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Digital Storytelling Webinar – Your Questions Answered

Your Questions Answered

Last week we hosted the webinar “Digital Storytelling: Engaging and Connecting with your Audience” where we discussed how to create, promote and attract your audience to your content. We had some great questions come in during the webinar, but unfortunately couldn’t answer all of them in the time allotted. So we’ve taken some time to answer them here.

Q: Would the press release optimization you’re discussing also apply to blogs and other channels?

A. Yes, most, if not all, of the tips we gave for optimizing press releases can be used when creating just about any other piece of written content online. We also have a blog post on common SEO mistakes that bloggers make that addresses some of these best practices that can be used to optimize just about any written content online.


Q. They say press releases are obsolete and we shouldn’t send them. What do you say?

A. There are appropriate channels for every piece of content you create. You should choose the right channel for your audience, and if your audience is members of the media, a press release is still a great medium for connecting with them. With that being said, you can also make your press releases more social and shareable by including multimedia, quick facts, and posting it to your social channels when appropriate.

If most of your audience is on a specific channel, you can repurpose the content of your press release in a way that is appropriate for that channel. For example, if your audience is most engaged in Facebook, you can pull relevant multimedia from your release and post that as an update along with the headline or a quick fact from your release.


Q: This is all great stuff, how many people are on a staff to implement it all? How many PR staff? social staff? Content Managers? Content writers?

A. In short, it depends. We’ve worked with companies that have entire teams of people devoted to content creation and content marketing, and some companies that have one person doing it all and everything in between. The size of these teams often depends on how much content you wish to create, how many channels you’re engaged on, and how much time you’re spending measuring your results.

Here at Cision we use a cross-functional team of content creators which includes our research department, sales team, social media team, our product development team, and of course marketing, just to name a few. You don’t need to devote an entire team to it, you just need to find your internal experts who can speak to your topics.


Q. Tell us more about GaggleAMP.

A. We’d love to! We had a lot of questions about GaggleAMP on the webinar, so we’ll be demonstrating GaggleAMP in our live webinar this week titled Harnessing the Power of your Hidden Community with GaggleAMP’s own Glenn Gaudet.


About Laurie Mahoney

Laurie Mahoney is the Director of Product Marketing at Cision. She is a regular contributor to Cision Blog mainly focusing on topics like content marketing, social media and SEO. Laurie is a Chicagoan now, but spent her earlier days in the South where she attended the University of Georgia. She has a weakness for good TV, sushi and anything that mentions “salted caramel” in the name. You can find her on Twitter @channermahoney.

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