I’ve got a work-related problem and wonder if you can help me find a solution:
I’m a digital news editor at XXXXX. For years we’ve had access to PRN releases through our subscription to the [major paid wire service] wire. It’s been a great source of business news, particularly before the markets open, and our early morning editor depends on it. But we’re about to end that [major paid wire service] subscription and switch to [another major paid wire service] — which offers PRN through its terminals, as you probably know, but not through the web-based portal we’ll be using to access the wire service.
I’m wondering if there’s a way to get direct access to PRN releases right on our desktops. We’d be interested in filtering the tons of releases you move to focus on Chicago and Illinois and a universe of our top companies — but that might get into more detail than you care to know at this point, so I’ll stick to the primary question: How can we keep getting our PRN fix?
We’re ending our [major paid wire service] sub at the end of the month, and our early morning editor is already getting the PRN-withdrawal shakes. Let me know what you think about this.
Significant base of media subscribers
Across the U.S. -- and the rest of the planet, for that matter -- thousands of media outlets devote technical resource and computer space to receiving PR Newswire press releases. We know the technical and newsroom contacts at each outlet, and we work with them to tailor the news feed to fit the outlet’s needs.
In addition to the news feeds that are hardwired into newsrooms as described above, more than 30,000 credentialed journalists and bloggers access PR Newswire for Journalists each month, where they tally more than a million press release views monthly.
Why media and bloggers use PR Newswire
So why is the PR Newswire feed of press releases still used by so many journalists and bloggers? There are a few reasons why:
Efficiency: It’s easier for an outlet to get a streamlined feed of news releases filtered by topic and geography from a company like PR Newswire than it is to manage individual messages from all the agencies, brands and organizations reporting news. Press releases are coded and formatted according to news industry standards, making it as easy and efficient for news editors to manage their press release feed as it is for them to manage their paid news feeds from sources like the AP, Dow Jones and Reuters.
Credibility: Every press release PR Newswire runs to its media circuits is authenticated; only people who are authorized to do so can issue a press release on behalf of their organization. Additionally, we have the tringent standards around attribution, requiring sources and contacts on every press release. Media know that the copy they get from PR Newswire is reliable and trustworthy. As a result, major wire services frequently re-run press releases we issue in full text over their circuits and their spot-ews editors rip headlines from our wires to run on theirs. Press releases received via email or found on the Web have to be first verified, which takes valuable time in today’s deadline-every-second news environment.
Quality: PR Newswire has a variety of copy-quality standards to ensure the press releases we issue contain newsworthy content that our receiving media and bloggers can act on. Advertorial copy and stories about threatened (but not actually filed) lawsuits are two examples of the sort of content that doesn't pass muster for distribution to one of our media circuits.
We all know that the media environment is far different today than it was five, 10 or 15 years ago. One reason why PR Newswire still delivers results today is the fact that our press releases are consumed by audiences directly.
About 15% of the traffic to PR Newswire.com comes from people researching products and services via search engines.
To get a better handle on audience behavior, I embedded trackable URLs within the press releases I issued to promote blog posts in the month of November. Those links, which were all embedded in the third paragraph of the release (meaning people had to open the release, and really read it to get to the link) generated almost 1,000 clicks. And think about it: By the time someone finds press release, reads it and then clicks on the link you offer them in the release text, they’ve demonstrated some real interest in your message. The click-through numbers represent enormously valuable traffic.
So, press releases -- and newswire services -- still work. That said, they both work better when the organizations issuing press releases make a point of developing the sort of interesting, visual and interactive content audiences appreciate today. I’ve written an e-book detailing new approaches to press releases that are generating results, and it includes real-life examples and tips. Here’s the link: New School PR Tactics.
Unsurprisingly, the short answer in my mind is “no.” Of course, you’d expect me to say that. After all, I’m a newswire veteran and am in the marketing department here at PR Newswire, the industry’s largest newswire service. But before you dismiss me as being entirely self-interested, consider these facts:
Press releases on PRNewswire.com garner millions of reads each month, and more than 60% of those find the content directly via search engines.
Journalists registered for PR Newswire for Journalists tally more than one million news release reads each month.
Press releases are shared multiple times a minute on social networks.
More than 10,000 websites worldwide repost news releases issued by PR Newswire.
Is this a tactic worth ditching? No.
