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Creating Valuable Content

The creation of valuable content represents the key goal in both marketing and search engine optimization. This content should be diversified and include press releases, bylined articles, e-newsletters and blogs, to name a few. The most successful campaigns will be organized into a time-related effort; for example, we recommend one press release per month, one blog entry every week and an e-newsletter every other month.

The creation of valuable content represents the key goal in both marketing and search engine optimization.

By following these guidelines, companies will create more content in the long run than if they exceeded these frequencies in a more organic approach. Moreover, they will be complying with Google’s overarching goal in search engine results: the location of valuable content. This white-hat approach to search engine optimization always works best because Google is continually updating their search engine algorithm to foil those who try to cut corners to manipulate the results.

In determining the nature of the content created, it is always better to create “evergreen” material. Evergreen material stands the test of time; that is, the information will possess a generic aspect so it won’t become stale or dated. Evergreen content will continue to draw readers on an ongoing basis.

In the creation of valuable content, some basic writing skills must be employed. While ideally the content will be drafted by a public relations professional, often the CEO or another executive must act independently. We suggest following three basic rules; 1) Do not subordinate your ideas with “that” or “which;” 2) Avoid using the verb “to be” in favor of most active and colorful verbs; 3) If you can say something in two words instead of three, do so; economy of writing always works best.

Of course, the writing also depends upon the format you are using. Press releases are best for newsworthy material, a change in personnel, procedure or new products. Bylined articles demonstrate your expertise in various topics and establish you as a guru. Newsletter articles must cover topics of general interest to your industry. We will delve into these formats more deeply in subsequent entries.

SEO for Pull Public Relations

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Search engine optimization (SEO) has become a new umbrella for the field of online public relations and serves as a method to pull in prospects. Google’s search engine algorithm emphasizes the creation of valuable new content in its ranking algorithm, and the parallels with the field of public relations in general are striking.

These inbound links are best generated by a dynamic, growing website.

The creation of free publicity distinguishes public relations from advertising, and the formats for online PR include blogs, e-newsletters and websites. SEO ranks websites based on inbound links, that is, the creation of clickable text on other sites pointing to your own or your client’s.

These inbound links are best generated by a dynamic, growing website. Hosting a blog on your website represents one of the best ways to attract visitors and links from other online sites. Of course, blog submissions are free, so the creation of this content falls squarely in the wheelhouse of public relations.

The strategy for online public relations relies on pull PR, also known as inbound marketing. And letting interested parties find your website on their own is best accomplished by ranking high on the SERPs (search engine results pages). And this demands the creation of valuable new content.

The traditional public relations approach doesn’t work online. Sending out press releases and other content can be viewed as spam if it is undertaken too frequently. This “push” PR strategy should be used in a much more limited manner.