The new rules of press releases
• Don't just send press releases when "big news" is happening; find good reasons to send them all the time.
• Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers.
• Write releases replete with keyword-rich copy.
• Create links in releases to send potential customers to landing pages on your site.
• Optimize press release delivery for searching and browsing.
• Drive people into the sales process with press releases.
OK, now that you know the new rules, you need change the fundamental way that you use press releases. Here are some strategies for leveraging the once lowly press release into one of the most important direct marketing tools at your disposal and drive buyers straight to your company's products and services.
Every organization possesses particular expertise that has value in the new e-marketplace of ideas. The Web has made it easy for organizations to publish that expertise in various forms, including press releases, which allows companies, institutions, and non-profits to function much like traditional publishers.
Organizations gain credibility and loyalty with customers, employees, investors, and suppliers through content, and smart Web marketers now think and act like publishers in order to create and deliver content targeted directly at their audience.
As organizations of all types begin to behave like publishers, many are adapting to the rigors of the publishing business and learning the editorial process. At the same time, new rules are emerging as online publishing continues to mature.
In an increasingly competitive marketplace, all organizations are searching for the elusive key to success. Well, look no further: Content, even in the form of a "mere" press release, will unlock success in almost any product category, even in highly competitive industries where smaller players are beset upon by larger, better-funded competitors.
Under the old rules, the only way to get "published" was to have your press release "picked up" by the media. We've come a long way. The Web has turned all kinds of companies, non-profits, and even rock bands and political campaigners into just-in-time and just-right publishers. Organizations – the new publishers – create press releases that deliver useful information directly onto the screens of their buyers.
Until recently, nobody ever thought of companies as publishers; newspapers and magazines published the news. But that's all changing. Self-publishing Web-style has moved into the mainstream and organizations large and small are doing the publishing… via press releases.
As you are making this fundamental shift, what should you write press releases about? Big news is great, but don't wait. Write about just about anything that your organization is doing:
• CEO speaking at a conference? Write a release.
• Win an award? Write a release.
• Have a new take on an old problem? Write a release.
• Add a product feature? Write a release.
• Win a new customer? Write a release.
• Publish a white paper? Write a release.
In order to implement a successful press release strategy, think like a publisher. Marketers at the most enlightened organizations recognize the fact that they are now purveyors of information and they manage content as a valuable asset with the care a publishing company does. One of the most important things that publishers do is start with a content strategy and then focus on the mechanics and design of delivering that content. Publishers carefully identify and define target audiences and consider what content is required in order to meet their needs.
Publishers consider questions like:
Who are my readers? How do I reach them?
What are their motivations?
What are the problems I can help them solve?
How can I entertain them and inform them at the same time?
What content will compel them to purchase what I have to offer?
Publishers also recognize that simply creating compelling content is not enough; it has to reach interested readers. The best way to publish press releases is to simultaneously post a release to your own Web site and send it to one of the press release wires.
There are a number of options for wire distribution of press releases. The benefit of using a press release distribution service is that your release will be sent to the online news services such as Yahoo!, Google, MSN, and many others. Many press release distribution services reach trade and industry Web sites as well. In fact, you can reach hundreds of Web sites with a single press release. Take a look at the various services and compare them yourself.
Here are some of the Larger Press Release Distribution Services:
• www.prweb.com
• www.businesswire.com
• www.prnewswire.com
• www.marketwire.com
• www.globenewswire.com
In order to get your press releases to appear on the online news services, you just have to get your release onto a basic press release "circuit" offered by a press release distribution service. The services also have many value-added options for you to consider. Compare options and in making your choice, remember that when your goal of sending press releases is search engine marketing. Thus, the newsroom and geographical reach offered by a service is less important than ensuring that your releases are included on major online news sites.