Optimize Your Content for Media Attention

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Whether you are getting ready to publish a press release or going to launch a new product, you need to optimize your web site for journalists to come to give you a try.

How do you make sure your news or news coverage looks great enough to attract journalists and prompt them to share it further? I have just a few (but effective) tips:

1/ Link to Official Sources

This is Gold. Consider this:

  • A lot of official blogs publish trackbacks: make sure to link back to the official post or article announcing the event or phenomenon you are covering. Journalists always go through these trackbacks in an effort to find contradicting opinions and extra-ordinary coverage. Having your link there (with an eye-catching descriptive title) is a great link bait in itself.
  • Most (even super popular and super busy) bloggers and editors check the traffic sources. Send them a few clicks and you are likely to draw their attention to your post (which might mean further development of the relationships).

I know this all sounds much like a lottery – but it does work. And don’t forget that most link bait is a lottery to some extent.


I have recently mentioned a little case study in my post on blogging on trending topics. It describes how my blog got a mention at CNN due to Rishil‘s coverage of Google’s search within search introduction. The CNN journalists must have spotted the story in Google’s official post trackbacks where it clearly stood out expressing some negativity:

Optimize for media

2/ Create a News Room

Do you do press releases? I bet you do. Now, do you make the most of them? Archiving your press releases in your news room is a very important step to creating a solid background to your brand history.

This is the main reason why it is recommended to re-publish your press releases to your site despite the duplicate content fear.

It is a great idea to collect all your press mentions there including offline (TV, book, magazine) mentions:


FreeShipping.org is the best site I am aware of in terms of tracking all sorts of mentions including offline publication coverage and TV mentions.

Optimize for media coverage

3/ Have a “Featured on” Section

While the press room serves as a background, the “Featured on” section collecting most notable mentions serves as an additional incentive that would compel a journalist to give you a coverage. It makes your brand trustworthy and mention-worthy.


Our BlueGlass “As Seen in” section:

Optimize for media

Any other tips that have proved effective for you?

Ann Smarty

Ann Smarty

Brand amd Community Manager at Internet Marketing Ninjas
Ann Smarty is the blogger and community manager at Internet Marketing Ninjas. Ann's expertise in blogging and tools serve as a base for her writing,... Read Full Bio
Ann Smarty
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  • Barrie

    I think you added an extra 's' to ass in your BlueGlass example, Ann 😉

  • I might sound negative but getting media attention and compete with millions of blogs is like finding a needle in a haystack. It requires the luck of the lucky one. But there is no harm in trying, just write what you want and hope for the best.

    • It's true that getting the media to pay specifically you attention among all the others out there competing for attention, but it's important to remember a few things. If you occupy a specific niche, there are only so many bits of news going around, and you can get journalists quite interested by feeding them a good story. And if you don't try, it is CERTAIN not to work – so there's only gain 🙂

  • Great tips. Journalists and bloggers alike, tend to turn to trusted sources. If you can demonstrate that you've become one of those go-to people/websites, then the odds of getting additional media attention are much greater. Everyone has to start somewhere, so my guess is that most people will want to know how they can get the first few mentions (aside from your first point above).

  • Eteare

    I love part 2 of your first idea. You are an evil genius!