By: Peter Getman, Principal Brand Director

Google results are the dominating manners in which your potential customers feast on your facts, other’s opinions and the media’s hubbub about your brand. Clearly, it’s a powerful brand awareness advantage if your search results placement yields 100% or 1000% more readership than your competition about your brand’s promise of superior value. Not to mention, revenues.

Soon…conversations in highly specialized social communities, the Technorati-like blog-o-spheres, will be leveraging more sophisticated Digg-like taxonomies to deliver the most relevant facts, opinions, videos and media noise around your brand and the search terms surrounding your brand. You’ll come to call it “participatory media and content.” It’s happening. Count on it. (Yeah, that sentence hurts my head too.)

We know the Internet is constantly changing and evolving. For the better. All searches queried by your potential customers will be yielding more personally-relevant results to them. How great is that?

A key to being a dominating brand in generating free online traffic, boiled down to almost nothing:

Offer free, personally-relevant content to your brand’s potential customers on the web.

Content that must somehow directly exude or indirectly illustrate your brand’s ability to deliver its differentiating value proposition in a manner that is tangible and believable.

That’s it. Go do it.

This basic content creation discipline on behalf of your brand must be ongoing. In other words, your brand’s supporting content must evolve at the same break neck speed as your business itself. Do this, and no matter how the Internet search result’s taxonomy technology improves, your brand will be positioned for traffic generation dominance.

To me, this really requires nothing more than Internet Public Relations, or what we lazily call iPR.

iPR is simply the combination of your Old School Public Relations [OSPR] content creation, your Search Engine Optimization [SEO] and Social Media Optimization [SMO] strategies into one dovetailed effort. It’s sensible, since at their core they are both based upon – you guessed it,

‘Offering free, personally-relevant content to your brand’s potential customers and followers to consume both online and offline.’

It’s not necessarily sensible that you have 3 different agencies working on developing this content.The job of managing message consistency makes my head hurt.

Success in OSPR, SEO & SMO nets the same success for your brand’s website, your business. Whereby, the start of your sales process is initiated:

More brand awareness of your superior difference
> More web traffic
> More qualified traffic
> More customers
> More revenues
> More brand knowledge
> Bigger EBITDA multiple
> Get one step closer to brand ubiquity

Sure, OSPR content creates is clear, concise, bulletproofed and validated announcements for editors to consume. And of course, SEO strategies are employed to digitally influence algorithmic machines so to speak [Google, etc.] for higher-ranking results. Lastly, SMO strategies are employed to digitally influence web people in communities et-al.

Yet, the end result for both is the same. More web traffic…

To make your brand’s differentiating value proposition more tangible, more believable, “package” its personally-relevant content in as many forms the web empowers us to do so:
> Brand success case studies in download print
> Brand success case studies in video
> Blogs, forums, white papers, silver papers {what’s this?}
> Viral videos
> Emailed “spoon fed” pitches to analysts and media
> Optimized PR pitch stories
> Optimized PR releases
> Internet PR [iPR]
> Digital sales collateral
> Webinars
> E-Newsletters
> A creative social media program

There is more, but I don’t want to bore you. The point is, go craft a ton of meat and potato content and then give it your iPR and creative team to package it into outreach programs for your brand.

It works. [Google: Brand Launch Agency or Creative Agency, what comes up? ]

If you don’t have the time or expertise, team up with a disciplined, progressive rand creative agency to dive into your head and deliver.