Press releases are handy tools to use in your SEO arsenal. These content pieces announce new products, services or updates to your existing customer base.

Press releases give you an opportunity to not only promote your company to your loyal consumers, but when digitally published, can be shared through social media to attract potential new customers.

While it is easy to limit your strategy to solely social media, it is important to distribute your press releases to your local media outlets as well. Online newspapers, magazines and blogs help boost both your SEO content and your exposure.

Why You Should Include Local Media In Your Strategy

If your announcement is interesting enough to receive attention, many forms of news media such as smaller local papers, will gladly take your press release to make a news story out of it.

Press releases benefit both your company and the local media. They get you the exposure you need while providing quality content for the local news industry. Plus, when other forms of media post your news release, it drives potential customers to your site for more information, or even a sale. As a result, your site’s rankings improve because it is seeing more traffic.

Press releases, just like any other web content, should be written with the audience in mind. If your content is compelling, it is more likely to be read and published by editors. Your press release should clearly convey a specific message in order to be successful.

How Do You Distribute Press Releases?

1) Research which media outlets and publications best fit your target audience. This will weed out indifferent readers as well as showcase your announcement improving your chances of conversion.

2) After you decide which medium best suits your strategy, email the primary contact for the particular outlet, which is usually an editor. Typically, this contact will be able to assess whether your press release is newsworthy enough to be featured.

3) Email the releases to various newspapers, local television and radio stations, as well as magazines, to ensure that your material is publicized to a wider customer base.

4) Know your audience and the feasible reach for your choice of media outlet. It’s possible that a news story in the county paper will be more effective than a national television or radio announcement, especially if your services are limited by location.

5) If you need additional help with distributing your content, look to third-party wire services that send your release to the appropriate media channels.

6) Let local media outlets market for you. As online marketers, it is a “dream come true” to relinquish control and allow your content to drive SEO and sales. When you include public relations into your plan, all you have to do is track the reach of your message.

Include Press Releases in Your Campaign

Press releases are a great way to share your news and enforce your brand. In addition to providing interesting and helpful content, press releases should not be forgotten as they will add the extra media buzz your site needs to be successful.

Incorporating public relations and local media is valuable to your marketing strategy. Not only will you likely see an increase in SEO, but your brand and press release will be presented to a larger audience in a new way.

By: Blair Sanders