Tag Archives: Content We Love

Content We Love: How Non-Profits Can Use Owned and Paid Media to Spread Awareness

ContentWeLove

via Safe Kids Worldwide

via Safe Kids Worldwide

In the wake of the ALS Association’s Ice Bucket Challenge phenomenon, a lot of discussion has been centered on how more non-profit organizations can leverage digital communication to increase awareness of social issues. One of the most important parts of a non-profit’s communications strategy is to educate the general public about the importance of their cause with facts and information that will inspire action. Safe Kids Worldwide, a non-profit organization aimed at preventing childhood injury, demonstrates how the power of content  distribution can help spread awareness of a single message to the greatest audience possible in a press release titled, “Can We Change the Culture of Youth Sports?

Safe Kids Worldwide partnered with Johnson & Johnson to shed light on the dangerous behaviors and cultural expectations of child athletes that can result in severe injuries or in the worst case scenarios, death.  The release employs a mix of tactics to grab attention and get the point across effectively:

  • An infographic included in the press release highlights key findings from the survey in a concise and visually engaging way. Content needs to be delivered in all the formats that audiences prefer to consume information. Considering that mommy bloggers are a powerful source of influence on the web, this infographic is a great visual to accompany a potential story.
  • The headline uses a provocative question to capture attentions and a subhead provides supporting detail to hint at the findings of their survey
  • The lead paragraph omits the boilerplate language and instead begins with an alarming stat regarding the number of children who sustain a sports injury every year to immediately grab attention.
  • A call to action linking to the survey and infographic immediately after the first paragraph drives readers to the intended action to learn more about the seriousness of child sports injuries
  • Additional stats are listed separately to surface different story angles
  • Statements from the President and CEO of Safe Kids Worldwide, Kate Carr and NCAA’s former football coach Jack Crowe, emphasize the importance of the issue and offer journalists a highly credible source to quote in their stories
  • Bullet points and bold text with sports safety tips the eye toward the bottom of the release as well

Stats from the “Changing the Culture of Youth Sports” report as well as the executive quotes from the release were republished in major outlets including CBS News and USA Today. For other non-profit organizations who need help spreading awareness of their messages, Safe Kids Worldwide sets an example of how content can be formatted and shared in different ways to bring much needed attention to a cause. Congratulations to Safe Kids Worldwide on their efforts to prevent child injuries and on the success of their release!

ShannonAuthor Shannon Ramlochan is PR Newswire’s Content Marketing Coordinator.

Content We Love: A Press Release for B2B Buyers

ContentWeLove

Intermedia CWL

Click to view the complete multimedia news release

A Forrester analysis of 30 b-to-b company websites found that 80% were primarily focused on themselves with little regard to the issues that customers might be facing. In other words, a majority of companies are still unsure of how to craft messages that resonate with their audiences, which may be one of the reasons why 51% of marketers told Forrester that their content marketing efforts are only somewhat effective. Laura Ramos, VP at Forrester, strongly emphasizes that “b-to-b businesses should speak about the business issues their buyers are facing, and what can be done to address those issues.”

Forrester’s research highlights the need for companies to channel the customer-focused strengths of PR to make greater headway in their content marketing efforts. A great example of how to combine both forces can be seen in Intermedia’s multimedia news release titled, “The ex-employee menace: 89% retain access to Salesforce, QuickBooks & other sensitive corporate apps.” From the headline to the final sentence, the message is primarily focused on the concerns of Intermedia’s b-to-b audience while establishing the brand’s expertise in information security.

Just a few of the elements that content marketers should make note of:

  • It is without a doubt challenging to create a company website that both promotes products and services but does not appear to be self-promotional, but this branded multimedia news release works around the challenge by familiarizing readers with Intermedia’s visual identity and focusing on a single customer-centric message.
  • The headline of this release draws upon a compelling stat from Intermedia’s survey results to attract reader interest and optimize it for social sharing.
  • A call to action near the top of the release using a trackable link drives readers back to the company’s website and provides data that can help measure content marketing success rates.
  • Downloadable content offers including a video, an infographic, a checklist, and web report present key findings of the survey in different formats that are sharable and cater to the different audience preferences of consuming information.
  • US and UK versions of each content type target the message to regional audiences.

Remember, it’s not just the media that are reading press releases; b-to-b buyers are researching the solution sets that fit their needs far in advance of contacting a sales representative. Intermedia presents a use case of how to write a press release that caters specifically to buyers, which is made more discoverable by the audiences in search of this information through the power of multi-channel distribution.

If you’re interested in learning more about how to incorporate PR into your content marketing strategy, view our on-demand webinar: How to Drive Demand Generation with PR Tactics

ShannonAuthor Shannon Ramlochan is PR Newswire’s Content Marketing Coordinator. 

Content We Love: Some Advice on Advisories

ContentWeLove

Click to view the entire advisory on PRNewswire.com

Click to view the entire advisory on PRNewswire.com

From time to time I send my clients examples of content advisories I’ve stumbled upon that are of exceptional quality and built to drive results. The “advisory” of which I speak is merely a release written with a customer-first angle and falls into the content PR/” helpful expert” methodology that I advocate. Customer-first content is engaging, and a stark contrast from the monotone press releases that were once the norm, which I’ve written about on my own blog here.

