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October 23, 2019

By: Michael Iwasaki

Content can have a few different meanings, including textual content, image content or video content. Chances are when you are submitting a news release; you are looking to include some images and potentially a video link. These are components 24-7 Press Release Newswire has been adamant about for the last couple of years, especially when it comes to adding video content.

According to an article over at SEJ (Search Engine Journal) dated October 15, 2019, YoutTube is now the most-used platform, even more so than Facebook! Further support is from a survey at HubSpot with over 3,000 consumers that demonstrates that 56% of 25-34-year-olds and 35-44 year-olds (a huge spending demographic) have an increased appetite to see more video content from brands they support. The article at SEJ also has a chart indicating that more people pay attention to videos, more so than news articles. 62% will watch a video completely, whereas 61% will read a news article in its entirety.

We are also learning how textual content is under the microscope for ranking higher within search results. Much of this is through a new acronym (some of you may have already heard of this) called E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness. The bottom line is that the better the content you create, including in your press release, the better ranking in search results you are likely to receive. These are critical points when it comes to crafting your next press release. Think about how you are the expert; how can you demonstrate your authoritativeness? What makes you trustworthy?

When you write news releases often, quote numbers or information, provide links to where those numbers and information come from, this will help show you are an expert and have credibility, particularly if the sources you are quoting from are reputable locations. Over time, when you continue to demonstrate your expertise you will gain trust. When you have trust and authority, people want to post and share your information creating potentially valuable links for you. Particularly if the places posting your information are reputable brand names locations people recognize.

More focused, meaningful content and video are two items that will be sure to take the stage as we head into 2020. When you write your news release, your content must engage your audience. Providing statistical information about your product, service or industry can also help, especially if you can back that data up with links to credible sources. Include a YouTube video link that is no more than 2 minutes for maximum engagement. We found an article over at wistia.com that further confirms this information and provides some further useful stats you may find useful. Such a video could potentially be a product demonstration or highlights of your products or services.

When it comes to your content within your press release, keeping to under 475 words with the bare minimum of one image attachment will help. Stick to informational facts and do not write 'fluff.' Leave the reader wanting to come to your website to view more information or longer videos. Remember, the purpose of your press release is to focus on the highlights and whet your audience's appetite to want more. Your audience will likely span beyond journalists and into your target audience.

About the Author
Michael is a founding and managing partner that also leads the 24-7 Press Release Newswire Market Research and News Intelligence team. He also enjoys digging through statistical data, statistics, and keeping on top of 'the next big thing' when it comes to PR.