When you think of content marketing, you probably start to think about blog posts, email funnels, or social media posts. However, there is one piece of content marketing that is critically underrated: the press release. Most people believe that the press release is only used in order to address a crisis, but it can also be a great way to benefit your business when times are good. Here are some of the biggest benefits of a press release to keep in mind.
(image from https://fitsmallbusiness.com/what-is-a-press-release/)
1. Immediate Exposure
To start, issuing a press release gets you immediate exposure from a publication that already has an established audience. This type of exposure can be especially important for small or emerging brands, since you might not have an audience of your own already. Putting out a press release allows you to take advantage of a pre-arranged market segment without having to do a ton of marketing on your own.
2. Build Working Relationships
In general, to get the word spread about your business, it’s a good idea to build a working relationship with the press. Being on good terms with the media and having your own connections to your local news source is a great way to make sure you’re going to be able to get the word out about your business. Just be sure to seek out members of the media who report within your niche, since it’s one of the best ways to stand out from the dozens or hundreds of pitches that a journalist might receive each week.
3. Prove Your Authenticity
When you post on social media or add to your blog, you’re certainly boosting your engagement, but it can take a while to prove your authority and authenticity. After all, on these channels, all you have to back up your claims is your own word. However, if you can get a press release out, you’ll be proving that you have something genuinely valuable that your audience can benefit from, and you’ll have the added benefit of using the reputation of your news source to back you up.
4. Sharing Potential
One of the main press release benefits is the incredible sharing potential. Press releases, in general, get right to the point and get to the heart of the message you’re trying to share. So, audiences will be more likely to read through the whole thing (whereas long blogs might get boring) and, on top of that, they’ll share them to social media. Producing a valuable press release is one of the easiest ways to increase your organic traffic.
5. SEO Improvement
Speaking of organic traffic, having an effective press release can be a huge asset to your SEO (Search Engine Optimization) performance. When a media publication puts out a press release about your business, they will typically backlink to your website, and these backlinks are a huge green light to Google. Additionally, just having a press release that’s relevant to your target audience can help boost your SEO and get you more views and clicks.
6. Reputation Management
We mentioned in the beginning that a common misconception is that press releases are only used to manage crises in the workplace. While that’s definitely not their only purpose, it is certainly a good tool if things do take a turn for the worse. Press releases allow you to control the narrative and approach the issue in a succinct and professional way. You can provide the facts without any spin and provide your audience with more clarity.
7. Boost Your Social Media
Press releases are infinitely shareable, which allows them to go together with social media. Particularly if you’re able to include pictures, videos, or infographics with your press release, then that material only becomes more appealing to the average reader. Using a press release to engage with your audience is one of the most underrated ways to form that connection with your users.
(image from https://www.cision.com/2021/09/5-reasons-the-press-release-still-matters/)
8. Affordable Cost
Another of the major benefits of a press release, especially for smaller businesses, is the low cost. You might be hesitant about a lot of paid advertising channels, especially if you’re trying to keep your marketing budget in mind, but press releases tend to be one of the most affordable forms of advertising you can find. Medium has an entire guide on press release distribution services that are both affordable and effective.
9. Access a New Marketing Channel
For a balanced digital marketing strategy, it’s imperative to have a wide range of channels to choose from. The press release is a channel that’s often overlooked, but it can be insanely effective at spreading the word about your business. While press releases shouldn’t be the only tool you use to get the word out, they can definitely add to your growing digital marketing strategy.
10. Increase Customer Engagement
Finally, press releases are excellent for increasing engagement with your prospects and your customers. This point actually combines several benefits of press releases that we’ve already discussed. Because they’re so easily shareable and they help to boost your SEO, press releases can help you connect with your audience, spread the word about what your business is doing, and catch the attention of new prospects from previously untapped audiences.
There’s no doubt that press releases can be a huge asset to your overall content marketing strategy. If you don’t feel confident crafting an effective press release on your own, WriterArmy can help. We’ve been a leading content marketing agency for nearly a decade and are experienced in press releases in all the most in-demand industries. Contact us today for a free quote!