Artez Writing for the Web: Adapting the traditional press release for online and social sharing
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Tips on writing the traditional press release for the web and designing content for a website. For today's communications professional, there's little doubt that the social media press release (SMPR) has become a powerful tool to inform and engage online audiences. Here are some helpful tips, tricks and best practice for building SMPRs, and explain why they are so critical to your overall communication strategy. I will show you how to leverage your existing social assets to engage your audience online and tell a more robust story. Here also are tips to get your news story in the top online searches; how to write for search engines like Google, master your keyword strategy, craft the perfect headline and SEO-friendly content, use links (hyperlinks and inbound) to your advantage, use the power of RSS to drive visibility to your site and measure and track ROI of your communication outreach. Originally presented as a webinar for Artez Interactive April 21, 2011; live webinar available here: http://www.artez.com/webinars/writing_for_the_webr
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Artez Writing for the Web: Adapting the traditional press release for online and social sharing
- 1. Writing for the Web Google Rules but don’t forget about your reader
- 4. Traditional Press Releases Earnings results Media Advisories Embedded photo & video releases
- 6. Optimized (SEO) Press Releases Integrating key words, phrases and embedded links to optimize “findability” and rank within search engines Targets for SEO releases are consumers, not media Helping your News get found online
- 7. SEO: Search Engine Optimization She finds the link to your website and your product webpage Your potential customer enters your keywords into a search engine (e.g., Google, Yahoo!) YOUR POSTED PRESS RELEASE Distributed to 1,000s of places on the Internet with your hyperlinked webpage
- 8. Words chosen and placed by copywriters in strategic locations on a web page in order to increase the volume and/or quality of traffic from search engines to a web page. Examples: Brand, Product, Service Name, Geographic Location, Or Topic Keywords
- 9. A Search Engine is… http://www.youtube.com/user/GoogleWebmasterHelp
- 11. Location of Title Tags
- 12. The URL of the webpage
- 13. The Meta-Description HTML Code Right click; view source
- 14. Meta Description (as seen in Google) The presence of a search term in a webpage’s meta-description increases the likelihood that the page will be a top result
- 15. Inbound Links “ Inbound links...[are] one of the positive signals to Google about your site's importance... relevant, quality inbound links can affect your PageRank.” In other words, no matter how optimized a webpage is, the number of other pages linking to it will have a major effect on the ranking of that page
- 16. Now, think of your press release as just another webpage... ...The same rules apply
- 17. Marketwire AUTOMATICALLY drops the release headline into the Title Tag of the page
- 18. Marketwire AUTOMATICALLY drops the release headline into the URL of the page
- 19. Meta Description of the Marketwire version TIP: Include a quick sentence or two about the news in regular form, then move into the “News Facts” – this will allow you to capitalize on including keyword-rich content in the meta description, which only includes the first couple hundred characters (including spaces)
- 20. The Meta-Description translates to many downstream distribution partners as well.
- 21. On page text is based on the copy of the press release. You should be very keyword centric when writing. The question to ask is, “ which keyword searches do I want to result in this release showing up as a top SERP?”
- 22. Marketwire provides distribution of press releases with “inbound links” to reputable 3 rd party websites
- 24. Inbound Links are more powerful when used with keyword-rich “Anchor Text” Anchor text links are often used with specific product names or as an “interactive” tool... While this is a good use, more emphasis should be placed on creating anchor text links behind more general keywords such as “Java virtualization” or “server virtualization”
- 25. The more links you build, the more likely you are to increase the ranking of that webpage in a search for that keyword .
- 31. How Do You Pick Keywords? Search Google Adwords provides monthly search volume for any keyword or phrase and offers related search term data.
- 35. How Do You Pick Keywords? MW’s SEO Analyzer grades the search optimization level of a press release based on its headline, multimedia assets, and body text as well as the keywords. .
- 41. Potential Audience Twitter 190 Million+ Users veoh 28+ Million Unique Users Facebook 600 Million Users Photobucket 30 Million Unique Users Top Blog Sites 24 Million Users YouTube 2 Billion+ videos viewed daily Second Life 13 Million Residents LinkedIn 90 Million+ Users AP Mobile 38 Million monthly page views
- 43. The SM 2.0 News Release Multimedia Elements DIGG,Technorati, Search Engine Stats Technorati Mashup Corporate RSS Feed Bulleted News Facts Multiple Quotes Corporate Web Site Social Bookmarking Links Intelligent Keyword Navigation Resources Facebook (Social Networking)
- 44. Feature: • embedded pictures • streamed video Benefit: • More engaging • Convenient for media / bloggers • Own screen real estate • Improved SEO
- 48. Feature: • SEO Enhancement • Anchor Text Links • Links display on 100+ sites Benefit: • Backward links improve rank of website • Anchor text associates site with desirable keywords • Picking own meta keywords allows more creativity (Google Keyword Tool) • Combination of SEO Enhancement and multimedia maximizes SEO • Long Tail – news lives indefinitely
- 49. Feature: • Sharable on more than 230 social networks Benefit: • Lowers barrier to interaction • Maximizes viral potential • Gives target audience the ability to share release the way they want with others who are interested in news • Increases reach • News recommended by friend carries more weight
- 52. Feature: • Headlines appear on blogs with relevant content via the Pheedo Blog RSS ad Network Benefit: • Value add release in front of highly targeted audience that is more likely to absorb and share message PC Magazine NY Times – Health News PHEEDO BLOG RSS AD NETWORK
- 53. Delivery of Multimedia Press Releases to Smartphone Users via AP Mobile
- 54. Set Goals
- 55. Goal # 1: Inform journalists and bloggers while maximizing social media viral potential
- 56. Marketwire sends release to news aggregators who repost release, such as MSNBC. Blogger links to this release
- 57. Social Media 2.0 release reposted to targeted blogs for subject matter
- 58. Blogger includes resource link to Canadian Virtual Hospice website
- 59. Online version of hard copy magazine
- 60. Goal # 2: Drive traffic to project website SEO Enhancement (Included with Social Media 2.0) allowed Canadian Virtual Hospice to link important keywords back to their chosen sites, encouraging click-throughs and providing convenience to their audience.
