5 Press Release Metrics to Monitor
Nearly two billion Internet users joined the web in 2010 and that number was up 14% from the year before (according to research compiled by pingdom.com).
This staggering statistic continues to provide reason that your target audience is online and that creating a press release can be a great way to reach that audience successfully.
Press releases are ideal for generating awareness and providing important information to readers all the while helping boost your results in the search engines. The challenge is to keep track of how your message is spreading across the web.
To measure the effectiveness of your press releases, apply the following 5 valuable metrics:
1. Impressions: Track the number of impressions your headlines achieve across websites. You can follow the daily numbers for appearances on RSS feeds as well. This can help you fine-tune attention-getting headlines and content that will consistently produce crucial web-spread.
2. Reads: High quality content involves staying current with news and trends that readers are following. By measuring how many times your news releases are read daily, you can ascertain just how well you are responding to online needs.
Understanding your read numbers can benefit your website as well, when you use the information to link all your content together with message consistency.
3. Referrals: The magic of keywords is essential in establishing a presence on the net. By knowing which keywords are performing the best, you can integrate those into more of your press releases to appeal to reader’s interests. You can also optimize your website content to help attract more visitors to your website.
Additionally, use search engine referrals to discover what referring sources are sending visits your way and in what numbers. When you combine this data with keyword referrals you get a picture of how well your content is optimized and how effectively it incorporates the latest information in which your prospects are interested.
4. Traffic: Putting the effort into creating great content has to go hand in hand with knowing how people are discovering it and ensuring that you are ultimately driving traffic to your goal destination.
Watch for increases in traffic from search engines around the time of release distribution and look for the distribution service, itself, to be a referring source of traffic.
5. Deliveries: Keep tabs on how well your press release distribution is performing by noting which media outlets have received your news.
Knowing the reporters and writers who have received your information in advance increases your chances of getting a positive response when you follow up.
Applying measurement to your online marketing shouldn’t be a one-time effort. Instead, monitor metrics across several press releases to determine which content you produce receives the most reads, visits and media engagement.
Armed with this knowledge, you can create the most effective press release content going forward.
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