![\"\"](\"https:\/\/blog.josefranconline.com\/wp-content\/uploads\/2017\/04\/Captura-de-pantalla-2017-04-18-a-las-9.22.39-300x169.png\")
\nEssential Search and Social Media Promotion Tips for News Content
\nLee Odden on Apr 17th, 2017 Content Marketing, Online PR, Social Media
\nSerena Ehrlich BusinessWire<\/p>\n
\nEssential Search and Social Media Promotion Tips for News Content
\nLee Odden on Apr 17th, 2017 Content Marketing, Online PR, Social Media
\nSerena Ehrlich BusinessWire<\/p>\n
Marketing and PR greatness must include equal parts intelligence, creativity and a focus on results. But there\u2019s one more important ingredient necessary to help you stand out: enthusiasm.<\/p>\n
Serena Ehrlich from BusinessWire has all of these characteristics and at the Digital Summit LA conference, she shared a cornucopia of practical advice about media relations and promotion of news content with zest and gusto.<\/p>\n
Serena EhrlichIt\u2019s common sense and supported by research that industry media is a source of news and trusted information for buyers of every kind. Consumers and journalists have changed right along with the technology used to discover, consume and engage with content.<\/p>\n
Therefore, it\u2019s essential that marketing and communications professionals empathize with their audience to understand their preferences and give them what they want.<\/p>\n
Because newsrooms have shrunk and journalists are overwhelmed with bad pitches along with a news cycle that runs 24\/7 it\u2019s a challenge to stand out. But no fear, you can really increase your chances of successful media pickups by following a few news release tips from Serena:<\/p>\n
Include usable support data
\nBe interesting
\nBe relevant to target audience
\nBe catchy
\nInclude quotes
\nInclude multimedia
\nOf course, outbound media pitching isn\u2019t the only way journalists can be exposed to your news content. Search engines and social networks can deliver thousands of additional readers that are actively looking for information that your brand has to give.<\/p>\n
That means making sure news releases and newsroom content is optimized for the right keywords and promoted through social media. Serena suggested using Google Trends to find keywords to add to your release headlines to increase opens, which is great. You can also use tools like keywordtool.io, Moz Keyword Explorer or if you have a Google AdWords account, their Keyword Planner. (we\u2019ve covered press release optimization extensively here in the past in case you want to venture that way)<\/p>\n
Serena brought up that since journalists are increasingly judged on the traffic or page view performance of the articles they write, be sure to let them know when they cover your story, that you will share what they write across your social networks. If they know you\u2019ll help promote the article, they might be more inclined to use you for the story and again in the future.<\/p>\n
![\"\"](\"https:\/\/blog.josefranconline.com\/wp-content\/uploads\/2017\/04\/Captura-de-pantalla-2017-04-18-a-las-9.22.48-293x300.png\")
<\/p>\n
Share smart content:<\/strong> Social networks are where people spend their time, period. And to engage with customers, brands need to be where the customers are. To help you promote your news content where people are actually spending time, Serena shared these tips for LinkedIn, Twitter, Facebook, Reddit, Instagram, Pinterest, Snapchat and YouTube:<\/p>\n LinkedIn Tips: Professional Competition<\/strong> Twitter Tips: Smart, Clever, First<\/strong> Use Facebook Live for reach:<\/strong> Reddit Tips: Passionate, Smart, Informed<\/strong> Instagram Tips: Fame, Recognition<\/strong> On Instagram, be sure to:<\/strong> On Pinterest, be sure to:<\/strong> On Snapchat, be sure to:<\/strong> YouTube + BizWireTV Tips: Video News<\/strong> On YouTube, be sure to:<\/strong> There\u2019s a lot to think about if you want to do well with your news content across so many social channels. Hopefully these tips are useful for your efforts at getting news content noticed by journalists through both outbound and inbound efforts.<\/p>\n You can connect with Serena on Twitter @Serena and on LinkedIn.<\/p>\n This is the first of two posts from the recent Digital Summit Los Angeles conference I attended. The second will feature Loren McDonald of IBM (Is Cognitive Technology the End of Marketing As We Know It?).<\/p>\n Essential Search and Social Media Promotion Tips for News Content Lee Odden on Apr 17th, 2017 Content Marketing, Online PR, Social Media Serena Ehrlich BusinessWire Marketing and PR greatness must include equal parts intelligence, creativity and a focus on results. But there\u2019s one more important ingredient necessary to help you stand out: enthusiasm. Serena Ehrlich from BusinessWire has all of these characteristics and at the Digital Summit LA conference, she shared a cornucopia of practical advice about media relations and promotion of news content with zest and gusto. Here are a few highlights. Serena EhrlichIt\u2019s common sense and supported by research that industry media is a source of news and trusted information for buyers of every kind. Consumers and journalists have changed right along with the technology used to discover, consume and engage with content. Therefore, it\u2019s essential that marketing and communications professionals empathize with their audience to understand their preferences and give them what they want. Because newsrooms have shrunk and journalists are overwhelmed with bad pitches along with a news cycle that runs 24\/7 it\u2019s a challenge to stand out. But no fear, you can really increase your chances of successful media pickups by following a few news release tips from Serena: Include usable support data Be interesting Be relevant to target audience Be catchy Include quotes Include multimedia Of course, outbound media pitching isn\u2019t the only way journalists can be exposed to your news content. Search engines and social networks can deliver thousands of additional readers that are actively looking