With press releases, we know that multimedia enhances click-thru rates and improves audience engagement. When public relations leverages existing marketing assets, it reinforces brand messaging and helps marketing achieve the multiple touch points needed for audiences to act. Both marketing and PR ultimately engage many of the same audiences by the very nature of how content is found and shared online.
For PR practitioners, this provides an opportunity to show how they can cost-effectively and measurably complement and boost the overall marketing impact. As you build your next press release, work with marketing to develop and use common campaign keywords, add SEO-relevant, measurable touch points such as links from press release content deep into the organizations website, include “buy this” buttons and add multimedia visuals and videos, all driving measurable traffic, revenue and engagement tied to shared campaign objectives.
The launch of our new Smart Marketing Page provides a tremendously cost-effective new platform to achieve marketing/PR message unity that is measurable. It helps PR grab a larger share of the marketing voice by pushing out press release and multimedia content via the powerful Business Wire news network to media and online audiences across the country, deep into your industry and around the web. It also posts to our EON: Enhanced Online News platform, all designed to provide easy audience engagement and SEO-boosting exposure.
The Smart Marketing Page gives marketers a branded platform that is SEO friendly with assets that are easy to share, allowing for the inclusion of polls, multimedia galleries and custom branding. It provides both with valuable multimedia tools and measurement metrics to evaluate and adjust campaigns against marketing objectives.