WriterAccess Webinar Archive
Press Release Power
Thursday, May 30, 2013 – 1:00 PM ET
Since our last webinar in 2010 on Press Release Magic, a lot has changed with PR technology, methodology, strategy and cost for distribution services. The pressure to get the words out and traffic in to your website continues to mount. Publishing press releases continues to be a leading channel for content distribution.
Join host Byron White and guest Tom Blakeley for an update on press release optimization, distribution and performance measurement. Tom is a serial entrepreneur and founder of GetSEOBot, TheFunding Platform and a new PR distribution platform. Learn how to put the power of Vocus (PR WEB) to work for your business so you can grow organically — the content marketing way!
In this Webinar, you'll learn how to...
- How to embed your site in a press release
- How to optimize video in a release
- Publishing frequency recommendations
- Optimization secrets and new methods
- New press release API features at WriterAccess
The slidedeck from this webinar is available for download.
Byron: Hi everyone, Byron White here. I'm happy to have everyone here today. I'm going to wait another 30 seconds or so until the people chime in. I'm very excited to be chatting with you today, and I'm here with Tom Blakeley. Tom, welcome to this presentation.
Tom: Thanks Byron, it's good to be here.
Byron: Right on. We're going to take on some challenging topics today including press releases, and how things have changed. This quote that I popped up kind of sums it up a little bit. Bob Dylan had it right, though I'm not sure Bob Dylan ever sent a press release out with his new song that he launched back in 1964, but you know, Bob may have done that in this new age of content distribution of getting the word out and the fans in. So without further ado, let me give you a rundown of how things work, and what's going to transpire throughout this presentation. This is our 41st content webinar that I've run, and I'm very excited to have Tom online today. Tom's also joined by the CEO of his company, Rob Bibb, who I've been chatting with earlier about Colombia of all things, and the time he spends there. He’s a very nice gentlemen. So, I’ll chime in with Rob at the end for some Q&A, if anybody has any questions and I hope that you do.
So as for the general rules, I’m going to go through a 15 to 20 minute presentation today talking a little bit about the creativity of some new news releases, and my perspective of what I see happening there, and then we’re going to dive into some creative ideas, which I hope that everyone will enjoy. Next we’re going to have Tom chime in on this multi-national approach to maximize your results for press releases. What I want people to do throughout this presentation is ask questions. You can do that through the panel on the side, and ask the questions that you want to ask. I assume that everyone can hear me, and most importantly ask questions. We also love a little Tweet-love, as we like to say, and you can reach my at ByronWhite on Twitter, and I’d love some feedback on this presentation and your thoughts on this webinar. I’ll send you a link on Twitter back to this presentation if you send me some feedback, such as how to make it better, if you loved it, just send me some feedback and that would be great. I’ll dive right in, and explain to you how the whole press release business changed a little bit. You all remember back in the day how press releases were designed for media professionals with a thirst for link building and reaching multiple channels in order to connect with customers. Clearly, press releases have changed dramatically, so it’s no longer about media, but about getting an official statement of record. There’s a new audience out there, and the audience is really driven around creative statements for a diverse audience. Your audience revolves around family and friends, investors and foes, stakeholders, shareholders, media professionals, but it’s really different in the target audience. The purpose has also changed. It used to be deigned to get the attention of the media, and get an attention in the media, and that was used to get attention towards your company. But there are simply too many press releases out there for traditional media to get those stories. Traditional marketing is used as a distribution channel. It was funny, Tom and I were on the phone talking with a PR veteran the other day learning about it all, and they are disgusted with the whole PR channel. But I think the realities are, you need to link to something bigger, it needs to be something bigger than can’t be done in traditional marketing. You need to sell without selling. Link to info-graphics, podcasts, votes, that’s the purpose these days; for better or for worse. You can argue that the traditional media was a solid platform from which many stories were generated. NPR firms lived and breathed crafting that story and sending hand packaged envelopes out to media outlets as a story piece ready to be turned into quotations, but that’s really all changed and I think we need to embrace that. We need to understand that it’s time to get away from those prefabricated press releases and quotes, because really, that’s all gone. We need to embrace the more fun press releases, we’ve seen a lot of mock press releases, some in video format. Executive summaries need to carry on a new life in a press release; taking on controversial topics and putting your opinion on record in regards to your company’s controversial topics make the whole program work better. Finding the problem solving widgets and gadgets and allowing your company to become part of the problem-solving solution is really what’s happening with press releases. The old metrics have clearly changed: it’s no longer about impressions, the number of calls you get, the number of stories generated, and the coverage that you got, that’s the old metric. Now there are way too many metrics one could argue. One is how much traffic did it generate: referrals, social referrals, there are tools like radiant 6 that help you to keep track of each performance based outcome to turn a believer into a buyer, the new performance metric is all about sales and tying that single-based press release into a performance based outcome.
