Posted: May 07, 2018
We have talked a lot about how the internet and social media, such as search engines and Twitter, have revolutionised the UK press release distribution industry, and it can be easy to overlook the difference that multimedia has made as well. Multimedia has made a huge difference not only to press releases but also brand marketing and earned media as well. Here are some ways that you can use multimedia to really make an impact with your next press release.
Multimedia is eye-catching
There is so much content produced nowadays, that it can feel quite overwhelming. When you send out your press release to try and engage with your audience, you are also competing with blogs, online articles, and social media posts as well. Just take a minute to think about how many hundreds or even thousands of websites and pieces of content you view in a week. It is no wonder that research shows that our attention span is getting diluted and becoming shorter and shorter. In fact, recent research has shown that 55% of internet users spend less than 15 seconds on a page - and so your press release really needs to work hard in order to make an impact, and your PR toolkit is really important as well.
The internet has changed many things in our lives, and how we discover content is just one of these things. The next step from this is the fact that multimedia has now changed the way we consume this content. Science has shown that the brain processes visual content faster than it consumes text, with some studies showing that 80% of people remember what they see and only 30% remember what they read.
Journalists Love Multimedia Too
So, as we can see, our audience is rapidly moving towards consuming more multimedia content which means that journalist are now starting to publish more multimedia content as well. The metrics by which journalists are measure have changed as well, with them moving more towards things such as
• How much time did people spend reading the article?
• How much traffic did the article drive to the website?
• How profitable was the article, therefore?
So, put yourself in the shoes of the journalist. They are under pressure to publish high-quality content which is eye-catching and share-worthy. Therefore the easier it is for them to get the information they need from your press release, including high-quality images and/or videos, the more likely they are to use your story.
Think Outside the Box
Moving on from the traditional press release, you can also really push the boat out with a Multimedia Release. This is a press release that is presented like a website, and which can be customised to include sound bites, video, product brochures and customer testimonials. The Multimedia release is a great way to launch a new product or service as it allows a much wider depth of information to be covered which is useful if your product or service is highly technical or hard to visualise.
Another idea you could use is a video podcast. You could use existing content to pull together your podcast or come up with entirely new content. Whichever you decide to do, you must make sure that your content is dynamic, informative and interesting. Similar to an article or blog, if the podcast is not engaging enough for your audience, then they will not stick around to listen to the rest of it.
As you can see there are many different ways in which you can use multimedia in your press releases. For more information on our press release distribution services, you can call us today on 020 8720 6914 or email us at email@example.com