Tuesday, September 13, 2011
Years ago, maybe your company could have managed without an online newsroom – a home base for releases, media coverage, byline articles, event information, team biographies, fact sheets, media contacts, images, logos, etc.
But in the information age, it pays to make as much information as possible available and easy to find.
Here are the top 3 reasons an online newsroom is a smart investment and a crucial component of a successful marketing communications strategy.
Reason #1: Real-time reporting and shrinking staff.
At a time when overburdened media members are facing tighter deadlines than ever, if you don’t make information easily and quickly accessible, guess where reporters, editors or even potential customers are going to go for the information they seek?
A well-developed and populated newsroom turns browsing media into interested publishers who are more likely to tell your story than that of your competitors.
Reason #2: Digital distribution and re-purposing of content.
Remember that release that you wrote, that earned you an interview, which you videotaped and then edited, that you put on your YouTube channel and then announced on multiple social networks?
Well, where is all of that content now? What return is it earning you if no one can find it? All of that owned content should live right there on your newsroom.
• Integrated into social media feeds
• Linked to your blog
• Archived in your releases
Reason #3: Search engines love them.
Search engine spiders are out there crawling for fresh, valuable content. And that’s just what an online newsroom gives them. Quality content built around industry keywords is your ticket to a major traffic spike.
A newsroom also can increase your online real estate – meaning you have more unique pages for search engines to index, increasing the likelihood you’ll be found in search queries.
In a future post, we’ll look at the key components of a successful online newsroom. In the meantime, here’s a pretty good example to shoot for: InsideSH News..