So where does press release distribution fit into the marketing work flow? You’ve heard me talk about the intricacies of content marketing and work flow, and press releases fit into every part of that workflow; planning to view upcoming PR, finding the creative story with your company and personal lives, creating content around those releases. Obviously Writers Access can help with that; you all know that. You need to optimize those releases as Tom will talk about today. Of course edit to conform with style and tone, and restrictions, linking with PR newswire editing and distribution channels and performance measurement. It really is a solution that fits in with all aspects of the content-workflow.
I wanted to put together some creative ideas for you on creating stories, and I’ve got a few ideas. The first starting point is distinguishing information versus a story. And for my dollar, if you will, information tends to fill you up, it’s a bunch of rambling facts, it’s boring, it’s dry, it’s not compelling, while stories inspire you, move you, touch the heart. Maybe it’s an info-graph, maybe it’s animated, it’s just anything but boring. And that’s what you need to think about with storytelling and how it relates to press releases. You also need to think about the multi-level platform distribution, the multi-story approach, with different methods, different needs, different forms of a press release that are starting to unfold. PR web for example doesn’t type traditional PR but other elements of social engagement, tweets, re-tweets, you need to think of these different platforms. Of how people interact, and then adjust press releases accordingly. Stories need to support or link to something valuable. Think about it. Not just the story, but what you’re linking to. Google is looking at contextual relevancy, and the landing pages that your links are linking to. These are important for getting juice from Google and other search engines. You need to take risks to make your readers hungry, and take on some risks to make people laugh or create something that matters or buzzes. Look closely to what readers want and need and then give it to them. People don’t do that, but there are creative ways of doing that. Look for what people search for on your site. Find common problems, and then creative ways to find the story. Find the creative story for your next press release. Things like unique policies in your company, if there aren’t, there should be. Like Google offering sabbaticals for employees. For creative ideas not restricted to making profit, like HubSpot offered unlimited vacation for employees, argued by some as just a reason not have to pay when fired, but still, it’s really just thinking creatively, changing the world, community service. I think you should be a source for creative stories. People need to enjoy reading stories like their favorite magazine. What is your flavor? What is your style? Creatively inclined CEO? Willing to engage customers. Each press release is channeling that goal to engage customers. I now turn things over to Tom, then start to look at question to answer one on one after this presentation. So Tom, you now have a way to take over the screen. All yours.
Tom: Thanks Byron, I very much enjoyed your presentation, spot on, how industries need to be creative, how everyone is now a publisher and it’s come down to the quality of what’s being published through the distribution of your content and that’s kind of the theme of my present idea that multiple channels maximize results. So here, a brief summary of these points. First of all, what does it take to prepare a good news release?Ill put a checklist that I’ve relied on. Online submission, this one is a pr webform, those that are not familiar will get familiar with the process. Starter content in releases can be linked out to other channels within the internet marketing system that creates a viral buzz, and a fire starter digital campaign wheel. For our clients we may have one campaign wheel a month or week, sometimes daily. For the most part we’ve automated redundant tedious tasks that good SEO requires that most companies aren’t requiring. Because the cost is high, we’ve automated high-scale great services. With Postpanda and Penguin, we’ve augmented multilevel channel integration. Great examples, of clients and sample results. Here [on the checklist,] many listeners on here may be familiar with this, but we’ll go back over it all. Have a good social media friendly logo, clean, replicated easily. Have social sites in your media contact form. I’ll show you later in the presentation how to show this in your Facebook and Twitter. Include a link every 100 words, that’s kind of what our strategy’s been.
