Of course, you always want to remember to have keywords that are in the article also match with your headline. You can also key in on current events that are happening.
This is similar to branding, like when you brand yourself.
Another very important point when you are writing both articles and press releases to get noticed is to make sure you give value to the reader, if you don't I doubt that they will come back for future articles.
For more detailed information on how to write press releases and get noticed, check out this article.
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