can be used with any press release service. You can even use this information to start your own business, offering news release writing services.
No matter what type of business you own or what kind of event you’re promoting, this course will show you how to get better results faster and more cost-effectively.
The News Release Traffic Formula course takes you step-by-step through this process. In these video lessons, I’ll show you what kind of results you can expect to get and teach you the strategies that will help you get similar results.
Module 1, Introduction, provides an overview of why news releases are your secret weapon to getting higher search engine rankings, more traffic, and new leads for your business.
In Module 2, Success Formula, we decode the News Release Traffic Formula and look at key processes that will improve your results.
In Module 3, KASH Formula, you will learn the secret to getting multiple search listings with every news release that you send out.
Module 4, Content Formula, shows you how to structure your news releases for maximum traffic and results.
Module 5, Approval Formula, shows you how to get your news releases approved quickly and distributed to hundreds of news and media sites that will get you indexed and ranked quickly in search engines.
Module 6, Ranking Formula, shows you how to keep your listings ranking in search engines faster, higher, and longer.
And in Module 7, Publishing Formula, you will learn how to keep driving more traffic to your website and generate new leads for your business, using an effective content publishing strategy.
This course contains video tutorials, practical assignments, case studies, links to useful resources, downloadable templates, and additional information.
So, what kind of results can you expect to get from the News Release Traffic Formula course?
Typically, all news or press releases follow the same process. You write a news release, make sure that it gets approved for submission, and then distribute it to as many sites as you can.
What makes the News Release Traffic Formula different, is that we add a clever twist during the writing stage. This is the secret KASH formula that you will learn about in training module number 3.
This clever little twist ensures that your news and press releases can rank for dozens or even hundreds of keywords.
Once you understand how the KASH formula works, you will then start to see results like what I am about to show you.
So, here are just some of the results we obtained with a client who owns a pizza restaurant.
Google picked up their first news release around 9 hours after submission and indexed over 300 results, many of those ranking in the number 1 position of the Google news section.
We then followed this up with a second news release one month later.
After only 2 news releases, Sergio’s Pizzeria started ranking for multiple keywords, as you can see here.
The restaurant not only ranked well for many search terms, but it also started getting featured in the local maps section.
If you own a local business, this is the spot where you want your listing to show, when customers search online for businesses like yours.
Here are the results of another client who runs an investment property company.
This company got ranked very quickly for multiple keywords on many different results pages, as well as listings on Google Maps, and featured listing sections.
Here, for example, you can see that this company was listed in positions number 1, 2, 3, and 6, as well as in the local map section.
This is just one example of dozens of keywords that this company ranked for with the news release strategy that you will learn in this course.
What makes the News Release Traffic Formula strategy so powerful, is that it only takes a few press releases to rank for hundreds of keywords.
To rank for hundreds of keywords using other methods, you would either have to publish hundreds of articles or bid on hundreds of keywords using a paid method like Google ads.
With the News Release Traffic Formula course, however, you will get consistent results with the simple strategy that I’m about to show you.
First, you will learn how to create effective news releases designed to boost your search rankings.
Next, I will show you how to get your news releases approved, and submitted to hundreds of news sites and media outlets.
After your news release has been sent out, Google will then index it very quickly, normally in 24 to 48 hours or less.
Sometimes, you won’t even have to wait 24 hours for Google to pick up your news releases!
Once you understand the News Release Traffic Formula strategy, all you need to do then is rinse and repeat this strategy every month.
This will help you get ranked for multiple keywords with every news release that you distribute.
Ranking for multiple keywords can drive more traffic to your business. The more keywords you rank for, the more traffic you can get to your website.
In the training modules, I’ll explain the keyword ranking strategy that we use to get multiple search listings.
You will also learn how to grow and multiply your results.
I’ll show you how to rank for multiple keywords in multiple listings, including Google Maps, and Featured listing sections.
You will also learn how to keep ranking faster, higher, and longer in the search engines, to keep driving traffic to your website, and generate new leads for your business.
As I mentioned earlier, this course is not just about teaching you how to write a press release.
It’s about showing you how to get better results online using a cost-effective and sustainable marketing strategy.
It’s also about giving your business a competitive edge.
What you will learn in this course will help you outperform your competitors, rank for keywords that your competition isn’t even targeting, drive your competitors’ rankings lower, create more visibility for your business or brand, build trust and authority with Google faster, and boost your reputation and credibility online.
After completing this course, you will have a strategy to help you drive more traffic to your website and generate new leads for your business, increase search engine visibility, and get front page rankings in Google for low-to-mid competition keywords, in as little as 24 to 48 hours.
This will also improve your listings on Google maps, boost your brand and authority with Google, and help you outrank your competition.
You will also learn how to use news releases as a reputation management tool to help increase positive coverage about your business online, be able to profit from trending topics to capitalize on time-sensitive events, get a better return on investment for your marketing dollars, and use news releases as part of your content marketing strategy to grow your business faster and more cost-effectively online.
This brings us to the end of the course overview.
In the next video, I’ll show you why news releases are your secret weapon to getting higher search engine rankings and more traffic.
Thank you for watching this video, and I’ll see you in the next lesson.
In this lesson, you will learn why news releases are your secret weapon to getting higher search engine rankings, driving more web traffic, and generating new business leads.
Watch the video lesson below or refer to the video transcript:
Hello, and welcome to module 1 of the News Release Traffic Formula course!
In this lesson, you will learn why news or press releases are your secret weapon to higher search engine rankings, and more traffic and leads!
Let’s start from the beginning.
Since the dawn of humankind, businesses have been trying to get to the top of Google’s search results!
Well, maybe that’s a bit of an exaggeration, but most businesses would love to rank at the top of Google for keywords that can bring them more traffic, more leads, and more sales!
So, how do you get to the top of Google’s search results, and more importantly, how do you stay there?
One way to get to the top of Google’s search results is to pay. You can use Google Ads, but this can be expensive, and if you stop paying, your ads immediately stop working.
Another way to get to the top of the search results is organic, by writing and publishing content on your site. This method is effective, but it’s also time-consuming.
There is another method that you can use to get immediate results and start building sustainable rankings and traffic, and that’s by using news or press releases to leverage the trust and authority of news and media sites.
As this course will show you, news releases can get you ranked very quickly, and help build trust and authority for your website, which is what you need to keep ranking at the top of the search results.
There are many benefits to using news releases.
News releases can help you build trust and authority with Google.
This can boost your search rankings.
Higher search rankings can drive more web traffic to your business, and more web traffic can help you generate more business leads.
Applying the News Release Traffic Formula strategies to news releases, will help you rank for multiple keywords, rank faster, higher, and longer in the search engines, outrank your competition, and grow your business faster online.
So, what is a news release?
A news release is a written communication directed at members of the news media, for the purpose of announcing something newsworthy.
You can pretty much promote anything using news releases, as long as you can find a newsworthy angle for your message.
Big companies use press or news releases as part of their marketing strategy. Why? Because it works!
There are many ways to promote your business online, but press releases have been around for a very long time, and all big companies are still using it because this marketing method is very effective!
A common misconception is that press releases only work for large companies with major announcements to make.
This is great news if you’re a small business because most of your competition is ignoring the power of using news releases to grow their business. As you will see when we get further into this course, this gives you a secret weapon and a tremendous competitive advantage.
News releases don’t just work for large businesses, they work for all types of businesses! It doesn’t matter what type of business you are in, or how small or local your business is, once you discover the secret power of using
press or news releases, you’ll be able to use it to your own benefit and advantage.
To understand this secret power, let’s start with a simple example.
I just mentioned that you can promote anything using news releases, as long as you can find a newsworthy angle.
An obvious example is the launch of a new product or service.
When you combine news releases with other content marketing strategies, you can start to own multiple listings in the search results.
Here, for example, you can see that Google not only picked up the news release used to promote this book launch in less than 3 hours, but entries related to this book took up positions number 1, 3, 4, 6, 7, and 9 in the search listings.
That’s 6 out of 10 spots on Page 1, sending traffic to the same product.
When you combine this with the KASH formula that you will learn in Module 3, you will be able to do the same thing across many different keywords.
This will not only help drive more traffic to your business, it will also keep your competitors from showing up in these spots.