The number of links in a press release has traditionally been directly related to the cost of distribution that you’re paying, but the system that we have allows us to put a link out every couple hundred words, which is pretty exciting. We have multimedia, and we’re finding that our videos in our press releases are being picked up, being shared...We also have put up Pinterest boards, slideshow files, pdf files, excel files, you know actual data files as attachments to the actual press release. We’re finding that when we write our news releases we’re writing in small chunks so that it can be re-Tweeted. In terms of social media aspects, it’s like building blocks so that each paragraph can stand on its own. We usually limit it to 500-600 words in our press releases. Traditionally, titles should be eye-catching to get your interest and attention, using your SEO key-phrases. Some companies, even after all of these years, are still not fully exploiting key-phrases, which are fundamental. Sometimes I’m working with a client and I say send me your keywords, and a lot of times they are not as relevant as they could be. The client doesn’t understand the value, or atleast hasn’t refined it to be the most relevant. I often have to go back and change it all around according to research. To tell a clear story in each paragraph, and in the end, reiterate your points to motivate people. Have a link out for an incentive, like a coupon, or a digital download. Sometimes we do a whole campaign, like a sweepstakes, based on the campaign. It’s been very successful. We never know whats going to ignite: sometimes a camp fire, sometimes a bon fire, but we want a forest fire of interest and engagement.
Keep your audience-groups top of mind. As Byron mentioned, the people we speak to are media people, blog consumers, friends, foes, a whole large spectrum. Be interactive with PRWeb capabilities. Sometimes we create a template approach with multimedia....So let’s take a look at an online submission example. Here’s a PR Webform, you can see the headline, you can see the 1-2 line summary, it’s very grabbing, while the body perks desire to take action. Theres an area to add a video, an area for image, on the upper right there’s info of the client or whoever’s sending the press release out. Plus contact info, then Follow Us On, they have a Facebook and Twitter, or other media sites would appear. This is the media block that I referred to earlier. At the bottom, there is an iFrame into the page, which is an interactive live-view that is relevant to the release itself. Then a quote that gets picked up by headlines. In some cases, we’ve found those to be highly effective. Also, it’s on the same data entry page as PR Web. Automatic areas to update social media platforms. Put message out with automatic updates. The one we’ve selected here is a Twitter account for it to be posted. You have release options, date and time, digital focus, up to 10 regions, really a metro area, to be very focused. Or be very broad with the largest city in America, we can focus on a certain area, such as Florida, only the cities in Florida, up to 10 topics in focus, 5 on regional focus. There’s an additional page that I was not able to capture, that allows you 5 media outlets. You can select up to 200 individuals that your news release will go to their inbox, whether they are writers, CEOs, journalists.
So this multichannel integration, what are we talking about? This here is a graph campaign wheel, a wheel that always has to be turning, for the benefits of increasing your following, developing your SEO, etc. Your increase in sales requires an effort that doesn’t stop. We send out a press release once a week, thats the minimum. Some have sweepstakes, some have information, the idea is that we use the news release to start with social media to drive this wheel into content marketing, email marketing... We call it linking out your events to this social platform. What spun out there on the right is the specific apps for Facebook, for other platforms too, but the ones I’m discussing today are for Facebook. Were finding this essential, these mobile apps. Most Facebook users are mobile, and you’d be amazed at the response and participation found from these events. Ill give you an example of some sweepstakes, coupon offers, and more from these news releases on mobile apps. It goes back to how we keep that wheel spinning, sometimes faster if we hit a nerve with the audience.