In truth, I agree in principle with just about everything author Maggie Patterson suggests -- regular readers will know that tactics such as surfacing and sharing specific key messages, utilizing a variety of multimedia elements to illustrate (and enliven) a story and making copious use of supporting blog posts are all tactics we denizens of PR Newswire advocate.
A problem does crop up, however, with the post’s assertion, “The goal of a press releases is to secure media coverage.” In reality, organizations today send press releases for myriad reasons in addition to securing media coverage, including:
Increasing traffic to a website or landing page;
Promoting direct audience actions, such as event registration, downloads of an app or white paper and product purchases;
Seeding the social Web with key messaging;
Positioning the organization or one of its experts as a thought leader or industry source; and
Distributing or driving attention to marketing content, such as infographics, blog posts and videos.
My colleague, Sandra Azzollini, who oversees PR Newswire’s website as our vice president of online communities, reminds us of the crucial connection between the press release and measurable results for the organization issuing the news.
“What is the purpose of a press release? It’s not to get people to read the press release,” she notes. “It’s ultimately to sell a product, stock or image. A press release is a vehicle to complete that transaction, whatever your campaign goal is.”
Press releases, once an exclusive means of communicating with professional media, are also the domain of the public who seek out, trust and share news content. And therein is an imperative for communicators: the content we produce – including news releases – needs to be written with the audience in mind, and designed to appeal to them. The messages need to be clear, focused and provide a compelling call to action for readers. Before one ditches this tried-and-true tactic, the content that the organization has published warrants a close look. In reality, publishing boring content that appeals to no one is the tactic that should fall by the wayside.
Learn more about how to use press releases and other tactics to drive discovery of your company’s messages and the content you’ve worked to hard to publish on our free webinar Tuesday, Nov. 19. REGISTER
Refresh your press releases with these new school press release tactics — this free e-book has lots of ideas and examples that inspire: New School PR Tactics
Brian Solis maps the future of PR. Image via Vanessa Bravo (@vanessabravoCR)
This year’s PRSA International Conference in Philadelphia reprised many themes common to public relations, but with a new twist. The influences of social media, content marketing and digital marketing measurement were common threads, linking discussions about pitching, strategy and measurement. There’s a good reason for this -- digital activities are incredibly measurable, and our peers in marketing gleaning spectacular amounts of insight about audience interests and behavior from their data, and that data is impacting other communications practices.
Communications success starts and ends with the audience.
“If you keep trying to earn relevance, you will always matter,” said Brian Solis in his keynote, summarizing neatly what many other presenters before him emphasized. Developing understanding of what your audience is interested in, and using that context as the framework for brand messages, is the key to creating content that people will read, share with their social networks, and act upon.
However, developing understanding of the audience requires us to get comfortable with data analysis, noted Stephen Loudermilk (@loudyoutloud), director, media and industry analyst relations, LexisNexis, in his presentation titled, “Using Big Data and Analytics to Increase PR and Marketing Brand Awareness.” According to a stat from Ragan Communications, 54% of PR people don’t know what big data is. This is disconcerting, as another study titled “Analytics: The New Path to Value,” conducted jointly by the MIT Sloan Management Review and IBM Institute for Business Value, revealed that top performing organizations use analytics five times more than lower performing organizations.
Brian Solis noted that 77% of consumers are more likely to buy a product when it’s recommended by an advocate, and we all know that social networks are hotbeds of personal connections and recommendations. However, there’s another important reason why developing relevant social interaction with PR content should be a priority. Seven of the top 10 search engine ranking factors are derived from social interaction, according to a study this summer by SearchMetrics.
When you think about it, this isn’t surprising. If a network of savvy, connected people with a similar interests all find a piece of content valuable, and they share that content with their personal networks, it’s easy to see how those actions can be interpreted by search engines as a measure of the value of that content.
Link PR to real business outcomes
“As PR pros, we need to recalibrate our thinking to understand how what we’re doing helps achieve one or more of these things,” insisted Shonali Burke (@shonali) in her session with Heidi Sullivan (@hksully) titled, “Building Your Bottom Line: Integrated Communications Strategies That Work." Said Burke: “We need to ask ourselves: What are we trying to do, and why is it important?”
It’s also time to stop reaching for equivalencies in measurement strategies. There was some talk about “ad cost equivalencies” supplanting AVEs as a metric PR should be tallying. However, ACEs (and AVEs) both fail to quantify the value of recommendation and reputation that a good PR message also conveys. For this reason, and because digital media are incredibly measurable, I believe that PR should focus on linking communications activities to business outcomes, and learn how to correlate ongoing activities and interactions with those outcomes.
