May 31, 2013
Content We Love: Mt. Everest of Optimization
“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.
Writing a modern press release can seem like a climb over Mt. Everest. With search engines reading for a human element, modern releases need more than a who, what, when, where, why baseline. To reach the summit, you need optimization.
- Optimization is a buzz word you may hear a lot. “Make sure your content is optimized!” Yet many are left wondering what exactly that means.
Optimization is forming content to be received in the best possible way. Transforming a story to an optimized press release is a feat; so when Fusion-io boldly announced the peak ascend of Mt. Everest using optimization, my interest was more than piqued.
Headline: Headlines are paramount. With search engines indexing only the first 65 characters and this being the first introduction to your story, it needs to stand out. Not every release will be literally climbing Mt. Everest, but generating the same buzz and interest starts with the headline. This headline is short, pithy, and combines the main objectives together: Alzheimer’s, Mt. Everest, and a Memory Challenge.
Social Media: This release featured a custom hashtag: #MemoryChallenge and included a feed to see tweets with the hashtag. This presents a steady stream of information that is constantly updating (because twitter is continuous) on the release itself. Not only does including this cross platforms and channels to share the story, but it guarantees the release stay relevant.
Links: The connective tissue of the web, search engine spiders are so named because they crawl across web sites and content, following links and gauging relevance and popularity . Connecting related content to your press releases via a link or two provides your readers with more information, and when the readers follow the links you share, it sends an important signal to the engines – this is good stuff, people like it and are seeking more information. This release is a good example of smart linking: instead of a slew of links at the very bottom, this release features information throughout!
*Be wary of being “spammy.” Less is more when it comes to linking. Try to limit links to just a few – one or two are ideal.
Multimedia: Whether it takes looking at a release as “branding” or sending a story, including visuals is imperative within our modern world. Plainly: audiences are looking for more than just text.
Setting the stage (or base camp) are visuals of the mountain and the details of the impressive trek. Instantly the viewer is drawn in because it is interesting. Images are inherently interesting!
Telling a story via press release can be dull or empowering. The power of optimization is at fingertips’ length and the difference can be truly breathtaking.
Big thanks to Fusion-io for a mountain-top experience with a great release.