How Should I Promote My Content: An Infographic for Smart Marketers

September 10, 2015

By Vilan Trub, Business Wire

Great content is only as great as how it’s distributed. If people aren’t seeing your branding and message, they won’t be able to act on it. If people aren’t engaging with your content, they can’t be eased further into the marketing funnel.

The 10 Required Questions of Content Promotion

The 10 Required Questions of Content Promotion

A major goal of a marketing plan, reaching out to the public, is to turn potential leads into clients and customers.  A successful marketing campaign raises visibility, creates brand loyalty, and more resulting in a large ROI. After all is said and done, how do you actually reach your market and effectively engage your audience? 

The first step is identifying the power of content marketing. According to a 2015 poll by Smart Insights, almost 30% of respondents listed content marketing as the most important digital marketing trend for the year. The second most selected answer (big data) received less than half the votes (14.6%). The most popular forms of content marketing are social media content other than blogs (93%), eNewsletters (80%), articles on your website (78%), illustrations/photos (75%), and videos (74%). There are many options for how to reach an audience and companies are trying them all. Are they organized in their efforts? A shocking 56% of the respondents said they do not have a content marketing strategy or plan, even though they are actively utilizing content marketing.

Not having a game plan is very inefficient and can lead to disaster. Imagine a basketball team running onto the court without knowing any plays to execute. LeBron James might be the best player in the world, but even he wouldn’t score too many points if he was playing with a team that didn’t have a strategy. Your content, similarly, might be the most interesting, engaging, and disruptive, but if you don’t have a plan of distribution, you’ll be the only person aware of it.

How do you get as many eyes as possible onto your great content?

Business Wire put together this infographic that illustrates how content marketing travels down a road, and what steps to take to reach your desired audience.

It’s important for communicators to remember that assets are tools and how you use them will determine their effectiveness. If your news features an eye-catching headline, native advertising is a good route. If you have newsworthy content, issuing a news release would amplify your content to journalists and other media professionals. If you have multiple related pieces and multimedia, a news or picture capsule makes for a great interactive asset that captures audiences’ attentions for far longer than passive content.

What are some of the key takeaways from the infographic?

  • If you have newsworthy content – issue a news release
  • If you have comparative data – make an infographic
  • If you have a video – make a vine or GIF for additional social messaging
  • If you have multiple related pieces – issue a news or picture capsule

Content marketing is proving to be more than just a trend. If you utilize this highly effective method for reaching potential clients and customers, for building brand awareness and loyalty, remember to have a game plan. Content and distribution working together will raise visibility of your message and lead to a desired ROI.

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Business Wire’s Video Content Is Now Featured On the AP Video Hub

August 17, 2015

Business Wire continues its dedication to the evolving media landscape by announcing a new distribution program with the Associated Press. The new content enhancement will place videos released through the newswire service directly onto AP Video Hub.

AP Video Hub offers media subscribers from around the globe access and usage rights to a wide range of video news footage, including world news, entertainment, sports, lifestyle, breaking news and archive stories. AP Video Hub subscribers include 350 of the world’s largest media companies in 100 countries. Journalists, industry bloggers, and media professionals at all levels use the AP video hub to access news video footage to supplement a story and give their media-hungry audiences what they crave. News release video distributed by Business Wire will now sit alongside breaking news video from around the globe, providing new, broader visibility to this key content.

“From earnings releases to content marketing, more and more public relations and investor relations professionals are enhancing their news announcements with multimedia assets including video,” noted Laura Sturaitis, Business Wire’s executive vice president of media services and product strategy. “With this latest content amplification arrangement, Business Wire continues to lead the industry in the distribution and discoverability of its clients’ news and branded content.”

Thanks to an evolution in technology and human behavior, visual story telling is the growing dominant force in the news industry. Smart technology offers people instant access to multimedia and they’re taking advantage, whether following a story on their phone, tablet, computer or television. According to Pew Research Center, digital news video consumption has been on the rise consistently since 2007 and those most likely to watch that content are the young, educated, and affluent. Exactly how many people are watching digital news video? Over half (52%) of Americans with a bachelor or graduate degree consume the kinds of videos that Business Wire will now be presenting via the AP video hub.

Videos distributed by Business Wire now receive global visibility via AP Video Hub

Videos distributed by Business Wire receive global media audiences via AP Video Hub

Why should communicators include video in their news releases?

  1. Media outlets want it.  Every day, media outlets from around the world turn to AP Video Hub to find multimedia content to round out their news stories.  Companies that include video in their news now receive additional visibility of their story simply based on their multimedia components
  2. Creating professional digital video is easier than ever. Even Hollywood is taking notice! According to Casey Newton, Silicon Valley editor at The Verge, “one of the best films at Sundance was shot using an iPhone 5S.” A smart phone is easy to use and can be used to create video that is both impressive and professional looking.
  3. Videos are highly engaging content that work as an educational tool, explaining and reinforcing your news release and message points. Consumers want it – with more than 63% of the world learning from visual and interactive media, the fastest way to increase adoption of your news is to use video.
  4. Video allows you to create visual consistency for your brand, one that will be remembered by audiences and potential clients and consumers
  5. Videos are easily sharable across social and other digital platforms

Want to learn more about Business Wire’s multimedia distribution services? Drop us a line today.

