Remember when distributing news releases meant writing a compelling release, printing multiple copies that were then stuffed in envelopes with hard copy photos and mailed to a large list of media? Next, PR practitioners called reporters to judge their interest in the story. Flash forward to 2014 and the changes in delivery with digital media are staggering but the importance of content is the same. Mixing the old and new ways of delivery is the way to go in today’s digital world and the opportunities are vast.
David Meerman Scott, in his revised and updated fourth edition of The New Rules of Marketing and PR, believes that content is king and will continue to be. He lists an example of an extremely successful company that’s focusing on content with two, direct-to-consumer press releases a week, a series of articles on the website and free catalogs. The company distributes the releases with beautiful color photos of its products and uses key word phrases to reach specific, niche markets.
It’s all about highlighting a company’s ideas and stories. The great opportunity with social media is that companies can now bypass traditional media and go directly to buyers who find them via search engines. It’s also about results for your company rather than mentions in mainstream media. Blogs, online video, e-books, news releases and other forms of online content let companies communicate directly with buyers. According to Scott, content drives action. And, action drives business.