I saw this release by Cyren titled, “Report Warns of Increasing Android Ransomware Attacks” and shared the link and why I liked it with several clients. To me, this is a great release…ahem… advisory because it is formatted with the customer benefit in mind.

Here’s what I like the most:

  1. Visuals including the company logo and a simple graphic grabs and retains attention, because clicking on a link to find a page with text-only is a just a bummer.
  2. The headline is concise and leaves no doubt about what the reader can expect. In this case, there was no reason to include the brand in the headline… the brand will come up later.
  3. The first graph introduces the brand and leaves out the boiler plate jargon (“the leader in blah blah blah”), and gets right to the key findings in their internet report that were noted in the header.
  4.  A call to action to download the full report is provided right at the end of the first paragraph. For the 50% of readers who leave a web page within 15 seconds this is concise and gets them to a targeted location ASAP. The 20% who click on a headline to take the leap of faith that is press release text won’t be disappointed.
  5. Bullet points summarizing additional key findings of the report add another visual component that makes this release easier to read, especially for those who are just scanning the page.

So, is the press release dead? Nope. Should a majority of them be rethought? Yep. Would I love to see more releases like this where the content was written for the consumer/media pro/blogger/prospective customer? Heck yeah.

Kudos to Cyren.

Want to see more advisory breakdowns? Find me on Twitter or LinkedIn and let me know.

Malcolm AthertonAuthor Malcolm Atherton is a PR Newswire Account Manager in AZ & NV with a love for content marketing.

Content We Love: Visual Storytelling Is the New Black

ContentWeLove

Click here to view the complete press release

Click here to view the complete press release

Did you know that an Emmy award exists for ads? For communicators who are still not convinced by the power visual storytelling, Budweiser is setting the record straight. The beer giant is proving the impact that branded videos are having on the mainstream after earning two Emmy nominations in the “Outstanding Commercial” category for their ads “Puppy Love” and “Hero’s Welcome.” The popularity of these videos skyrocketed after the massive exposure garnered from this year’s Super Bowl. To keep the momentum going, Budweiser announced the huge honor in a press release titled “Budweiser Super Bowl Ads Score Two Emmy Nominations.” It is currently among the most popular press releases viewed on PRNewswire.com.

This announcement serves as an additional content component of Budweiser’s major marketing campaign and leverages the targeting capabilities of press release distribution to seed awareness among new audiences. For example, this release becomes relevant to a number of industries with related interests including beers, wines and spirits, food & beverages, entertainment, television, and awards.

Highlights from the content of this release include:

  • Images that capture the most emotionally compelling moments of the ads attracts reader attention
  • High-quality copy written in the “inverted pyramid” style traditionally employed by journalists, the release leads with the most newsworthy information first, followed by supporting details, and closing with general information. Budweiser has essentially written the story that they want the media to tell.
  • A call-to-action to spark further social engagement around the ad campaign, and triggers increased visibility in search engines.  “Puppy Love’s” adorable canine star became so popular that he even has his own Twitter handle, hyperlinked mid-release.
  • Quotes from  executive leaders humanize the brand and further establishes Budweiser as a leader in creative communications.

Even with the ad campaign’s commercial success, Budweiser employs a multi-channel distribution effort including television, social media, and the wire to keep their story top of mind. Pay close attention marketers, now with the booming popularity of original programming streamed by sites such as Netflix and Hulu which are also earning Emmy nods, who knows if there is a potential opportunity for the branded videos being shared online to have a shot at earning a golden statue. A multi-channel distribution gives your content the additional visibility needed to drive discovery and continued awareness. Wouldn’t you like to be the first to break this barrier?

Congrats to Budweiser on their well-deserved Emmy nominations and on a great release!

ShannonAuthor Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire. 

Content We Love: Serving Audiences & Search Engines Equally Well

ContentWeLove

Click here to view the complete branded microsite

Click here to view the complete branded micro-site

The development of search engine algorithms continues to closely mirror the human process of researching information, making it more difficult than ever for individuals to manipulate results in their favor. For communicators who rely on search as a primary mechanism for reaching audiences, this may sound like heartbreaking news. In reality, it is an opportunity for brands to be more innovative in their content creation and messaging strategy. Brands that can organically surface to the top of page rankings will be deemed more credible and authoritative by consumers searching for related information, and that means creating content that search engines deem to be of high quality.

