Like many seasoned marketing executives, you may come from the school of straight talk and have been taught that any news release without the 5 Ws (who, what, when, why, and where) is simply not going to get read.  I often hear, ‘We have nothing to talk about; no new products, partners or customers, so we can't possibly create a news release.' 

The crux of the problem is that the role of the news release has drastically changed.   No longer reserved purely for journalists, news releases on the web reach everyone.  We call non-news releases feature releases.   Just like a feature story you may read in any publication, we use the same approach.

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Experts are everywhere.  Whether they are the nerdy neighbor next door who knows everything there is to know about Wi-Fi, the manager at the auto parts store who can rebuild an entire engine or the aunt in Cincinnati who can out-bake Martha Stewart - we look to them for their expertise. More importantly, when they recommend a product, we listen. We also look to higher profile experts like Warren Buffett for financial acumen, Microsoft's former CEO Steve Ballmer for software savvy or Andy Grove, former leader of Intel, for his wisdom.

 

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There’s been a lot of hubbub in recent months about the death of Facebook organic reach for company pages.  In essence, Facebook keeps tweaking its algorithm that affects how much (or little) content will appears in users’ news feeds.  For example, say you are a fan of “Nike” on Facebook.  With the change in algorithm, fewer of Nike’s posts will appear in your news feed.  In fact, some estimates have put organic reach at a paltry 1% – meaning that only 1% of a page’s fans will, on average, see their content – without the company having to pay for it to be seen.  But I believe that the death of Facebook organic reach has been exaggerated.  Let me explain.

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The latest catch phrase for marketers today is content marketing. Of course, we've always done 'content marketing,' creating and sharing brochures, datasheets, websites, press releases and more. The key difference is that we now have more channels to share content than ever before - from email platforms like Constant Contact to full-on blogs and a large selection of social networking sites such as Facebook, LinkedIn, Instagram, Pinterest, Twitter and YouTube.

Good, solid content is like money in the bank for marketers, but if your content is lacking – it may leave your marketing strategy feeling a little bankrupt. Content keeps you front and center in the eyes of target audiences, and the ability to supply a steady stream of fresh, relevant content ensures you're remembered when your customers need you.

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