for information that your brand has to give. That means making sure news releases and newsroom content is optimized for the right keywords and promoted through social media. Serena suggested using Google Trends to find keywords to add to your release headlines to increase opens, which is great. You can also use tools like keywordtool.io, Moz Keyword Explorer or if you have a Google AdWords account, their Keyword Planner. (we\u2019ve covered press release optimization extensively here in the past in case you want to venture that way) Serena brought up that since journalists are increasingly judged on the traffic or page view performance of the articles they write, be sure to let them know when they cover your story, that you will share what they write across your social networks. If they know you\u2019ll help promote the article, they might be more inclined to use you for the story and again in the future. When it comes to social media promotion, Serena stressed the importance of earning trust. How do you do that? Here are her tips: Share smart content: \u2013 News releases and coverage \u2013 New ideas \u2013 Stats and data \u2013 Ask provocative questions Share happy content: \u2013 Case studies \u2013 User generated content shares \u2013 CSR content \u2013 Employee life Share negative-fix content: \u2013 How can you solve this pain point? \u2013 Share consequences Social networks are where people spend their time, period. And to engage with customers, brands need to be where the customers are. To help you promote your news content where people are actually spending time, Serena shared these tips for LinkedIn, Twitter, Facebook, Reddit, Instagram, Pinterest, Snapchat and YouTube: LinkedIn Tips: Professional Competition \u2013 Link with coworkers: Trigger LinkedIn\u2019s algorithm by sharing updates simultaneously \u2013 Include contact information in your release: LinkedIn promotes people mentioned in news releases \u2013 Use LinkedIn blog opportunities to reach new audiences and drive traffic via company blog teaser \u2013 Write content that includes the 6 Ws, you, lists, hacks, psychology, careers, talent and multimedia Twitter Tips: Smart, Clever, First \u2013 Format: 118-character count \u2013 include a headline, link, comments \u2013 News content types to post on Twitter: Stats, releases, coverage \u2013 Don\u2019t forget to use relevant hashtags \u2013 up to 3 \u2013 Include up to 4 images, GIF or video \u2013 Join hashtag chats \u2013 Add Influencers to Twitter lists \u2013 Create RT DMs groups \u2013 people you can reach out to for mutual sharing of content Facebook Tips: Personal, Smart, Visual \u2013 Increase Your Reach \u2013 Facebook parses content by type \u2013 Facebook matches word use in updates \u2013 Use free audience targeting \u2013 Upload video in early afternoon Use Facebook Live for reach: \u2013 10 minutes in length \u2013 Include surprise material \u2013 Comment pinning pending Be sure to try Facebook Notes for the SEO value Reddit Tips: Passionate, Smart, Informed \u2013 Reddit has a large audience with 45,000 targeted communities \u2013 Share links to drive traffic, but be sure to participate with the Reddit community first to build relationships (don\u2019t just dump your links) \u2013 Only share relevant information Instagram Tips: Fame, Recognition \u2013 Instagram is a visual social network, so be sure to use high quality or interesting imagery \u2013 Showcase behind the scenes, physical products, physical locations \u2013 Highlight employee engagement On Instagram, be sure to: \u2013 Sign up for a business page \u2013 Drive traffic via URL in profile or Stories \u2013 Be descriptive \u2013 Use hashtags (up to 30) \u2013 Like other people\u2019s images to increase interactivity Pinterest Tips: Showing off + Smart \u2013 Pinterest is the most aspirational network \u2013 It is very focused on B2C, but there are opportunities for B2B \u2013 Extremely high CTR On Pinterest, be sure to: \u2013 Fuel the smart board \u2013 Be hyper-targeted \u2013 Be descriptive \u2013 Use hashtags Snapchat Tips: Unvarnished Truth \u2013 71% of Snapchat users are 18-34 years old. \u2013 Users have an average of 15 friends \u2013 To maximize your impact on Snapchat, buy a geofilter! On Snapchat, be sure to: \u2013 Provide VIP\/exclusive access to content \u2013 Be highly relevant with real time discussion \u2013 Include offers and coupons \u2013 Consider takeovers YouTube + BizWireTV Tips: Video News \u2013 33% of YouTube searches are for news \u2013 YouTube TV is launching in 2017 On YouTube, be sure to: \u2013 Create content for all sales funnel steps \u2013 Determine what your audience watches in long form and shorten it \u2013 Create a video of text<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40,39],"tags":[43,49,125],"class_list":["post-1166","post","type-post","status-publish","format-standard","hentry","category-affiliate-marketing","category-internet-marketing","tag-internet-marketing","tag-marketing","tag-social-media-marketing"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/posts\/1166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/comments?post=1166"}],"version-history":[{"count":1,"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/posts\/1166\/revisions"}],"predecessor-version":[{"id":1170,"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/posts\/1166\/revisions\/1170"}],"wp:attachment":[{"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/media?parent=1166"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/categories?post=1166"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/josefranconline.com\/blog\/wp-json\/wp\/v2\/tags?post=1166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n\u2013 News releases and coverage
\n\u2013 New ideas
\n\u2013 Stats and data
\n\u2013 Ask provocative questions
\nShare happy content:<\/strong>
\n\u2013 Case studies
\n\u2013 User generated content shares
\n\u2013 CSR content
\n\u2013 Employee life
\nShare negative-fix content:<\/strong>
\n\u2013 How can you solve this pain point?
