Blogs have exploded on the Internet in the past two years. What started out as a personal journal online has evolved into a sophisticated marketing tool. Blogs make it quick and simple for anyone to find the ‘power of voice’. They provide a way for non-techie to post content to the web and, because every blog has an RSS feed, the content can easily be found, indexed by the search engines and shared with others.
According to the unwritten rules of blogging, a blog is a conversation and so should
• Be updated as often as possible
• Have an authentic human voice
• Open a ‘window’ into the company
• Build up thought leadership for the person/s blogging
• Start a dialog, so it must have comments
• Not be ‘the company line’
• Not be written by PR people
• Not be used for press releases
• Not have to go through a legal check on each post
What does PRESSfeed do?
PRESSfeed creates news pages. It’s used for press releases and educational articles.
The purpose of these pages is to increase the online visibility of your news content. It is not intended to be a blog. Like a blog, these pages are in a content management system, so it’s very easy for PR and marketing folk who are not tech savvy to control their news content. No more reliance on IT to get your press releases onto the website!
Because the pages have many of the same features you find in blog software these news pages can reap the benefits of blogging while not having to abide by the ‘rules’ of blogging.
• Search engines index the pages faster because of the RSS feed
• Search engines think they are blogs and so index these pages in their blog search section as well as the web section
• However, people do not think they are blogs, so your not confined by the ‘should be’s’ of a blog
• You don’t need a ‘genuine voice’
• The pages do not have to be updated a couple of times a week
• One person does not have to write the content
• The content can be prepared by the PR department or agency
• PRESSfeed has social bookmarking links built in to make it easy for your news content to be saved and shared with others
• These articles get syndicated in an RSS feed and get seen by new audiences
• Each article should have a link back to your website and so will build inbound links that positively affect your search ranking.
• The index page is set up to look like a newsroom page. The index page has headlines and a short intro that links to the full article
• The pages do not look like a blog with each post fully visible in one long sequential page
Should you have a blog or should you use PRESSfeed?
The answer is yes! You should do both. A blog is for building relationships and starting conversations. You should have a blog and you should abide by all the ‘rules’ of blogging. It’s very important to have that authentic voice reaching out to your customers and providing your public with a way to get to know you.
But you should also have your company news out on the Internet. Create a series of articles that educate your public about your industry and your products/services, Post them to your website and make them available in an RSS feed.
PRESSfeed was built specifically to assist PR and marketing folk to use social media elements on their news pages. If you write articles and press releases based on a sound keyword and content strategy, you’ll find that your corporate website starts to move up in the search ranking and other bloggers find and blog about your content without you having to do very much.
Take a look at our case studies.