Another thing that makes news releases so powerful, is that you can use them to promote all kinds of businesses and send traffic anywhere.
You can send traffic to your website, blog, e-commerce store or physical store, and your social media pages. You can also promote all kinds of events, like workshops, conferences, trade shows, fundraisers, and so on.
So, news releases can be used to build sustainable traffic quickly, and cost-effectively, to promote just about anything you want!
Now, why are news releases so effective?
Well, imagine going to a news site, and seeing the same old news, day after day after day.
Pretty soon people would get bored of seeing the same thing, stop visiting the site, and there would be no return visitors.
So, the web needs endless fresh new content, and so does Google!
Now, why is this important?
It’s important because content drives advertising!
Companies like Google, Facebook, and other free platforms need fresh new content to keep users coming back to advertisers!
Content brings traffic to Google, and this drives the advertising that keeps Google in business!
Millions of users, thousands of advertisers, and content syndication sites around the world depend on Google to keep providing quality content in its search listings.
If people stop using Google, Google will lose billions of dollars, and their business model would probably collapse.
So, to satisfy millions of users and advertisers, Google needs fresh new quality content.
But there is a lot of rubbish, spam, self-promotion, hype, and false information online. So, how does Google filter out all this rubbish to ensure that only newsworthy, engaging, accurate, and relevant content gets through to their search results?
This is where trust and authority comes in. Google depends on trusted and authoritative sites, like established news and media outlets for quality content. Sites that Google trusts, get rewarded with faster indexing and higher search engine rankings.
So, how does all this help your business?
It’s really very simple!
Give Google quality content via sites that Google trusts and Google will reward your business with faster content indexing, and higher search engine rankings.
Getting your content to show up faster and higher in Google’s search results, translates into more traffic!
This is one reason why news releases are so effective! Google already knows and trusts many established news sites and media outlets. These sites also syndicate newsworthy content from media distribution agencies that employ people to filter out rubbish content.
So, when established news sites and media outlets syndicate your news release, Google immediately picks it up.
This is why news releases can appear in Google’s search results within hours of being published, and why press releases also rank well in search listings.
As you can see, news releases can be a very powerful marketing tool. What makes news releases your secret weapon then, is that most businesses have no idea how to use news releases effectively.
By the time you complete this course, you will know how to do this.
This brings us to the end of module 1.
In the next module, we will begin to decode the News Release Traffic Formula and look at the processes that can help you get better results online.
Thank you for watching this video, and I’ll see you in the next lesson.
Track content progress and make data-driven decisions to optimize your content strategy with a content measurement plan.
Content Measurement Plan
Track the progress of your content and make data-driven decisions on how to optimize your content strategy with a content measurement plan.
Creating a content measurement plan is an essential step in any content marketing strategy.
In this article, we’ll explore the importance of creating a content measurement plan and the benefits it can bring to your business.
What Is A Content Measurement Plan?
A content measurement plan is not just a document, it is a powerful tool that can help to improve the effectiveness and ROI of your content marketing efforts.
By outlining the goals, objectives, key performance indicators (KPIs), measurement tools, and schedule for measuring and evaluating the performance of your content marketing efforts, a content measurement plan helps to track progress and make data-driven decisions on how to optimize your content strategy.
Benefits Of Having A Content Measurement Plan
The key benefits of having a content measurement plan include:
Alignment with business goals: A content measurement plan ensures that your content marketing efforts are aligned with your overall business goals and objectives, which can help to increase the ROI of those efforts.
Data-driven decisions: By tracking and analyzing key performance indicators, a content measurement plan allows you to make data-driven decisions on how to optimize your content strategy, which can help to improve the effectiveness of your efforts.
Improved ROI: By measuring and analyzing the ROI of content marketing, a content measurement plan can help you to identify which types of content are most effective and allocate resources accordingly.
Increased accountability: A content measurement plan helps to increase accountability by making it clear what goals and objectives have been set and how progress will be tracked and evaluated.
Better communication: A content measurement plan can help to improve communication between different stakeholders by providing a clear understanding of goals and objectives and how they will be measured.
Continuous improvement: Regular monitoring and measurement allows for continuous improvement, as data from the measurement can be used to adjust your strategy, improve your content and optimize your results.
How To Create A Content Measurement Plan
Creating a content measurement plan involves several steps, including:
Define goals and objectives: The first step in creating a content measurement plan is to define clear goals and objectives for your content marketing efforts. These should be aligned with your overall business objectives and should include specific, measurable targets. For example, a goal could be to increase website traffic by 10% in the next quarter.
Identify key performance indicators (KPIs): Once goals and objectives have been defined, the next step is to identify the key performance indicators (KPIs) that will be used to measure progress towards those goals. These should be specific, measurable metrics that are directly related to your goals and objectives. For example, website traffic and engagement rates are KPIs for the goal of increasing website traffic.
Select measurement tools: After identifying the KPIs, you’ll need to select the tools you will use to track and measure them. Examples of tools include Google Analytics, social media analytics, and marketing automation software.
Set a schedule: Decide on a schedule for monitoring the performance of your content, this could be monthly, quarterly, or even daily. This will help you to track progress and make adjustments to your content strategy as needed.
Analyze and interpret data: Once data has been collected, it’s important to analyze and interpret it to determine what’s working well and what’s not. This may involve identifying patterns, trends, and outliers, and making decisions based on the insights gained.
Make adjustments: Based on the analysis and interpretation of the data, make adjustments to your content strategy as needed. This may involve making changes to the types of content you’re creating, the channels you’re using to distribute it, or the messages you’re communicating.
Content Measurement Plan – An Example
Here is an example of a content measurement plan:
Goal: Increase website traffic by 10% in the next quarter
KPIs: Website traffic, bounce rate, time on page, and new vs returning visitors
Measurement tools: Google Analytics
Collect data from Google Analytics every month
Analyze the data to identify trends, patterns, and areas of opportunity
Compare the data from the current month to the data from the previous month
Use the insights gained to make adjustments to the content strategy.
A content measurement plan is not only a critical tool for any content marketing strategy, as it helps to track progress, make data-driven decisions, and improve the effectiveness and ROI of content marketing efforts, but it is also a living document and should be regularly reviewed and updated as needed.
Also, it is important to communicate the plan with the stakeholders involved in the content creation process, so that they understand the goals and objectives of the plan and how they can contribute to it.
Learn about the key content metrics to track to assess how well your content is performing for your business.
Learn about the key content metrics to track to assess how well your content is performing for your business.
Do you know how well your content is performing and which metrics you should be tracking and measuring to ensure this?
In this lesson, we look at the key content metrics that will help your organization assess your content’s performance by content type and track performance in areas like:
Customer Retention & Loyalty
Search Engine Optimization (SEO)
Additionally, we will look at other areas of content performance where knowing which metrics to track can be useful.
Before You Get Started
Getting results from your content marketing activities can take time. Nonetheless, it’s important to set clear goals, as these will help you determine what type of content your team needs to create and how often to publish. Defining measurable goals will also help you track your content’s progress and performance over time and provide you with insights on ways to adjust and improve your results.
These goals should include key performance indicators (KPIs) and the quantitative and qualitative metrics that will be used to measure content performance. Metrics should be relevant, actionable, and easy to measure.
KPIs vs Metrics
While all KPIs are metrics, not all metrics are KPIs.
KPIs (Key Performance Indicators) are the “key” metrics or benchmarks that let you measure how you are progressing toward specific goals. Metrics are the measurements. KPIs can also be comprised of multiple metrics.
While all metrics can provide data about your business or your activities (e.g. your content marketing performance), some metrics may be more valuable to your business than others, depending on what you are trying to achieve.
Some metrics may just be “vanity” metrics, i.e. they make you feel good, but they’re not very meaningful. For example, an article may get many “likes” on social media but result in no increase in business (i.e. no subscribers, leads, sales, etc.).
It’s important, therefore, to define which “key metrics” you will be tracking when assessing your content’s performance.
Quantitative & Qualitative Metrics
Quantitative metrics measure things like how much content your business produced and over what period of time. This can be used to determine ways to increase content production and look for processes and tools that will result in greater content production efficiency.
Qualitative metrics measure aspects of content consistency, such as how accurate and relevant your content is for your audience, how well they engage with it, and how satisfied they feel consuming it.
