Around 2009, content-marketing evangelists like David Meerman Scott and others began encouraging businesses to “think like publishers,” skipping middleman media outlets to send their news releases directly to customers and prospects via company websites and online distribution services. Rewards, they said, would include higher exposure at significantly lower costs, more (and more qualified) web traffic, higher search-engine rankings—and of course, better marketing ROI.
Convinced, many integrated marketers began sending and posting home-grown news releases to promote themselves online—a practice that’s increasingly popular today, as marketers integrate news releases into their broader content-marketing strategy.
“Relevant content, blended with a proactive approach of using press releases, can help build the authoritative influence of your overall brand presence on the web, as well as your site’s authority in the search engines.” — DigitalSherpa.com
How To Get the Writing Right
Ready to reach more customers directly? Then use the tip list below, condensed from PRWeb’s “Writing Great Online News Releases” guidebook, to write strong, reader-relevant content that will also be picked up by the search engines:
- Use a strong headline and opening to grab readers’ attention and clarify your news.
- Pick an interesting “angle” or way of communicating your story’s main points. Tie your information to current events, recent studies or relevant issues your audience can relate to.
- Stick to the facts. Avoid fluff, hype, exaggerations and embellishments. Always tell the truth and never use a press release to sell, only inform.
- Write professionally. Use ordinary language, and skip clichés and jargon. Avoid the words “you” or “I” outside of a quoted statement. Don’t use ALL CAPITAL LETTERS for emphasis. Shoot for 300-500 well-crafted words.
- Proof, proof, proof. Mistakes reflect badly on your company, and you won’t get a second chance to fix a negative impression.
Most integrated marketers know that creating and sharing useful, relevant content creates a stronger bond between customer and company. Is it time to ask your creative services provider about adding online press releases to your content-marketing mix?