While you can use a service like YouTube or Vimeo to host the video, Kemp strongly recommends also distributing your video over the wire with your press release to boost syndication and SEO.

“Simply placing a link to a video is not good enough. Having the video embedded in the distribution is a must,” says Kemp.

Once your video is uploaded, make sure to tag it with your keywords, and even consider including a transcript of the video so that search engines can index the content.

4. Use social media to amplify your news. The more backlinks that point to your content, the more value search engines will assign to it, so you should consider executing a mini social media “blitz” right after your news hits the wire, says Tom Corson-Knowles, author of How To Make Money With Twitter^[9].

Corson-Knowles recommends this process:

• Post the news on your web site;
• Have everyone in the company tweet the news with a link to the announcement on your web site;
• Post your news with a link to the announcement on Facebook;
• Pin any relevant news-related images or videos to Pinterest (with links back to your news page);
• Create and post a video on YouTube talking about the announcement and linking back to the announcement on your website;
• Embed the YouTube video into a blog post and publish the blog post linking back to the announcement page;
• Post the announcement page on other social networks such as Reddit, Digg and StumbleUpon.

“In my experience, the combined effect of all of this promotion as soon as the announcement is made is generally a four- to five-time increase in traffic thanks to the improved search engine rankings of the news,” says Corson-Knowles.

Finally, write tweetable press release headlines. When writing your headline, think about whether it’s short enough to fit into a tweet, including a Twitter handle and link. Next, be sure the company or product name is in the beginning so it won’t get cut off. Double check for keywords so the tweet is searchable, and make the headline punchy enough to generate retweets.