So many people claim that the press release is dead. In a time where there are so many options to create and publish news content and articles, nothing could be further than the truth. Sure, sending a press release to a news editor, in the most traditional sense, might not be the most effective method of promotion, which is why the press release should adapt to the times.
Check out a few ways to leverage press release content for your company –
1. Optimize It!
Be sure to create it with the search engines in mind; include relevant, targeted keywords and links back to your site. Make sure the title is social media friendly – grab your audience’s attention with 4-5 words. Have images or fun facts to point out in the release? Use those as lead-in’s when sharing with press.
2. Share It!
Yes, press releases can benefit from distribution services (and you should definitely consider this as some have great link value) but never underestimate or discount your company’s promotional tools. This includes, but of course not limited to, social media, internal blog posting, and web site features. Is the press release highlighting another company? Ask if the second company will publish the release/push out on social media for further awareness.
3. Reinvent It!
Golden rule for a press/news release: only publish if the content is newsworthy. Therefore, with the facts and data shown in the press release, consider creating a case study for the project. Lots of facts, figures, data available? Consider an attention-grabbing infographic (I’m such a sucker and huge proponent of this marketing method – gets me every time!) Use it as a reference and authority for blog posts relevant to the topic. For example, if you wrote a press release about a web development with a certain content management system, consider a blog about that CMS, referencing the press release as a source.
More to come, I’m sure, but these should hold us over for a while 🙂
