by Maria VanWambeke, Vice President, Product Strategy
Business Wire has two major objectives when it comes to online: to gain visibility for our brand and, more importantly, to boost the performance of our clients’ news releases.For purposes of this post, I’m going to focus on objective two. Why? As a newswire service, it’s our responsibility to work on behalf of our clients to deliver messages securely and to the right audiences, like a UPS driver over the holiday season.
One way to accomplish this targeted visibility is by partnering with authoritative, quality websites that display Business Wire news releases. Dlvr.it is a company that will allow us to extend our reach to just such a network of sites. Beginning this month, we will begin leveraging the robust Dlvr.it Promoted Stories platform by pushing our client’s messages to a community of millions of monthly unique visitors. In addition, press releases will be displayed, as dynamic ad units, throughout a network of blogs, news, and industry-specific websites.
This relationship will not only provide Business Wire with exposure to a new community, it will use industry segmentation present in our clients’ releases to deliver content to targeted audiences. It’s like extending Business Wire’s impressive list of industry trade publications. Clients can also expect to see metrics from Dlvr.it in their NewsTrak measurement reports.
The Dlvr.it Promoted Stories distribution is a natural enhancement to our Global-Mobile-Social-Measurable suite of services, a four-pronged approach to increasing the exposure of our clients’ messages. Global delivery to news sites and mobile apps, mobile and tablet access to releases, social sharing tools (including the recently added Pinterest button), and the ability to analyze useful metrics to determine the ROI of distributing a news release are all part of this initiative.
Throughout the month, we’ll be bringing you more information and educational initiatives so you can learn how to best use our Global-Mobile-Social-Measurable features in your own PR and marketing efforts. Check back here or at the Business Wire events page to stay up to date!