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Don
ʼ
t Panic!
The C&M Online PR and Web Content Handbook
March 2009
Table of Contents
2:
Introduction
3:
Online PR Campaign Planning: The C&M Fab Five Rough Guide
15:
Party Harder: C&M
ʼ
s Five Basic Social Theories of Online PR\
22:
The Five Step
ʻ
Shut Up, Listen and Spin
ʼ
Guide to Online PR and Social Media Agency Work
30:
QuickStart Guide to Content Optimization: Better SEO Content & Keywords
37:
Content Optimisation & Online PR Agency Tools (What
ʼ
s in Your Handbag?)
42:
A Practical Guide to Google & SEO in 30 Mins
http://www.contentandmotion.co.uk
1
Introduction: Don
ʼ
t Panic!
Online PR, Social Media, SEO and all this new-fangled web marketingstuff isn
ʼ
t witchcraft. It
ʼ
s easy. It
ʼ
s all about good content and smartimplementation.This handbook gives you all you need to:
•
Run your own Online PR and Social Media campaigns
•
Understand the Basics of SEO (in a non-scientific way)
•
Disarm even the snootiest web consultant with an impressivearray of best practises
•
Evaluate Online PR and Social Media consultancy services morecomprehensively
•
Sleep more easily at night. (Don
ʼ
t worry, you
ʼ
ll see all this newInterweb stuff isn
ʼ
t a threat: it
ʼ
s a low cost opportunity to dosome really exciting and measurable marketing work)
About C&M
C&M is an uber-hot Online PR agency based in the UK. It uses a variety of groovy newweb marketing techniques to help its clients win new friends and influence people. C&Mworks with industry-leaders like IBM and Cisco, plus hot shot contenders like open sourcedevelopment firm Squiz. It also works alongside large marketing and PR agencies suchas Text100, delivering Online PR services as part of an integrated full service programme.
About The Author, Roger Warner
Roger founded C&M in 2008. He has over 15 years experience in weband PR-related communications – including a lengthy stint as Director ofPR for IBM Europe, and running campaigns for HP, Toshiba and otherhousehold names. His favourite Thunderbird is 2 and he
ʼ
s obsessedwith cricket and teaching his young son Lucas the art of wrist spin.
http://www.contentandmotion.co.uk
2
Online PR Campaign Planning:The C&M Fab Five Rough Guide
Here at C&M we
ʼ
ve racked up a fair number of years inthe marketing game, and – despite the grey hairs nowshowing – we
ʼ
re more excited than ever about thepotential to create and execute wonderful, results-packed Online PR campaigns.
Of course, this hasn
ʼ
t always been the case.
Before the web – and in particular the bravenew world of web 2.0 – you needed extremely deep pockets if you hoped to move theneedle.
Many of us would have sat in planning meetings a few years back wonderingwhat the hell we were going to do to justify our fee or salary.To do good PR used to mean having either the resources or the assets to convincereporters that you were
ʻ
hot
ʼ
enough to write about for their magazine – and if you hadneither, then it was probably best (and cheaper) to simply not turn up.Today, this is far from the case.
Good PR today is Online PR, and good Online PRrepresents just about anything and everything you do on the web.I
ʼ
ve written about some ofthe fundamental differences between old PR and Online PR elsewhere, so won
ʼ
t dwell on them here – suffice to say that any company with an ounceof ambition and a browser can make an impact right now through Online PR…
This, then, is C&M
ʼ
s Rough Guide to planning an Online PR campaign.
We have FIVE rules for you, but before we dive in, we
ʼ
d like to make thefollowing points absolutely clear:
Anyone can do it
You don
ʼ
t need to spend a fortune, but you do need to commit human resources tomake an impact
Everything is based on the publication of superior content
You don
ʼ
t necessarily need an agency to do it for you
http://www.contentandmotion.co.uk
3
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