Many people in the digital marketing industry overlook press releases, but I'm here to tell you that you're crazy if you aren't including press releases in your marketing strategy.
Enough about that, today I'm here to tell you how to get your content into Google News.
Google News watches more than 4500 news sources in the world. Your inclusion in Google News is not only a great means of getting powerful backlinks, but also a great way to increase brand awareness and viewership. The problem is, many marketing departments have difficulty with this without proper resources and steps.
1. Newsworthy Topic
First thing to remember is that you're not writing a blog post, you're writing a press release. You want something fresh and new that would actually present something of value to your readers.
This factor may seem obvious, but this is where a lot of people screw up. The whole point of a press release is to announce to the public of something newsworthy. You want to get into Google News? Then search what people are writing about in your industry.
Majority of you out there won't have something life-changing, so you'll have to get creative or hire someone(psst. we do this) who can whip up a newsworthy press release on any subject.
If you do it right, even the most boring corporate company would sound fun and appealing.
2. Writing the Content
Your press release shouldn't be a huge promotional piece - no proper news outlet would publish an ad. Following the first step you have found something newsworthy and enticing, and now you'll start your writing. If you can't write that well or just don't have the time for it, you can hire freelance writers.
While outsourcing your writing, be sure to notify the writers of your brand guidelines - this includes the tone of your 'brand' as well as style and voice. I personally write the way I speak, I believe that keeps things interesting but to each their own.
I'll tell you right now, if you're outsourcing, be prepare to spend money, professional editors aren't cheap. A $5 article writer on Fiverr will get you nowhere, trust me, I've tried. There is a reason why they will charge as much as they do.
3. Highlight things about your company
A ton of editors skim through hundreds of press releases every day, take advantage of this. Have something that will jump out at the site editor - just because they don't feature you today, doesn't mean they won't another day.
This is why I cannot stress enough about the importance of a proper About and Contact page.
I'll tell you why it's important to highlight exactly what you do and how someone can contact you. My friend in the UK has a local SEO client who would submit a press release every couple months; he always had the budget to hire proper writers who made the client's business sound interesting because the industry is actually pretty boring.
The client actually ended up getting a call from Huffington Post and featured his business in a post. The editor said he found the client through the press releases and while they didn't publish his story that day, kept it on file because it was interesting.
Does this happen often? Hell no, but why not do it right the first time?
4. Make sure your post adheres to Google's standards
Make sure the content your creating meets their standard, here are some things they pointed out:
- Authority. Write what you know! The best news sites exhibit clear authority and expertise.
- Accountability. Users tell us they value news sites with author biographies and clearly accessible contact information, such as email and physical addresses, and phone numbers.
- Readability. Clearly written articles with correct spelling and grammar make for a much better user experience. Limiting your use of distracting ads and auto-load videos also allows users to more easily focus on your article content.
5. Submitting your press release
Now that you've met all the previous points, you have a damn good press release on your hands. All you have to do is to pay a quality site to distribute it, and Google News is yours. Here are some sites you can use to distribute it(mostly paid):
Most of these work quite well and can get you into some News sites. However with that said, to guarantee an inclusion in Google News requires quite a bit of testing.
I'm going to end this guide with this: focus on quality, find a writer that can truly 'wow' you with their writing and go from there. Pay for the quality and your ROI will be fine.
For more info on creating content worthy of Google News or if you're just too lazy to write, contact us to write for you(we guarantee Google News placement): hello[аt]indexsy.com