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The world of online pr is expanding at an amazingly rapid pace. Until recently, online press releases dominated the online PR game. But now, online publicity is a much more sophisticated business. From blogging to YouTube to Flickr to Facebook, there are a bevy of opportunities out there to get attention online.
At the helm is Greg Jarboe & Jamie O'Donnell, pioneers and strategists in online PR. Greg and Jamie are joined by colleagues Matt Bailey and Todd Malicoat to bring you one of the more dynamic topics in online marketing. The goal of this multi-course learning track is to educate and train you in the emerging field of Online Publicity. Join them all as they teach you to use search engines, social media, video, photos, and variety of viral tactics to get eyeballs and attention to your website.
Course includes:
- 24-7 access to streaming video tutorials
- Full year of access to purchased courses
- Course study guide with self-paced assignments
- Section quizzes to ensure you're on track
- Access to six monthly workshops to ask live questions of the faculty
- Access to "Ask the Expert" forums to get your questions answered at any time
- Extensive final exam with printable certificate of completion
Course Curriculum:
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The Evolution of Online PR
In this first segment well outline how online PR differs from traditional public relations, starting with the evolutions of both, how online news has started to replace print news and case studies proving effectiveness using quantitative data. We then walk through the 5 step process for optimizing press releases for Yahoo! News, AOL News, Google News and other news search engines. Finally, we'll share some data demonstrating just how powerful a well-optimized release can be.
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Press Release Optimization Part I: Choosing and Positioning Your Keywords
Choosing keywords for news is connected to regular SEO processes, but with a few twists. A key aspect is understanding the intent of your customer and then expanding your keywords outside your normal comfort zone. We'll explain the methods that work, backed up with case studies, and cover important details such as the maximum headline length in different online news publishers.
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Press Release Optimization Part II: Adding Links and Submitting to Wire Services
Links are the secret ingredient of an optimized press release -- and not for the reason you probably think. Once finalized, the release must be submitted to the specialist services, which we'll explain one by one. We end with some sage advice on leveraging your online release to build good old-fashioned offline news coverage.
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Blogging for Business
Done right, blogs can be a real boon to your business. Done wrong, well...you just come off looking like an out-of-touch company looking to play with the kids. If blogs are intimidating for you, don't worry, Matt Bailey describes the basic structures of a blog and what makes a corporate blog successful. In addition to pointing out the main problems many blogs face, Matt also gives a number of examples of blogs done right. After watching this video, you should have no problem overcoming any fear of starting a blog and doing it well.
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How To Pitch Bloggers
Greg Jarboe and Jamie O'Donnell teach the essentials of approaching bloggers for coverage. In less than 20 minutes, Greg and Jamie will get you up to speed on do's and dont's of this important aspect of online PR.
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Link-Building: 12 Link Types and How to Get Them
Your on-page SEO optimization efforts are complete. Now what? Link-building. Inbound links are paramount to your post-optimization effort; your sites link equity is a major aspect of a search engines algorithm. Whether you're in a niche industry or battling with other companies for the front page of top keywords, no SEO campaign is complete without a solid and continuous link-building strategy. In this essential video, Todd Malicoat discusses the 12 link types that are important for your optimization strategy. Follow along to discover which link types you should focus your efforts on and which are of secondary importance. Pay attention! You'll be tested at the end.
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Social Media: Learning to Play the Social Media Game
In this extensive social media overview, Matt outlines the various "players" in the social media game. From Digg to Twitter to YouTube to Flickr, Matt outlines exactly how to take advantage of social media venues to generate traffic to your website, draw attention to your brand, and get people buzzing about your company. You'll look at the differences between the various social media companies, how each one can help you in different ways, and the pitfalls to avoid when using the social media juggernaut to drive traffic to your site.
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Online Video: Basic Strategy
Greg shares some tips for increasing your reach with online video from production to promotion. If you're using online video to promote your products, you'll want to watch this video to make sure you are getting the most value from your effort. If you aren't using online video, by the end of the discussion Greg will make a believer of out you. The fact is, online video is hot and there is no better time to get your feet wet.
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Including Flickr in Your Online Marketing Strategy
Matt Bailey discusses the basics of Flickr and its impact on social media strategy. If you think Flickr is just a way to post photos of the kids, you'll be a surprised to see how it's being used to sell everything from wedding cakes to luxury boats.
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Including YouTube in Your Online Marketing Strategy
Matt Bailey discusses the basics of YouTube and its impact on your social media strategy.
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Course Instructors:
You're taught by the industry's foremost expert in web analytics. Learn from years of hands-on experiences that helped our experts get to the top of their game, avoid the mistakes they made along the way, and pick their brains on our monthly workshops which give you the opportunity to ask questions directly of our faculty on anything that may be preventing you from achieving your search marketing goals. Can't make it to a workshop? Simply post your questions in our "Ask the Experts" forum and get an answer promptly.
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Greg Jarboe & Jamie O'Donnell
Regarded as the pioneers and leading authorities on online publicity, Greg and Jamie have more than 40 years combined experience in public relations, corporate communications and marketing. Pay attention to Greg and Jamie as they teach you how to expand your publicity through the web to build relevant news mentions and link strength.
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Matt Bailey
Matt is a regular speaker for the Search Engine Strategies Conferences, the Direct Marketing Association and the American Advertising Federation. In addition to his training and consulting company, Matt is also the director of the Direct Marketing Association's Search Engine Marketing Certification Program.
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Todd Malicoat
Author of popular SEO blog StuntDubl.com and frequent conference speaker, Todd has an uncanny ability to come up with new angles on the complex realm of SEO, link building, link baiting and search engine marketing. With Todd, you learn the basics, and a whole lot more.
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Certificate of Completion:
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Our printable certificates prove that you have completed the course and passed the final exam. Print it out, hang it on the wall, and bask in it's glory or give a copy to your employer to prove you are continuing your education and improving your skills.
Want to get the full endorsement from our faculty? Participate in our three-month Master Certification for hands-on instruction with the faculty, complete with course projects and graduation ceremony.
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