The social media release is no new concept, but in speaking with some of PitchEngine’s customers recently, I have learned that this social content publishing tool has found a way to make it fresh again. The users of PitchEngine have truly been thinking “outside of the box” when it comes to publishing all types of content on the site and sharing it with their audience on the social web.
Every Wednesday, over the next few weeks, I am going to share with you the conversations I’ve had with PitchEngine customers so you can learn firsthand how PR and Marketing professionals are utilizing this tool for their full arsenal of branded content.
This week I spoke with Nicole Ravlin, Partner at PMG Public Relations, who works with socially and environmentally responsible companies (including many food related businesses) to assist with their PR, events and social marketing strategies. Some of PMG’s clients include Boloco and Lake Champlain Chocolates.
Q. How long have you been using PitchEngine to promote your content?
A. We’ve been using PitchEngine since it launched. I had stumbled across [PitchEngine Founder] Jason [Kintzler]‘s Ning group early on and was intrigued by the concept.
Q. What types of branded content have you put on PitchEngine?
A. For the most part, we use PitchEngine across all of the brands we work with. It is an easy way to put a press release up, add rich media and send a link with a pitch to our media contacts as we pitch a story. The fact that we get the social buzz aspect with it is a boon!
Q. Once you put your content on PitchEngine, what do you do to share/promote it?
A. We post the link across multiple social channels on our clients behalf. Then we use the link in our pitches — rather than attach a release and list a bunch of links for media to get photos and video. From the feedback we have received from various journalists, it makes for a great and easy to use package.
Q. What type of results have you seen from publishing your content on the site?
A. We have seen traffic to the release, which does build awareness for the client. Typically there are click-throughs from PitchEngine to the client’s website, but this is not where we see the value from, based on how we use it.
Q. How do you measure the success of a pitch?
A. We monitor if the information gets picked up in any traditional media outlets, how many views it gets on PitchEngine and how it’s talked about online.
Q. How has PitchEngine helped you to better promote your content?
A. I think that PitchEngine is a great compliment to what we already do. We use it to pitch, and it certainly allows us to tell more of our client’s story to a journalist in a neat package.
Q. How does PitchEngine’s effectiveness compare to the traditional methods of distribution you used in the past?
A. Because of their (PitchEngine’s) online relationships with sites like Yahoo News, we do not use wire distribution as often as we used to. Some would argue that these wire services help SEO for the company website. And I agree – but you can do the same on PitchEngine. We still pitch via email and phone to specific journalists. I would be hard pressed to send a link to a wire service press release we did to a journalist. I don’t hesitate to send them to the PitchEngine newsroom.
The blog post was written by Laurie Mahoney of Cision and the original can be found here.