A lot of SEO clients are willing to do quite a bit to develop their company’s online presence, but a startling number of them shy away from one of the basic elements of online reputation mangement: the press release service. Press releases are a great way to communicate the essence of your company’s key offers to a wide audience, and all told they’re a relatively easy part of a standard organic SEO content spread.
Here is a quick seven-step breakdown to creating a solid press release.
Your headline needs to succinctly (and, if possibly, cleverly) encapsulate the main point of your press release. If your release is about your company’s new powerful anti-flu tea, something like “You Can’t Spell Therapy Without ‘Tea'” is a good starting point. Generally the best headlines are driven by sheer hard work: write one hundred possible headlines, and choose the best.
You should think of every element of the press release as an opportunity for the reader to quit and go look up My Little Pony instead, which means that every part of the press release has to be focused on keeping the reader’s attention. The first paragraph, in particular, is ‘the hook’ that makes the reader want to finish the rest of the release. Short, factual sentences that summarize the point of the release in a captivating way are the name of the game here.
The next few paragraphs should restate the hook and add interesting and relevant details. Expect most people to skim over these, but also expect that if they’re genuinely boring, no one will reach the bottom of the article. This section should communicate the Who/What/When/Where/Why/How of the story.
Information You Want Them to Have
Just before you close up the release, you want to give them all of the information they need about the company in question. If you’re writing about a website, that might be just a simple URL; if it’s a brick and mortar business, you’ll want details like the address, hours of operation, primary business, and so forth. The contact information where you want them to inquire into your existence is arguably the most important part of the entire press release — make sure you get everyone’s names right