Knowing what kind of metrics others in your industry are averaging and using to measure their content’s performance can be useful to help you understand how well your content is performing.
For example, WordStream looked at the performance of Google paid search ads across 20 common industries to benchmark click-through rates (CTR). If your organization uses paid search advertising, knowing the average CTR for your industry can tell you a lot about your own ad campaigns.
Track Only The Metrics You Absolutely Need To Know
We live in a world of information and it’s easy to get lost in (or drown) in an ocean of “interesting” and “useful” data.
With content like social media, for example, there is so much information you can track.
“The great thing about social media is that you can track almost every single detail through social media metrics. The tough thing about social media is that… you can track almost every single detail through social media metrics.”
It’s important, then, to be very clear about the metrics that matter to your business.
One key aspect of creating an effective content strategy is defining the content metrics that will be used to measure the success of your content.
The content metrics you define are then used to track the performance of individual pieces of content, as well as the overall effectiveness of your content strategy.
Here are a few examples of content metrics that you can set as goals in your content strategy:
Traffic: The number of people who visit your website or a page on your site. This is a basic measure of the reach of the content and can be used to determine which pieces of content are the most popular.
Engagement: The amount of time people spend on your website or a page on your site, or the number of actions they take (such as commenting or sharing). This can be used to measure the quality and relevance of the content and how well it resonates with the audience.
Lead Generation: The number of leads generated from your website or landing page. This can be used to measure the effectiveness of the content in converting visitors into potential customers.
Sales: The number of sales generated from your website or landing page. This can be used to measure the effectiveness of the content in converting leads into customers.
Conversion: This metric measures the percentage of visitors who complete a specific action, such as filling out a form or making a purchase. A goal for conversion might be to increase the number of visitors who make a purchase by a certain percentage.
Bounce Rate: These metrics measure the percentage of visitors who leave your website or page after only viewing a single page. A goal for Bounce Rate might be to decrease the percentage of visitors leaving your website or page without visiting other pages.
Return Visitors: This metric measures the percentage of visitors who return to your website or page. A goal for Return Visitors might be to increase the percentage of visitors who return to your website after their first visit.
Return on investment (ROI): The overall return on the investment made in creating, publishing, and promoting the content. This measure the overall effectiveness of your content strategy and can help in determining whether or not a content program is delivering results.
These are just a few examples, depending on your business, other metrics may be relevant such as :
Social shares, etc.
Content metrics will vary by industry and organization. The important thing is to select metrics that are directly relevant to the specific business goals of your organization and align with your overall content strategy.
The sections below will point you to many useful resources on content metrics.
Visiting the links to the references and resources that apply specifically to the types of content your organization produces and publishes.
Familiarizing yourself with the metrics associated with these content types. Understand the terminology and what it means.
Deciding on the key metrics that you will track to measure your content’s performance.
Some of the key email metrics to track include open rates, click-through rates (CTR), conversions, bounce rates, asset downloads, number of unsubscribes, list growth rate, churn rates, spam complaints, and more.
Email marketing providers like Aweber, Mailchimp, etc. provide tools for tracking these metrics.
These articles provide more information on email metrics:
Important metrics that will help you track the performance of your video content include view counts, engagement, play rates, watch times, social shares, clicks, click-through rates, conversions, and more.
The number of unique listeners, subscribers, downloads, rankings, reviews, social sharing, and episode-by-episode metrics are just some of the key metrics you can use to measure the success of your podcasts.
These articles provide more information on podcast metrics:
There are many metrics you can use to measure the success of your pay-per-click campaigns, including clicks, click-through rates (CTR), cost-per-click (CPC), conversion rate (CVR), and lifetime value (LTV).
These articles provide more information on PPC campaign metrics:
Here are some of the main metrics to track when measuring your content’s performance:
Brand Awareness Metrics
Page/Unique Page views
Audience Engagement Metrics
Blog & social comments
Customer Retention & Loyalty Metrics
Percentage of content consumed by existing customers
Search Engine Optimization (SEO) Metrics
Organic search traffic
Top exit pages for organic traffic
Breakdown of organic traffic from search engines
Page views per user
Average time on page
New vs. returning users
Page Authority (PA)
Domain Authority (DA)
Lead Generation Metrics
Form completions and downloads
Existing leads influenced
Funnel conversion rate
Manual and anecdotal reporting
Sales for new products/services (upsells and cross-sells)
Sales conversion rate
Sales cycle length
Content Marketing Metrics
Depending on the content marketing strategy that best suits your business, you may want to track and pay attention to different metrics.
For example, for B2C content marketing campaigns, you may want to focus on metrics like:
Customer Retention and Loyalty
Marketing Revenue and Sales
Whereas B2B campaigns may also include tracking metrics like:
Total social impressions for recent posts
Total views for recent posts
Total conversions for recent posts (email subscribers, free trial sign-ups, purchases, etc.)
Number of social media shares for recent posts
Benchmarks and trends:
Changes in reading time versus the previous time period
Changes in bounce rate versus the previous time period
Number of active email subscribers versus the previous time period
Highest performing content:
Top 20 posts with the highest views
Top 20 posts with the highest read time
Top 20 posts with the highest conversions (email subscribers, free trial sign-ups, purchases, etc.)
Other Content Performance Metrics
Additional content performance metrics to track include:
Consumption Metrics: Metrics like page views, unique visitors, average time on page, and behavior flow tell you how many people view and consume your content, and how much time they spend engaging with it.
Website Engagement Metrics: Inbound links, session duration, page depth, and click-through rate (CTR) can tell you how interested your audience and site visitors are in engaging with your content and what you have to offer.
Retention Metrics: Return rates, pages per visit, and bounce rates tell you how well your website is retaining visitors.
Content Production Metrics: Tracking the time spent on content creation and its performance over time can help to inform decisions and choices about future content creation.
Cost Metrics: Cost per content piece and distribution costs let you track how much your content marketing activities are costing your business.
Which Content Metrics Are Right For Your Organization?
Ultimately, the metrics your organization chooses to track to assess content performance will depend on which content promotion strategies it uses and which KPIs it choose to measure.
For example, while SEO, paid advertising, and content marketing can all deliver benefits to an organization in terms of content promotion, each strategy requires different time frames to assess the results of its campaigns and uses different content metrics to track performance.
Content marketing and SEO are a longer-term strategy than paid advertising and pinpointing an ROI for long-term strategies is more difficult than something that yields more immediate results, such as paid ads.
The infographic below shows a number of metrics and KPIs that are useful for measuring the performance of your content marketing strategy.
Here’s another approach suggested by Semrush for tracking content metrics, which measures 4 key groups (user behavior, engagements, SEO outcome, and company revenue):
Content metrics help you track how well your content is performing and measure the success of your content marketing strategy.
Selecting metrics to measure your content marketing activities requires identifying your core objectives and key performance indicators (KPIs).
Review this lesson and your organization’s content strategy. Create a list of the most important metrics to track to ensure that your content marketing strategy aligns with defined KPIs to meet the strategic goals and objectives of your business.
Content Tracking – Refer to the “content tracking tools” section of this lesson for links to useful tools to help you track content metrics.
Learn how to effectively manage, track, and improve your content marketing methods and results.
Learn how to effectively manage, track, and improve your content marketing methods and results.
Content promotion is the process of distributing content through different channels to reach its intended audience.
The aim of creating content to grow your business is to get it in front of as many people in your target audience group as possible.
The more people in your target audience your content can reach, the greater its impact on the growth of your business will be.
It is beyond the scope and purpose of this course to cover areas of content marketing and promotion in-depth. There are many excellent sites and resources that provide exhaustive information on these topics and we list a number of these in this module’s “Resources” and “References” sections.
The focus of this module is to help you understand the role of content management in areas like content marketing and SEO.
As a subscriber, you will also get notified when new posts containing practical information and valuable content management tips are added to our blog.
The Role Of Content Management In Content Promotion
When we think of content promotion, we mostly think of using different strategies and methods to distribute and promote different content types across different distribution channels.
For example, we might think of using paid and organic channels to promote blog posts, videos, or downloadable guides.
Many organizations, however, develop their content promotion strategy to include a multi-channel marketing approach and build their brand across many different platforms using many different tactics.
