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Content Marketing and the evolution of the press release

I’ve been in the press release industry for over a decade. Yet surprisingly, I’ll be the first to admit that I thought the press release would have been a thing of the past by now.  Because the standard press release format is archaic and overused, companies that aren’t required by the SEC to distribute via a traditional wire have been looking for a new way to promote branded content. This demand has breathed new life into this medium. So, while the press release is definitely not dead, it has certainly evolved.

Image courtesy of kevin dooley via Flickr

Image courtesy of kevin dooley via Flickr

Increasingly PR and Marketing teams are starting to work together (if they aren’t already one cohesive unit) to create great content that both customers and journalists are interested in consuming and potentially sharing. So, what’s the best way to get your content noticed?

Services like Social Publish are cropping up on the scene, allowing communicators to drive eyeballs to their branded content and multimedia assets that go along with that content, through social sharing, search engine optimization and a customized branded social media pressroom. Without having to meet the sometimes strict content policies of the wires, these services let brands tell their story in their own words, and share everything from events to whitepapers with both fans and influencers.

We’ve heard trendy terms like “brand journalism” and “content marketing” popping up all over this year. However, while some PR and Marketing professionals have adopted a content promotion strategy or plan to next year, some are struggling to sell this concept to the C-Suite.

For those of you who have yet to get buy-in or are somewhat reluctant after hearing what happened when Netflix posted a recent Facebook update, don’t worry – there are options.  CisionWire is one such service that offers the best of both worlds. Not only can you post branded content like infographics, tip sheets and collateral to your brand’s newsroom on CisionWire.com, you can then easily link it to your traditional press release and send it out via web or wire distribution to appease those who are slow to adopt new trends.

What types of content are you sharing online? What tools do you use to promote this content? How did you overcome objections from the CEO? We’d love to hear from you.

About Laurie Mahoney

Laurie Mahoney is the Director of Product Marketing at Cision. She is a regular contributor to Cision Blog mainly focusing on topics like content marketing, social media and SEO. Laurie is a Chicagoan now, but spent her earlier days in the South where she attended the University of Georgia. She has a weakness for good TV, sushi and anything that mentions “salted caramel” in the name. You can find her on Twitter @channermahoney.

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