Ah, the press release...is it old school? Can it fit within an inbound marketing strategy? If so, what are press release best practices?
As an inbound marketer, you know the incredible value of producing helpful, SEO- and keyword-focused content to organically attract new prospects to your site, engage and convert them into leads, and nurture them into customers.
However, when you have a product launch, new service, achievement, or company event and need to get the message out right away, leveraging earned media initiatives like a good-old-fashioned press release can build awareness and augment your inbound strategy.
Before we dive into how to write a press release, let’s outline the differences between owned media and earned media.
Owned media is online content that you manage, such as blogs, landing pages, gated content, and videos — basically anything you host on your website that remains in your control.
Earned media is content about your brand that gets shared externally — outside your domain and control — like news outlets, radio, television, trade publications, or social channels.
Owned Media = content on your website, in your control
Earned Media = content about your brand, shared externally
In addition to standard outlets like television, newspapers, and radio, there’s been an explosion of online news and media outlets for nearly every industry and every viewpoint in the last decade. While a press release from a complex B2B company like yours might not make the nightly news or go viral, you will still find value in publishing it for the following reasons:
We’ve hinted at some of the occasions when it’s right to send out press releases, but let’s expound.
Even though your press release may serve a different purpose than a blog or advanced content marketing piece, it’s important to keep inbound methodologies in mind and optimize it for search. In addition to covering the who, what, when, where, and how related to your subject matter, you’ll want to keep the following in mind when developing your press release marketing strategy:
While getting external sources to share your press release is certainly a priority, make sure you’re doing everything you can to leverage your own platforms. Here are ways you can extend your press release’s reach:
Connect with appropriate media outlets as these followup articles are published, promoting the value to readers and pitching that the content be republished on their websites’ blogs or industry information sections (try to align the articles you’re pitching with the publications’ ed cals, which can sometimes be found and downloaded on their websites)
On that last point, to learn more about a paid media strategy as part of your overall inbound marketing plan, be sure to check out our Inbound Marketer’s Guide to Paid Media.
Even though formal press releases aren’t the prominent marketing tool they once were, they can still play a supportive role in your inbound marketing plan when done with purpose. Using these tips will help ensure it aligns with your overall marketing strategy.
Topics: PR & Earned Media