Content We Love: News We Can REALLY Use

ContentWeLoveMost of the US has been gripped in inexorable cold for the better part of the last week and have been dreaming of Spring, which seems pretty far off at this point.  Enter the folks at Kayem Foods, who reminded us this week that we can still grill despite the chill.

Kayem Foods' press release promotes a contest, and offers great cold weather grilling advice.

Kayem Foods’ press release promotes a contest, and offers great cold weather grilling advice.

Earlier this week, the Kayem team issued a press release promoting their new “Grill in the Chill” Facebook giveaway.  While you have to like their Facebook page in order to be in the running for a package of grillable goodies or the grand prize- a brand new grill – readers of the press release were all winners, because in addition to the contest promotion, the message also included a variety of great cold-weather grilling tips.

Freemont Insurance offers timely advice on preventing ice dams and frozen pipes, two winter scourges.

Freemont Insurance offers timely advice on preventing ice dams and frozen pipes, two winter scourges.

Another great example I spotted this week was from Michigan-based Freemont Insurance, titled “Is Your Home Winter Wise? Freemont Insurance Offers Tips for Protecting a Home from the Ravages of Winter.”  The press release addresses problems such as ice dams and frozen pipes, and offers information on how to prevent and remediate both.

In addition to sharing an extremely timely angle, these two messages do more than capitalize upon a news opportunity.   By offering generous and truly useful information, both brands increase the likelihood that their messages will be read and shared.   In addition to driving short term actions, such as Facebook page likes (a call to action served up by both companies) the reads and shares of the press releases issued by Kayem Foods and Freemont Insurance are also likely to generate traction in search engines, developing longer-lasting and potent visibility for each company.

In fact, Freemont releases useful information monthly, using press releases to convey tips and information about preventing electrical fires, avoiding hunting accidents and winterizing your boat, to name a few. As such, they’re doing a nice job of speaking directly to their audiences of current and prospective customers, in a useful and engaging way.

Thank you to Kayem Foods and Freemont Insurance for helping us deal with the cold, and showing us creative ways to package useful content!

Join us for a free webinar titled “Newsworthiness: New Context & Opportunities for PR,” on January 23.  What’s newsworthy? The very definition of “news” is changing, and this evolution creates the opportunity for PR pros to create timely content that earns credibility, earns media and generates ongoing (and relevant) visibility for the brand. Taking pages from the journalistic and content marketing playbooks, this webinar will include a discussion on the evolution of news, how to map the resources within your own organization and ways to identify different opportunities a responsive PR department can capitalize upon.

Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of  the recently-published ebook Driving Content DiscoveryFollow her on Twitter at @sarahskerik.

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