Evolving media platforms …. Is PR keeping up?
My own session was devoted to the evolution of media models and news coverage, and what PR needs to do to keep up with those developments. Media outlets are developing apps, creating infographics and shooting video on the fly. We have to ask ourselves if we’re providing the right sort of data and content that will work in these evolved presentations of news. Failing to do so means that our brands will miss valuable opportunities for exposure.
The setting in Philadelphia provided a nice analogue for public relations. On the one hand, Philly is steeped in history and tradition; however, it’s far from stagnant. The city has reinvented itself as a foodie and culture mecca, inviting new demographics to discover what it offers. There are good lessons in Philly’s success for the practice of public relations.
For some additional ideas on developing relevant public relations and marketing content for your organization, download my free ebook, “Driving Content Discovery.” In it you’ll find tips, examples and ideas for improving the discoverability of your content by making it more timely and relevant to your audiences.
In response to sea changes in how people find, consume and share information, traditional media outlets are retooling their newsrooms and evolving their coverage. Despite the still-challenging economic environment, many outlets are investing heavily on people and technology, in order to deliver a news product that satisfies audience appetites for rich visuals, tablet-friendly design and up-to-the minute reporting. This begs the question: Is PR content keeping up?
Outlets are creating expansive digital teams of reporters, Web editors, social media managers, data specialists, designers, photographers, app developers and mobile editors. They’re also requiring journalists to learn new skills and produce content in a variety of formats.
The Chicago Sun-Times offers an extreme example. The venerable paper laid off its entire staff of photographers earlier this year, electing instead to equip and train reporters to shoot and edit photos and video using iPhones.
Can a reporter, newly trained in creating visuals, provide the paper with same sort of visual storytelling and evocative images that a Pulitzer Prize-winning photographer once did? Of course not. But that’s not the point.
Spectacular images gracing the front page of papers and the covers of magazines drove newsstand sales -- once a core revenue stream for print media. As newsstand sales dwindle, those images offered less return to the Sun-Times. Digital content and newscycles running at the speed of the Internet changed the game. The timeliness of an image is more important today than its composition or artistry. The Sun-Times determined that a fleet of reporters armed with iPhones are better equipped to deliver the visual content the organization needs to compete in today’s media environment.
These changes at the Sun-Times, and at other news outlets across the U.S., beg an important question of PR pros: Is the content your organization produces meeting the needs of your key media outlets -- and your digital audiences?
Visual content -- images, video and graphics -- is eagerly consumed by digital newsrooms, and by journalists who curate topical content on blogs and social network presences. And the underpinnings of visuals -- facts, figures, processes, trends and other information that lends itself well to visual illustration -- is particularly useful. Look at the front page of every issue of USA Today, and you’ll see a mini infographic in the USA Snapshots section.
In order to earn media coverage -- and attention in social networks -- visuals are almost a requirement, and can certainly help boost the coverage and social media attention a story generates.
For some additional ideas on developing relevant public relations and marketing content for your organization, download my free e-book, “Driving Content Discovery.” In it you’ll find tips, examples, and ideas for improving the discoverability of your content by making it more timely and relevant to your audiences.
PRSA attendees: Visit PR Newswire at booth 401 for fun photos & prizes, and mark Sarah’s session (Tuesday, 8 a.m.) on your calendars.
As media paradigms and economics have shifted, arguably so has the very nature of news. Certainly, a big story – one that shapes markets and opinions – is still a big story. However, a quick look at industry publications and the web sites of some of the biggest news outlets today reveals a shift in coverage, and it’s not so subtle. Media are aligning coverage with what interests their audiences, not the other way around.
An extreme example of this is the coverage that CNN devoted to Miley Cyrus’ controversial performance at the VMAs, despite the fact that the political situation in Syria was coming to a head at the same time. CNN – a leading outlet by anyone’s measure – devoted its front-page to Cyrus’ spectacle, rather than the violence breaking out in the Middle East.
Why was that the case? Simple. More people are interested in (and in the ensuing days would be searching for) information relating to Cyrus’ performance rather than the situation in Syria. From a Web traffic – and ad dollars – perspective, the Cyrus story was the clear choice.
