6 SEO tips for making your messaging stick

Successful brands put a lot of thought into their messaging: what to say, how to deliver those messages and through which channels, and how to evolve them over time. Key messages and sound bites are the essence of what you wish to communicate, serving as the foundation of your communications strategy and giving it focus and control.

While the right messages can shape what you want your audiences to consider, and more importantly what they do, communications comes down to what the reader perceives.

That’s why it’s not enough to simply track whether or not your sound bites are being picked up in the media. Today, we need to understand how they drive behavior.

Message pull-through tracking is a good indication of how successful your media relations efforts are in getting a journalist to use your language. But just because your sound bites appeared in an article does not mean that they drove any kind of impact for your business—and even if they did, message pull-through would not reveal which of those sound bites were the most effective. This leaves most PR pros without the ability to optimize their message strategy and thereby unable to improve their performance.