When we need information about a company that say a friend works for, we go to the company’s web site and look up their About Us page. Then we are sure to find what we need. How about the times when we need a quick snapshot of the company by skipping this step? That’s when we look at their boilerplate content.
A “boilerplate” in the marketing, public relations and journalism world refers to an organization’s standard description that is used repeatedly without change. This is usually attached to the end of the company’s press releases and collateral such as brochures, case studies and whitepapers.
Who sees your boilerplate?
- Journalists and bloggers
- Potential customers
- Potential investors
- Job seekers
How to write an effective boilerplate?
- Briefly describe what your company does and for whom.
- What are your company’s strengths?
- Eliminate jargon and too much of technical language.
- Use keywords for SEO optimization
- Let the word limit for the boilerplate be not more than 100 words.
- Add the company website link and the social media links
- Don’t forget to add stock symbols.
Examples of good boilerplates:
“Cisco, (NASDAQ: CSCO), the worldwide leader in networking that transforms how people connect, communicate and collaborate, this year celebrates 25 years of technology innovation, operational excellence and corporate social responsibility. Information about Cisco can be found at http://www.cisco.com. For ongoing news, please go to http://newsroom.cisco.com.”
“Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality arabicacoffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the uniqueStarbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at starbucks.com.”