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How Business Wire Works: From News Release to News Coverage

July 15, 2015

Every day, Business Wire distributes the news releases that become news headlines.  But how does it actually work? What is the role a commercial news distribution service like Business Wire has in the news creation process?

To answer the question of “how your news is made” take this guided tour of the company that transforms your news into everyone’s news.  Welcome to Business Wire.

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Want to learn more about news distribution services and how to use them to increase awareness, coverage and engagement of your company’s releases?  We suggest reading:

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BW Fun Fact: Business Wire Reaches Journalists With a Combo of High Tech and High Touch

May 20, 2011

When Business Wire launched it’s website in 1995 there was a lot of excitement around sending the press release via email to the media. Previously, all major media points received news from us through a satellite fed teleprinter while many others received local area or industry news via fax.

From the beginning we wanted to make it easy for journalists to see our news.  So we kept diversifying our news delivery options.  Today, our BW created and patented delivery platform–News Express–as well as hundreds of dual-hosted websites, RSS, FTP, Twitter feeds, mobile distribution and even some diehard fax subscriptions are among the channels our news arrives in newsrooms, and on desktops, tablets and the mobile phones of journalists, bloggers, financial analysts and news consumers globally.  None of these methods is more popular than our PressPass email delivery.

Our first customized email delivery product “Email Select” was limited to 500 email addresses and a short list of industry keywords.  This tight limit concerned Business Wire Founder, Lorry Lokey who monitored every journalist name and email address added to our new distribution list–presumably to remove anyone not worthy (though this never happened).

Today, tens of thousands of journalists are registered for our PressPass email service and yes they’re still vetted, verified and approved by a member of our media relations team.  How do we do it?

With unlimited choices for keyword search term selection and news customization, journalists are able to create and recieve feeds that are more targeted then ever.   Those enhancements in technology allow our team to focus on the relationship aspects of our role in the news process and keep the media and communications communities satisfied.

If you’re a member of the media and would like to subscribe to receive a customized news feed from Business Wire, you can register for PressPass or subscribe to our RSS or Twitter feeds or even subscribe to the BW Mobile site to view your custom feed on your mobile device.

Consider Daylight Savings Time When Sending Press Releases This Weekend

November 5, 2010
Most areas of the United States are “falling back” an hour at 2 a.m. local time on Sunday, November 7.   Please make note should you be distributing  news releases this weekend.
Here’s a great reference to see which geographic locations change when.  For those sending press releases to Business Wire this weekend, no worries.   The time zones in our Business Wire interface update automatically to reflect relevant changes on Sunday.
Also keep in mind that daylight savings time has already ended in Europe.   As of Sunday London will once again be five hours ahead of eastern standard time and Paris will be six hours ahead.
Enjoy your 25-hour day!

New Client Success Story: Taxi Magic

October 28, 2010

by Cecile Oreste, Media Relations Specialist/DC

Taxi Magic is revolutionizing the taxi industry through innovative technology products. The company is part of Alexandria, Va. based RideCharge Inc., which started operations in February 2007. Although Taxi Magic has been around for a few years, this is the company’s first time using Business Wire to distribute its news.

Only two days after sending a news release about its new Passenger Information Monitor (PIM), Taxi Magic was featured on “Washington Business Tonight,” a program aired on local television station TBD-TV. The segment featured an interview with Taxi Magic President Sanders Partee and was later posted on the network’s corresponding website,, where visitors could easily share the story through social media networks like Twitter and Facebook.

According to Jay McClary, Vice President of Marketing for Taxi Magic, the release focused on the idea of innovation as well as the convenience that comes from using Taxi Magic products. “We are really trying to improve the taxi experience for passengers, and that seemed to resonate with the TBD reporter,” he said.

The Taxi Magic success story shows that a quality release goes a long way. Jay gave TBD-TV a reason to read beyond the dateline and was readily available when the reporter called him about the release. Do you have a success story you want to share with Business Wire? If so, contact

Taxi Magic Release –

TBD-TV Coverage –

Multimedia Still Makes Better Press Releases

October 21, 2010

by Joseph Miller, EON Product Manager, Business Wire Austin

Business Wire’s distribution and technology products have evolved considerably throughout the years (we’re celebrating our 50th anniversary next year!).

With the advent of Internet distribution and other standards along with prolific creation of digital media such as photos and videos, we’ve been quick to adopt multimedia distribution solutions along with more traditional “text” distribution of our press releases.  Today, we distribute hundreds, if not thousands, of releases with attached photos or videos every week.

And while it will likely always be true that journalists do not prefer to be bombarded with attachments, a succinct release with links to relevant multimedia and related resources can be extremely useful in telling your stories.  This is especially true as newsrooms continue to evolve and journalists across the world are being asked to do more with less every day.

With that said, let’s get on to the data!  Thinking of the impact multimedia has on release performance, we recently examined data from our internal NewsTrak reports across all Business Wire releases year to date.  One metric we examined was the Top 500 releases based on “release reads”, an analog to page views, of each release.  Of the top 500, a full 23% of our Top 500 releases include multimedia (photos & videos beyond logos), while only 5% of all releases include multimedia.

From this, we can conclude that including multimedia greatly increases your chances of distributing a “hit release.”

Beyond that, we looked at the average number of release reads across all releases.  Once we segmented out releases with and without multimedia, we found that the average release with multimedia has received 1.7 times more release reads than those without.

So there you have it.  If you want to increase the odds of your press releases outperforming their peers, it’s a great idea to add multimedia.


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