This means that the content used in your promotion methods has to be tailored and customized to the various different platforms used in your promotional campaigns.
For example, let’s say you are asked to create a piece of content to promote your business on social media. That same piece of visual content will need to be reworked and resized to comply with the image dimensions of different social platforms. This means not only making the content horizontal for Facebook and Twitter, square for Instagram, vertical for stories, etc. but also modifying captions or the accompanying copy to fit the platform’s requirements and be as effective as possible.
Additionally, as part of the promotional strategy, the same content may need to be repurposed for use across different platforms. For example, using the same piece of content formatted differently for social media, blog posts, and email newsletters.
All this content needs to be documented and stored for easy access and retrieval by the marketing team.
A good way to think of the role the content team plays in the area of content promotion, then, is that you can help your organization’s sales and marketing team become superheroes by being their most trusted and reliable sidekick.
How To Effectively Manage Content Used In Content Promotion
As a content manager or a member of a content team, it’s important to understand your organization’s marketing strategy and how to manage the content used in areas like sales and marketing activities.
For example, when looking at your company’s marketing mix, renowned sales trainer Brian Tracy defines 7 ‘P’s for sales and marketing success. Each of these areas involves using content, which needs management:
Product – While the marketing team is responsible for determining what the company’s products and services are, what they stand for, what differentiates them from the competition, whether they meet market demands and customer needs, and come up with appropriate messaging that communicates this, the content team also plays a role in this area. For example, by helping to manage and produce content (e.g. content designed to get feedback from users to create new products or services or improve existing ones).
Pricing – Your company may need to seasonally increase or decrease the pricing of its products or services to remain competitive and engage in sales and promotional activities. It’s important to make sure that wherever there is published content displaying pricing information, it can be quickly and easily updated to reflect accurate pricing changes.
Promotion – This area includes all the ways the business tells its customers about products and services. The content team can help deliver the business better results in this area by reviewing and suggesting improvements to promotional copy (e.g. headlines, calls to action, etc.) and reviewing content metrics.
Place – This is where your products and services are actually sold. It’s where the customer meets the salesperson. Since much of this activity now takes place online (e.g. eCommerce), digital content plays a vital role in all sales and marketing communications.
Packaging – It’s important to look at every element of content in your company’s products and services packaging with a critical eye just as a prospective customer would. Are there any improvements to the text or visual elements of the packaging that could be made to create a better impression on customers?
Position – This is about winning the hearts and minds of your customers. What are the specific words that people use to describe your company’s products and services to others? Can you create more content around this to improve the way people think and talk about your company and its positioning in your market?
People – Ultimately, everything is done by people. Having the right people in the right roles creates better results for the business. Content plays an important role in selecting, recruiting, hiring, and retaining people. For example, HR content such as documents outlining roles and responsibilities, policies, company guidelines, training, staff manuals, etc.
If we return to the basic premise of this course (i.e. “all content needs management”), then it’s clear that content promotion also needs content management.
Earlier, we talked about the role of the content team in content promotion as being like a superhero’s trusted and reliable sidekick, handling the tools in their ‘utility belts’ when help is needed, and providing the business with the support and information it needs to run its marketing activities smoothly and deliver consistent results.
The lessons in this module look at what this means from a practical perspective.
Content metrics help you track how well your content is performing and measure the success of your content marketing strategy.
Although Google won’t disclose the ranking signals they use to drive content higher in their search results, they do allow you to understand their mindset by sharing extensive documentation with clear guidelines on how to create quality content that will help to improve your rankings and the questions they ask when writing algorithms to assess site quality.
Now that you understand the content promotion process better, it’s time to create your content promotion plan.
Your content promotion plan is a document that outlines the strategy and tactics for promoting and distributing the content created by your business.
It typically includes the goals and objectives for your content promotion, your target audience, the distribution channels to be used, the timing and scheduling of promotions, and the key performance indicators (KPIs) to measure the success of your content promotion activities.
Your business needs a content promotion plan because it helps you to effectively reach and engage your target audience and to maximize the impact of the content you produce.
By having a plan in place, your business can also more efficiently allocate resources and budget toward content promotion and track the performance of your promotion efforts over time.
Additionally, a content promotion plan can help your business to identify and leverage the most effective distribution channels for reaching your target audience and to stay consistent and on-brand with your messaging.
Furthermore, having a specific plan for the promotion of your content, allows you to maximize your reach, it will ensure that your content is seen by the right people at the right time, rather than just publishing it and hoping it will be found. It will also allow you to track the effectiveness of your promotion and make adjustments as needed.
In short, your content promotion plan is your strategy for getting the word out about your business’s content. It helps your business increase the visibility of your content and drive engagement and conversions.
Content Promotion Plan Goals And Objectives
Common content promotion plan goals and objectives include:
Reach and engagement: The goal is to increase the visibility and reach of your content to a wider audience through various promotion channels. This can be achieved by sharing content on social media, sending newsletters, and creating and sharing infographics on social media platforms.
Brand awareness: The goal is to increase your brand awareness and visibility by promoting your content so it aligns with your brand’s messaging and values. This can be achieved by creating and sharing branded graphics, videos, and infographics, and guest blogging on relevant websites,
Search engine optimization (SEO): The goal is to improve the visibility and ranking of your content in search engines through strategic keyword usage, meta-tag optimization, and backlinks. This can be achieved by researching and including relevant keywords, optimizing meta tags, and creating internal and external links.
Lead generation: The goal is to generate leads and collect contact information from interested users by promoting content that includes calls to action. This can be achieved by creating and promoting e-books, webinars, and other content that requires contact information for access.
Influencer marketing: The goal is to increase the reach and credibility of your content by partnering with influencers in the industry. This can be achieved by working with influencers in your niche to create and promote content and collaborating with influencers to create sponsored posts.
Email marketing: The goal is to promote your content and increase engagement through email campaigns. This can be achieved by sending a newsletter that includes links to recent blog posts or promoting a new product or service through email. (Also, consider using video marketing)
Paid promotion: The goal is to increase the visibility and reach of content by paying for advertising on various platforms such as Google Ads, Facebook Ads, or Twitter Ads. This can be achieved by promoting a blog post on Facebook and running a Google Ads campaign to promote an e-book.
How To Create A Content Promotion Plan
Here are the steps you can follow to create a content promotion plan for your business:
Review your content: Before promoting your content, make sure it is of high quality and relevant to your target audience.
Identify your target audience: Determine who your target audience is and where they can be found. This will help you decide which channels to use for promotion.
Select your promotion channels: Decide on the channels you will use to promote your content. This might include social media, email marketing, video marketing, paid advertising, influencer marketing, etc.
Create a promotion calendar: Use a calendar or scheduling tool to plan out when and how you will promote each published piece of content.
Create promotional content: Create promotional content like social media posts, email subject lines, ad copy, etc. to share with your audience to drive engagement and increase visibility.
Use metrics to measure your results: Set up metrics to track the success of your content promotions. Use this data to optimize your promotions over time.
Evaluate and adjust your plan: Review your results and make adjustments as needed to improve your content promotion plan.
Example Of A Content Promotion Plan
Here is an example of what a simple content promotion plan to promote a B2B company’s webinar might look like:
Audience: Business owners and managers in the manufacturing industry
Goals: Increase brand awareness, generate leads, increase attendance to the webinar
Competitors: Industry leaders and peers
The latest technology for the manufacturing industry
How to increase productivity and reduce costs
Promote the webinar on social media: 1 week before the webinar
Email the audience: 3 days before the webinar
Reach out to influencers in the industry: 2 weeks before the webinar
Run Facebook and LinkedIn ads: 1 week before the webinar
Social media: LinkedIn, Facebook
Email marketing: Weekly newsletter
Paid Advertising: LinkedIn Ads, Facebook ads
Influencer marketing: Reach out to industry leaders
Social media posts: Start promoting 1 week before the webinar
Email the audience: 3 days before the webinar
Reach out to influencers: 2 weeks before the webinar
Run Facebook and LinkedIn ads: 1 week before the webinar
By following these steps and regularly monitoring your results, you’ll be able to create a content promotion plan that helps you reach your target audience and achieve your business goals with your webinar or any other content.
Content Promotion Challenges
Promoting your content can be a challenging task, as it requires a combination of technical skills, marketing strategies, and audience engagement.
