This article, just like a press release, has about a 30-second time span (about 150) words to keep you reading, or you’ll be turning the page and on to the next article. If you do stay with me, chances are you’re finding this article interesting and useful, and the likelihood that you’ll tell a friend or colleague about it is pretty high. If they find it similarly useful, they’ll pass it on to their peers and so on, thus spreading this article to a much wider audience.
Captivating your readers right from the start is one of the core principles in writing a successful press release. Before you start writing always ask yourself, “What will my readers find interesting?” If you’re a home décor website, visitors may be more interested in hearing about Spring 2010 home design trends than statistics on how the industry is weathering the economy. Conversely, if you’re in a B2B industry, stats may be exactly what your audience wants.
Examples of common press release topics include:
- Grand opening of your website and features that make your brand unique
- Announcing a major sale, promotion, or contest
- Upcoming trend forecasts and how your products or services fit into those trends
- Your company’s commentary on recent industry news or changes
- New product offering or brand on your site and how it can benefit your audience
Once you’ve got your topic down, research the facts. Consult industry experts and even your own customers for their unique opinions on the topic and get permission to use their quotes in the release.
A typical press release averages about 250 words. Include quotations to frame your release’s topic and to give it a more personal feel for your readers. Avoid using industry jargon in the release or making it sound like a humdrum corporate memo. You want readers to find it creative and accessible enough to make them want to spread the word about it.
A good press release is SEO-friendly, too. Research relevant, competitive keyword phrases for which you would like the press release to rank. Narrow keyword phrases down to one attainable phrase. Then, add that keyword in the title of your release, about three times per every 250 words, and as the anchor text for a link in your release, increasing the chance your release will be ranked for that keyword phrase. Including images in the release is also recommended and can help the images and the associated release rank in Google Image search.
The headline and first paragraph of your release are crucial. The headline should clearly explain your release’s topic in eight words or less, include your website’s URL and a keyword phrase for which you‘d like the press release to rank. Your release’s first paragraph should be as concise as possible and answer “why should this matter to me?” in the first three sentences.
The more interesting and useful your press release is, the more likely your release and your website will be linked to from blogs and other websites. And, we all know quality links can work to increase your website’s rankings. Help your readers spread the word about your release by including popular social media buttons right in the release, and of course link to your website’s own social media presence.
We recommend syndicating your release through a reputable press release syndication site, such as PRWeb.com, that will automatically syndicate your release to thousands of media sites. Syndication fees vary, but are worth it if your release will be distributed right into the media outlets’ hands.
Once the release is syndicated, wait about a week before viewing its statistics. A good press release syndication company will allow you to view the number of impressions and opens for the release, as well as break down the numbers for each syndication source. Segment your web analytics data to view the time frame the release was syndicated in, and check for spikes in traffic, usually seen in both direct traffic to your website and referring traffic from other websites. Monitor your incoming links through Yahoo! Site Explorer a few weeks after syndication.
Press releases are a great way to expose your website to a wider audience. Keep in mind that syndicating too many releases can be like seeing the same company’s billboard every mile; it just loses its power to influence us. Keep the juicy factor intact by syndicating only when you have a newsworthy, interesting tidbit to announce or comment on.
By Alicia Magda
aliciam@ebizinsider.com
