How Press Releases “Filter Up” From Search To Blogs, Traditional Media and Social Networks
In the past 15 years, GreenRope evolved from being one of the first email marketing service providers to being the only Complete CRM on the market. On September 15, GreenRope announced the launch of their new integration with Evernote, the widely used business productivity application. To share the good news, they distributed a press release via PRLeap so it would get found in search engines.
GreenRope Press Release Numbers
Google: 233 search results for the headline
LinkedIn Shares: 14
Facebook Shares: 4
Cutting Through the Clutter
Although bloggers and reporters are increasingly on the lookout for good stories, there are still challenges to getting their attention.
What gets a reporter’s attention?
“Raising money, growth and other numbers, partnerships and integrations, new features and other improvements.” Jason Kincaid, a former writer at TechCrunch and author of The Burned-Out Blogger’s Guide to PR.
How GreenRope did it?
First, they announced the launch of their new integration with Evernote on PRLeap. Second, we syndicated their news across our distribution channels, so it would gain traction faster. Then, Google indexed the press release and included the story in Google News and then it appeared in the “In the news” section of its search results.
Google Algorithm Change
A Google spokeswoman told Reuters it had “widened the number of sources from which it drew the entries that appear in the ‘in the news’ section of its search results page.”
The change in Google’s search algorithm was a blessing for press releases.
“The goal of search is to get users the right answer at any one time as quickly as possible — that may mean returning an article from an established publisher or from a smaller niche publisher or indeed it might be a press release,” the Google spokeswoman said.
What does this mean for you?
Because Google allows company statements to appear in the “In the news” section of its search results page, you have an opportunity to attract and retain customers.
You see, appearing in the “In the news” section is free publicity for a brand because Google doesn’t take payment for including press releases or other promotional items within it’s “news” section.
What’s more, it can lend an air of credibility to your story while driving trusted awareness to your product or service.
As you might imagine, it can generate more media coverage for your business.
“Press stories often ‘Filter Up’, meaning major news outlets are often looking to major blogs for story ideas, which are in turn are looking at smaller blogs and forums.” Gabriel Weinberg and Justin Mares, Traction, S-curves Publishing.
And here’s an added feature: many bloggers and reporters create Google Alerts to help them monitor Google News for stories related to their niche/beat.
That’s how stories from press releases can filter up the chain–from a blog to a local news network to the the major newspapers to tweets and shares.
In the case of GreenRope, MarTech Advisor wrote a blog post covering GreenRopes integration with Evernote. Their story pulled in quotes from the GreenRope press release and linked to announcement on PRLeap.
And once that MarTech Advisor blog post came out, it was tweeted and shared on Facebook and LinkedIn an additional 21 times almost 2x what the original press release was shared.
One more thing.
You should draw as much attention to your story as you can. Share it on social networks like Facebook, Twitter and LinkedIn to drive awareness.
People spend an average of 1 hour and 47 mins on Google every month looking for an answer to a question. With “In the News” press releases are a powerful tool that you can leverage to share helpful, valuable, and compelling stories that attract attention and drive trusted awareness to your product or service.
The GreenRope press release was distributed via PRLeap’s (new) Standard Plus package, which includes syndication to 100+ Local Media Websites, many of which are network affiliates of: ABC, CBS, FOX, NBC and The CW, 50 Online Media and Financial Outlets, Digital Journal and more.