While content promotion is a crucial and necessary part of your content strategy, it can also present the following challenges:
No clear strategy: Without a clear and well-defined content promotion strategy, it can be difficult to effectively promote a website’s content and achieve desired results.
Audience engagement: creating content that resonates with the target audience and encourages them to share and engage with it.
Competition: There is a lot of competition for attention, visibility, and engagement on the internet, and it can be difficult to stand out among other websites and content creators.
Lack of traffic: Without a significant number of visitors to a website, it can be difficult to gain traction and promote content effectively.
Limited budget: Promoting content can be expensive, and websites with limited budgets may not have the resources to effectively promote their content.
Limited reach: Even with a large amount of traffic, a website’s reach may be limited if the majority of visitors are not within the target audience.
Producing high-quality content: The quality of your content is very important. Poor-quality content will be hard to promote and get noticed by the audience. Ensuring that your content is informative and of high quality is important for keeping your audience engaged.
Search engine optimization (SEO) – making sure the website and its content are optimized to rank well in search engine results pages.
Algorithm changes: Search engines and social media platforms frequently update their algorithms, which can greatly impact the visibility and reach of a website’s content.
Content promotion activities: Actively promoting the content through various channels such as social media, email marketing, and advertising.
Measuring and analyzing performance: Tracking content metrics such as website traffic, engagement rates, and conversion rates to measure the success of content promotion efforts.
Content Promotion Checklist
Define promotion goals: Clearly define the goals for promoting the content, such as increasing website traffic or generating leads.
Identify target audience: Identify the target audience for your content and where they are most likely to be found online.
Create a distribution plan: Develop a plan for distributing the content through various channels, such as social media, email, and paid advertising.
Optimize for SEO: Optimize the content for search engines by including relevant keywords, meta descriptions, and alt tags.
Use social media: Share the content on your company’s social media platforms and encourage your followers to share it with their own networks.
Reach out to influencers: Reach out to influencers in your industry and ask them to share the content with their audience.
Leverage email marketing: Include your content in your email newsletter and send it to your email subscribers.
Leverage video marketing: Include your content in videos and upload these to popular video-sharing platforms.
Use paid promotion: Consider using paid promotion, such as Google Ads or Facebook ads, to reach a larger audience.
Track and analyze: Use analytics tools to track the performance of your promotions and gather insights for future campaigns.
Repurpose and refresh: Repurpose the content and refresh it with new information and insights to reach new audiences and keep existing audiences engaged.
Continuously monitor and improve: Continuously monitor and improve your promotion strategy based on the results and feedback.
Your content team plays a vital role in this area, helping to make the marketing team’s work more effective.
The process of content promotion involves getting your content in front of the right people, at the right time, and in the right format.
However, this can be challenging as there are various hurdles to overcome, such as increasing visibility, standing out in a crowded digital landscape, measuring performance, and budgeting.
Additionally, creating high-quality content that resonates with the target audience and encouraging engagement and sharing are also important aspects of effective content promotion.
Without a well-planned approach, promoting content can be a difficult and time-consuming task.
Review all areas relevant to content promotion in your organization and make sure that systems for managing, documenting, and accessing the content in these areas have been effectively implemented.
Content Promotion Kit – Includes a content promotion checklist (PDF), an editable checklist to customize for your business, templates for sharing content with leads, customers, and influencers, and templates for promoting content on social media.
Learn about using videos and video marketing effectively as part of your content marketing strategy.
Learn about using videos and video marketing effectively as part of your content marketing strategy.
Research from leading online sources shows that people are watching more videos online than ever before.
According to sites like Wyzowl and Statista, for example, around 500 hours of new videos are uploaded to YouTube every minute, and more than 1 billion videos get viewed each day on TikTok.
It’s no wonder, then, that videos are an important part of marketing a business online effectively.
In this lesson, we provide a brief overview of video marketing and the challenges of managing your video content as part of your video marketing strategy.
We’ll look at:
What Is Video Marketing?
Your Video Marketing Strategy
Different Types Of Videos You Can Create
Managing Your Video Content Effectively
What Is Video Marketing?
“Video marketing is using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.”
More businesses are turning to video marketing and investing in the creation and distribution of video content to promote and market their services online.
And there is a good reason for this. According to Wyzowl, customers overwhelmingly prefer watching short videos to learn more about a product or service and buy physical and digital goods than reading text-based articles or blog posts, viewing infographics, downloading ebooks or manuals, attending webinars, receiving sales calls or trialing demos.
Also, the same research shows that people watch on average 2.5 hours of online videos and are twice as likely to share video content than any other type of content, including social media posts, blog posts, articles, or product pages.
In short, videos can be a powerful and effective way to:
Increase traffic to your website
Increase dwell time (the amount of time a user takes analyzing a web page before clicking back to search results)
Increase a user’s understanding of your product or service
Generate new business leads
Reduce support calls
Increase brand awareness
Generate good ROI
To reap the above benefits, however, you need an effective video marketing strategy.
Your Video Marketing Strategy
Video marketing is an effective way to promote and market your business online, but there are also challenges.
Online consumers are inundated every day with all kinds of marketing, advertising, and sales messages, and exposed to other types of interesting, and engaging visual content like live streaming, interactive 360 videos, augmented reality, and more.
On top of this, many competing businesses are also using videos.
For your video marketing strategy to be effective, then, you may need to create different types of branded video content and distribute these through different channels to reach your target audience and achieve your goals, taking into account the fact that most online consumers have very limited time and short attention spans, that there may be a lot of competition, and that your business may have very limited resources, such as a small budget, and a content team that lacks the time and the video production and editing skills to create really polished videos.
It’s also important to think about the purpose of your videos and where you plan to display these.
For example, some of the places you may want to display your videos include:
Landing or email-capture pages
Social media platforms
Social media ads
Private membership sites (e.g. welcome page, training pages, etc.)
Factors like your strategic goals, the story you want to tell using a video format, your budget, etc. will determine the types of videos your can produce and how you will distribute these.
For more information on creating an effective video marketing strategy, we recommend reading these excellent guides:
Research shows that in addition to posting videos on YouTube, more businesses are now planning to include channels like LinkedIn, Instagram, and TikTok in their video marketing strategy.
For the latest video marketing statistics, including the most widely-used video distribution channels, go here.
Types Of Videos
What are the different kinds of videos you can create and what types of videos should you create for your business?
This all depends on your video marketing strategy.
According to Wyzowl, here are the most popular types of videos being created
As the graph above shows, most video types fall into these groups:
Live Action – Live action videos are quick to film and edit, and can be made quite inexpensively (see description in the next section below).
Animated – Animated videos let you control every aspect of what viewers will see (see description in the next section below).
Screen Recorded – Screen-recorded videos essentially capture what you can see on your entire screen or a section of your screen, and can include mouse movements, callouts, annotations, in-picture videos, background soundtracks, etc. in the editing process. These types of videos are great for “looking over the shoulder” how-to tutorials.
And here are the most popular types of videos being created according to their purpose…
Let’s go through these different types of videos:
As stated earlier, with animated videos, you have complete control over all aspects of what will appear in your video.
You control the video’s look and feel…from background scenery to main characters, design, text, callouts, colors, timings, transitions, soundtrack, special effects, and more.
Additionally, animated videos can be created completely in-house on your computer. You don’t have to hire actors, scout for shoot locations, or worry about bad takes and reshoots. You can tweak and refine animated videos to your heart’s content and go back and edit them at any time.
You can also use animated videos to create almost all other types of videos, including video ads, teaser videos, sales videos, explainer videos, product demos, event videos, training videos, onboarding videos, and more!
Here is an example of an animated video used to explain food safety cross-contamination…
For more information and examples of animated videos, go here:
App demo videos (also called app explainer videos) show off what a mobile app can do…how it works, how it looks, how it feels, and all the features and benefits users need to know and understand to download or buy and use your app.
App demo videos are often made using direct screen recordings but can include footage of the app, elements of animated or live-action video, 3D device animations, illustrations, and more!
Many app demos can also double up as explainer videos by introducing your target audience to the features and story behind your app.
