Last week, HubSpot’s provocatively titled webinar “How to Be Smarter than your PR Agency” took a stab at analyzing the effectiveness of press releases. We applaud their efforts and will chime in here with some footnotes based on 48 years in the press release biz.
But first, thanks to HubSpot for tackling this topic. We’re delighted to see an inbound marketing software firm like HubSpot acknowledge how well press releases can perform in linkbuilding and organic search.
Among HubSpot’s findings:
- “Traditional” press releases are “syndicated” 20% more frequently than “social media press releases” — meaning they are republished in full on major portals like Google and Yahoo! and authority websites.
- “Traditional” press releases drive 14% more traffic to your website than “social media releases.”
We’ve known this for years–but as every PR pro is aware, third-party endorsements breed credibility. Thanks again, HubSpot!
Wire services “push” content
Presenters Rebecca Corliss and Michael Volpe explained that services like Business Wire have media relations teams that work directly with portals, to whom we “push” content based on need. At Business Wire, we have 30 full-time media relations professionals worldwide.
HubSpot gives full credit to “the wires” for being able to “push” content better than anyone but bemoan we can be “pricey.”
Here’s where we disagree. Starting at $210, we believe the press release is a multi-tasking bargain with its ability to work NOT ONLY as an SEO/linkbuilding tool but as direct marketing.
Treat your press release like its own interactive web page and it works as a tipsheet for reporters, a mini website, a brand ambassador. Awareness raised by the well-done press release is hard to beat, because NOT ONLY does it contribute to SEO, it markets your message directly, ESPECIALLY when pushed out to other authority sites, or “syndicated” as Hubspot calls it.
HubSpot discouraged the use of multimedia and XHTML formatting–bullets, boldface, italics, white space–in press releases. Again, we disagree.
Attractively presented content gets read
Sure you want traffic to your site, but you also want people to READ what you WRITE. That’s much more likely when content is attractively presented. Our metrics show press releases with graphics get two to three times more clicks.
When HubSpot introduced the “the inbound marketing press release” to join the H-release, the social media release, the SMNR, SMPR, it was hard not to wonder: Do we really need another template?
Thanks to investments in NewsML by Business Wire like our patented NX technology, real world applications exist NOW for virtually any template or format you choose. Every press release can include multimedia or not, can be shared or searched, include anchortext and/or lengthy URLs–it just depends on how you build it, having something to say, and your goals.
Good content, well written, appropriately distributed
Our press release mantra: Good content, well written, appropriately distributed. No need for your press release to serve as SEO link builder OR a direct marketing tool–it can do both.
And here’s where we quote our boss, Warren Buffett: Don’t ask the barber if you need a haircut.
HubSpot is a software company, so naturally they will encourage the use of software and website solutions for online marketing success. More power to ‘em.
Those beating the drum for the social media news release are often in the business of profiting from its acceptance–frequently by carving a consulting biz out of a very crowded social media echo chamber. It makes sense these folks would promote various templates’ alleged strengths. Are they ”tech agency execs push(ing) faux ‘innovation’ for the sake of making names for themselves”? as one HubSpot blog commenter posted? That’s for the reader to decide.
We, meanwhile, remain in the press release business and believe that well-done press releases address myriad online marketing challenges and at a reasonable price.
The movie business began with silent movies, which became ”talkies,” and later, color motion pictures. Today we call them movies. So it is with press releases. They’ll continue to evolve and at Business Wire we embrace the evolution because in the end, they’re all press releases.
photo: Chuck Cook / The Times-Picayune