How To Create Press Releases
That Don’t Suck
JULY 29TH, 2014
The press
release refuses
to die	
  
Reports of its demise have
been greatly exaggerated
Why?
Done right
it still works –
...
The average press release is read
275x in the first week
Source: HubSpot
FACT
Press
releases
get read
VIEWS BY DAY-OF-WEEK
Source: HubSpot
FACT
MEDIA VISITS BY DAY-OF-WEEK
… and seen by members of the media
70x in the first week
Media Use
Press
...
The Press Release
Has Been
Reinvented As
Content Marketing
•  As a driver of traffic and leads to
your website
•  As a mul...
5 WAYS
To Create the Ultimate
(Non-Sucky)
Press Release
Tell a Story and Make It Compelling
 
•  Break new ground, take a
strong or contrarian position,
cast a future vision
•  S...
Engage Your Readers Visually
•  Use graphics
to embellish
and enhance
•  Use bullets
to highlight
major points
•  Add grap...
Know Your SEO…The Key to Being
Found Online
•  Identify your strongest keywords
•  Select one keyword to optimize for
each...
•  Create a release schedule –
be it one per month, two per
month, three per quarter
•  Develop a schedule that
maintains ...
The Call to Action and Why It Matters
The CTA acts as a sort of barker or neon
sign in a B2B press release
It directs read...
Summary	
  	
  
•  The press release remains a vital tool in
your B2B marketing toolkit.
•  Think strategically about your...
Marx Communications focuses exclusively on B2B, with special expertise in high-impact media
relations, social media and le...
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Marx ebook releases_july29_updated

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Most press releases are as exciting as piece of lint. All you want to do is flick them away. Want to know how to create a press release that doesn't suck? This ebook shares the tips and tricks to turn your boring release into something engaging...and readable!

Published in: Marketing
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Marx ebook releases_july29_updated

  1. 1. How To Create Press Releases That Don’t Suck JULY 29TH, 2014
  2. 2. The press release refuses to die   Reports of its demise have been greatly exaggerated Why? Done right it still works – and works well
  3. 3. The average press release is read 275x in the first week Source: HubSpot FACT Press releases get read VIEWS BY DAY-OF-WEEK
  4. 4. Source: HubSpot FACT MEDIA VISITS BY DAY-OF-WEEK … and seen by members of the media 70x in the first week Media Use Press Releases
  5. 5. The Press Release Has Been Reinvented As Content Marketing •  As a driver of traffic and leads to your website •  As a multi-channel promotional tool •  Website •  Social Media •  Email •  Media    
  6. 6. 5 WAYS To Create the Ultimate (Non-Sucky) Press Release
  7. 7. Tell a Story and Make It Compelling   •  Break new ground, take a strong or contrarian position, cast a future vision •  State clearly what is different •  Put on your press hat – why should reporters care? •  Give them facts, not fluff •  Use plain English, not jargon 1 Who cares about platform 3.5.8?
  8. 8. Engage Your Readers Visually •  Use graphics to embellish and enhance •  Use bullets to highlight major points •  Add graphs, charts or illustrations to help tell your story 2
  9. 9. Know Your SEO…The Key to Being Found Online •  Identify your strongest keywords •  Select one keyword to optimize for each release •  Place keywords strategically in your copy – for best results, place the strongest keyword in the headline, lead paragraph and further down in the body copy •  Choose keywords relevant to your business, with the SEO juice to score high on Google, but not so competitive you can’t win •  A rule of thumb: Your keyword density should be between 1 and 4% of your text. in a 400-word release, use a keyword at least 4 times. 3
  10. 10. •  Create a release schedule – be it one per month, two per month, three per quarter •  Develop a schedule that maintains a steady drumbeat of announcements and company news – without saturating the market and spamming recipients •  Create a healthy mix of content: product announcements, executive hires, case studies, white papers, partnerships, research 4 Give Some Thought to Your Release Schedule
  11. 11. The Call to Action and Why It Matters The CTA acts as a sort of barker or neon sign in a B2B press release It directs readers to a landing page where they can take a designated action such as signing up for a webinar Voila! Once someone sign up, you have a warm lead for your sales team The CTA should include: •  Just enough information to get the right people clicking •  Engaging. Use words like Discover, Benefit from, Learn how. •  The landing page headline and CTA should be identical for optimal SEO 5
  12. 12. Summary     •  The press release remains a vital tool in your B2B marketing toolkit. •  Think strategically about your approach to PR and media, and make regular releases a key element in that plan. •  Done right, releases can be highly effective in driving traffic – and results!
  13. 13. Marx Communications focuses exclusively on B2B, with special expertise in high-impact media relations, social media and lead strategies that help build businesses. The boutique PR agency has developed a track record of getting BtoB companies noticed in media outlets that matter most to them: New York Times, Wall Street Journal, CNBC, Bloomberg News, Forbes, Businessweek, Advertising Age, Barron’s – virtually every major business outlet worldwide. Companies have been sold and inked major partnership deals with Dow Jones, The NASDAQ and other organizations as a result of Marx’ PR efforts. Certified inbound marketing specialists, Marx provides a measurable component to its PR initiatives. Marx Communications is overseen by Wendy Marx, an award-winning B2B PR and marketing specialist and expert blogger for Fast Company. All work is performed by senior-level professionals — former journalists, marketers and PR professionals who understand what sells the media. As founding members of PR Boutiques International, the agency has access to top PR talent around the world. Let's connect: About     (203)  445-­‐2850   wmarx@marxcommunica-ons.com   www.marxcommunica-ons.com  
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