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Press Release

Viral Content Distribution Across New Media Channels

How companies can harness key new media channels

Ventana New Media, a provider of integrated content marketing for accelerated brand authority, lead generation and viral community building, announced the publication of a new white paper entitled, Harnessing Six Channels of New Media for Long-Term Success. The paper discusses new media channels that most impact a company's Search Engine Results Positions (SERPs) and how virally distributing corporate content across those channels improves brand authority, search engine rankings, web-based lead generation and community building.

By 2014, Forrester predicts that interactive marketing in the U.S. will near $55 billion and represents 21 percent of all marketing spending. With social media spending alone increasing to more than $3 billion by 2014, the time to stand out in the new media crowd has never been more critical.

The Ventana white paper outlines how companies can capitalize on the exploding number of online new media sites, if harnessed effectively. Each of the channels requires a different approach to content distribution and relationship-building, but implementing a strategy for syndicating corporate content and building communities in a unified, controlled fashion, can rapidly build brand awareness and authority.

New Media Channels Accelerate Viral Content Distribution and Corporate Presence

  • Microsites: Traditional social media sites including FaceBook, Twitter, LinkedIn and seven others that act as corporate "mini Web sites" while offering the advantages of interactivity and community building
  • Web-Feed Publishers and Social News Communities: FeedBurner, DMN Newswire, TMC News and more than 20 others where content can be posted and shared
  • Social Bookmarking and Viral Communications Sites: Sites such as Digg, Delicious, Mixx, Pitchengine and many others where content is distributed virally, acting as a highway to blogs and social news communities
  • Social Journalism Sites: Social journalism sites such as Ulitzer and Buzzup that are comprised of user-driven news portals where content is tagged, backlinked and posted
  • Online Audio/Video and Image Sharing Communities: Vimeo, Flickr, Google Video and others that expand visibility of rich video and image content on the Internet
  • Blogs: A highly effective vehicle for content distribution and brand building when correctly targeted

New solutions such as the Ventana New Media Engine (NME) are emerging that enable companies to effectively leverage these channels, while reducing the time and resources required to support a new media program. The NME delivers a turnkey solution for publishing content across the Web, building communities for online lead generation, and gaining viral exposure that expands corporate presence and awareness among prospects, customers, partners and other key audiences.

"To best optimize the power of marketing through the Web, companies must understand how to leverage the multiple channels of social interaction and the way in which content flows across the Internet," said Joe Austin, president and cofounder of Ventana New Media. "Only those companies that can efficiently harness every channel - including the myriad of social networks, news communities, blogs, microsites, and audio/video distributors - will obtain the greatest business value from their online marketing programs."

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Joe Austin is Vice President, Client Relations, at Ventana Public Relations. He joined Ventana PR in 2006 with more than 14 years experience in high-tech strategic communications. His media relations experience spans both broadcast and print, and he maintains longstanding relationships with editors and reporters at business, IT, channel, and vertical publications. Austin's relationship with the media includes marquee outlets including CNN, BusinessWeek, USA Today, Bloomberg, and the Associated Press for clients ranging from startups to billion-dollar enterprises. Experience includes working with Maxell, McDATA (Acquired by Brocade), Center for Internet Security, Securent (Acquired by Cisco), Intrepidus Group/PhishMe, FireEye, Mimosa Systems, Xiotech, MOLI.com, EMC/Rainfinity, Spinnaker Networks (Acquired by NetApp), ONStor, Nexsan, Asigra, Avamar (Acquired by EMC), BakBone Software, Dot Hill, SANRAD, Open-E and others. With more than a decade of strategic planning, media tours, press conferences, and media/analyst relations for companies in the data storage, security, server virtualization, IT outsourcing and networking arenas, Austin's domain expertise assists in positioning clients for leadership. Austin was recently recognized as a “Top Tech Communicator” for the second year in a row by PRSourceCode. The editorial community – represented by more than 300 participating IT journalists – rated each winner based on best overall performance and recognized those who added the most value to their editorial processes in terms of responsiveness, reliability, and overall understanding of editorial needs.