Nearly 70% of all online activities begin with search engines. With high-quality content and search engine optimization (SEO), you can reach consumers online. Your content can appear as they search for your product or service.
You might have an easier time generating leads and sales as a result.
About 61% of marketers say growing SEO and their organic presence is a top inbound marketing priority. Learning how to create a business press release can help you expand your reach online. The best press release can boost your credibility and generate brand awareness, too.
Not sure how to start writing a press release? Here are the seven tips you need to succeed!
With these tips, you can increase your chances of getting a release published. Writing a press release without thought could waste your time and effort. In fact, media outlets expect you to format press releases a certain way.
Instead of wasting valuable time, keep reading to learn how to draft the best press release possible. Get started with these seven tips today.
Consider the Angle
Don’t start writing a business press release until you determine why you’re writing one. Your press release should have a singular purpose. Otherwise, you could confuse readers.
The media outlet you send the press release to might decide it’s not worth publishing if it lacks purpose. Instead, make sure you’re providing readers with valuable, exclusive information. Make sure the announcement is unique and new-worthy.
For example, you might want to announce:
- An upcoming event
- A new business partnership
- Rebranding the business
- Updating the company website
- A new product or service
- An event you’re hosting
- New executives on the team
- A merger or acquisition
- A new business location
Once you establish the press release’s purpose, stick with it. Maintain focus. If the press release isn’t clear and concise, it might not get published.
You might risk losing the reader’s attention as well.
Hook the Reader
Before writing your press release, take a moment to consider who you’re writing it for.
Each press release has two main audiences: the publication and the customer.
Publications want to publish press releases that appeal to their existing audience. If your release won’t appeal to their readers, they won’t risk publishing it.
Consumers don’t want to read content that doesn’t appeal to their needs and expectations, either. In fact, nearly three-fourths of consumers get frustrated with content that doesn’t match their interests. Another 52% will switch brands if a company doesn’t personalize communications.
Take the time to determine who your customers are and what they care about. Consider why they might care about your press release.
If your press release doesn’t appeal to their needs and expectations, you’ll miss the chance to market your business.
Research the consumer’s age, gender, pain points, interests, and other important details. Then, look for a publication that reaches those customers. You’ll have an easier time appealing to both the publication and your target audience.
Once you establish who your customers are, you can determine how to best grab their attention.
One of the most important components of your business press release is the headline. Many readers will skim the headline to determine if they want to keep reading. If the headline doesn’t grab their attention, they might not continue down the page.
Make sure your headline is clear and concise. Write a few different drafts and test them on coworkers. Determine which headline entices people to continue reading down the page.
Use strong adjectives in your headline. Avoid flowery language or fluff, though.
The best press release will get straight to the point while focusing on the content’s core value.
Follow the Format
If you want to effectively write a press release, you need to follow the correct format.
If your press release isn’t formatted properly, journalists might not keep reading. You only have a few seconds to grab their attention. Make it count.
An Attention-Grabbing Headline
The first step to writing a press release is creating an effective headline.
Make sure the headline is irresistible and compelling. Don’t forget to focus on the value you’re offering readers, too. What exclusive piece of information are you providing them with?
Avoid getting too creative or flowery. Otherwise, you might risk confusing the reader.
You can add a subheading beneath the headline to provide a little more information. Then, head into the body text.
The Five W’s
Your opening, lede paragraph should include the five Ws. These include the story’s:
As you begin writing the body text, avoid fluff. Trim out the fat. Remember to maintain your focus.
Use the inverted pyramid style when writing, too. Journalists use this writing style when creating their own content. If they need to trim anything out, they’ll start from the bottom paragraph.
After the opening paragraph, add supporting facts. You can use lists or bullet points, which are easier to skim-read.
If you want to start marketing a business with press releases, make sure to establish your credibility.
Think about the story you’re writing. What credible resources are involved in the announcement? For example, you might want to talk to a project leader or stakeholder.
Adding quotes from a credible resource can give the press release additional credibility. The publication might want to add a pull quote, too. A pull quote will help a key piece of information stand out on the page.
Make sure the quote you use adds something of value to the press release. Otherwise, cut it out. Remember, you want to avoid fluff.
Once you’ve finished writing your business press release, make sure to add a little information about your company. Add a small paragraph of background information to the bottom of the press release. Consumers can learn more about your business and find your company’s website.
Don’t forget to add the boilerplate paragraph before closing your press release.
Keep the boilerplate clear, concise, and short. Your business press release shouldn’t go beyond a page.
Then, add “###” to the bottom of the release to indicate it’s done.
Add your contact information to the bottom as well. If the journalist has a question, they can contact you directly.
Consider adding a call to action to the end of your press release. What action do you want consumers or investors to take? For example, you might want them to visit your website.
If you’re announcing an event, you might want them to purchase tickets. If you want to market a product, you can provide a link to pre-sales.
Make sure your call to action is clear, concise, and compelling.
If you need help writing a press release, consider using press release services. You can look here for more information.
Remember, search engine optimization can help your press release rank higher on search engine result pages. When someone wants to learn more about your business, your release could appear. Ranking at the top of a search engine results page can help you generate brand awareness.
If you rank ahead of competitors, it can also boost your credibility in the industry.
In fact, SEO drives 1,000% more website traffic than organic social media. The leads you gain through SEO could have a 14.6% close rate as well. You can generate leads, increase sales, and improve your ROI.
Only 0.78% of Google searches look at the second page of results, though. If your content doesn’t appear on the first page, people might not find it.
Before sending your press release to a publication, consider your search engine optimization strategy.
Think about the keywords your customers use to find your business online Then, optimize your press release using a target keyword. Sprinkle in a few synonyms and related terms as well.
Optimize your content for SEO by including the target keyword in the:
- Headline or an H1 tag
- Opening and closing paragraphs
- Body text
- Image filename
- Image alt text
Ask the media outlet if they can help improve your SEO, too. They can add the target keyword to the URL when they post your press release.
Before sending your business press release to a publication, consider adding imagery. Imagery can help your press release stand out. Branded images can help with marketing a business, too.
You can add infographics, polls, charts, graphs, or even video content.
Try to avoid stock images, which can seem unauthentic. Instead, use imagery that’s unique to your business. You’ll have an easier time building brand awareness.
Once you’re done writing a press release, proofread it. Have someone else in your office read it over, too. Ask them to look for any pieces of information you can cut out.
Remember to remove any unnecessary fluff.
Then, it’s ready to send!
How to Write a Business Press Release: 7 Tips for Success
Learning how to write a press release doesn’t have to feel stressful. In fact, writing a press release can give your business the boost it needs. Get started with these seven simple tips today.
Otherwise, consider hiring a press release service for help.
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