Tag Archives: Content We Love

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

ContentWeLove

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. 

Content We Love: Harley Davidson Gears Up for Father’s Day

ContentWeLove

Many people look to their social media newsfeeds as a source for current events, useful lifestyle tips, or amusement, but the thousands of daily visitors to PRNewswire.com  might also agree that perusing the latest press releases is another great way to find interesting and entertaining news. PR pros are naturally creative people and more of them are seeing the value of press releases as stories themselves. Instead of snooze-worthy, dry language, press release writers are utilizing their creative juices to write interesting, informative, and sometimes flat out hysterical stories.

One such story I came across is from a press release by Harley Davidson titled, “Survey Of U.S. Dads Reveals: 32 Percent Forgotten On Father’s Day; 53 Percent Would Return Gifts; And One Even Received A Santa Necktie.” From top to bottom, I came across a handful of new school tactics in this text-only release which immediately convinced me to highlight this piece as the subject of “Content We Love.”

  • A striking headline with interesting stats and a humorous story angle is inviting to read.
  • A timely, seasonal news hook that ties into Father’s Day is a clever way for Harley Davidson to join the conversation. While flowers, balloons, and jewelry are typical choices for making mom happy on Mother’s Day, gift options for dad are far less obvious.
  • Bullet points and bold text break down survey results and highlight key information in an easy-to-read format. Depending on the outlet, these can also serve as different story angles the writer might want to take.
  • Writing that is enjoyable to read. I sat at my desk audibly laughing at the survey responses asking dads about their worst Father’s Day gift experiences. One of my favorites: “a painted rock.” The point is, even though press releases are company generated news and a representation of your brand, they shouldn’t be boring! Every piece of content your company produces should intend to engage your audience and show them that you are the solution to their problem. Data, images, and humor are all ways to accomplish this.
  • Information that is helpful to the audience. This press release caters to the sons and daughters in search of great gift ideas for their dads, as well as the dads who are hoping to upgrade from a disappointment. Harley Davidson puts the focus of the conversation around satisfying the needs of their audience instead of their own brands and products.

Even though I loved the story angle and writing of this release, an accompanying infographic of the survey results or photo of a major gift fail could have elevated it even further for social sharing and media pick up.  Target sites like Motorcycle-USA.com and Motorcycle.com  covered this story and used Harley Davidson’s logo to add a visually stimulating element to the piece. Regardless of this missing component, Harley Davidson did a great job writing this release and making Father’s Day a happy occasion again!

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