Feb 21, 2014
Content We Love: Anticipating Audience Needs
Shannon Ramlochan is a Content Marketing Coordinator at PR Newswire.
While the country struggles to keep warm during this year’s brutal winter, retail stores have been left suffering out in the cold. Reports continue to surface that the retail sector is experiencing steep declines in sales partially due to the harsh weather conditions. Not surprisingly, a press release titled “RetailNext Releases 2013 Full Holiday Retail Performance Data” is among the top three most emailed releases on the PR Newswire website. Even though this announcement was made weeks ago on January 10th, the importance of this story during difficult economic times continues to drive visibility for RetailNext, and the brand deftly positioned itself as a source of analytics and insight relating to brick-and-mortar retail. For these reasons, RetailNext’s story is the subject of this week’s Content We Love.
The fact that this release is one of PR Newswire’s most emailed stories signifies that readers are actively engaged with this content. The featured infographic which offers a closer look at RetailNext’s holiday shopping insights adds a shareable component to the story that keeps readers interested.
Longer form press releases are journalism enablement
In today’s 140 character limit world, much of the conversation regarding the length of great content says to keep it short and sweet. However, there is a lot to be said about the value of a longer form press release. Journalists who are limited in time and resources look to press releases as a source of inspiration for interesting stories. In this case, the article is essentially already written, which drives media coverage for RetailNext.
Bullet points and bold text anticipate audience interests
RetailNext uses bold text to highlight the pivotal holiday shopping periods of the year and breaks down performance data even further with bullet points. This format allows readers who are scanning the page to quickly grab the information that is most pertinent to them.
This press release is a great example of tailoring content to meet the audience needs while driving awareness of brand messages. Kudos to the RetailNext PR team on a job well done!