News outlets have to make calculated decisions about what they cover. There’s a balance between serving the stories they know audiences are interested in, are searching for and are likely to share on social networks. On the flipside of that coin are the less sexy stories– those covering foreign policy or local government, for example. I don’t think anyone of us would deny that those types of stories are really important. However, let’s face it– in most cases they don’t set readers interest aflame, and they don’t generate the sort of click throughs, search engine traffic and social buzz that a good celebrity scandal does.
Lessons for PR: Redefining News
Within this reality are some important lessons for public relations.
One of the most important, I believe, is rethinking what our definition of news is. In addition to the big announcements relating to events that impact our organizations top lines, we have to be thinking about what audiences are into interested in our day-to-day basis, as well.
Maintaining a constant flow of interesting content is crucial if your organization wants to stay top of mind and today’s digital environment, however, this exercise requires PR to re-think messaging strategy, and expand the definition of news, just as media outlets have, to encompass content that educates and informs the audience. Developing a stream of useful information keeps the brand top of mind, and wins valuable share of voice for the brand around key topics.
If you’re in Philadelphia for PRSA, attend my session, Newsworthiness: New Context & Opportunities for PR, tomorrow morning (Oct. 29, 8 a.m., room Franklin 3).
For some additional ideas on developing relevant public relations and marketing content for your organization, download my free ebook, “Driving Content Discovery.” In it you’ll find tips, examples and ideas for improving the discoverability of your content by making it more timely and relevant to your audiences.
The lines between marketing and PR are blurring, as social media and content marketing continue grow in importance. The reasons for these changes are many, including the evolution of the media environment, changes in how people find and consume information, how search engines index and serve up results and the swift adoption of mobile devices and tablets by both consumers and business decision makers.
Communications tactics have evolved, and a great example of a blended approach that reaches audiences in new ways – and achieves new outcomes for the brand – is Sodexo’s use of PR Newswire’s ARC engagement platform to reposition the brand as a quality of life provider, reflecting the company’s expansive portfolio of services.
To capitalize upon the publication of the company’s annual “Workplace Trends Report,” the Sodexo team worked with PR Newswire’s MultiVu division to create and host a variety of content elements within an ARC.
The ARC is essentially a custom microsite, albeit with an important twist. Dynamic, multi-channel distribution of the content housed in the ARC is built into the platform. The result? The Sodexo ARC provided an in-bound microsite, designed specifically for the brand’s target audience. But with content distribution built into the platform, the ARC also provided strong outbound traffic to Sodexo web properties.
“The ARC functioned much differently in this respect than our corporate web site,” noted Stacey Bowman-Hade, director of public relations for Sodexo. “I think the ARC is a great tool for combining your marketing and public relations efforts. If you have similar goals in marketing and public relations for pushing out different pieces of content, the ARC is a very good tool for the collaboration of those departments in achieving the same goals.”
And in an interesting twist, the company’s sales team found another application for the ARC, using it as a ‘mobile app’ enabling them to engage customers with highly visual thought-leadership content.
The ARC delivered a variety of results for the company, including increased awareness of the company’s new positioning, and even more importantly, engagement and conversation around those efforts, in addition to significant media visibility.
“To date, we’ve seen 56 million impressions that the ARC has given us just in content, and that is across many media outlets,” said Kevin Rettle, director of marketing at Sodexo. “I think more importantly, when you look at traditional strategies, the quality of the content that we’ve delivered is much higher; for us, it is so much more about the ability to stay top of mind with a client with research and true thought leadership rather than just flat and static advertising.”
Summary: Google is emphasizing conversational search with its new Hummingbird search algorithm, placing a premium on relevant content in response to vast numbers of unique search queries, as well as the increasing shift to mobile search. Here are four ways content creators and PR pros can build relevance into their content creation strategies.
By now you’ve probably heard the news that Google quietly dropped a new algorithm into their search engine a couple months ago. Christened “Hummingbird” for its speed and precision, the new algorithm rolled out smoothly and didn’t create real waves in the search community, which is surprising given the scope of the change (which could be compared to putting a whole new engine into a car). However, the fact that the change was a quiet one doesn’t mean it didn’t bring significant new changes.
Google is focusing on what they call “conversational search,” and Hummingbird is delivering better answers for longer, more detailed queries. Essentially, Google just raised the bar on relevance. As their search engine algorithms drill more deeply into the context of searches, less-relevant content drops out of search results.
