Online press releases can be an important component of your search marketing strategy. Since the content is valuable, it should be visible for the people trying to find it.

This is pure math. There are a lot of levers we can pull -- which keywords we're going to buy, what is the bid price. ... We can quantify the whole equation.

'Plans' sounds like a Death Cab record. Atlantic wasn't sending it to marketing groups to test for hits or have reps crawling all over the studio. They still call us pretty regularly to get our opinion on things and seem to be concerned that the transition doesn't involve some tectonic shift in what has brought the band success so far.

Kim's stuffing recipe was sent out to the media in a holiday press release just as a fun marketing tool,

The Best Marketing Is Education!

A platform is what defines your visibility with your audience.