– Due to the inter-connective nature of the web, articles and press releases are no longer exclusively viewable by news and press organizations. Literally, anyone with access to an internet connection, a web browser or an RSS reader has easy access to your information. That dramatically impacts the nature of your press release and the crafting of the content contained within it. Your audience has been switched up from a few journalists or news organizations to millions of web users. Savvy marketers recognize this unique and invaluable tool for gaining larger and larger shares of the market.
· Target your releases to your buyers not just news organizations and journalists
· Create content that is optimized for the search engines and rich in searchable phrases your customer would use in locating you
· Embed links that lead them directly to your web site
· Offer a link to sign up for a series of tutorials, a white paper or free service your customer might be interested in (This will get them into the buying cycle and you can begin to build a relationship with the customer)
· Send a press release or article every chance you get. That means send them for all sorts of reasons – new product introductions, new services, improved web site navigational experiences, anything you can think of.
· We recommend the use of a press release distribution service simply because it makes the whole process much easier and the chances of getting in online news services like Google and Yahoo are pretty much guaranteed.
o PRWeb
o Business Wire
o Market Wire
o PRNewswire
· Create your own RSS feeds of your releases and news stories on your site. You can store them in a press area on your site where customers can get easy access and subscribe to receive your content.
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