- 72. Client videos on Marketwire YouTube channel on first page
- 76. Social Media News Room
- 77. Add Social Media News Releases to Your News Room
- 78. News Room
- 79. Popular Social Media Services
- 81. Video Capability
- 82. Quotes & About Us Section
- 87. Pick Your Tools
- 104. Resources Social Media Corner on LinkedIn http://twitter.com/marketwire #smmeasure chat http://blog.marketwire.com/ Knowledge Sharing From Marketwire: http://www.marketwire.com/knowledge_sharing/
Hinweis der Redaktion
- Press releases and their associated media show up in organic listings, which get 94-97% of all clicks online (organic versus paid). News has a shelf life and it is being incorporated into search engine results pages, crowding out web pages. Make sure to feed the news engines. Press releases allow for targeting the media and consumers Links distributed through press releases allow for search engines to find those pages, providing: credibility with search engines and help in boosting page ranks and organic listings direction of web traffic to a call-to-action page.
- So, what is a Search Engine Optimized Press Release? Well, it’s simply your text release written using the words and phrases that people type into a Google search to find you And it includes internet links to encourage people to come visit your website where you can convert them to a buyer, an investor, an evangelist. These hyperlinks are what connect the World Wide Web and are your greatest opportunity to be found. Be strategic about the pages you’re driving traffic back to. Make them specific internal landing pages where there’s such things as: A point of purchase A place to request more info A free offer Events like conferences and webcasts Other websites with stories that help to illustrate your Groups associated with your brand And recent media or blog posts about you
- Recent algorithm change weighs relevancy of articles using user behavior on long-tail keywords higher than content keyword densities. In English? Interesting news, compelling content changes from being “King” to being “Godly” for all content. It used to be that long keyword phrases were easier to rank for based on keyword density alone, but now long-tail keywords will be held in the same esteem as shorter, generic keywords and phrases. In other words, use phrases 3-10
- Another important factor to consider is the anchor text of a link, which assists search engines in determining the subject of your page. You’re more likely to rank for anchor text that coincides with content on the page you’re linking to. The last thing you want to start competing for are keywords such as “learn more” or “this site” or “here”. In the case of marketwire, anchor text like “press releases” or “social media marketing” or “news wire” would be much more beneficial. -Deep linking is all about relevance. Think back to the content mantra that “relevant content is godly” for a minute. If someone is linking to your site specifying very specific anchor text as your subject matter, does it make sense to send them to your homepage which is a gross generalization, or to deeper pages in your site that is more specific and relevant? Search engines think the latter.
- Please do: Consider competing pages, volume and content Consider visitor intent Use descriptive anchor text OMG, don’t: Link to general “hub” pages, like homepages Deceive visitors Use calls to action as anchor text
- SEO should be part of a long term online marketing strategy, and must be nurtured, monitored and maintained over time. Competition is fierce for web pages, but other content types show real promise, such as images and multimedia.
- Take a good look at the stats on this slide. For all I know, these are incorrect at this moment because more and more people are discovering this world. That’s a big audience!
- New format Breaking news no longer primary goal Be interesting, provacative, engaging Makes you content easily shareable and spreadable
- White House press conference. Highlighted quote from President Obama.
- Media pickup of press conference – highlighted quote is basis for stories
- IDO Security ties in release with news story. Anchor text links – associates your site with those keywords and phrases
- Over 100 downstream partners display the live links to your website – there backward links improve the rank of your website
- Blog posts – not Video also picked up in blog posts
- Expedia.ca SMR
- Videos posted to Marketwire YouTube channel on first page of Google search for release.
- Use Social Media to introduce a new program that you want to create a buzz about Reach a targeted audience that you haven’t been able to penetrate Quickly pick up feedback that may be negative or false and act on it Dedicate someone in the department to follow and track blogs - check out blogpulse.com to see blog trends about your organization or industry Don’t miss an opportunity to build relationships, participate in conversations and reach out to your audience directly Include hyperlinks throughout your release, inviting readers to check out your blog, twitter posts, Digg page, Facebook fan page or LinkedIn profile Get content online so it can be found – have digital assets in all these content categories: news, images, video and blogs – better results for Universal (Blended) Search Check out the Marketwire Social Media Newsroom archive for ideas on writing a Social Media release
- Share this
- Offers source code to easily take and post to a blog – embed code
- Big trend - YouTube – second biggest search engine People are looking for content on video – fastest growing medium
- What are your audiences interested in? Research, surveys Each of your audiences has different content needs resulting in different content categories that need to be created Intercontinental Hotels – concierge tours from every hotel they own Interviewed concierge just like you as a traveler would – walk up to him and ask where should I go, what should I do – then shot background scenes of those places and created 3 minute videos No scripting, no lighting, one camera Cost $5000 per video
- You have done your research and you are ready to reach out to your audience. But how should you begin the process? Here are some ideas. Again, make sure that your communications tool is utilized by your potential audience. Respond with something relevant Create content, put it out there, let people talk about it, share it, adapt it
- Disney – families are their audience – interested in parenting and families Tabs for travel and entertainment, of course
- Contributed by readers and users People buy parts and build stuff Videos, discussion boards – encourage people to pitch in Suggest projects that you need to build with parts you buy at Radio Shack