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Find out how new ways to release public relations campaign and messaging online can have a direct impact on SEO and create sustainable efforts that perpetuate themselves throughout the Internet.
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ONLINE MEDIA RELATIONSFOR SEO RESULTS
Presented by Lucy LeidermanDirector, Digital Strategy - Pilot PMR
Overview Over the next decade, the only way to gain market share will be to earn it. This means shaking the addiction to strategies aimed at buying attention.
Understanding how public relations translates into the online world allows brands to create impact by targeting exact audiences and measuring results.
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Traditional
EARNED OR BOUGHT MEDIA (TELEVISION)
EARNED OR BOUGHT MEDIA (RADIO)
END USER
EARNED OR BOUGHT MEDIA (PRINT)
STORY
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Online
ONLINE MEDIA (ALL FORMATS)
SEO RESULTSEND USER
STORY
END USER
WHAT’S THE VALUE OF ENGAGING IN TRADITIONAL PR FOR SEO RESULTS?
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Link Building
Content based
Lists and directories
Different types of media
Partnerships
Social
Links
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500 bn
Users
1.2 tn
in Sales
350,000
per Minute
3.5 bn
Searches
300 mn+
Blogs
Online links offer the opportunity to weigh PR efforts online, including in social.
Versus only seeking directories and links, online media relations through link building marries SEO opportunities to public relations.
Anchoring Stories
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“New” Content MarketingContent is no longer king, it is abundant. The next decade belongs to those who can deliver brand purpose and meaning. Audiences expect something of value in exchange for their attention.
Each minute on the internet, there are 72 hours of video uploaded to Youtube, 204,000,000 emails sent, 4,000,000 Google searches, and 2,460,000 posts shared on Facebook.
…all while 54% of content created is not even based on a target demographic.
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“New” PaidAll advertising is bought media, but not all bought media is advertising.
All online media relations should be link building, but not all link building is online media relations.
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Link BuildingEngaging in online media relations using effective link building
ultimately creates a cycle.
Success for success for success. Story for SEO for story.
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About Pilot PMR
Better Strategy Through Story Design Brand is the intersection between the story you tell and what your customers, employees and shareholders choose to believe, remember and share.
Pilot PMR is an award-winning creative agency headquartered in Toronto, Canada. We build compelling brands, distinguishing ourselves through both strategic and hands-on skills. Our focus is reducing the distance between our clients and their objectives.
