#cmworld 2013 presentation: 19 tips to drive discovery of content

@prnewswire #CMWDisco #cmworld

10 ^ Ways to Drive Content Discovery

Sarah Skerik@sarahskerik

Vice President, Content MarketingPR Newswire

19


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.

http://blog.prnewswire.com/


My lab.


http://onesecond.designly.com/


If you publish it, will they convert even see the dang thing?


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


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


#1 Most e-mailed


#2 Timely responses

Pro tip: These are trackable URLs


Tie thought leadership to timely events

Blog post

Press release promoting blog post

Resulting traffic increases


#3 Capitalize on trends, issues - positively

http://www.prnewswire.com/news-releases/jim-beam-honey-on-a-mission-to-save-bees-from-a-serious-issue-by-suing-bears-220178941.html#prettyPhoto


#4 Use EdCals to inform strategy & timing


#5 Leverage sponsored/owned content


They developed a great news hook


And earned a little media …


#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.

http://promotions.prnewswire.com/rs/prnewswire/images/PRN_Features_plus2013Calendar.pdf


#7 Distribute the content.


Results


11. It’s not a press release, it’s a vehicle for all sorts of news and info.


Interesting ways to distribute content … for free


#8 Find, connect with and quote the people who care.


#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


#10 Balance time & effort against results.

Did you get any Clicks? Shares? Results?


Distribution – An Insider’s Guide


Myths

• Press releases cost $1,000. • Media aren’t reading press releases. • All newswires are the same. • Google has killed press releases. X


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.)


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?


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?


RED FLAGS


Media reach

Delivery: • “Wire”

– AP– Other

• Email targeting• Personalized web • Reporting!


In the newsroom – a reporter’s eye view

Pro tip: Make the first 80 characters of your headline count. (That was #11.)


#12 Mine industry groups & media for press release submission opportunities


#13 Consider niche players


Press releases accrue results over time.

It takes almost 4 months for the average release to accumulate most of its views.


Bonus: Formatting tips that my-hand-to-God will improve your

message visibility.


• 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.


#15 Employ multimedia elements.

• Visuals have their own distribution networks

• Visuals draw eyeballs• Algorithms value visuals• People like pictures. • Better results accrue


#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 …


#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


#18 Use keywords, but not for the reason you might think.

200%!


#19 Build an element of distribution into every content component you publish. Driving ongoing discovery of your content is crucial.


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/

http://blog.prnewswire.com/tag/discovery

#cmworld 2013 presentation: 19 tips to drive discovery of content

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