They call it owned media, all those stories and videos you’re producing on your website.
But do you really own it? Or do you have to plead with IT to post a story, image, or video? Must you ask a geek with a desktop bobblehead collection to correct a simple typo?
Do you have to drag in your social media director to spread a press release on Twitter and LinkedIn?
PressPage—a Ragan Communications partner—offers a way to take control of your organization’s owned media, says Bart Verhulst, the company’s co-founder and CEO.
PressPage supplies search-engine-optimized social media newsroom technology that can be integrated into websites, allowing organizations to manage content marketing easily. It puts comms and marketing—not IT—in the driver’s seat.
Here are some things you can do with PressPage:
1. Publish content without IT.
In many organizations, communicators have to beg and bribe their Web people to post content, Verhulst says. If there’s a mistake in the text, IT has to fix it. And in a crisis, response is delayed.
“So that means that real-time PR is out of the question,” Verhulst says.
PressPage’s system is simple enough that communicators without HTML training can post articles, press releases, photos, and video on their own.
2. Easily push content to multiple social media.
Let’s say your webmaster posts a story and provides you with a link. In many organizations, you’ll then have to send the link to the social media manager and ask to share it on your channels. This involves three people, slowing things down—which could be particularly harmful in a crisis.
With PressPage, once you hit the button to publish, the system asks, “Would you like it to appear on Facebook?” as well as Twitter, LinkedIn, and other social media. Tick the relevant boxes, and PressPage automatically posts to those channels. You also can edit the text to adopt your voice for each platform.
“Which means a lot of time’s being saved, and the room for error is decreased as well,” Verhulst says.
3. ‘Future-proof’ your newsroom platform.
Social media evolves rapidly, and changes pop up all the time, meaning you have to be continually upgrading.
But PressPage upgrades the system for you, “to make sure you can move along at the speed of the highway instead of dropping back and gaining less and less exposure,” Verhulst says.
Improvement is often based on feedback from clients, making it a crowdsourcing process that benefits everyone.
4. Gain more visitors.
PressPage has a strong search engine optimization, and when you publish, your content is posted on your own website. A competing platform—and some press release services—don’t do that, Verhulst says. These post on their URLs, with a slash followed by a variation on the customer organization’s name. Some also sell advertising.
“I call that brand-jacking,” Verhulst says.
Instead, PressPage “brings people to the place where you actually control the news,” he says.
Websites don’t work in linear fashion anymore. Search engines and social media bring visitors not only through the home page dot-com address, but through many side doors. You want them landing on your own digital property.
5. Seamlessly integrate PressPage with your website.
The platform not only stays on your URL, it fits in with your design. There’s no reference to PressPage in the design.
6. Gather insights from statistics.
PressPage also offers the option to connect with Google Analytics, but it also has its own analytics because many communicators don’t have access to their organization’s Google Analytics. It is often difficult for communicators to gain that information, because people don’t want you playing around with those dashboards.
For example, you can see how long people stay on the page. If 27 percent stay on the page for 2½ minutes, you know they are reading the article, Verhulst says.
7. Create tweetable quotes.
PressPage allows readers to lift quotes from the text and tweet them. They can tweet a quote out of an article, and this pushes out the first 140 characters of that quote with a link back to the page.
For example, Verhulst says, if an exec says something attention-grabbing, “People will say, ‘Why did the CEO of that company say this?’ People will be interested, and it will trigger them to read this article.”
Interested in seeing a demonstration of PressPage’s platform to see how it can transform your organization’s newsroom? Click here to schedule a 15 minute demo.