Let’s face it, writing doesn’t come naturally for everyone. However, press releases can be an important part of a comprehensive digital marketing strategy. So to help ease the writer novices into successful press release writing, we’ve compiled a handy checklist of writing and optimization tips.
How to Write Press Release Copy
- Does My News Warrant a Press Release? This can be hard to determine because most of the time you’ll feel that it does. Great opportunities for press releases can include new products and acquisitions, new store locations or hires, or even work in your community.
- How Should I Write? One of the first steps to writing should be determining your tone and style. A lot of times, your industry will dictate how casual or formal you write. For example, a law or financial firm will require more formal press releases, whereas a retailer may find a laxer tone more appropriate.
- How Much Did I Write? Remember to keep your content at a manageable length; 300-500 words should be all you need to get your message across. If you find yourself going over, you might need to consider breaking it up into two releases.
- Did I Include a Headline and Subheadline? Make sure your headline is clear and concise; often you’ll find that your headline serves double duty as your title tag as well. So ensure your most important details are at the front of the title, and include any extra details you want to highlight in a subheadline.
- Did I Include Contact Information? It can be easy to overlook, but always check that you provided accurate contact details. This means a telephone number, email address, street address and website so that editors can get in touch to corroborate the story or get more information.
Optimize Press Release Tips and Tricks for SEO
- What are my Keywords? Pick two or three keyword phrases you want to target, and focus them in the first few paragraphs. When select your keywords, try and focus on nonbranded keywords that you’d like your brand to eventually rank for. And, if possible, try to include a keyword in the title of your post.
- How am I Constructing my Links? Hyperlinks and anchor text are the backbones of your press release optimization strategy. Like on your website, links in press releases help search engines associate content of a release to your site. When determining which keywords to link, try to keep your links in the first few paragraphs. And when selecting the actual links, try to focus on pages deeper than your homepage.
- Is What I’m Doing Working? Use tools like Google Analytics to measure return on news release. Are there specific press release sites showing up in your referrals lists? Or are you seeing gains in specific keywords in search engines? After a few releases, don’t be afraid to change course if things aren’t working. Try swapping aggregators or linking strategies.
Our Platform Picks
Not sure where to publish? Consult this handy list of press release aggregators to find the perfect fit for your releases:
Do you have any other press release submission websites you like? Let us know in the comments!