Secrets from the Intersection of Content Creation and Content Consumption.

1. MASTER
CLASS
LOS ANGELES, CA ~ APRIL 12 - 13, 2023
DIGIMARCONWEST.COM | #DigiMarConWest
Maximizing The
Impact of Your
Content
Serena Ehrlich
Director of Marketing
Business Wire

2. Maximizing The Impact of Your Content:
Secrets from the Intersection of Content Creation and
Content Consumption.

3. How to increase content visibility
• Content tips
• Formatting tips
• Multimedia tips
• Amplification tips
Agenda

4. The Role of Search Engines in Decision
Making
• When people are ready to make a decision, they
turn to search engines.
• When decision makers and investors research a
company, they turn to search engines
• When reporters are looking for news stories,
they turn to search engines.
• When people are looking at your competitors,
where should you appear? In search engines.

5. What Makes Bad Content
• Boring headlines
• Irrelevant information
• Content focused on the company, not the user
• Text-only with visual counterpart
• Sales imagery not human imagery
• Terrible quotes
• Poorly formatted text
• Selling not teaching
• Not enough or too much information
• No contact information
• No hyperlinks
• No alignment with inbound landing pages

6. How to Write content for Humans
and Machines
• Do not keyword stuff but….
• Use relevant keywords for search engine optimization
• Optimize multimedia with alt text and file names
• Follow the correct formatting and structure for
Google Snippets

7. How to Write Effective Content
• Find the relevance of your news
• Focus on the impact on your user
• Pick a great VERB
• Be visually fluent
• Create EARNED media images
• Reformat for readability
• Include hyperlinks for users to find
more information
• Align with inbound landing pages

8. Writing a Headline
• Craft a headline that answers a question
• Write this last
• Create your content
• Underline the most powerful terms used
• Go into Google Trends and test each
term
• Add the most impactful ones to your
headline
• Go into Google Search and see if there is
a Google Snippet for that question

9. Formatting for Snippets
• Avoid keyword stuffing and use natural
phrasing.
• Keep it highly readable using formatting to
replace blocks of text.
• Use bullets, bolds, and italics to increase
engagement.
• Consider reader questions and answer using
bold, underlines and bullets

10. Adding Multimedia
• What is visual fluency?
• Multimedia learning styles
• How to create media that works
○ Users want to see themselves
○ Earned media imagery focuses on impact
○ Images > Video
○ Go interactive!
• Name multimedia for easy Google search and add
complete captions.
• Add alt image text.

11. Add off-ramps
Add hyperlinks that drive
audiences directly into
landing pages.
Encourage Advocacy
Include Click to Tweet and
other calls to action to
allow the reader to
advocate on your behalf
Give Readers A Chance to Act with Calls to Action
Drive Registrations
Add links to RSS feeds and
other highly coveted
marketing channels.

12. Time Your Launches
• Tuesday and Wednesday
• Consider the mobile journey
• Be prepared to halt for a better day

13. Amplify Your Content Everywhere
Press release:
○ Top of search placement for releases and media
Syndicated content channels
○ Headline style: Surprise/Intrigue
Craft social headlines based on channel desires:
○ LinkedIn - learners, lead with data/ joy
○ Twitter - first, smartest, creative, lead with
emotions, passion, and data.
○ Facebook - put their reputations on their shares,
lead with videos, emotion and authority.
○ IG/TikTok - simulated excellence, sneak peeks,
how tos
○ YouTube - surprise every 45 seconds

14. Conclusion
Pick a great verb
Create earned media visuals
Name your imagery
Format for search engines
Leverage all promotional channels
Focus on channel aspirations when
using search and paid tools

15. Ways to Deliver a Release
• Email = Stranger Danger
• Posting on your website and social only
activates current visitors and inbound
searchers
• Use breaking news delivery services, such as
Business Wire or PR Newswire
• Use content delivery services, such as News
Direct

16. Need Help?
• Email me, this is what I do!
• serena.ehrlich@gmail.com