“Rather than just examining each individual word in a search, Google is now examining the searcher’s query as a whole and processing the meaning behind it,” writes Jeremy Hall in a post on Wired titled, Google Hummingbird: Where No Search has Gone Before. “Previously, Google (and most other search engines) used more of a “brute force” approach of looking at the individual words in a search and returning results that matched those words individually and as a whole. Now Google is focusing on context and trying to understand user’s intent in order to deliver more relevant results and better answers.”
There are a few reasons why Google is paying attention to longer, conversational search queries. Every day, about 15% of the searches (that’s about 500 million) people plug into Google’s engine are new, representing combinations of words never before seen by Google. Hummingbird takes aim at improving search results by answering the questions behind the queries, rather than simply returning lists of potentially relevant results. And as people increasingly move toward using mobiles and tablets to do searches, the nature of searches are changing. People are dictating search queries, creating a whole new dynamic. And mobile searches continue to increase, as people increasingly look for information that will help them out moment to moment.
Herein is the opportunity for content creators. Recalibrating content, and employing a laser-focus on publishing information that is useful to audiences is crucial to successful content and public relations campaigns and capture valuable long-tail and in-the-moment opportunities.
There’s more to developing relevant messaging than sprinkling keywords throughout the copy, however. Search engines are good at understanding context, and also place value on the relative popularity of digital information.
Here are four keys to creating content nectar for Google’s new Hummingbird:
Highlight the questions a new product answers in a press release. Turn your headline into a value statement that answers the question, “What is the most important thing this product/event/announcement does for my audience?”
Mine your organization’s Web analytics to identify content gaps and opportunities. What keywords are people using to get to your web site? What content is most popular?
Questions are queries. Talk to your front-line teams, and find out what questions customers are asking. Use those questions to frame content, and imbue materials like press releases with relatable and relevant information.
One product may have different value propositions that appeal to different audiences. Surface different messages by tweeting the specifics, highlighting them in an infographic and calling them out in a bulleted list in text copy.
Building audience interest and a customer focus into every message – especially owned media like press releases – will help generate visibility for the content over time, as people hunt for specific information online. Organizations that learn to do this well will fare well in the Hummingbird’s realm. On the flip side, content that doesn’t attract visitors, inspire social sharing, answer questions or serve audience needs will drop from view. In fact, metrics relating to online reads, social shares and ongoing popularity are among the KPIs content and PR programs should use to measure results, and keep content programs on track.
For some additional ideas on developing relevant public relations and marketing content for your organization, download our free e-book, “Driving Content Discovery.” In it you’ll find tips, examples and ideas for improving the discoverability of your content by making it more timely and relevant to your audiences.
The function of the hashtag on each social network is broadly similar – one can click on a hashtag to pull up other tweets and posts carrying the same marker. However, the application of the hashtag differs between the two, which starts to explain why denizens of social networks embrace hashtags on Twitter, but deride them on Facebook.
Same hashtag, different results
On Twitter, generally speaking, hashtags are used as a way to categorize content, functioning almost as an old-school tag. They provide taxonomy for tweets. Example: A search of #cloud pulls up tweets that (for the most part) are about cloud computing.
On Facebook – a much larger social network, where posts can be considerably longer than 140 characters, use of hashtags is much more freewheeling. This probably has to do with the fact that Twitter users are used to using hashtags in a more disciplined way, for the purpose of organizing content, and is aware of the collective ‘whole’ a hashtag creates. On Facebook, where hashtags are new, many use a hashtag to simply denote emotion or deliver an aside. Searching the same hashtag #cloud on Facebook generates entirely different results.
Understanding & respecting the differences between social networks
The networks are different, and people use them differently. Communicators should respect those differences and plan their content accordingly. Lumping them together is a recipe for wasting time, energy and resource – and diminishing your organizations’ stature in the eyes of your audience. A savvy move on one network can open your brand to ridicule on another.
A response the EdgerankChecker study elicited from Facebook shed a little more light on hashtags in posts, and the fact that they don’t appear to be helping visibility, insinuating that the use of the hashtags hadn’t been terribly rigorous.
