In a recent AdAge column, Steve Rubel of Edelman wrote an excellent essay on the increasing power of pull that led me to think about how our mix of push and pull services can serve public relations and marketing professionals in these ever-changing times.
There’s no doubt that the world of information dissemination is shifting. Previously dominated by Push (think Television, Radio, Newspapers, and Magazines), where information is relatively scarce and blasted out to wide audiences, we’re now operating in a vast mix of both Push and Pull (think Search, Permission Marketing, Twitter, and narrowcasting to niche audiences). In this environment, your organization’s major news announcements are still best served by reaching the widest relevant audience possible with a big Push, but sometimes whether due to budget or news content a Pull approach is wiser.
When approaching news and content creation from a pull perspective, it’s best to think from the searcher’s perspective. As Steve writes, “One way to think of it is that Googlers are looking for “how to get rid of roaches,” not necessarily for “bug spray.”” Think of all the topic possibilities this way of thinking can open up for you to create content surrounding your brand.
Your source for ideas is often right under your nose too, namely in your Web Analytics package. Whether you use Google Analytics, Web Trends, Omniture, or any of the other great services available, you or your web team likely has access to reports from search engines containing the keyword searches that led people to your site. If you notice certain keywords that lead to lots of visits, long visits, inquiries, or orders you can build on them!
One strategy may be to start with a blog post, use channels like Twitter to generate buzz, craft related press releases to publish on EON: Enhanced Online News for more exposure and SEO help, and give your campaign periodic boosts with wire distributions. Of course no news distribution service does that better than Business Wire. Just take a look at our Distribution Catalogue and then imagine the time it would take to reach out to the thousands of news outlets individually.