Having an online newsroom is a great way to get your news out there, provide a resource for journalists, connect with your target audience (media, customers, shareholders, etc.), support your key messaging, increase your search engine presence, and so much more.
Now, I’ve already spent some time discussing the various elements you should have in your newsroom. Today, I want to talk about how you can make an even bigger impact with your website’s newsroom.
- Define your target audience — Who is your newsroom for anyway? Is it just for the media? Are you targeting your customers too? Do you use it to share information with your shareholders? Every newsroom should have a clearly defined audience. Once you know who that audience is, you can tailor your content in a way that appeals to them. If you have multiple target audiences, you might wish to divide your newsroom up in a way that allows each segment of your audience to browse it in a way that makes sense for them (e.g. have a link “for reporters.”).
- Optimize your content for the search engines — Every time you update your newsroom with fresh content, you have an opportunity to improve your website’s visibility in the search engines. The search engines will be crawling your newsroom, and those pages provide you with the chance to rank for important keywords. Make sure you optimize all newsroom content for relevant keywords that you want to rank for.
- Add options for sharing — Include social media sharing buttons in your newsroom so readers can easily share your stories on Facebook, Twitter, LinkedIn, and other sites. This can help your stories get the most views possible.
- Update it often — Add fresh, relevant content to your newsroom on a regular basis to keep your company in the spotlight. You should strive to update your newsroom at least weekly.
- Make it easy to subscribe — Include a subscribe button in your newsroom so that reporters and others can subscribe to your RSS feed and get notified whenever you publish a new story. This can save you a lot of legwork in contacting everybody each time you have a new story.
Do you have a newsroom on your website?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here: http://www.ereleases.com/insider/beginnersguide.html