Here’s an example of a sweepstakes, it’s a very large beautiful image: Win the Ultimate Surf Sweepstakes with a 5k value. If you’re interested, to get access, you have to click the “like” button in order to enter. Throughout all of these social media programs, you always want to to give opportunity to share this idea with their friends. Every page is generating likes, it’s called a fangate, this is our offer, this is the actual offer. Private surf lessons, cash, click enter now, now entry form, name, email, share button, and we now can segment our list right from the entry registration. This allows us to begin email marketing through an auto-responder that was preset by each one of these segmentations. My marketing has a sequence of emails speaking to the interest of the media-user, compared to SEO-responder which has a different set, where ours is engaging the individual to help them become a client. Here’s an example of a digital download, linked out through the news release “like big flavors.” It’s a digital download of a recipe that is given away by linking out the fanpage, or you can share it if you want to participate, then it’s unlocked in this case by sharing, and upon submission they would be able to download. They can forward the experience onto their friends.
This last example is a coupon manufacturer, Like Boots, Like Exclusives, LIKE Us, you click the “like” button and you can get a coupon right there for 50% off your next pair of boots. You can share it, and in the right circles and groups it’s a great opportunity. It’s with a jewelry designer, designing jewelry for Rihanna and stars, using celebrities for promotion, a combo of image and video, associated with coupons, announced through this news release. It’s all generating a lot interest in her jewelry.
Here’s some sample results: iWatchLife, Harman’s Luxury Log Cabins, A+ Vacation Homes. iWatch life is a surveillance video technology, very affordable, this is an example of one of their press releases. We’ve taken one of their apps and we have identified each niche, giving it a name to build an interesting story around each app, targeting the most relevant audiences interested in this info. So you’ve got your headline, “Contractor Watch Features Help Protect Fraud,” and what this allows is for you to watch contractors in their home when you can’t be there in person. So people that are remodeling their home can now keep an eye on people working in their homes when they’re away or at work.
Harman’s Luxury Log Cabins are a very successful log cabin company in the mountains; we’ve got 101 news agencies picking up their release within the first 12 hours. We believe this is due to the specificity of the targeting, and it all comes down to targeting when you’re distributing these. It takes time initially, but when you get the right editors, pitching them a story they are interested in, on the right desk, and you’re pitching them a story that you think they would be interested in. It works out. It’s really important to take some time when your sending to recipients of your news release.
This is a sample of some Google indexes, some people are saying that Google doesn’t index pure web, but they also index on the new site. I’ve got several examples, most of our releases are indexed on Google and Yahoo boards. So this is Aladins index report, we can see web traffic from 12 hours of their release. On the red box are referral sites, Facebook should be included in that before. But within 12 hours, we’re seeing a good amount of visits for this company, it’s a niche what they do, and the key is to keep in isolation those links. They’re spiking and falling from credible websites, which tells Google that Log Cabin is being visited by these trustful sites, driving your ratings up with the keyword searches.
Alright so we’ve got A+ Vacation Homes, this is a rental home company in Orlando Florida, and this just gives you an example of some of the reporting that you would find with a press release distribution company. With this one, you’re looking at 47,000, this is one news release by the way, you’ve got nearly 48,000 headline impressions for nine days of peer-reads, and this is being monitored by the site itself, this is impressive, because these are people that were linked by the press release and have read the web release. I think that peaked out at 13 days, and you can get a sense of how the news release is being read around the world. What was surprising for us was the activity in Australia, and also Portugal. So now maybe in a future press release I can target one of these countries, because again, having the ability to retarget the content, I can target the Australian media, and with an angle that helps Aussies who might be visiting Disneyworld in Florida, and that could be a future news release. That concludes my presentation, I hope I could help in one way or another, we’re going to be answering some questions, so I’m going to go back over to Byron
Byron: Thanks everyone, it’s great to be back. Fantastic presentation, Tom. I really appreciate the time you put into that and some of these examples. I personally have about 100 questions myself, so Im gonna ask a few of them. Let me turn my slideshow back on, and click this, and here we go.
For starters, thank you for everyone’s feedback on Twitter today, I’m going to pass that onto my speakers today, I’m going to ask a couple of questions to Tom myself, then I’m going to get back to everyone. So Tom, what do you see as the right pace and volume of press releases to pump out that can deliver ROI, and are you using different types of strategies to build link popularity to reach readers in multiple channels, and are you looking for signals across all of these social media channels, and are you gauging the success or failure of not only an individual press release but an entire strategy? How are you thinking about it? How do you know if a press release is right for a specific customer? Could you please dive into that question for us?
