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Why A Press Release Is Not A Blog Post - And Why It Matters

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Press Releases have been around for ever, but these days the lines have blurred a little too much on exactly what a press release is, how it looks, and most importantly what it does.
In this session at Pubcon Vegas 2016, Sha Menz reveals the negative effects of mistaking your press release for a blog post and what to do if you have those scary press releases still sitting out there attracting Penguin to your website. Drawing on her background as a newspaper editor, Sha also provides insight into the real purpose of those releases and how they fit into your Brand Strategy.

Published in: Marketing
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Why A Press Release Is Not A Blog Post - And Why It Matters

  1. 1. #pubcon Why A Press Release Is Not a Blog Post – and why it matters
  2. 2. #pubcon about me hang out in link removal trenches penalty geek i battle rampaging penguins never met a natural link I didn’t love volunteer firefighter @shahmenz
  3. 3. #pubcon@shahmenz #pubcon
  4. 4. #pubcon@shahmenz before we get started
  5. 5. #pubcon@shahmenz today we’re going old school
  6. 6. #pubcon@shahmenz
  7. 7. #pubcon@shahmenz there is a line
  8. 8. #pubcon@shahmenz
  9. 9. #pubcon@shahmenz if your press release turns into a link generator
  10. 10. #pubcon@shahmenz
  11. 11. #pubcon@shahmenz so what does that look like?
  12. 12. #pubcon@shahmenz OMG!! NEVER FOLLOW THIS ADVICE!
  13. 13. #pubcon@shahmenz why?
  14. 14. #pubcon@shahmenz that’s manipulative linking
  15. 15. #pubcon@shahmenz
  16. 16. #pubcon@shahmenz seriously people!
  17. 17. #pubcon@shahmenz it’s in the quality guidelines https://support.google.com/webmasters/answer/66356?hl=en
  18. 18. #pubcon@shahmenz but
  19. 19. #pubcon@shahmenz you can fix that
  20. 20. #pubcon@shahmenz just make sure the link does not pass page rank
  21. 21. #pubcon@shahmenz
  22. 22. #pubcon@shahmenz there’s another reason
  23. 23. #pubcon@shahmenz
  24. 24. #pubcon@shahmenz your press release should never
  25. 25. #pubcon@shahmenz
  26. 26. #pubcon@shahmenz into a
  27. 27. #pubcon@shahmenz
  28. 28. #pubcon@shahmenz it has a job to do
  29. 29. #pubcon@shahmenz it’s the worker bee
  30. 30. #pubcon@shahmenz of your brand strategy
  31. 31. #pubcon@shahmenz it is not a
  32. 32. #pubcon@shahmenz let me tell you a story
  33. 33. #pubcon@shahmenz Many years ago I was introduced
  34. 34. #pubcon@shahmenz to the world of journalism
  35. 35. #pubcon@shahmenz I was 20 years old
  36. 36. #pubcon@shahmenz yep, that was me
  37. 37. #pubcon@shahmenz four years later
  38. 38. #pubcon@shahmenz
  39. 39. #pubcon@shahmenz I quickly came to rely on one thing in my office
  40. 40. #pubcon@shahmenz it looked like this…
  41. 41. #pubcon@shahmenz and out of it would roll…
  42. 42. #pubcon@shahmenz these icky grey looking things that would save my life!
  43. 43. #pubcon@shahmenz journalists and editors are looking for your stories
  44. 44. #pubcon@shahmenz as long as you have an ACTUAL story to tell!
  45. 45. #pubcon@shahmenz but you have to give them what they need
  46. 46. #pubcon@shahmenz remember you’re not TELLING the story
  47. 47. #pubcon@shahmenz
  48. 48. #pubcon@shahmenz You’re generating a desire in them
  49. 49. #pubcon@shahmenz to tell it for you
  50. 50. #pubcon@shahmenz if you have a real story to tell
  51. 51. #pubcon@shahmenz
  52. 52. #pubcon@shahmenz and now you have entered
  53. 53. #pubcon@shahmenz a world of infinite possibility
  54. 54. #pubcon@shahmenz where successful brands are born
  55. 55. #pubcon@shahmenz and real, live natural links fall from the sky…
  56. 56. #pubcon@shahmenz but if your carefully crafted, intriguing, need generating press release
  57. 57. #pubcon@shahmenz
  58. 58. #pubcon@shahmenz You may have just killed your own story because…
  59. 59. #pubcon@shahmenz what is left to say?
  60. 60. #pubcon@shahmenz thank you See you at #Pubcon #SFIMA

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