As online consumers spend more time online, content marketing is playing a more prominent role in the marketer’s tool box. According to some, content marketing is displacing other more traditional forms of marketing including search engine marketing and traditional advertising. So how do you go about creating content?
Recently, I came across an infographic which provides a very basic summary of the dos and don’ts of content marketing. According to the infographic, the four pillars of content marketing are: press releases, blogs, infographics and guest posts. While the infographic is a nice primer, noticeably missing was video and other forms of multimedia content, which, as we’re all aware, are huge drivers for raising awareness and increasing engagement with consumers.
Each of the four pillars mentioned in the infographic (plus multimedia) are deserving of their own how-to posts, but I thought I’d pass along a few additional tips for press releases to augment those mentioned in the infographic:
- Do think creatively and critically about the “news” you’ll be announcing.
- Do consider online press release distribution services for announcements that may not warrant the cost or breadth of distribution of a traditional wire service.
- Do keep in mind that the ideal length for a headline is 90-120 characters.
- Do incorporate keywords into your release, and ideally include your most important keyword at the beginning of a headline.
- Don’t use hyperbole.