why a press release is not a blog post - and why it matters

#pubcon

Why A Press Release Is Not a Blog Post – and why it matters

Presented by: Sha Menz Pubcon Vegas 2016 @shahmenz #pubcon

#pubcon

about me

hang out in link removal trenches

penaltygeek

i battlerampagingpenguins never met

a natural link I didn’t love

volunteer firefighter

@shahmenz

#pubcon@shahmenz#pub

con

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before we get started

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today we’re going old school

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there is a line

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if your press release turns into a link

generator

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so what does that look like?

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OMG!!

NEVERFOLLOW

THIS ADVICE!

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why?

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that’s manipulative linking

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seriously people!

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it’s in the quality guidelines

https://support.google.com/webmasters/answer/66356?hl=en

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but

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you can fix that

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just make sure the link does not pass page rank

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there’s another reason

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your press release should never

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into a

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it has a job to do

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it’s the worker bee

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of yourbrand strategy

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it is not a

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let me tell you a story

#pubcon@shahmenzMany years ago I was

introduced

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to the world of journalism

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I was 20 years old

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yep, that was me

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four years later

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I quickly came to rely on one thing in my office

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it looked like this…

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and out of it would roll…

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these icky grey looking things that would save

my life!

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journalists and editors are looking for your

stories

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as long as you have an ACTUAL story to tell!

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but you have to give them what they need

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remember you’re not

TELLING the story

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You’re generating a desire in

them

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to tell it for you

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if you have a real story to tell

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and now you have entered

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a world of infinite

possibility

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where successful brands are born

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and real, live natural links fall from the sky…

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but if your carefully crafted, intriguing,

need generatingpress release

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You may have just killed your own storybecause…

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what is left to say?

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thank youSee you at #Pubcon

#SFIMA