Unfortunately, most companies do not realize how much content can be optimized as news. According to Lisa Buyer of The Buyer Group, press releases, blogs, social media profiles, tweets, Facebook posts, and more can all be included in news results.

To do this, she suggests that marketers, first of all, optimize press releases for news search. She also recommends using tools such as PitchEngine. This tool provides an additional place for marketers to post press releases. Buyer says this effective tool practically guarantees that users will show up on the first page of Google’s search results. Although it does not always stay in the top spot, it does provide instant gratification.

She also points out the importance of interacting with media, especially through Twitter. Specifically, she tells WebProNews that “#journchat” is a great way to do this. The chat takes place weekly and brings journalists, bloggers, and professionals together.

Additionally, Buyer offers advice in regards to promoting content. She says one of the keys to successful promotion is avoiding spammy and pitchy messages. Although it’s easy to take the headline and tweet it out, it is not the most effective approach. Instead, Buyer advocates more creative methods such as using quotes, statistics, questions, or other interesting nuggets of information that will draw traffic back to the release.

Are you utilizing these opportunities to show up in news results?