SMART NEWS How to write press releases that get found in search and shared in social media
May 10, 2015
SMART NEWSHow to write press releases that get
found in search and shared in social media
SearchIf your news content is not optimized for search – both news and web search – it probably won’t be found and read by interested journalists, bloggers and members of the public.
Social• Social media fuels traditional
media• Journalists and bloggers
watch sites like Twitter, Reddit and Pinterest for content about for breaking news stories
• They dig through LinkedIn for experts and sources
• 25% of Americans between 18 and 29 rely on social media as their primary source of news
Multimedia• A story with an appealing image or interesting video gets more views, comments and shares
• A press release with multimedia can get up to 9.7x more views
• Forbes called the rise of visual content a breakout trend
Attention• People are bombarded with messages all day long
• Your content has to be discoverable, interesting and relevant
• Know what interests them right now
• Know what will get them to share it with others.
Research• Monitor relevant conversations
• Look for trends• Current news hooks• Keyword research• Rising searches• Hashtags
Trust• People engage with brands they feel they can trust
• Journalists need sources they can trust
• Use reviews and recommendations from friends and ‘people like me”
• Provide good quality content consistently
Now available:A step-by-step guide to writing and distributing content in the digital age
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