Digital Marketing today employs multiple channels for customer outreach. These include blogs and press releases. Such content assets to inform, educate, and present newsworthy highlights. The objective around these channels is clear. They strive to enhance brand visibility in front of its target audience. A Press Release is one such channel used by organizations worldwide.
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Let’s look at a basic understanding of what is PR? We also check how digital marketers use press releases to boost digital marketing efforts.
A literal definition of PR says:
Written, audio taped, or video taped matter. This matter is about a book, event, person, or program. Its promoters or principals present it to the media. It is used for editorial comment and free coverage. It is also called media release or news release.
In digital marketing, marketers use press releases for different goals. It can be to promote a new product or cover its launch. It can cover significant news in the organization. Such press releases also spread awareness about the company receiving an award or accomplishment.
There are some essential characteristics to a PR.
1 – They are suitable for all types of media. They encompass print, digital, or TV
2 – They act as an official record for a company. Hence, readers consider them factually correct and relevant
3 – They are highly portable. We can share, quote, or reproduce without copyright concerns
4 – They can be used for improving online visibility. This can be done when it is shared on appropriate platforms like PR NewsWire
5 – Content writers use impersonal, third party tone. They never use ‘we’, ‘our’, ‘us’ etc. to write press release content
Based on our experience, there are 6 key components
1 – The publishing timeline. For digital press release content, it is usually marked as ‘FOR IMMEDIATE RELEASE’ at the very top
2 – The heading of the PR content. Imagine this to be very similar to a newspaper headline
2a – A social sharing tab for further distribution potential
3 – A sub-heading below the title. It gives a 1-2 liner description to elaborate on the main title
4 – A quote by the company representative
5 – An ‘About the Company’ section at the end. This carries a one para description about what the company does
6 – Contact details of the company. Alternatively, it may help connect with the PR agent handling the company’s communications.
Conventional digital marketing states not many marketers use PR for lead generation. However, at Textuar, we strongly believe in the PR’s authority and portability. These aspects make them an attractive piece of content.
Readers like sharing this type of content many times. This is because it successfully catches many eyeballs within your target market . A good copywriter needs to craft a press release with subtle sales hint. This can be ideal to generate viable leads. Such engaged leads have a high chance of becoming customers.
You have now got a sense about PR’s prowess. You now also know how to draft a good press release. Now lets check where to publish the PR. There are quite a few choices you have. These sites have a good Google ranking. Hence, they allow you to link more than a single URL.
Some worthy press release sites are
A press release is an effective marketing channel. You need to factor in the content creation process. You also need to ensure effective distribution to maximum people in your target market segment. This technique will help boost your branding to a great extent