Apr 12, 2013

Content We Love: Elmer’s Glue Sticks to Visibility

ContentWeLove“Content We Love” is a weekly feature written by a team of our content specialists. We’re showcasing some of the great content distributed through our channels, and our content specialists are up for the task: they spend a lot of time with the press releases and other content our customers create, proof reading and formatting it, suggesting targeted distribution strategy and offering SEO advice. In Content We Love, we’re going to shine the spotlight on the press releases and other messages that stood out to us, and we’ll tell you why. We hope you find the releases enjoyable and the insights gained from discussing them enlightening.

Visibility and Press Releases.

In a world driven by SEO and multimedia, crafting a story to stand out can seem daunting.  In music, many songs rely on a “hook.” This is what captivates the audience in a reasonable and simple way to maintain attention.

When I saw Elmer’s release introducing a new glue made from natural ingredients, I found the hook. It was pure music to my eyes.

Between the crafty headline and the multiple images, this release provided multiple elements we’re positively stuck on.


Elmer’s® Introduces First School Glue Made from Natural Ingredients

Headline: With many search engines indexing only the first 65 characters and other sites displaying the headline alone, it is imperative to stick up for your story and stand out.

Not only is the headline within the guidelines, it fulfills the three-prong search rule.

Three-prong search rule?

  • Have three key words/phrases to summarize the entire release. This will make it searchable and thus increase your visibility.
  • These key words/phrases will appear throughout the release and in the headline.

(*fun hunt: perform a search on your own releases by finding the words you think are most important to tell/summarize your story. Can you find your news?)

Images: We live in a world of images. Visuals aid in sharing the news and giving a tangible context to the words.

Including images on your release not only make the story “pop” but also showcase the story through a different platform. Our visual world demands visuals and with Elmer’s introduction of a new product, the imagery sticks with you.

How does adding images increase your visibility?

Our eyes are glued to pictures.

The target audience will automatically check out the images if images are available. PR Newswire’s analytics found that adding just one image increases the visibility 1.8X.

Press releases take your news on an adventure. It travels across search engines, consumers, the media, and more. Remember to add a headline with a hook and imagery to captivate attention.

Thanks to Elmer’s(R) Products, Inc. for providing a release we’re glued to.


Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on www.bellesandawhistle.wordpress.com or on twitter www.twitter.com/emilyannnelson.

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