Check out this animated app demo video for a children’s learning app:
For more information and examples of app demo videos, go here:
A corporate or business video refers to the production of video content for brands and companies that can be used for everything – from educating and persuading new customers, to providing informative walkthroughs and demos of your website or solutions, to training and onboarding new employees.
Corporate videos can include a mix of different video types – animated, live-action, screen-recorded, interactive, and more.
They are also quite versatile, in that the final video can be used for a wide range of purposes (e.g. social posts, emails, adverts, trade shows, etc.).
Here is an example of a corporate video created by a University for viewers who are deciding on which higher-learning institute they should attend:
For more information and examples of corporate videos, go here:
Onboarding videos welcome, educate, and empower customers and users about the full benefits of your company, products, services, and features, help them get their accounts and administrative settings up and running, show them how to assemble and use physical/digital products, and give them the knowledge and tools they need to get up and running quickly.
Onboarding videos also help to improve user experience and increase customer satisfaction, retention, loyalty, and revenue by upskilling and empowering them and providing them with timely information and support, reducing product returns due to buyer’s remorse.
Onboarding videos range from simple welcome videos to software demo videos, product walkthrough videos, detailed educational videos, etc.,
They can also be used in a range of different ways. For example, you can make them available as an on-demand “learn at your own pace” type knowledge portal, upload them to YouTube and add them to a ‘User Onboarding’ playlist, build the video content into your customer workflow as an interactive guide, and more.
Here is an example of a “bite-sized” customer onboarding video from Asana:
For more information and examples of customer onboarding videos, go here:
Event videos are great for grabbing the attention of viewers and passersby at events like exhibitions and trade shows and providing them with product highlights or a visual summary of what your business does.
You can also use event videos to generate a buzz (and sell tickets) before an event, add impact to award ceremonies (e.g. to introduce nominees, review “best moments”, celebrate winners, etc.), enhance sales presentations or investment pitches, give audiences a “behind the scenes” tour at internal events like annual team meetings, sales conferences, sales kick-offs, etc.
Businesses of all sizes can benefit from event videos and produce these as animated event videos or live-action videos with event videography.
Here is an example of an event video aimed at participants with a lot of dough to throw around:
For more information and examples of event videos, go here:
Explainer videos are designed to save companies time and help viewers quickly understand their business, product, or service by communicating key concepts and key points concisely.
Explainer videos are one of the most popular and versatile types of videos. They can be any length, but many are typically 1-2 minutes long, and once created, can be used repeatedly in multiple ways, such as:
Your home page
Paid social/YouTube ad campaigns
Introduction to training or onboarding new customers or new team members.
Additionally, you can use elements from your explainer video as web graphics (e.g. a screengrab) and other print/digital assets.
Here is a video that tells you nothing, yet explains everything about what this company does:
For more information and examples of explainer videos, go here:
Unlike “linear” videos where users can only play, pause, rewind, and fast-forward content, interactive videos put users in control of their viewing experience by allowing them to click and interact with your video content to make decisions, answer questions, complete forms, buy products, and more!
An interactive video is essentially video content overlaid with interactive elements so the choices viewers make while watching determine how the video plays out.
Some of the most popular interactive features & functionality of interactive videos include branching stories with clickable hotspots and outcomes that depend on the choices viewers make, navigating to specific chapters in the video content, interactive quizzes, and built-in eCommerce allowing users to fill out forms and buy products on your ‘shoppable video’.
It’s important to note that interactive videos need to be hosted on a special server for the overlaid interactive functionality of the video to work.
Click on the image below to view an interactive video that walks you through Amazon’s company onboarding process using a gamified approach.
For more information and examples of interactive videos, go here:
A live-action video is essentially recording people talking on camera. This can be the company CEO, members of a team, clients, customers, etc. telling a story in their own words, and sharing their expertise or experiences (e.g. testimonials).
Featuring real people in your video puts a face to your brand adds a personal touch, and helps to build trust and credibility
If you are looking to create a high volume of video content (e.g. for social media), live-action videos are ideal, as they are relatively quick to film and edit.
Here is one of the most successful live-action explainer videos of all time:
For more information and examples of interactive videos, go here:
Microinteractions are trigger-based events where a user interacts with your website or mobile app through animation.
No doubt you have seen microinteractions on websites and social media. Simple examples are the ‘heart’ or ‘thumbs up’ animation that comes up when you like someone’s post or text message, and the animated ‘loading’ icon you see when you are waiting for a web page to load.
Microinteractions are designed to provide users with instant and relevant feedback, add “emotion” and status updates, and encourage user interaction (e.g. sharing, liking, and commenting on your content). They can help to improve site navigation and user experience and make your website more interesting and engaging to users.
Microinteractions can be simple, as shown below…
Or complex, such as the Porsche Car Configurator:
For more information and examples of microinteractions, go here:
Product demo videos let you educate, explain, entertain, and sell products by building customer confidence and removing barriers to purchase.
Product demo videos work in a similar way to explainer videos by showing users product features, explaining their functionality, and involving them so they can understand what the product does, how it works, and visualize themselves using it.
You can include live-action footage (e.g. someone presenting and giving a product demonstration) and/or animation (e.g. cross-sections, close-ups, etc.) in your product demo videos.
In addition to helping you sell products directly to consumers, product demo videos can also be used to educate your sales team, distributors, affiliates, clients, etc.
Here, for example, is a slick video aimed at coffee-loving consumers who want to enjoy barista-style coffees at home:
For more information and examples of product demo videos, go here:
Sales videos support your sales process by helping to convert leads into new customers.
In addition to educating potential customers about the benefits and features of your products or services, they help to build rapport, address frequently asked questions, and proactively overcome objections, inspiring and persuading prospects to become customers.
Sales videos are also great for people that don’t like being “sold to” as these can work for you as your 24/7 sales team, delivering a perfect sales pitch consistently, and allowing prospects to inspect what you have to offer in a place where they feel safe, comfortable, and at a time that is suitable and convenient for them.
Sales videos can save your sales reps time (by helping them spend less time on the phone taking and making sales calls), used instead of an actual sales team member, or included in a sales presentation.
Sales videos can be created using a blend of animated or live-action footage, and include text slides, testimonials, product demos or showcases, screen recordings, interactive elements, and more…whatever is required to get someone interested in your brand to the point where they make a decision to buy.
Of course, there is nothing wrong with injecting a little humor in your sales videos, so you can sell without actually saying much about your company or products, as shown in the video below:
For more information and examples of sales videos, go here:
Social media videos are short-form videos designed to tell stories that will attract viewers on social platforms and drive engagement actions.
Various types of videos work well on social media, including interviews, Q&As, live videos, announcements, reveals, behind-the-scenes, product demos, user-generated videos, giveaways and contests, promos and deals, event videos, and tutorials.
With most social media platforms, you can simply upload your regular videos, like the example video shown below, sourced from Facebook:
In addition to posting videos on social platforms, you can use animated videos and animated social graphics in status updates, profiles, news feeds, and other areas to keep followers interested.
Note: You may need to adjust your video formats and filesto use some of the advertising and promotional features available on various social media platforms.
For more information and examples of social media videos, go here:
Just like movie trailers, teaser videos give viewers a sneak peek of a product or service and are designed to raise awareness and build anticipation about new and upcoming features, products, and events (live events, online courses, etc.).
You can create a teaser video if you haven’t yet finished building your new product, service, feature, or idea. This allows you to get your promotion going and build momentum and anticipation for it earlier, as well as providing an opportunity for feedback from your audience.
You can then gauge the feedback and response to refine your development process and improve the chances of success for your final product.
Alternatively, if you are creating a teaser video for a more complete and fuller video-based product (e.g. an online course), here is an effective format for creating ‘sneak-peek’ videos:
Script and produce the full (i.e. complete) version of your video first
Identify an ideal spot in your video timeline to insert a break
Create an additional ‘click here to learn more’ slide
Produce two versions of the video: your full video and the shorter teaser video ending with the ‘click here to learn more’ slide.
You can also create the above sneak peek video by editing highlights of your course and compiling these into a “compilation teaser” video.
Once you have your teaser video done, make sure to share it on your website and social media platforms…maybe even consider boosting it with an ad spend or going offline (e.g. video billboards, events, TV, etc.) to generate maximum impact and awareness.
