*This is an updated release from 2017 - my, how times have changed.
Part two of a three part series on Media Releases: Are they worth it? What to consider? What’s their value in a digital content age?
Part one addressed an age old problem with most company announcements or releases; Is My Release Too Promotional?
In this installment, we explore a few ways to ensure your release has some lasting IMPACT on the big bad interwebs. I’ve titled this one,
Is My Release Shareable?
I chose to focus on ‘share-ability’, but why is this so important? Well, we all know that a number of different opportunities have opened up to promote our brands in the form of content that can be both exciting and powerful…. or bland.
In a impoverished-journalism age - leaving fewer “editorial” bodies to contend with - it basically means we can put more stuff on the internet while having more control over the message. But in order to make that impact - that share-ability factor becomes MORE important - and it means the role of ‘editor’ and “publisher” switches to… the public.
Sometimes, it’s not always about what WE think is great, or newsworthy, but how it will resonate with others. (namely, the people we want it to reach). This is important to curb those self-serving, marketing type releases that push promotions or offers. Let the story speak for itself, with an opportunity to promote your company at the bottom or in the fine print.
Does SEO still matter?
SEO still plays a huge role in terms of how many people see (and therefore share) your content.
Basically, Search Engines rank the ‘value’ of your content based on three things:
1. How long people stay on it
2. If they click ‘through’ (to related links) or click ‘out’
3. Are people share it?
At the end of the day, this only works if you produce a great media release and not trying to fool people into thinking it’s great content.
(Since this is not an SEO post - I will leave the technical stuff to those more fluent in ‘key words’, ‘tracking codes’, ‘demand generation’ – There are some great tutorials out there. Here is a good resource to start, or this blog post .
What does Google Think?
In a time where content overwhelms the internet, Google equates “share-ability” to “credibility” and fights for the sources that are the most credible content inside of them. They have adapted their algorithm with an E-A-T rating. This ranking system that encourages more useful content by focusing on actual human consumption vs. search engine friendliness.
Their search focuses on:
Expertise (who is writing the piece, are they reputable)
Authority (do they supply sound, factual and statistically rich content)
Trustworthiness (does this source publish other content that is consistently worthy of sharing)
Have a Call to Action:
Another great way to encourage sharing in your press release is to include some type of CALL TO ACTION. This can mean that you have either a timely product to talk about, or a pending date to take action or you’d like them to do something with the information they’ve been given;
click through and follow a link back to your site, blog post, facebook page
vote on an outcome
enter a contest ... this also leads them to other channels and places they can ‘like’ or ‘follow’.
A TITLE speaks a thousand shares:
If you’ve hooked me with a great title and subhead - I’d hit share before reading past the frist paragraph.
80% of the best releases are shared before people hit the middle of the page.
This means your title, subtitle and first paragraph have LOTS of responsibility. You have to assume people won’t read past the first few lines. So go back and read it; did you get the MEAT of the announcement or the news in there? No? Then you either don’t have a shareable story or you need to refocus your message.
Be bold with your titles and your openers. HOOK ME IN!
If people share what you are posting, it says they want to be linked with the content in some way; maybe they hold a similar view, perhaps it affects them or their business, maybe they have a solution or opposing view point, or maybe they just think you’re awesome. But most professionals (and journalists) are looking for simple things to share; new or innovative developments, relevant statistics, topical anecdotes, news stories or studies revealed, tips and tricks.
Lastly, a good writer goes a long way. Having someone who knows how to write for media is a plus and is usually someone who can bring value that can be applied outside of your direct consumer - to other influencers.
I’ll be along shortly with the third installment of this series...Is My Release Measurable?
Photo by Chang Duong on Unsplash