“Pages should not expect to get increased distribution simply by sticking irrelevant hashtags in their posts. The best thing for Pages (that want increased distribution) to do is focus on posting relevant, high quality-content – hashtags or not. Quality, not hashtags, is what our News Feed algorithms look for so that Pages can increase their reach. “(Via The Next Web)
3 ways to guard against being lame on social media
First, understand nuances between Facebook, Twitter and any other social network your brand uses. Look to your own behavior. For example – chances are pretty good that you’re active on both Facebook and Twitter. Do you use the two networks interchangeably? Probably not. You’re probably connected to different people, and you use the two networks to share and consume different kinds of information. In your professional PR or marketing capacity, it’s wise to let some of your personal experiences guide your approach to using social media.
In addition to developing your own savvy on different social networks, there are several other tactics you can employ to help ensure your brand against lameness in social media, and even more importantly, glean real benefit for your organization across the social sphere, including:
Observe conversations. What topics generate the most interaction? What topics are being ignored? As you study the top(ic)ography of your audiences’ online conversations, take note of which topics could be used as a context for brand messaging.
Observe content formats. What kind of content gains the most traction on each network? Pictures, video? Infographics? Multimedia content draws and holds audience attention. Understanding what kinds of content your audience most appreciates will help you create a more effective content strategy.
Study popular messages. What kinds of messages are most widely shared? Tips? Humor? Advice? This is particularly important, since amplification of messages is a primary benefit social media offers brands.
In retrospect, the advice offered by Facebook is really good guidance. Don’t use hashtags (or any other mechanism) as an artificial means to garner attention for a message. Relevance and utility are the foundations of successful digital and social messaging.
A conversation I had recently with a PR textbook author got me thinking about our habits and the tactics we employ to communicate with our audiences. We were talking about digital storytelling, and the conversation turned to multimedia.
“What format should a multimedia press release take?” he asked. I think my answer may have surprised him — and wrecked his chapter outline, to boot.
“The format of the content shouldn’t dictate the message.”
My answer veered off the path of what I think he expected, because I said that the answer to that question depends upon the audience, and is informed by the assets you have at hand.
You won’t go wrong if you start with your audience. Where do they look for information? Do they gravitate toward a particular social network or digital community? If so, what sort of content does that audience prefer? Asking these questions and allowing the answers to inform your content strategy will ensure more effective communications.
Some networks, like Instagram and Pinterest, are built on visuals. However, visuals are also make messages more effective on networks like Twitter and Facebook. And they carry extra weight with search engines — and speaking of search engines, YouTube is the second largest. Point is, incorporating visual elements – video, images, downloadable content such as presentation decks or white papers — will ensure your message is available to the denizens of those networks. Making visual communications a habit will improve communications results.
I don’t like thinking in terms of formats, simply because they discourage people from incorporating multimedia elements if they perceive they don’t have all of the right content lined up. Instead, allow your audience’s needs to guide development of your content.
In his keynote at Content Marketing World, Jay Baer, author of the popular Convince & Convert blog and the new book Youtility, made a salient point: Communicators are competing (via social media) with our audiences’ friends and family (not to mention cat videos!) for their attention. Attention is finite, but the amount of content available to our audiences is almost unlimited.
In addition to the competition for attention, today’s buyers present communicators with another challenge.
“They’re secret-shopping your brand, all the time,” Baer said, noting that at the point B2B buyers contact vendors, 70% of the decision has been made. Put another way, buyers eliminate numerous brands from contention without contacting them. Online content is your brand's sole representative for much of the buying process.
For communicators seeking to connect with target audiences, context and timing are crucial. But how do you get your message to show up at the right place, and at the right time? This is where content discovery comes into play.
Context, Credibility and Timing Are Crucial
Delivering content in context -- and with an additional layer of social credibility -- tees up your brand in the buyer’s decision process. Ensuring your content is surfaced continually among a specific constituency is another element of success, and there are a number of tactics communicators can use to achieve consistent, contextual visibility of content:
Capitalize on attention opportunities created by industry news trends, by tying messages to trending developments or synching your content calendar with the editorial calendars of key publications.
Atomize content and repackage it, emphasizing different angles or message elements, to increase audience attraction.
Distribute focused and specific content using a variety of platforms and channels. As Baer noted, you have to put some effort behind the content you publish. Commercial newswires and free PR sites can provide important visibility for key messages. (Here’s a free content distribution buyers guideyou can use to arm yourself with questions to help you find the right vendor.)
The embedded slide deck and ebook download offer many more tactics for driving the discovery of your content, as well as numerous real-life examples. And if I’ve overlooked your favorite tactic for ensuring your audience sees your message, I’d love to hear about it in the comments!