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A blog post that made it
Behind the scenes of a blog post that drove business results
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Situation:
• The Beyond PR blog was about 8 months old. We had decent traffic, but it was time to start showing some real business results from our efforts.
• The opportunity: Along came some interesting analytics data illustrating how press releases that included multimedia generated more views than plain text.
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First step: an infographic
• Simply put, we had to illustrate this story.
• We worked with our marketing department to turn the data into an interesting visual.
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Next, we wrote the blog post.
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We promoted the blog post
• Twitter – via @prnewswire (employees tweeted it from their handles, too)
• SlideShare
• A press release
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Hold up! You did a press release about a blog post?
Yep. It works really well – doubles our blog traffic, creates inbound links, and boosts subscriptions.
We love press releases.
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The blog generated great traffic, buzz … and media coverage.
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The business results: sales of multimedia services increased
• Our customers were newly aware of the effectiveness of using multimedia content to illustrate press releases
• Our sales team had interesting (and credible) new information to use to promote the services.
• We used this story as the hub for more content about using visuals in PR to keep the conversation going and the information fresh.
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We’re geniuses!
Photo courtesy of Wikipedia Commons.
No, really, we were just well organized.
But we did learn from the experience, and we have replicated this initial success.
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Our formula for a successful blog post that delivers business results:
• Identify a useful story with tactical advice for your audience • Illustrate it • Write the blog post, calling out fact and offering tactical tips,
and linking to the associated product page. – Providing a call to action for interested readers is crucial
• Promote the blog post – social media, press releases, newsletters.
• Pitch the story to industry media & bloggers • Utilize the resulting content for newsletters and related
campaigns. • Rinse, and repeat.
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Visit Beyond PR:
http://blog.prnewswire.com