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Tag: earned media

Earned Media is a marketing source that you canÕt necessarily purchase, but you must work very hard to earn. Public Relations is a prime example of Earned Media. While you can't pay a respectable journalist to write about your product in their publication, you can work hard at crafting an effective press release and making the right contacts to ensure that your product gets coverage.

The Best Advertorial Definition & Examples That Will Inspire You

Prime Publishing shows what a good advertorial example is made of

Call it what you want, an advertorial, a native ad, sponsored content, or even an infomercial if you’re in broadcasting circles. An advertorial (aka all those other things) is an ad that walks, talks and acts like an editorial. When done well, advertorials are produced

Mequoda Weekly: February 18th, 2013 – February 22nd, 2013

Catch up on the Mequoda Daily’s blog posts for this past week

Organic Marketing Consulting 101

These 10 organic marketing programs are perhaps the best organic marketing definitions

Organic marketing focuses on the shift from spending money on marketing to spending time on a disciplined strategy, proven to increase traffic and get your message out with paying for it.

Week in Review: February 14th, 2011 – February 18th, 2011

Catch up on the Mequoda Daily’s blog posts for this past week

Increase in Spending on Earned Media Expected in 2011

Discover the tactics Internet marketers are focusing more attention on in 2011

Earned media, also known as unpaid media, is expected to see an increase in spending this year.

According to The Society of Digital Agencies (SoDA) and AnswerLab, 24% of agencies plan to increase investments in unpaid media by 24% in 2011.

Is Your Site Built to Attract Organic Search Traffic?

Search engines should be the primary source for driving blog and website traffic

In the Mequoda Daily yesterday, we discussed how to use Article Templates to increase website traffic coming from Google. The overall value of an Article Template is that it optimizes blog content for search engines and allows content to be more easily found.

Making content more easily found should be a primary goal for online editors. Their reward? A website attracting at least two-thirds of its traffic from search engines and other organic sources.

Want to Increase Sign-ups for Your Membership Website?

How to use paid and earned media to build your membership website

Most publishers continue to rely on paid media to generate traffic for their membership website. For good reason – paid media works. And it’s often easier to buy website traffic than to rely on earned media.

Basic paid media sources for building your membership website:

What is the difference between paid and earned media?

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What is the difference between paid and earned media?

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“Earned media” can not be bought, but must be “earned” by providing valuable content to other media outlets at little or no cost to them. This strategy, when executed well, can build a strong online brand that generates millions in new revenues for its parent organization. Building

Paid Media

Print magazine or newsletter publishers traditionally generate 95 percent of their publication’s revenue by utilizing paid media — particularly direct mail, but also insert cards, billing and renewal inserts, card decks, perhaps some TV, and other direct-marketing sources. When these publishers establish an online presence, most continue to rely on paid media — particularly email offers to rented email address lists — as a major part of their promotional mix to drive traffic.

Earned Media

Earned Media is a marketing source that you can’t necessarily purchase, but you must work very hard to earn. Public Relations is a prime example of Earned Media. While you can’t pay a respectable journalist to write about your product in their publication, you can work hard at crafting an effective press release and making the right contacts to ensure that your product gets coverage.

Using Paid Media to Build Email Circulation

Paid media programs balance your Internet marketing system

While patience is a required virtue for earned media programs, paid media programs offer the Mequoda Marketing System operator the opportunity for quick results with a reasonable ROI (return on investment). Each of these programs involves finding and buying traffic by spending money to buy advertising, leads or lists.

Using Earned Media to Build Email Circulation

Should your internet marketing system include earned media?

Email circulation and revenue per email subscriber are the two key metrics for every Mequoda Marketing System. The first priority for system operators is building email circulation. The goal is to attract as many subscribers as possible to the free email newsletter and let the newsletter’s content do the job of filtering the good from the bad. The key concept is that customers who signup and stay active subscribers are those most likely to buy paid information products.

Setting Up a Mequoda Marketing System – Phase 1

The Internet Hub is a one of seven Mequoda Website Archetypes discovered by reviewing more then 2000 media websites. Like all Mequoda Website Archetypes, it has a limited set of core functions that make it efficient for completing a limited group of user tasks that are key to the success of an online publishing operation or Mequoda Marketing System.

How to Start and Run an Effective Online Marketing System

Key components of the Mequoda Internet Marketing System

The launch and operation of a Mequoda Marketing System can be divided into four phases. Most of the steps in each phase are then repeated over and over again to build email circulation and monetize customer relationships.

Risks of Borrowed Content

Want to use other people’s content? Are you ready to risk your brand for it?

Many of my clients are creating a book series that supports and monetizes their brand’s knowledge base and information architecture. Some are experienced book publishers and some are experienced periodical publishers. While both skills are required to be a successful Mequoda Internet Marketing System operator, most of my clients do not possess both sets of skills.

Higher Revenue from Full Systems

You need a full marketing system to maximize revenue

Let’s face it: Internet marketing is complicated.

It’s based in a constantly evolving environment and requires a comprehensive system to be effective.

