Beyond PR

Aug 09, 2013

Content We Love: Storyline Markers

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 content optimization 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.

School is starting soon and that always meant one thing for me: school supplies!

With the changing of the season and school buses out on practice runs, the school supply aisles are packed with kiddos and parents alike. So when I saw Crayola’s release about changing the way we see school supplies, I immediately sat up straight and couldn’t pull my eyes away from the story.


Align with the latest SEO news concerning press releases, the constant remains:  content matters. Press releases are stories being shared. Crayola’s story was marked and color-coded to perfection.

The headline: short, succinct headlines are proven to get attention. With search engines indexing only the first 65 characters and the short attention-span of viewers, this is the golden opportunity to reel in the audience. Crayola’s headline of “FROM MARKERS…TO CLEAN ENERGY” introduce curiosity and the main topic: Recycled markers = clean energy! Cool!

Visuals: Complete with b-roll and pictures, the school children tell the story. Just like in school, visual aids help tell the story in a different way. While it is human nature to look at pictures (especially with a press release), Crayola’s images are just so… colorful!

Bullets: While press releases are composed of words, the story can sometimes get close in a sea of paragraphs. Bullets break up a story visually because it changes the landscape of the paragraphs.

  • Simply put, audiences are drawn to succinct sentences and lists.
  • Crayola’s release detailing what can be done with the recycled markers is perfect for a bulleted list!

Big thanks to Crayola for the incredible release!

Author Emily Nelson is a Customer Content Specialist for PR Newswire. Follow her adventures on or on twitter

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