Today’s buying journey is heavily dependent on discoverability, peer or influencer recommendations, and trust. Attempting to promote the content you’ve worked hard to create by relying solely on owned channels such as your company website or social media accounts can prevent those messages from being discovered beyond the audiences you’ve already acquired.
Think about the people who need your help but are unaware that you are the solution to their problem — how will they find you? Having your message resurface on other trusted industry websites via search engines or mentioned by the media (either in an article, or a tweet) can make all the difference between a gain and loss of audience, prospects and ultimately ROI. Therefore, if your brand has invested resources into creating content, putting some muscle behind the promotion of those messages is imperative.
Today’s featured content from Inkhouse is near and dear to our hearts, in terms of both subject and format. The firm used a press release titled, “In TV We (Still) Trust: 73 Percent of Americans Cite Television as Their Preferred and Most Trusted News Source – Topping Online, Print and Social Media” to share the findings of a survey they conducted with GMI Research on Americans’ news consumption habits.
This subject remains a hot button issue as the digital age continues to evolve traditional news formats and redefine what is newsworthy, and Inkhouse capitalised fully on the opportunity to make this information discoverable to the journalists, bloggers and other influentials interested in the topic, using creative content distribution to amplify owned content.
According to the survey, Americans are consuming news in a variety of different ways but rely on certain channels more than others. Press releases are cited as the most trusted source of company generated news, more than blog posts or articles by the CEO and advertisements.
Audiences are particularly wary of being fed corporate propaganda, but press releases – which are on-record statements and disclosures – are viewed as credible sources of news and information by public audiences.
Obviously, we’re interested in the subject matter and love the fact that press releases were found to be viewed so favorably by the public. Content aside, however, the message shines for a number of other reasons:
- An intriguing headline that includes a stat commands the reader’s attention and is almost perfectly tweet-able;
- An infographic is included as a visual asset to fuel engagement and social sharing. It beautifully illustrates the main findings of the survey in a concise format to help the reader process this information quickly;
- A quote from Beth Monaghan, co-founder and principal of InkHouse promotes the company’s thought leadership and brings a human element to the brand message;
- Tight bullet points neatly summarize other key findings from the survey for the readers who are quickly scanning the page for information most pertinent to them
- Finally, a call-to-action that drives traffic back to the company website, generating ROI.
This press release is a brilliant example of utilizing distribution in a creative way that reflects the convergence of marketing and PR. Kudos to Inkhouse on an A+ press release!
Author Shannon Ramlochan is PR Newswire’s Content Marketing Coordinator. Follow her on Twitter @sramloch.
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