Let’s face it: marketing in the digital age is a puzzle.
In order to make the big picture come to life, you have to carefully fit all the pieces into place. Unlike a puzzle, though, marketing takes skill, strategy, and expertise to be effective.
So, what pieces do you need to put together for the most ideal result? Is the old, dusty press release even relevant anymore?
Apple thinks so. And quite frankly, if Apple thinks something is a good idea, it usually is.
In fact, Apple thinks press releases are so relevant, that they released not one, not two, but five in one day! Five! On the same day. To many a seasoned marketing professional, that might seem a bit like overkill.
Apple didn’t think so.
On September 12, 2017, the big live launch day for their iPhone X anniversary edition, the iPhone 8, the Apple Watch Series 3, and Apple TV 4K, Apple announced each individual product with its own digital press release.
And, Press Release Number 5: highlights from their live launch event, of course, just in case you missed anything in the first four.
To be unbiased, it’s not just Apple that appreciates the potential of a well-constructed press release, although, in my mind they are the gold standard of marketing and branding. (Are you reading this on your iPad Air or iPhone 7 Plus right now?)
Other marketing and PR experts agree: the press release is not dead.
You know how stories go viral? What if you created a press release that was less of a company announcement and more of a story? A story that was timely, relevant, offered some exciting or useful information about your company? After all, a press release is a biased announcement that balances exciting news (the launch of bigger, better, smarter smartphones) with your unique voice.
See where I’m going with this?
Your company + your press release + your branding = your awesomeness shouted out to the world. There’s a service only you can deliver, or a product only you can make. Even if it’s a service or product a bunch of people make, you do it best, and that’s what makes your business stellar.
But, if you don’t tell anyone about all this awesomeness, who will know? How will they understand your branding? How will they read the exciting story of your latest and greatest?
So, now that you’re excited about press releases again, there’s just one tiny hitch: you have to know how to write good ones.
Here are some useful ideas for writing a killer press release.
First, think about your unique brand story.
What is it? What do you want the world to know about your business? What useful morsel of information can you dish out to the universe? What milestone did your company just reach, or conference did you attend, or what did you accomplish at your latest “work-cation” at some exotic destination (with Macbook Pros in tow)?
What message helps solidify your brand through a press release?
Next, make a bold statement.
Of their iPhone X, Apple says, “The future is here.”
And, I can hold it in my hand, I’m thinking to myself. Their press release offers stats, facts, and features about the product, and uses evocative phrases like, “gorgeous all-glass design,” “innovative and secure,” and “the device disappears into the experience.”
Wow. Write about your business like that. I guarantee people will want to read it.
Talk about the history of your company or your vision. Or both.
Apple’s press release says, “For more than a decade, our intention has been to create an iPhone that is all display. The iPhone X is the realization of that vision.”
This tells how their vision became a reality. Imagine how excited your potential clients will be when they learn how your ideas went from scribbles on a napkin to amazing achievements that you worked hard to bring to fruition today. (Yes, just like Apple. You’re catching on.)
Now, here’s another little hitch: do all of this in a creative, well written piece with a catchy headline and a juicy hook to lure the reader in.
Oh, yeah, and…
- Use some relevant keywords so your press release is search-engine-friendly and your targeted audience can easily find you.
- Give priority to the quality of your content over the use of relevant keywords. Quality and readability trump SEO if you can’t figure out how to do both.
- Publish a new, relevant press release on a regular basis to grow your audience.
- Stay in it for the long haul. You won’t develop a huge following overnight or go viral with your first press release. Although, you might go viral if it’s really, really
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