Below is a video compilation showcasing various product teaser videos:
For more information and examples of teaser videos, go here:
Allowing your satisfied customers and clients to promote and champion your business through testimonial videos (and case study videos) is a powerful way to build trust, boost credibility, and provide social proof for your brand, and ultimately increase sales of your products and services.
Just as many consumers check product reviews from other users before making a decision, many people also watch video testimonials to learn more about a company, product, or service and to help influence their purchasing decisions.
Testimonial videos are especially effective when your business can demonstrate through customers or client testimonials how your solution, product, or service has helped solve their problems and address their pain points, as many of your target audience will experience similar issues and challenges.
There are various ways to create testimonial videos. You can:
Create low-budget testimonial videos in-house by collecting written testimonials from satisfied customers, adding these to a slide presentation with a voice-over and/or soundtrack, and presenting these as a screen recording
Use video testimonial software (see further below), or
Create live-action recordings using a professional video production company.
You can add testimonial videos to product/service pages on your website, share them on social media, include them in video ad campaigns, and various other ways.
Here is an example of a low-budget yet compelling video testimonial you could shoot with just your phone and basic video-editing software:
For more information and examples of testimonial videos, go here:
Training videos are a powerful learning tool, especially “look over the shoulder”-style how-to screen recordings and videos that combine audio and visual elements with written text such as bullet point reminders, key concept summaries, checklists, diagrams, flowcharts, etc.
One of the main benefits of creating training videos from a business point of view is that these provide consistency in your organization. Videos can be used to train individuals or whole teams and explain your processes, policies, products, production workflows, and troubleshooting, as well as the culture, values, behaviors, and standards your organization expects from all team members.
They are also extremely cost-effective, as you can use the same video to train new team members or new customers or clients.
From the viewer’s point of view, there are many benefits too. Viewers can learn at their own pace and usually at a time that suits them, rewind over points repeatedly, and demonstrate in a couple of minutes what could take hours to explain.
Training videos encompass a wide range of purposes and can use different styles (e.g. screen recording, animation. live-action, or a combination of all of these) to communicate their information.
For example, you can create the following types of training videos:
Product training videos to demonstrate how products work.
Demo videos to provide an overview of how a software application or product works.
Orientation videos to welcome new members to your team and help them learn about their new roles.
Customer relations videos to showcase customer interactions and improve customer experience using ‘roleplay’ scenarios.
Sales training videos to empower your sales team to present effectively, handle objections, and convert prospects into new sales.
Retail training videos to show your team how customers should be treated and help them learn skills like upselling and cross-selling, dealing with difficult customers and complaints, etc.
Safety training videos to demonstrate how to operate safely and follow correct procedures.
HR training videos to explain your policies and make your rules and expectations clear.
Explainer videos to help your team members, customers, distributors, reps, affiliates, etc. understand your business, products, services, solutions, etc.
Training videos can also be of varying lengths. In some cases, long videos may be required, such as recorded presentations or webinars. In other situations, it may be more effective if the information is broken down into bite-size digestible short videos.
For example, here is a comprehensive video tutorial on using Photoshop that delivers almost one hour of training content…
And here is an example of a short instructional video dealing with workplace bullying:
For more information and examples of training videos, go here:
Video advertising is using video content to sell products or services.
Video ads are typically promotional-type videos introducing your brand, product, or service, which are created specifically for sharing outside of your business, where you pay for audiences to view or click on it.
Video ads can be quite effective if done right. The key is to capture the viewer’s attention within the first few seconds, and then keep them engaged with content that tells the right story without ‘hard selling’ them, and then asking for the purchase at the right moment.
Typical examples of video ads include:
Video banner advertisements appearing on a landing page or website.
Pre-, mid-, or post-roll video advertisements that are played before, during, or after an online video or a video posted on social media.
TV video ads aired as traditional commercials on TV or streaming services.
Live video ads shown as part of a real-time streamed event, conversation, or product launch.
Sponsored video ads (e.g. “This video is brought to you by…”) placed within other videos or marketing content.
Below is an example of a video ad aimed at mobile phone users and created to promote Android:
For more information and examples of video ads, go here:
“Videographics are an engaging visual representation of compiled data put forward in a graphically appealing and easy-to-understand way…
A videographic provides the audience with valuable information while entertaining them at the same time. It is a short, informative type of video that helps your audience digest your reports or statistical numbers better in a matter of minutes. “
Essentially, a videographic makes information easier to interpret by taking complex data and data-driven messages from statistics, polls, and survey results and turning them into compelling and concise visual information made simple, quick, and easy to consume.
Informative videographics encourage sharing on multiple platforms, resulting in better brand recall.
Below is an example of a videographic-based video:
For more information and examples of videographics, go here:
For more social media management tools that you can use to track video performance across multiple platforms, see this section of the course: Social Media Tools
Create Cartoon Explainer Videos Easily
Cartoon explainer videos can be very effective when it comes to grabbing and keeping a viewer’s attention.
They can also be used to inform, educate, and convert viewers into prospective clients and customers, train users, simplify complex subjects, tell engaging stories, etc.
As stated earlier, explainer videos are great for getting your point across quickly, reducing customer support calls, and getting your videos shared online.
Cartoon explainer videos can also be expensive to create. A digital agency will typically charge thousands of dollars to create a short animated video for your business, and some will even charge thousands of dollars per minute of video!
For an inexpensive and easy-to-use cartoon explainer video creation software that you can use to create animated explainer videos in-house, check out Toonly.
Animated Video Creation Tool
If you are looking for a powerful video creation software tool that can help you create 2D & 3D animated marketing, explainer, and training videos, doodle sketch videos, and motion videos in-house in minutes, check out Doodly.
Live Action Video Animation
If you are looking for a video animation tool that lets you easily create stunning live-action video intros and logo stings with no video editing or production skills, check out Viddyoze.
VideoPeel allows users to click, record, and submit video testimonials automatically via mobile or desktop using a video capture link. The tool also automates thank-you messages.
VideoPeel displays all of your questions on one screen and offers you the option of choosing different video campaign templates (profile message, photo message, or video message). You can use their editing tools to add your logo, a simple text overlay, a star rating, and a disclaimer.
Collected video responses are held in a single repository for easy management.
VideoPeel also offers Shopify integration, Amazon syndication, and other eCommerce and social media publishing options.
Vouch is a video testimonials tool that lets you add questions and send a single link to one or many users.
You can review your video responses and transcripts, trim your videos or stitch them together to create a playlist using their video editing software, and publish or share these via a link, embed code, or integration.
The tool features speaker notes, calendar reminders, and unlimited takes, allowing users to easily record their video responses and send these back to you.
Vouch lets you add your own logo, colors, and styling to control your brand experience across all touchpoints, and integrates with many popular workflow tools, allowing you to collect and share video testimonials from tools you are already using.
Video monetization platforms allow you to get paid for the videos you publish online. When audiences view or download your content, you get paid, so the more that people watch, the more you earn.
If you would like to monetize your videos, consider using a tool like the one shown below.
Uscreen is an end-to-end white-labeled video monetization platform that supports subscription and pay-per-view models and is designed to generate revenue on OTT streaming services similar to Netflix or Hulu.
Uscreen provides everything you need to monetize, distribute and scale your streaming service business: video hosting, streaming, built-in billing, monetization, analytics, and even end-user support.
Uscreen also provides membership sites for your subscribers, fully-branded apps for mobile and TV, tools to host live streaming events, community and course features, and more than 1,000 integrations (e.g. Mailchimp, Salesforce, Constant Contact, ActiveCampaign, and many more!)
Video marketing is not only essential when it comes to promoting your content online effectively, it is also extremely challenging to track and manage effectively without the right strategy, systems, processes, tools, resources, and budget.
Before you start producing videos for your business, make sure that you have the following in place:
A documented content production workflow – whether you decide to create videos in-house or outsource the creation to an external agency, it’s important for your video creation processes to be documented.
Content Documentation System – where are you storing all digital assets, files, and elements used in the production of your videos? Make sure these are easily accessible as you will need to update your videos in the future.
Video Metrics – Have you defined the important metrics you will be tracking for your videos? You will need these metrics to know which videos and video topics are generating the best ROI and to improve your results.
Tracking System – Your tracking system will help you monitor, measure, and evaluate the effectiveness of your videos and your video marketing campaigns.
