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Optimizing Your Online PR Strategy for Search & Social, Part 2: Goals of Online PR
by Stoney deGeyter. Search Engine Guide, June 16, 2011. "... Every piece of content you create should have a goal in mind. What is it trying to achieve? What do you want people to do? How is this going to benefit your company? These and many other questions need to be answered before you even begin writing.
Being online, we have to look at specific set of goals that are unique to the web. As we noted at the end of Part 1, there are three things we have to keep in mind: Search, Social, and Conversions. What goals do we need to have in place in order to be successful in each of those areas?
Let's look at four goals of your online PR. These should help you in crafting better pieces of content designed for the internet audience..."
Further information on Optimizing Your Online PR Strategy for Search & Social, Part 2: Goals of Online PR
Last updated: 28 June 2011Related Links
- Optimizing Your Online PR Strategy for Search & Social, Part 1: Print Vs. Web
- by Stoney deGeyter. Search Engine Guide, June 14, 2011. "... There is a big difference between reading things online versus offline. We often want to think that reading is reading is reading. But reading here isn't the same as reading there. The mindset between on- and offline is vast..."
- Optimizing Your Online PR Strategy for Search & Social, Part 3: Background Research
- by Stoney deGeyter. Search Engine Guide, June 28, 2011. "... Every good story starts with some background research. After all, we don't just jump right in and start telling a story we know nothing about. We have to do a little digging first to understand the issues, pros, cons, benefits, who the audience is, what their needs are, etc. Only when you have this information can you begin to craft your story. In addition to the normal background research one does for a good story or PR piece, there are some additional factors that must be considered when publishing content online. You're not just trying to get your content to your audience, but you have to make your content available for your audience to find..."
- Optimizing Your Online PR Strategy for Search & Social, Part 4a: Crafting the Story p1
- by Stoney deGeyter. Search Engine Guide, July 1, 2011. "... Any good writer knows that there is more to a good story than meets the eye. Anybody can throw some words on a page, but it takes a lot of thought and prep work to take a story and turn it into something that is valuable, or succeeds at fulfilling it's intended purpose. Writing online PR content isn't much different than offline PR content. Many of the staples remain the same. However, because you're dealing with a different audience than you might otherwise have dealt with offline, you have to take the nuances of this new audience into consideration before, during and after crafting your story for consumption. While the tenants of good writing remain, the action of carrying out those tenants can sometimes be very different..."
- Optimizing Your Online PR Strategy for Search & Social, Part 4b: Crafting the Story p2
- by Stoney deGeyter. Search Engine Guide, July 5, 2011. "In the last post, we started crafting our story by looking at some basic writing and optimization necessities. As we finish up this section, we'll look more at the content itself and how you can improve it for a better searcher and reader experience..."
- Optimizing Your Online PR Strategy for Search & Social, Part 5: Broadcasting You
- by Stoney deGeyter. Search Engine Guide, July 7, 2011. "Moving your PR online opens up a whole world of new adventures. Not only do all the old rules apply, but many new rules are created to ensure that your content can effectively reach your audience. So far in this series, everything we have discussed has to do with the set-up and creation of your online PR. All of the online elements need to be taken care of before you can push your story out online. Pushing it out before it's ready will lead to a colossal failure. However, how and where you push your message out is just as critical for it's success. In this final post, we'll look at the details around how you can broadcast your message to get the most value from your audience, search engines and the social sphere..."
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