Tom: Sure, well I’ll give it a shot. There’s a lot to that one. Traditionally, I’d say in the past, SEO companies used SEO to try and game the system. They were specifically using it build trust and authority among specific keywords. And is there SEO value with press releases? Absolutely. But is it as dramatic as it used to be? No. Are we doing this for that reason? No, not at all. SEO, as far as we’re concerned, it’s about the benefit of having an aggressive news release campaign. We use it primarily, and it kind of irks me that people aren’t doing it for this reason, to get that wheel turning, to amplify a good idea or a funny story, or something that I can reach out and put into a blog. But if I don’t have a large blog following, you know, then I don’t get the reach that I do with a news release. So why not put it out to as many people as I can, and if I can have a percentage of sweepstakes or games associated with it as well, you know to add a little flavor or make it more interesting. One of the things that you’ve mentioned is that we’re very religious about working our social media streams. Part of the system that we have basically gives us a common theme for Instagram, Facebook, Twitter, LinkedIn, all of them. Our professionals work every single message every day. And when we do these news releases and get people buzzing, we get spikes in that search engine. And we combine that news release with targeted key-phrases that are actually reaching out across the entire social media sphere, and were sending messages that are related to clients, products, services, etc, and we are actively engaging this, so it’s almost like farming, so we’re farming customers, trying to bring all of these customers to our company. And we have real people engaging with this stream or river, every single day, so were reaching out, targeting key-phrases, working that stream, getting new visitors from that stream, when that release goes out. And the key is keeping this buzz engagement or interest nonstop for a company or a product.
Depending on what the marketing objectives are, marketing objectives are usually on the customer. So I guess to summarize, we knew that for SEO, we use it as a fire starter to engage and in some cases we get really lucky and we’ll get a hit on a major media portal or the news or the radio. One of our pieces got picked up by a couple of radio stations, that was kind of fun.
Byron: Good answer. And I’ll shorten the answer by saying amplification of the story which I think is a great answer on how we’re using press releases, the right way to do it, and maybe it’s not how many press releases I can bang out, but say let’s do 10, let’s do 60, let’s do one for every blog post we run. It’s more do we have a story worth amplifying, therefore worth paying for this service to reach customers at high speeds, to have it orbit around the customers at high speeds, or to go on record with a particular statement, that I feel is going to support the amplification of something we’re going to bring on the market.
Tom: I’m sorry to interrupt, but this brings up the other interesting point of whether or not there is an economical way of pre-buying or asking for a reduced rate of news releases so that strategy now becomes an option, where before they might have been a financial hurdle keeping from that strategy.
Byron: That’s a good setup for lots of things like what are the best and most affordable services. We’ll get to that in a second, but first, somebody wanted to know: they say they are in a two-person video service, specifically the medical video service, and they want know how press releases can be a strategy for their company. They give out sales coupons, but there isn’t a sales offer. But how can we coach people on how to find that creative story, and have them use press releases creatively to tell that story?
Tom: Well, for me, I need to really understand the company’s value proposition. What are the main points, and what are the solutions to those main points. And once we know those main points we know who the audience is, and from that knowledge we create the angles. I like the powerpoint, but I’d like to get very specific as to what the client is doing and solving, and how to put that into a conversation that is engaging and beneficial to the audience.