Most businesses with an online presence today need to engage in video marketing. There are many types of videos you can create for your business, so it’s important to develop a clear video marketing strategy for your business.
Create a video marketing strategy aligned with your overall content strategy and objectives, set up the systems you need to manage it effectively, and schedule regular reviews to make sure that your video marketing strategy is consistently delivering your business its expected targets, continued growth, and a positive ROI.
One of the secrets of growing a successful business through content marketing is to have an email marketing strategy that allows you to:
Grow a targeted and responsive email list of subscribers,
Turn subscribers into prospective clients and customers, and
Train/Upsell existing customers.
Building and managing lists with emails using email services and autoresponders allow you to keep in touch with your subscribers and deliver timely or scheduled email messages, training content, and information of value on a regular basis and at the click of a button.
If you’ve ever filled out an opt-in form online to get more information about a product or service, or signed up for an email newsletter and received an instant response in your e-mail inbox, your email reply was most likely sent via an autoresponder program.
Simply put, autoresponders are email programs that send out pre-written messages. These emails can be in response to trigger requests sent to a specific email address or scheduled to be sent out sequentially whenever a new subscriber opts into your service.
An email marketing and autoresponder service can help your business automate your communications with your target audience.
Autoresponders are one of the most powerful online marketing tools you have available for growing your business online. They are easy to use and once you have set things up, your entire marketing can be automated to keep your business growing 24 hours a day on auto-pilot.
When new subscribers sign up, they are instantly added to an automated sales, training, and/or customer relationship system, and remain on your list until they decide to unsubscribe.
Autoresponders can be used in a variety of ways, from sending welcome emails to building customer lists, following up with prospects, and tracking leads through a sales pipeline.
Some autoresponders, like signup services for e-groups and forums, are one-time deals. They provide a single response for every message received (e.g. email a specific address and you get back email instructions on how to join or access the group).
Depending on your email marketing strategy, you could set up multiple autoresponders to target different groups of users or address different needs.
For example, you may want to set up an autoresponder to send out only important product updates to premium-level clients and another autoresponder to grow and nurture leads (and eventually turn these subscribers into premium clients).
Email Drip Feeding And Broadcasting Messages
Email Drip Feeding
With an autoresponder, you can bulk-write your email messages and then drip-feed emails to your subscribers at regular intervals that you specify.
If you are setting up a series of training emails or an email course, for example, you would create the content of those emails, add these to your autoresponder, and then set up a predetermined schedule to drip-feed your emails and send out messages to your subscriber email addresses.
For instance, you can set up an autoresponder to send subscribers an instant response when they sign up (e.g. a welcome email), then a follow-up message 2-3 days later, then another message 5-7 days after the previous email has been sent, and so on.
You can also program your autoresponder to send one message every day (e.g. an inspirational quote or daily reflection), 2-3 emails per week (e.g. product training or an email course), twice monthly (e.g. a newsletter), once a year (e.g. a subscription renewal reminder), or any interval that works for your audience and keeps them interested and engaged with our email series (and subscribed).
In addition to drip feeding, you can also create a single email message and broadcast it to your list on specific days, times, and intervals of your choice.
Email broadcasting is great for sending out special offers, time-sensitive announcements, product updates, event reminders, breaking news, etc.
Email Marketing Services
Ideally, your business should be capturing visitor details from your website or blog and adding them to your mailing list or newsletter.
There are many self-hosting scripts available, including plugins and add-ons that you can use to send out newsletters and autoresponder messages via your own website or CMS platform.
However, we recommend choosing a reliable third-party (i.e. hosted) service provider to handle your email marketing activities, such as your list-building campaigns, autoresponder setups, subscriber list segmentation, reporting, statistics, etc.
Well-known providers are recognized by Internet Service Providers (ISP) and have higher email deliverability rates. They also provide regular technical support.
With a self-hosted script or plugin, you have to manage all of the technical aspects yourself. While this option may seem sensible while your list is small, as soon as your subscriber base starts to become significant in terms of size and potential value, you run the risk of losing everything if anything happens to your service.
Using a well-known professional autoresponder service ensures reliable email deliverability. The services we recommend using are affordable, provide responsive customer support, and have the infrastructure to keep your data secure. These services also integrate with WordPress, allowing you to build your subscriber list directly from your website or blog.
For example, here’s an email marketing service we use and recommend:
You can use a service like Aweber to set up email capture forms for your website and automate your email marketing campaigns.
Aweber is one of the world’s most reliable and popular email delivery services and offers a professional and affordable list-building, autoresponder, and email marketing automation solution with many extensive features like:
Send Email Newsletters – Aweber lets you send engaging email newsletters to your opt-in subscribers.
Publish A Signup Form To Your Website Or Blog – Publish a signup form to your site using a simple and intuitive point-and-click Web Form wizard.
Create Autoresponders – Autoresponders allow you to build relationships with your subscribers. Autoresponders can welcome new subscribers, educate them about your products and services and drive your email readers back to your website, all on auto-pilot.
Manage Unlimited Email Campaigns – With Aweber, you can not only create unlimited sequential email newsletters for your subscribers and set the frequency for each message, but you can also create unlimited lists (e.g. for building lists on different niche markets, segmenting different types of users, etc …), send email messages as often as you want and manage all of your lists and messages from one account.
Email Templates – If you want to send colorful, image-rich newsletters, Aweber offers over one hundred HTML email templates that have been tested for readability in all popular email clients, or you can paste in your own template, or create one from scratch using their point-and-click message editor.
Email Deliverability – Aweber has one of the highest deliverability rates in the industry and has built relationships with most of the major ISPs (Internet Service Providers). This means that while many small businesses are finding it increasingly difficult to get their email delivered with all the spam blocking and filtering in place, your emails are almost guaranteed to get through just about every time.
Free Expert Customer Support – Apart from the fact that AWeber is extremely easy to use and offers excellent educational materials such as a blog, knowledge base, and video tutorials, they also provide access to free customer support staffed by real people via phone, email, and live text chat.
In addition to the above services, Aweber also offers advanced email marketing tools such as:
Send Blog Newsletters (RSS to Email) – The Blog Broadcaster feature automatically turns your RSS feed into emails that you can send to readers daily, weekly, monthly, or whenever you publish something new on your website or blog.
Email Web Analytics – You can easily see what’s working and what isn’t in your email campaigns with Aweber’s powerful testing tools and easy-to-read reports.
Easy Shopping Cart Integration – You can integrate e-commerce with email marketing into your business.
To test drive Aweber for free, enter your details into the form below, or click here to sign up for an account:
To learn more about autoresponder services, go here:
Additionally, see this section for more information on email marketing services and tools, including tools for building lists of email addresses for your marketing campaigns: Content Promotion Tools & Resources
Email Marketing And WordPress
If you use WordPress, you can easily add opt-in forms to your site to capture visitor details and turn them into subscribers for your newsletters and email marketing campaigns.
For plugins that can help you integrate email marketing with your WordPress site and add opt-in forms linked to your autoresponder service, go here: WordPress Engagement Plugins
Additional Email Marketing Resources & Information
These useful resources cover areas like creating autoresponders and opt-in forms, and managing your subscriber lists and will help you become a better email marketer:
Write Better Emails
A FREE, 7-day email course on how to write welcome emails and autoresponder series, plus fill-in-the-blank email templates that will help make sending emails easier.
If your content marketing strategy includes podcasting, this FREE guide will help you master easy email marketing strategies to turn listeners into subscribers, build your brand, and grow your podcast.
Launching an effective email marketing campaign with high-converting opt-in forms and autoresponder messages that deliver value to subscribers can mean the difference between struggling online and building a successful and profitable digital business presence.
Build a strong relationship with your subscribers and nurture them by providing content of value at optimal intervals, and the people on your email list may never want to unsubscribe.
If email marketing is important to your business, you can’t afford to risk having disruptions and experiencing regular problems with your email service.
Make sure that you have signed up with a reliable, professional, and well-known email service provider…it will save you time, money, and headaches in the long run!
Email Marketing Planning Template – Use this free template to organize emails you will send to different segments of your database, track A/B tests, summarize results, gather data on email performance, compile data on Excel or Google Sheets, and automatically calculate delivery, open, and click through rates.