As yesterday’s Daily explained, the foundation for that system should be an Internet Hub.

Hubs attract users and capture their information for your marketing file for later monetization.

Setting up and designing your Hub is a large part of what we call Phase 1 of an Internet marketing system’s creation.

Stimulate a Viral Response

Reach a wider audience without paying for advertisements or partnerships

When people talk about your company, whether in person or in print, it’s great publicity. An endorsement from a friend, colleague or like-minded person instills a higher level of trust in its recipient than a traditional advertisement.

Once people start talking, they tell a few interested friends, and the discussion spreads like a virus. This is the “buzz” effect, and creating it is called viral marketing.

Internet Marketing Strategy: Acknowledging that Consumers Hate Ads

An effective Internet marketing system distributes valuable content without charge

If you’re still using traditional online advertising as part of your Internet marketing strategy, know this: Nobody is paying attention!

According to a recent Forrester Research Study, only 13 percent of consumers admit that they buy products because of online ads, and a negligible six percent believe that companies generally tell the truth in ads.

Internet Strategy Tip: How Forbes Uses Earned Media

Driving website traffic with syndicated content and organic search

Forbes Media executives can no doubt tell you the value of the average website visitor in advertising revenue per year, but they do not release these figures to outsiders.

Mequoda estimates Forbes.com Revenue per Average Visitor at $8.48 for 2006. Revenue per Average Visitor (RPAV) becomes the holy grail for how much an online publisher can spend to create one average monthly visitor.

Guidelines for Evaluating your PR Campaign

A lot of publishers accomplish the first two steps in an Earned Media Campaign of using PR to drive traffic and do it very well, meaning that they’ll do something newsworthy and then they’ll do an okay job—or even a terrific job—of getting the story picked up by the bigger media outlets.

But many publishers—even the biggest, savviest ones—miss the boat on step three with poor or non-existent website conversion architecture.

Audience Development Tip: Making the Most of PR and Earned Media

In our new Special Report Making the Most of PR and Earned Media, we learned that using public relations to drive website traffic and build relationships with an audience is rather simple on its face—so simple, in fact, that many publishers don’t “get it.”

Forbes Media Network Mequoda Case Study

Creating the World’s Most Popular Website for Entrepreneurial Capitalists

With 2006 revenues estimated at more than $510 million, up from an estimated $460 million for 2005, the newly formed Forbes Media Network is on a roll.

Forbes Media currently includes print, online conferences, radio and TV properties. At this time, an estimated $330 million still comes from the American edition of Forbes Magazine, however, senior executives Steve Forbes and Jim Spanfeller both tell Mequoda that online publishing revenues will pass print in 2008 or 2009—if the current growth rates for both print (up 6% for 2006) and online (up 57% for 2006) hold for 2007, 2008 and 2009.

PR & Earned Media 101: A Scorecard

Internet Marketing System guidelines for conversion architecture

Many publishers can accomplish an Earned Media Campaign using PR to drive traffic and do it very well, meaning that they’ll do something newsworthy and then they’ll do an okay job—or even a terrific job—of getting the story picked up by the bigger media outlets.

PR & Earned Media 101: Maximize Website Conversions and Start Relationships

SI.com Internet Marketing System Review

As we’ve mentioned before, a press release, tv spot, or any other type of public relations outreach should always include promoting a free product. Whatever the item a publisher decides to give away, it should be linked to a dedicated landing page with a strong conversion architecture that requires the visitor to give up an email address to download the free item. The dedicated landing page should also invite the visitor to sign up for a free email newsletter—one that promises to be filled with tips, tidbits, and interesting information about a specific topic of interest.

PR & Earned Media 101: Getting Reviewed & Mentioned

BHG.com Internet Marketing System Review

Getting on TV is just one of many ways to leverage other people’s media and drive website traffic—people who will log onto your website, register to download the free item, and, you hope, sign up for your free email newsletter. From simple search-optimized press releases to radio talk shows and local newspapers, PR is an effective Internet marketing tactic that works best when the release includes a crystal-clear reason why readers and viewers need to visit your website.

PR & Earned Media 101: Isolate a newsworthy idea and tie it to a free downloadable item

Match.com Internet Marketing System Review

To draw traffic to your Mequoda Internet Hub—the place where people can sign up for your free, relationship-building, email newsletter—you need a catalyst, a free item that lines up with a topic that’s endemic to the audience in terms of their interest and on which the publisher or author is a source of authority. To even consider mentioning your free item, the other journalist—the one whom you hope will pick up your news item—must be convinced that the producer or author of the giveaway is a credible provider of information.

Making PR & Earned Media Work For You – 3 easy steps

Three essential for a Mequoda Internet Marketing System

The Mequoda guideline for using public relations to drive website traffic comprises three basic elements that are simple to understand and easy to accomplish.

Case study: America Cooks

In mid-summer, Sara Campbell and the editors of America Cooks decided to run a Christmas cookie contest; the winning recipes would be featured in the December issue. The call for recipes went out via her website (a well-done Mequoda Internet Hub) and a free email newsletter.