Byron: One of the problems people have when thinking of press releases is that we keep thinking about our companies, features, benefits, and a bunch of sales crap to be honest. We’re trained to think “we have a new product, let’s release a press release.” And this is the mindset that is wrong, right? And that does not engage customers, readers, or fans and it is not socially responsive. Let’s take a look at SEO Moz, which has changed its name to just Moz, they have a really cool approach do doing that, it’s a big move for their company, and they are kind of teasing people as to why they did that. I think we all kind of know, since SEO is kind of a dead word to a lot of people, you know this whole “let’s fool the search engine with this tricks” idea is over, so SEO Moz is now just Moz. But you know, that’s a story! And I think Moz is doing it really successfully. They just shifted their site over and boom the transition happened. But now you can sign up for a beta version of their product. I signed up right at the release of this, along with 25,000 people that want to be alerted when the new Moz analytics system is out. So what I’m saying is that they’re developing a story about this radical change. And I think that that’s got to be the approach, that you just gotta find a story! Because people think it’s cool if you have employees that ran a marathon this year, or that your company’s gone green and doesn’t believe in paper anymore. These are the DNA principles of business that stand apart and get distinguished. So sure, you can look at a lot of these things on here as fruity, like “is there really a story here?” but I argue yes, I argue that you have an obligation if you’re a content marketer to believe in content marketing, and that advertising and pushing is a thing of the past as nobody wants to be sold to. You have an obligation to find that creative story. What are your thoughts on that, and do you believe you can develop an ROI even with that kind of fruity approach?
Tom: That’s huge, you hit the nail right on the head. That’s really the whole point. You know, once I understand the client, what the client is offering, then the real magic is coming up with a creative story. When I mentioned this idea of finding the conversation that is compelling and gets people’s interests, where you’re not pushing future benefits at them, where you’re not pushing something at them. You’re creating a sticky story that draws people in and they forward the story; they share it. That’s the magic, and a human asset to effectively do that. That’s the goal, the platinum. Companies will pay big bucks for that creative genius that can translate what someone’s trying to sell; to get people excited naturally.
Byron: Hopefully we’ve offered some good insights into this presentation. Tom, can you tell a little bit about your company to give people an impression of what you guys are doing over there? Also, Rob is on the line. Are you hanging tough over there, Rob?
Tom: Yeah, I’m hanging in.
Byron: Thank you very much. Tom did a great job and I tried to float my knowledge in this area and give some creative ideas as well. Rob, I’d love to hear your idea on where you think press releases are going. Do you feel this a dying venture or an amplifying channel according to Tom’s words?
Rob: I think article submissions of the past are dead, a thing that doesn’t draw interest. A major factor is in how these new press releases connect in with the social, and drive through a special set of sequences through the customer’s interest level, and how they can give something back at the end. This is what propels the story across the internet. This is the new way, and you can call it a social press release.
Byron: You know, it’s funny. The community is an important part of our content marketing world right now, and I wanted note how things have changed in regards to analyzing a person. When you’re interviewing someone for a job, you’re not just looking at their resume, you’re looking at their LinkedIn profile, how many followers do they have, you’re looking at Twitter, you’re looking at Facebook, you’re evaluating them much differently than you did five or 10 years ago. And the same is probably true with a company. When you look at a company now, you see the press release saying they are going public with this statement or information. They paid for it to go public. I see the future tied into social media, and the viral nature of that statement. The impact of the statement, how many views did it have, how did it fit into traffic of that website. A lot of people want to know what’s going on with a company before they buy something from them, and that’s where press releases come in. Companies that are doing advanced press releases with video are going to be viewed as a higher-end product. Tom, agree or disagree?
Tom: I completely agree. I think the hardest thing for our company is finding these people that can bridge that gap because you’ve got to have someone who is creative but also has business sense. One of the things I also wanted to mention too was localization. With some of the capabilities of these more advanced news distribution outlets, these news releases are targeted towards the community with a really focused message, that’s soliciting a conversation rather than a product push. It’s work really well for us. Maybe it’s a restaurant, or another store, or a franchise, the coupon link-out is big, those link-outs on social sites are so important because we’re building a list, and it’s important to segment a list right from a news release. We have produced, in terms of closing ratios, or nurturing them to become buyers, basically getting them to become buyers. And our ratios our very high.
Byron: The problem is of course coming up with all of this creative content to push, to promote, to tell the story, and of course, that’s where Writer Access comes in.
Tom: And you know, this is going to sound like a pitch, but it’s true. Our company relies on your resources. We’ve been really satisfied and excited about it. I don’t think we’d be able to be as prolific as we are today if we didn’t have you guys as a resource.