One of the most challenging aspects of Google’s latest algorithm for communicators is finding a way to target similar messages across multiple markets without violating duplicate content standards. The pressure to create even more original content might feel like impending doom for PR pros who are already strapped for time, but the communications team at Honda has found a brilliant workaround. Using a branded campaign micro-site titled, Honda Stage Launches at REVOLT Studios Delivering Performances and Artists Interviews Across Television, Web and Mobile Platforms for Music Fans,” they’ve delivered an umbrella message that caters to a broad spectrum of markets at once, and is visually stunning. Highlights from this fully-loaded micro-site include:

  • Hi-res photos and videos that bring this story to life, and are ready for sharing on social channels and re-purposing in earned media stories
  • A press release with highlighted bullet points and executive quotes presents different story angles for journalists to cover
  • Related news regarding tour dates and featured artists is available in both English and Spanish, which targets this content to local geographies, dedicated fan bases, and caters to multicultural audiences
  • A share button spurs engagement on social media
  • Related links drive traffic directly back to Honda’s owned properties

Keep in mind that it’s not just on Google that visibility is becoming harder to grasp, it’s happening almost everywhere information is consumed. The media continues to juggle between delivering hard news versus salacious stories that will drive traffic or ratings. Social networks are now favoring sponsored content in their newsfeeds, making it even less of a guarantee that your single tweet will be seen by the mass audience you are hoping to reach unless they happen click directly onto your page. But does this mean you should give up on the media, social networking, or tried and true PR tactics? Of course not!  It just means that PR needs to work harder to deliver messages that are of higher quality, and that story development and distribution tactics need to evolve, as we see in this forward thinking example from the folks at Honda.

ShannonShannon Ramlochan is PR Newswire’s Content Marketing Coordinator. Follow her on Twitter @sramloch.

Content We Love: Simple Visuals Break Down Big Data

ContentWeLove

Click here to view the press release on PRNewswire.com

Click here to view the press release on PRNewswire.com

Digital technology has given marketers more ways to collect and analyze data than ever before and as a result, glossy infographics have exploded as a favorite content type to make sense of the overabundance of information available. But infographics don’t have to be complex in order to share them with your audience; charts and graphs made with standard computer software are still a highly useful visual representation of data that tells your story in a clear and effective way.

A press release by mobile analytics company Mobidia Technology titled, “King Digital Entertainment Continues to Lead Game Publishers in Most Popular and Most Played Mobile Games,” caught my attention as a prime example.  King Digital is home to the popular Candy Crush app that is fueling procrastination everywhere, but other game developers are quickly on the rise as the next big player on the market. To illustrate this point, the release included photos of two simple graphs depicting highest game usage among the top mobile game publishers, which were subsequently republished in earned media and shared on social.

Other noteworthy aspects of this release that showcase a keen understanding of news distribution as a content marketing tool:

  • Interesting data points are appealing to readers and represented in a visually comprehensible
  • Bullet points break down key information for readers scanning the page, and offer different story angles for media
  • A quote from Mobidia’s Vice President of Marketing promotes the company’s thought-leadership
  • A restrained use of links directs readers to a call to action to download the related white paper

By using these tactics, Mobidia Technology generates more opportunities for raising brand awareness, earning media pickup, and generating leads. Kudos on a job well done!

Author Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire.

Content We Love: 60 Years of PR Stories

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60th anniversary ARC

Click here to view the complete ARC

Storytelling has existed since humans first walked the earth, but the ways in which stories are conveyed have continuously advanced. Following the birth of wire distribution 60 years ago, technology, media, and the industry have evolved so rapidly that stories can reach global audiences across multiple channels in an instant.  But with this opportunity also comes a new challenge: communicators must make their stories stand out from the millions of others being shared across traditional, digital, social and mobile channels.

Our latest ARC campaign, “PR Newswire Celebrates 60 Years of Storytelling,” features original content from our clients offering best practices, case studies, and astute observations on the current state of media  and tips on how to prepare for the future. Some highlights include:

  • PR today is measureable. As discussed by Zach Burrus of Shift Communications, measuring campaigns is still a challenge for many, but today’s PR practitioners have a wealth of granular data readily available to them through standard platforms such as social media and Google analytics.
  • Middle America is quickly rising as the new home for top PR talent. In the blog post by Rebecca Lunna of Exponent PR,PR pros are creative individuals, and the rising local art scene in the Midwest as well as the presence of Fortune 500 companies scattered across the region speaks to the great potential of Middle America as central hub for innovation
  • The future of PR lies in human interaction. Allyssa Kennedy of Crossroads makes the case that technology has lessened the need for face-to-face communication. However, great PR is focused on building relationships, which cannot be truly genuine unless we move away from screen based interactions.

As we celebrate the 60th anniversary of PR Newswire, our focus remains on the future of communications and how we can continue to support our industry peers in staying ahead of the curve. Click here to view the ARC and read thought leadership pieces from companies including:

  • 5WPR
  • Bellmont PR
  • Crossroads
  • Exponent
  • McCormick Foundation
  • Inkhouse
  • JCPR
  • J Cutler Media Group
  • Shift Communications
  • Steve Cadigan
  • PSNG

The ARC will continue to be updated throughout the remainder of the year with additional success stories and insights from PR Newswire clients. If you are a PR Newswire client interested in sharing your story, please email Caitlin.Carragee@prnewswire.com

ShannonAuthor Shannon Ramlochan is PR Newswire’s Content Marketing Coordinator.