The digital age has enabled content creators to become content distributors in their own right by engaging on social platforms. But in the mix of today’s owned, earned, and paid media environment, social channels can be limiting in their ability to reach beyond their followers and garner attention from new audiences. Over the holidays, GoBankingRates.com issued a press release to share the findings of a study they conducted on leading retailers titled “Stores with the Best and Worst Return Policies.” The release- which the company told us they did not pitch in advance- generated excellent media coverage on major outlets such as Good Morning America and ABC News.
The brand used a PR-savvy combination of engaging, informative content with the power of press releases to raise awareness of their message and build credibility, and the results they experienced are a testament to the fact that press releases are still highly regarded sources of information for both journalists and consumers. For these reasons, GoBankingRates.com’s story is the subject of this week’s Content We Love.
In addition to a strong story and excellent timing, several notable elements of this press release made it optimal for earning media coverage:
- Visual assets stop the eye and grab the reader’s attention against a sea of text. Most press releases don’t contain a visual element, which allows this company to differentiate their message against competitors and increase visibility.
- The copy is stripped of corporate jargon and supplies readers with just the facts. In just 46 characters, the direct and to-the-point headline provides readers with a complete context of what the story is about and encourages them to read on and share on social channels.
- Bullet points break down the results in an easily digestible format.
- A call to action links to a blog post that drives traffic back to the company website.
GoBankingRates.com shared a story so valuable to their audience that all it needed was distribution to propel it forward. As evidenced by their impressive media coverage, even though distribution comes in a variety of formats today, journalists still look to press releases as a source of trustworthy information and creative story ideas. But it’s not about what a single platform can do for your message; it’s about how integrating distribution in all its forms to promote truly interesting content can drive an ongoing conversation and maximizes visibility for your brand. The exposure that GoBankingRates.com generated through original media coverage firmly positioned the company as a thought-leader in personal finance. Kudos to GoBankingRates.com on a job well done!
Author Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire. Follow her on Twitter @sramloch.