#cmworld 2013 presentation: 19 tips to drive discovery of content
Post on 14-Sep-2014
4.433 Views
Preview:
DESCRIPTION
TRANSCRIPT
@prnewswire #CMWDisco #cmworld
10 ^ Ways to Drive Content Discovery
Sarah Skerik@sarahskerik
Vice President, Content MarketingPR Newswire
19
@prnewswire #CMWDisco #cmworld
I’m all about content distribution.• 20+ years with PR Newswire, Reuters and
the City News Bureau of Chicago – Currently vice president of content marketing
for PR Newswire
• I have a baby, and it’s named Beyond PR (http://blog.prnewswire.com)
• I experiment. A lot.
@prnewswire #CMWDisco #cmworld
My lab.
@prnewswire #CMWDisco #cmworld
If you publish it, will they convert even see the dang thing?
@prnewswire #CMWDisco #cmworld
Our Agenda: Driving Discovery
• How to build discovery into content strategy.• Distribution deep dive (paid & free) • BONUS: Fast formatting tips & tactics proven to improve
results
@prnewswire #CMWDisco #cmworld
A lead is what sets the scene and grabs your reader’s attention – it is your introduction. A news hook is what makes your piece timely. - The OpEd Project
@prnewswire #CMWDisco #cmworld
#1 Most e-mailed
@prnewswire #CMWDisco #cmworld
#2 Timely responses
Pro tip: These are trackable URLs
@prnewswire #CMWDisco #cmworld
Tie thought leadership to timely events
Blog post
Press release promoting blog post
Resulting traffic increases
@prnewswire #CMWDisco #cmworld
#3 Capitalize on trends, issues - positively
@prnewswire #CMWDisco #cmworld
#4 Use EdCals to inform strategy & timing
@prnewswire #CMWDisco #cmworld
#5 Leverage sponsored/owned content
@prnewswire #CMWDisco #cmworld
They developed a great news hook
@prnewswire #CMWDisco #cmworld
And earned a little media …
@prnewswire #CMWDisco #cmworld
#6 Seasonal & recurring events
PR Newswire Feature Calendar
A variety of headlines from a package of back-to-school press releases used to promote multimedia content and web sites.
@prnewswire #CMWDisco #cmworld
#7 Distribute the content.
@prnewswire #CMWDisco #cmworld
Results
@prnewswire #CMWDisco #cmworld
11. It’s not a press release, it’s a vehicle for all sorts of news and info.
@prnewswire #CMWDisco #cmworld
Interesting ways to distribute content … for free
@prnewswire #CMWDisco #cmworld
#8 Find, connect with and quote the people who care.
@prnewswire #CMWDisco #cmworld
#9 Use free PR sites – judiciously.• Focus on different message
elements – no repeats! • It’s about the content not
links • Use trackable linksCAVEAT• Beware an emphasis on SEO• Look for no follow link
attributes
@prnewswire #CMWDisco #cmworld
#10 Balance time & effort against results.
Did you get any Clicks? Shares? Results?
@prnewswire #CMWDisco #cmworld
Distribution – An Insider’s Guide
@prnewswire #CMWDisco #cmworld
Myths
• Press releases cost $1,000. • Media aren’t reading press releases. • All newswires are the same. • Google has killed press releases. X
@prnewswire #CMWDisco #cmworld
Search engines • If your vendor distributes no-
follow links, you’re cool. • If you’re a spammy linkbuilder
who used press releases as a foundational SEO strategy, you will be inconvenienced. (Oh, and you’re at the wrong conference.)
@prnewswire #CMWDisco #cmworld
Questions you should ask potential vendors:• Who is receiving my content? • What different distribution formats & platforms are you
using? • Where will my content be seen? • When will recipients get the content? • Why is your service the best fit for my audience and
message?• How will you measure the results my content generates?
@prnewswire #CMWDisco #cmworld
Online distribution • Syndication vs RSS• Reporting
– Impressions– Spiders– Views – Keywords – Clicks – Shares & interactions
Will the vendor *really* distribute
your content, or are they just creating a
landing page?
@prnewswire #CMWDisco #cmworld
RED FLAGS
@prnewswire #CMWDisco #cmworld
Media reach
Delivery: • “Wire”
– AP– Other
• Email targeting• Personalized web • Reporting!
@prnewswire #CMWDisco #cmworld
In the newsroom – a reporter’s eye view
Pro tip: Make the first 80 characters of your headline count. (That was #11.)
@prnewswire #CMWDisco #cmworld
#12 Mine industry groups & media for press release submission opportunities
@prnewswire #CMWDisco #cmworld
#13 Consider niche players
@prnewswire #CMWDisco #cmworld
Press releases accrue results over time.
It takes almost 4 months for the average release to accumulate most of its views.
@prnewswire #CMWDisco #cmworld
Bonus: Formatting tips that my-hand-to-God will improve your
message visibility.
@prnewswire #CMWDisco #cmworld
• Keep them short. Why? – Our data. (80-130)– Search engines (65) – Remember that AP slide?
(80)– Twitter (100)
• Use a subhead to keep peers happy.
#14 Headline length REALLY matters.
Pro tip: Shoot for 110 characters, put the most important/attractive
ideas at the beginning.
@prnewswire #CMWDisco #cmworld
#15 Employ multimedia elements.
• Visuals have their own distribution networks
• Visuals draw eyeballs• Algorithms value visuals• People like pictures. • Better results accrue
@prnewswire #CMWDisco #cmworld
#16 Dump the speed bump. Give the reader a reason to keep reading.
September 11, 2013/Cleveland/ -- XYZ Corporation, a leading global provider of world-class, end-to-end cross-platform scalable enterprise cloud solutions designed to deliver comprehensive process-improvement outcomes for customers in various vertical sectors including manufacturing, mining and procurement today announced …
@prnewswire #CMWDisco #cmworld
#17 Embed a CTA – near the TOP Link strategically. Think reader service, not SEO. • Link to profiles of
key people quoted in the message.
• Embed calls to action for prospects
@prnewswire #CMWDisco #cmworld
#18 Use keywords, but not for the reason you might think.
200%!
@prnewswire #CMWDisco #cmworld
#19 Build an element of distribution into every content component you publish. Driving ongoing discovery of your content is crucial.
@prnewswire #CMWDisco #cmworld
Thank you! Sarah SkerikVice president of content marketing, PR Newswire• @sarahskerik • Linkedin.com/in/sarahskerik
Discovery is a recurring theme on the PR Newswire blog. Stay up to speed with what we’re thinking (and my latest experiments) here: http://blog.prnewswire.com/tag/discovery/
top related