INTERNET MARKETING STRATEGY

Executive Content Syndication Workshop

Strategies and Tactics for Effectively Using RSS, Blogging, Online News and Podcasting in your Marketing, PR and Promotions

This is a workshop for marketing and PR professionals - no technical experience required. Due to the hands-on nature of the workshop and the depth of material covered, the workshop is limited to five attendees.

WHEN: July 12TH 2006. 9 am - 5 pm
Next Session: Wednesday August 16TH

WHERE: 6767 Forest Lawn Drive, Suite 212,
Los Angeles, California 90068
(323) 882-8125 ph

"I have been in this business for many years. There are very few people who can explain this subject to marketing and PR professionals in a way that it is really easy to understand and implement. This is one of the best!" Ed Casanova, Marketing Director, Swan Sound Systems

"There is so much to learn I felt like I was drowning. Sally's workshop cleared up all my confusions and made it simple. Now I feel like I can do this." D. Jaeb. Marketing Director, Explore Northwest Territories, Canada.

Workshop Overview

The Internet has changed the way people communicate. It has changed the media landscape and the way people find information and news. Marketing and public relations executives need to use all the latest online syndication tools to be able to communicate directly with their key audiences on the Internet.

This workshop will give you all the data you need to implement an online content syndication strategy. Find out exactly how you can leverage the power on online syndication and use RSS, blogs and podcasts to increase your visibility online and give you the ability to listen to and participate in the online conversation.

This practical hands-on workshop is led by Sally Falkow, one of the leading practitioners of online marketing and PR in the US today. Sally speaks regularly at major conferences such s Search Engine Strategies, Media Relations and the Business Blog Summit. She has presented as a keynote speaker for the AMA and led workshops for PRSA. You will get to spend one full day with her and learn everything you need to know to get an online content syndication strategy started in your organization.

Step One - The Basics of Content Syndication

What is content syndication? How and why does it work? What does it give in terms of ROI?
What is a content strategy and how do you do it?
What is organic search? Why is it important? How do people use search? How does this affect your brand and your business?
Owning 'above the fold" search real estate - how do you do it and why is it important?
Should you do both organic and paid search marketing?
Practical: Participate in a content strategy planning exercise
What is Really Simple Syndication? How does it work? What does it do?
Setup an RSS reader
How to RSS enable your content
Why is RSS the backbone of online PR and marketing today?

Step Two - Listening to the Online Conversation

How to use RSS feeds to monitor the conversation
How to tap into the wealth of information in consumer generate media
How to find the influential bloggers
How to use this data in your content strategy

Step Three - Deliver The Right Content in the Right Medium

How do you create compelling content?
Articles
Newsletters
Optimizing Press Releases
Blogs - are they the good, the bad or the ugly? To blog or not to blog?
Who should blog?
Avoiding the classic blog mistakes?
Picking the right blog platform
Setting up a blog - what is the goal and the strategy?
How to blog effectively

Enjoy a delicious lunch at the Toluca Lake Tennis Club

Step Four - Monitor and Measure

Measuring the effectiveness of your content syndication campaign
Watching the consumer generate media mentions
Learn use PRESSfeed, Bloglines, MyYahoo, BlogPulse and Technorati

Step Five - Case Studies

How one company launched a new category of product using content syndication - and created the fastest growing search term in the category of 'lotions'
Stonyfield Farms blogs
South West Airlines use of online news releases

Step Six - Podcasting, audio and video

The Podcasting PR opportunity
Who is listening to podcasts? Is it a viable medium for your organization?
How do they find a podcast? Learn how people search for, find and listen to a podcast online
Who is doing it well? Hear excerpts from leading business podcasts.

Step Seven - Practical Content Strategy Development & Planning Exercises

Selecting the Subject Matter - How to design content that appeals to your key audiences.
Finding Your Voice - putting a human face on the organization
Search Engine Optimization - Using your content strategy and keyword research to guide your content selection.

About the Instructor

A veteran of the PR industry Sally Falkow has translated her extensive experience in communication to the Internet and is now recognized as one of the leading online content syndication and Internet marketing strategists in the U.S. Her main interest is in the shift in media consumption and how new technology is affecting the practice of public relations.

Her understanding of how the Internet has changed people's behavior and the phenomenon of consumer-generated media such as RSS feeds, blogs and optimized press releases have assisted companies to reach their key audiences online.
She is certified as an Accredited Public Relations Practitioner by the Public Relations Society of America and has authored several books on website marketing strategies and the use of new technology in PR. She has lectured in Communication Theory, Public Relations Strategy and Consumer Behavior at the University level.
She is in demand as an expert speaker on how online news, blogs and RSS are influencing online PR and marketing

Download an interview with Sally speaking on the subject of Internet Marking and Public Relations >

Travel Information

We are located 5 miles from the Burbank Airport, right next to Warner Bros studios. We can arrange a ride from your hotel to the workshop. A list of hotels near Burbank airport can be found here. There are also hotels nearer to the venue in the media district of Burbank. Burbank's media district is in the heart of the entertainment industry and offers lots of interesting things to do and places to eat.

Seminar Hours and Fees

Hours: 9 a.m. - 5 p.m.
$500 per person