Byron: I appreciate that. But it is a great question: where is all of this content going to come from? From everything we’ve been discussing today on crafting a press release, it’s about asking “how can we get better at that?” and we’re struggling with that daily and I’m personally trying to use widgets or wizards or whatever the case may be. Anything to help our customers find out the needs of their customers. And inspiring our writers to help craft these ideas that customers can really gravitate towards. We’re working on that, and the local comment was really cool, it was on our webinar just last week, last month rather, and how localized searches are coming out really fast. Google is listening to that, from what restaurants we may go to, or to a design firm. Like Google’s showing a Boston design firm rather than a national one. So localized searches are coming out and I think that’s where press releases are going to have a very interesting future. Particularly with that PR web interface that allows you to target up to 11 cities was it? I forget what it is, Tom.
Tom: It’s five cities, 10 industry specifics, five regions. More importantly is the screen I didn’t show, which allows you to sort by outlet, like news desk, radio, television, blogger, etc. Target them and write down to the individual writer, profiles on them, I can find every blogger, every news outlet in the city. Target them, and send my news release directly to their inbox.
Byron: Tom, tell us a little bit about your company Blaklid Productions and what you’re doing over there, and who want to get ahold of you with regards to your customers and your business.
Tom: Well, we’re a full-service industry with an emphasis on the multi-channel approach. Our first company that we took public back in 1999 was ECommercial.com, it was a rich-media and email marketing company. It was 2.0 before web 2.0 existed. So we’ve being this for a long time. In regards to SEO, we’ve built a structure that has been working fabulously for a very long time. Like I’ve said, we have 38,000 customers. And we’ve been benefitting from these recent updates, like Penguin 2.0. We’ve actually seen a rise in our rankings across the board, so that’s a good thing. It’s because we do things right. All of our content’s written by you guys, or crafted with dedicated content by keywords. A lot of people don’t do that, like if you’ve got 200 keywords, that’s several hundred pages. So we do some things that other people don’t do. One of the things we’re excited about is the PR-Web distribution channel available through Writers Access. We’re going to add a reduced rate, but that’s something I’m going to let you talk about. Also, we’re going to allow people access to this multi-channel software that we have. It allows you to do email marketing, press releases, to be able to manage all of your social media through a single feed, localization, all in one system. We’re basically going to offer the tool, and the client can use the tool for a price. And if the client isn’t interested in using the tool themselves, then they can hire us.
Byron: Awesome. It’s really cool, and I appreciate the opportunity. So you can visit Blacklid Productions and hire them. So Tom, are you looking for clients now?
Tom: Yeah, we’re always looking for customers. The 38,000 that I mentioned are primarily SEO companies, and our multi-channel clients are usually larger clients; there’s about 20 or 30 of those. So we’re getting some really good responses, and it’s just a really exciting time to being in marketing in general.
Byron: Exactly. So we’re drinking the Blacklid Productions kool-aid over here, and we’re super excited to launch a press release distribution service through PR-Web through Blacklid. We’re building the API now to do that, but the prices are going to be, let’s just say, crazy low. People already know that we have a partnership with Getty Images, and you can buy images on Writer Access for less than $3, whereas on iStockPhoto it’s $8 or more. So we’re going to drastically reduce the price for press release distribution. We’re offering distribution where we can take a look at it and tell you what’s wrong with it, and that it manages through the word-flow, and timestamp it all. I know that Blacklid is going to be a big help in it all getting done in a much more efficient way. We already have some customers using our PR Newswire. You need an account with PR Newswire to facilitate that connection. Here we want to do it differently do where you just click a button and release that press release for immediate distribution. We’re excited to get on that in a few weeks. We expect that to launch no later than July 1; hopefully a lot sooner. We’ll try and get that up and running. Overall, thanks guys so much for being on the show. Rob and Tom, thanks so much.
Tom: Thanks so much, it was great to be on.
Byron: Right on. Until next month everybody, I hope your content marketing world is a little better, faster, and smarter when it comes to press releases. Thanks for tuning in; we’ll see you next month.