Read more from Mark Willaman
Let’s dive into the world of press releases and newswires, exploring the challenges companies often face. For starters, writing an effective press release can be quite a daunting task. The cost of distributing these press releases over newswires can be quite steep. There’s no guarantee of coverage, leaving companies with limited exposure. And to top it off, it’s difficult to determine how many people actually read the release, or if the release drives significant traffic to a company’s website.
Sometimes marketers must run two parallel marketing campaigns. One that grows the product category and a separate promotional campaign that captures market share in the product category.
You spent hours (minutes if you used Newsworthy's AI tools) writing your press release and getting approvals from company stakeholders. The press release is very good and you can’t wait to share your news with the world. So you distribute the release over a newswire, like Newsworthy.ai, where it gets distributed to hundreds of websites, shows up on Google News, etc., etc. What else can you do to promote the news within your industry?
AI is well-suited for creating press releases because there is less risk of bias, as press releases mostly contain undisputed factual information about events or other company announcements. Additionally, there's less risk of the content being identified as AI-generated, which can be problematic in contexts like academic essays or SEO-sensitive content for companies, where plagiarism or spam-like content are issues.
Adding your Google Business Profile map to press releases adds an interactive and visual element to the release, paving the way for improved audience engagement.
Influencer marketing works, which explains its exploding growth, growing to 16.4 billion in 2022. Businesses are making $5.2 ROI for every $1 spent on influencer marketing. There has been a 465% increase in searches for the phrase "influencer marketing" on Google alone since 2016 (1).
“PR is no longer just about media outreach. You now have the opportunity to drive a message directly to your customer. Everything you write should be focused on meeting the needs of your customer. Don’t worry so much about writing for the media. A good journalist will be able to pick up and follow these threads.” —David McInnis, founder of Newsworthy.ai (and PRWeb) in his article, Write the Perfect Press Release.