\n\u2013 Share consequences<\/p>\n
\n\u2013 Link with coworkers: Trigger LinkedIn\u2019s algorithm by sharing updates simultaneously
\n\u2013 Include contact information in your release: LinkedIn promotes people mentioned in news releases
\n\u2013 Use LinkedIn blog opportunities to reach new audiences and drive traffic via company blog teaser
\n\u2013 Write content that includes the 6 Ws, you, lists, hacks, psychology, careers, talent and multimedia<\/p>\n
\n\u2013 Format: 118-character count \u2013 include a headline, link, comments
\n\u2013 News content types to post on Twitter: Stats, releases, coverage
\n\u2013 Don\u2019t forget to use relevant hashtags \u2013 up to 3
\n\u2013 Include up to 4 images, GIF or video
\n\u2013 Join hashtag chats
\n\u2013 Add Influencers to Twitter lists
\n\u2013 Create RT DMs groups \u2013 people you can reach out to for mutual sharing of content
\n
\nFacebook Tips: Personal, Smart, Visual<\/strong>
\n\u2013 Increase Your Reach
\n\u2013 Facebook parses content by type
\n\u2013 Facebook matches word use in updates
\n\u2013 Use free audience targeting
\n\u2013 Upload video in early afternoon<\/p>\n
\n\u2013 10 minutes in length
\n\u2013 Include surprise material
\n\u2013 Comment pinning pending<\/p>\nBe sure to try Facebook Notes for the SEO value<\/h2>\n
\n\u2013 Reddit has a large audience with 45,000 targeted communities
\n\u2013 Share links to drive traffic, but be sure to participate with the Reddit community first to build relationships (don\u2019t just dump your links)
\n\u2013 Only share relevant information<\/p>\n
\n\u2013 Instagram is a visual social network, so be sure to use high quality or interesting imagery
\n\u2013 Showcase behind the scenes, physical products, physical locations
\n\u2013 Highlight employee engagement<\/p>\n
\n\u2013 Sign up for a business page
\n\u2013 Drive traffic via URL in profile or Stories
\n\u2013 Be descriptive
\n\u2013 Use hashtags (up to 30)
\n\u2013 Like other people\u2019s images to increase interactivity
\n
\nPinterest Tips: Showing off + Smart<\/strong>
\n\u2013 Pinterest is the most aspirational network
\n\u2013 It is very focused on B2C, but there are opportunities for B2B
\n\u2013 Extremely high CTR<\/p>\n
\n\u2013 Fuel the smart board
\n\u2013 Be hyper-targeted
\n\u2013 Be descriptive
\n\u2013 Use hashtags
\n
\nSnapchat Tips: Unvarnished Truth<\/strong>
\n\u2013 71% of Snapchat users are 18-34 years old.
\n\u2013 Users have an average of 15 friends
\n\u2013 To maximize your impact on Snapchat, buy a geofilter!<\/p>\n
\n\u2013 Provide VIP\/exclusive access to content
\n\u2013 Be highly relevant with real time discussion
\n\u2013 Include offers and coupons
\n\u2013 Consider takeovers<\/p>\n
\n\u2013 33% of YouTube searches are for news
\n\u2013 YouTube TV is launching in 2017<\/p>\n
\n\u2013 Create content for all sales funnel steps
\n\u2013 Determine what your audience watches in long form and shorten it
\n\u2013 Create a video of text content
\n-Try FB live to announce news
\n\u2013 Try www.gifyoutube.com
\n\u2013 Try Sponsorships with BizWireTV<\/p>\n![\"\"](\"https:\/\/blog.josefranconline.com\/wp-content\/uploads\/2017\/04\/Captura-de-pantalla-2017-04-18-a-las-9.23.03-300x222.png\")
<\/p>\n","protected":false},"excerpt":{"rendered":"