If you’re in the market for a new car, “Motor Trend Car of the Year” carries a lot of weight. The influence of editorial is universal and applies equally for those of us involved with industry and technology. “The Research & Development Top 100” awards and similar editorial “product reviews” have a great deal of influence with all commercial, professional, and technical audiences.
Product news content carries with it an unbiased third party endorsement. As stated in “Advertising Age Magazine,” “A message sanctified by ‘third party’ editors, when perceived by the viewer or reader in the editorial or non-paid segments of a medium, has more persuasiveness and believability than the advertising, where the sponsor of the message is identified.” That implied endorsement is “pure” product publicity with the value often pegged at ten times that of paid advertising.
The marketing value of news content is even greater today because you can use an online news distribution service to purchase digital news exposure which is a very effective inbound marketing tool. Not only does it provide exposure which is packaged and perceived to be “news” and reach your potential customer directly, but it also creates valuable links that help you land of page one of Google and other search engines.
A well-planned product publicity campaign featuring relevant content will generate higher quality links to help assure the likelihood of getting page one search results. For maximum marketing leverage, share your published product news on LinkedIn and other social media and blogs, post them to your website, use them for e-email marketing, and share them with existing customers.
© 2016 Steven M. Stroum (with permission to share)