Forget what you know about press releases and why they are used. Because press releases are not just for the press anymore.
Companies use them to market directly to other businesses and consumers.
They are more like online articles. Which means they should sound like a news article, not a marketing or sales pitch.
Intel (NASDAQ:INTC) has mastered this. The company develops content “by creating stories around product announcements and company news—tied to customer pain points and topics of interest,” according to ‘B to B,’ the magazine for marketing strategists (April 4, 2011).
The lesson we can learn from Intel: Choose topics that resonate with your industry, and then bring it back to your business.
Successful business-to-business marketing is finding that delicate balance between sales and information.