Complete Guide to Internet Publicity

Effective strategies for grabbing and holding an audience’s attention online. With an extremely crowded and competitive online marketplace, attracting and holding an audience is now more critical to a company’s success than ever before. This sequel to Steve O’Keefe’s bestselling classic Publicity on the Internet offers a step-by-step guide to creating and deploying online campaigns. You’ll find detailed instructions on how to plan, design, and implement your campaign effectively so you can dramatically increase traffic to your Web site. You’ll also learn how to take advantage of current technologies and industry standards such as search engine optimization, email marketing, email merge software, and syndication and affiliate programs. Throughout the book, you’ll discover inspiring and instructive vignettes and case studies based on over 1, 000 online campaigns that you can apply to your own company. Plus you’ll gain key information on how to measure and analyze the results of your campaign. The definitive resource for PR and marketing professionals, this book covers the latest tools including: Direct email and newsletters Streaming audio and video Online seminars and workshops Webcasting conferences and presentations Using contests and sweepstakes On the companion Web site you’ll find: customizable Word and HTML templates weekly live discussion groups valuable resource listings