How To Write Editorial News Like A Pro
- News that editors trust, will not be marked as “sponsored” or “press release” – and readers will trust it more in turn
- See how to create trustworthy editorial news that is suitable for the Google Newsfeed
- Learn how to craft balanced news, capable of influencing readers and meeting industry standards
To benefits of being able to produce professional editorial news are substantial and it sets apart amateur marketing teams who are confined to “sponsored” and “press release” media channels, from experienced PR and marketing teams who get superior results in both SEO and general website traffic.
The starting point is to know how to create balanced, useful content that editors can trust. Once they do, you will end up leaving a permanent and reliable trail of news on the web, which can generate more traffic and vouch for your brand.
In our industry, a lot of unwritten rules exist and you will probably still need to use a company with good media connections for optimal results. This guide will help you move on from the poor results you experienced from press releases, to rub join the ranks of other unicorn brands like Tesla, Amazon, Microsoft and others!
In this guide, you will learn in less than 3 minutes how to create authentic news content editors will approve easier:
Step 1 - Study Successful Cases:
The two samples below were published in a highly authoritative global business news site with more than 2Million monthly visits. Take a closer look and you will see the principles that underpin a successful outcome.
Important conclusions from the above examples:
Note that in one of the cases (artificial plants company) we used the names of bigger competitors in a constructive way. Nothing negative was said about the competition, however we achieved two important outcomes:
- Compliance: We helped the news publisher to release something that is balanced and not “pushing” one brand.
- SEO popularity: We helped our client to intercept HUGE traffic volumes from people who would have searched for other brands.
News publishers love linking to authoritative content from the government, research and other news. By relating our story to it, we are able to help achieve two goals:
- Compliance: Publishers look good with Google and the FTC when they link to real facts.
- Popularity: Your brand can ride high on the popularity of other industry news – and be seen as an industry leader.
TIP: In the case of our Golfing client, you can see that they stood for an important cause: women in golfing, and being an equality brand. These causes, if true, will draw more attention and form an emotional bond with readers.
Want to join the prestigious club of brands who get mentioned in the news in full feature articles, without a cheap looking “sponsored” or “press release” label? Below you can see how most editors will think and what they’re looking for:
- Be sure to have at least 700 words of content
- Short intro and conclusion, with a few H2/H3 sub headings to guide the reader
- SPLIT into a new paragraph after every 5 lines.
- Cite authoritative people and be positive
- Always be honest, never submit fake news
- If it reads like the average CNBC or Businessinsider article, you should be fine. If it does not, WHY should any editor consider it?
Some of the best sales can happen from a slightly bearish “reverse-psychology” tone in your content. There is no need to lead readers down the garden path with pushy and biased content. That is the magic of editorial content: it appeals to intelligent people.
In CNBC and BusinessInsider you will notice a very short 3 bullet introduction. One of the samples above has the same. Usually, the 2nd or 3rd bullet can contain your brand name if you have something really useful to say. Otherwise, omit your brand name to make it less pushy or promotional.
At the time of writing this guide, I admit that very few companies submit more content than us to media partners – and some of it is actually paid for to make sure things move at the right pace. That said, we also do thousands of free submissions that did not cost anything – and as news owners ourselves, you can trust us that this information is the minimum standard needed to get rid of those unwanted “sponsored” and “press release” labels.
Step 2 - Prepare Your Content
Provided that you are on board with the above tips, now you can produce your own news editorial and save it on a GOOGLE DOC. This is because Google Docs are now the new industry standard between publishers, it is easy to share and edit in collaboration mode. From here, you will either submit it via WordPress if you have unlimited press release access yourself as an author, or it will be sent to editors in a Google Doc.
Once your document is ready, share a link to the file. Do make sure to set it so that ANYONE WITH THE LINK READ the document because editors will ignore it if they need to ask for access and wait.
Study the above examples and principles – and follow them in order to be successful with news editors. Editors tend to be quite busy and even when there is a smooth or commercially lucrative situation where they want your content, they require content that will at least conform with a minimum expectation. The ability to deliver on this, is ultimately what will separate you from those who lack success in their PR efforts.