How to Integrate Press Releases into Your Marketing Strategy
Most content marketers focus on sales and informational forms of content, like blogs, infographics, downloadables, and other types of sales funnel content. In that narrow focus, though, marketers tend to miss out on some of the more detailed and communicative kinds of content.
Marketers too frequently focus on providing information about the industry or lifestyle surrounding their brand, but they neglect to provide content that focuses specifically on their own brand voice and attributes.
Here an authority marketing strategy comes in. Authority content is that for which you are a primary source -- it can be an effective way to let the community know more about your brand, events, growth, and partnerships. An authority marketing strategy includes press releases, interviews, journalistic articles, ebooks, and white papers.
These sorts of content pieces tend to be more newsy or factual, which builds authority and credibility for your business. This is a great way to improve the community’s knowledge about your brand and your business’s standing within the greater context of the industry.
What can incorporating a press release marketing strategy into your content calendar do for your business’ growth?
A press release is an official statement released to the public in order to provide information about some sort of matter, event, or situation. Basically, it’s a page-long report about an event with your brand, whether it’s launching a new product, hosting an event, clarifying a business issue, or making changes to the way your brand runs.
Another benefit of press releases is link building, a vital component to successful SEO. When a press release is syndicated, it is exposed to many different news sources and blogs. If they choose to cover your announcement, they’ll typically link back to your business’ website or the original press release, which helps send traffic and build links to your site.
A press release marketing strategy also helps you establish authority in your vertical. It demonstrates your credibility as a participant in the industry by providing relevant news (of course, that’s assuming that your press releases are in fact newsworthy, and not just fluff). If journalists or influencers pick up your press release, you can gain a lot of exposure for your business.
However, it’s important to consider what a press release would provide your business in particular. Prospective clients often ask us if a press release would work well for their business.
Our answer is always the same: “Why do you think you need a press release?”
It’s important to realize that press releases can come with a hefty investment for good syndication (the process or cost of getting the information out to broadcasters and journalists). You need to ensure the topic is truly newsworthy, otherwise journalists won’t care about it and syndication services can be a waste of money.
Execute strategic analysis to ensure the investment will show a return in visibility, impressions, and back linking.
Journalistic articles are similar to the use of press releases in that they provide information about some sort of event, rather than focus on sales or how-tos like a blog would.
These articles are typically written in the inverted pyramid style. You include the most important information at the top, like the who, what, when, where, why, and how, and then leave the details and background information toward the middle or bottom of the article. This creates a fast and easy way for consumers to engage with the content.
This type of article is best when you’re discussing something new, or time-sensitive. It can provide a new sort of content that your audience isn’t used to seeing, which can refresh engagement and interaction with your brand.
Journalistic articles are a high-quality form of content. Primary research, trend reporting, or statistic sharing presents relevant and valuable facts to consumers and partners. These articles typically show your knowledge and experience in the field, which demonstrates the influence and expertise of your business.
Every press release marketing strategy should include some sort of interview. This can be a testimonial interview with a client, a Q&A with the founder, or a one-on-one with a partner or stakeholder.
Interviews are one of the best ways to create an exclusive piece of content that no other brands will offer with their blogs or infographics. It’s also a unique way to spread information about a subject, especially one that’s popular or controversial in your industry.
Interviews innately reveal a relationship between two parties. It shows how your business interacts with its surrounding context, like with a customer or partner or CEO. Interviews allow you to spur a conversation within your industry by demonstrating a dialogue between your business and another subject.
Interviews also become a great backbone for other forms of content in the future. Topics might come up in the interview that require deeper explanation or exploration, which is a great opportunity for you to create more content. With this associating content, you can then link back to your interview to help build an internal content map.
It’s important to note, though, that typical question-and-answer articles are hard to make compelling. You’ll likely want to add a narrative to the interview or edit the transcript for a more consistent flow of information.
Ebooks can show a strong return on investment by either adding a supplemental revenue stream or pushing your customers through a sales funnel. Ebooks can be a form of 10X content that helps establish your authority and expertise in a specific topic.
If you’re offering a free download, you’ll typically request that the viewer inputs their name and email in order to gain access to the book. This can help you build your email list with potential clients who have already shown interest in your brand’s topics.
Remember, though, that ebooks are more than just written content. They require professional design to look professional and keep readers interested. Ebooks are also resource intensive. They can take a lot of time and energy to create because of their length and in-depth nature.
White papers are reports or guides that are created to inform, educate, or persuade readers. They’re generally rich in information about a specific topic, client, or trend.
Like ebooks, white papers can help generate and nurture leads. They offer specific, unique information that your customers or partners want to read.White papers are often one of the most successful touch-points to convert prospects to customers.
White papers are also a good way to build credibility for your business, because they provide in-depth information about a specific topic. White papers can also often be client case studies or technical points, which can prove the success of your business with real-world examples.
Although white papers are often technical and driven by statistics, you want to keep the content interesting. Illustrate the narrative behind the numbers to keep your reader engaged.
Information in the Information Age
Although blogs, emails, and infographics tend to get more attention in content marketing, don’t neglect informative and journalistic pieces as well. A well-crafted authority content marketing campaign is a strong way to build your brand’s influence, nurture leads, and engage your customers on a deeper level.
Nevertheless, you want to ensure that your press releases, journalistic articles, interviews, ebooks, and white papers are aligned with your content objectives. This means including them in your formal content plan, assigning metrics, and utilizing resources to create high-quality content that your audience will love reading.
If you’re not sure how to utilize a press release marketing strategy for your business, contact Palm Beach Content Company for a free consultation about your content marketing.