Optimizing a press release for online use and important Facebook publishing strategies

Website Magazine has posted the latest WM Podcast, this time focusing on optimizing press releases for online marketing success. In addition, they recapped highlights of recently released data about Facebook publishing, that was gathered by social media company Virtue, which found some important, and somewhat surprising results.

Virtue examined Facebook user interaction with various content types and, surprisingly, found images to be the most popular type of content accessed on the massive social network (most marketers assumed video). That was followed by text, and then video. Virtue also discovered that the best day of the week to post content on Facebook seems to be Fridays, and the worst days are Saturday and Sunday, with items posted before noon getting 65% more user engagement than items posted after noon. However, show host Mike Phillips was quick to point out that these results might not be accurate for all audiences, and marketers should always consider the habits of their specific audience when initiating any on or offline marketing campaign.

Next up, the show discussed effective online press release strategies with Christine O’Kelly of OnlinePrNews.com. Press releases have always been an effective and low-cost marketing tool, and have become even more important with the advent of online marketing. O’Kelly points out that – while confusing to many people, particularly small businesses – a well optimized press release will naturally find its audience, if it uses the right mix of keywords in both the title and body sections. She says that a release that includes lots of relevant anchor text, can also increase the number of registered inbound links to your website for years to come. These releases can also be indexed by search engines in as soon as 15-20 minutes, and if targeted properly, can easily come up on the first page of search engine keyword results, giving journalists and your target audience – both of which find much of their information through search engines – a chance to find, and possibly speak about, your information.

So again, O’Kelly made clear that a good press release should:

  • Have plenty of anchor text links back to your website, which can raise your search rankings for years to come (since many releases stay online indefinitely). I’ll also add, make sure your use HTML to make sure those links are live, if the release service your using allows the use of HTML.
  • Target a specific audience by only writing about topics directly related to the message your trying to convey.
  • I’ll also add, make sure you have multiple versions of your press release, including with and without relevant photos, localized versions (for local media), and company contact information for further questions.