After writing your press release, you need to plan how you’re going to successfully distribute it, so it reaches your target audience. Press release distribution determines how you’re going to earn publicity.
Follow these steps to launch a successful campaign:
- Make your release interesting.
Your release should be interesting enough to encourage the journalist to write about your story. The headline should be interesting, as well as the story.
Don’t write a content that already appeared in the newspaper or magazine. Create an angle that is new for the readers.
Don’t forget that releases are a method to promote your brand. This is the reason why any company that has a newsworthy story to tell should write a release.
Just be careful not to use a release to make a hard sell. Journalists don’t like to read a release that only focuses on the company or products.
Include a story. Stories are powerful means to target the feelings of the readers. It resonates well with them.
Make your content as punchy as possible. Keep in mind that you can only achieve this if you know whom you are targeting. You should know your brand, and what makes you different from the competition.
Keep these things in mind to have a successful content marketing campaign from the very beginning. Your content is your ticket to publicity, so write it well.
- Know your target.
Knowing who your audience is very important for you to write a good release. Remember that you are writing content for them.
Any marketing campaign requires businesses to understand their audience. Without understanding it, you’re wasting your time and effort.
You have to know what they want, like or need. Make sure that you target one of these elements.
A good release should be able to define what your target customers are going to benefit from your news. Have the readers in mind while crafting it.
Even you wrote your release very well, noone will read it if doesn’t appeal to them. Make sure that it is what they want.
Don’t just focus on your brand and your product. The journalist and readers may ask, “Why should I care?” You should be able to include the answer to this in your press release.
- Keep it short and concise.
You don’t have to write a lengthy release in order to get publicity. Journalists know that readers aren’t keen in reading a long release.
Keep it short. Go into the facts first. Answer the basic 5 W’s (what, when, why, where and who) and 1H (how).
You can even present the details in bullet points. Reporters don’t mind reading a release using this format.
Presenting the information in bullet points makes your content easier to digest and clear. It’s easy to scan. It gives them a focal view how they are going to write your story.
Avoid the use of unnecessary words, such as buzzwords and industry jargons. It doesn’t help in delivering the message, and may also confuse the readers.
In reality, most journalists don’t read releases up to the bottom of the page. Once they see that important facts are present in the introduction, they go and prioritize to give you coverage.
- Hire the right press release service.
Affordable distribution channels are not always the best. It is the same with expensive distribution services.
Paid online distribution sites offer different packages, features and cost. You can get a cheaper package and limited distribution, or you pay higher to choose your distribution method. If you want to reach more bloggers, local reporters, websites, newspapers, magazines and sites, you pay more.
Consider what you need and how much you are willing to spend for your content marketing. Don’t get a package that will not give you any result.
You may want to consider the features that you need, such as drive traffic to your website, make it searchable by the search engines or if you want it go viral on the social media sites. Additional features cost extra bucks.
Some companies offer added perks, such as receiving analytics report, showcasing an image to boost your publicity or having social media sharing buttons on your releases. You may opt to have it or not, depending on your budget and requirements.
- Cross promote.
Cross promote your content with the help of credible people in your niche. You can reach your target audience with their help more efficiently.
There are several methods of cross-promotion, including joint media appearances, events and other marketing techniques. Collaborative content projects, such as videos, co-branding, e-books are also possible. Cross-promotion is possible across different mediums.
You have to make sure to find the right partner. It is a technique that drives more traffic and leads.
Aside from press release service, you can syndicate your content in the social media. You can syndicate it on Facebook, Twitter, Google +, LinkedIn, YouTube, Instagram and others as long as you have a social media presence and followers.
Be wary about the difference between syndication and duplication. Google penalizes and treat sites that published exactly the same copy of their content to another site as spammers.
You don’t want to be penalized, so you have to ensure that you are not copying your release, but syndicating. If you are using Facebook, write a summary of your release and include an image. Make sure that you also include the link to where readers can access the published copy.
In syndicating your content, there is a term called nofollow link. When your release is published in different websites, the links back to your site are not counted by Google.
The nofollow link is ignored by the search engine. It can’t improve your search engine ranking since they are like empty links that Google doesn’t recognize.
In syndicating, don’t connect with providers that may syndicate your release in low authority sites. Once it is published on these sites, it may lower your ranking on the search engines, which is not good for your brand.
- Distribute only when you have a big news to break.
Don’t write a release and distribute it, unless you have a big story. Remember that the press is only interested with newsworthy releases.
Releases promotes branding. If you are going to use it aimlessly, you’re going to waste a lot of your time and effort. Know that one quality content is enough to create a buzz rather than a hundred that doesn’t create a noise.
To succeed in distributing your releases, always write newsworthy, relevant and interesting content. On that part, you have already won the attention of the media.