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19th April 2015

Why Brands Need More Content

content marketing


Almost 90% of BtoB companies and most BtoC companies are using content as an integral part of their marketing and PR strategy today. 70% of B2B marketers are creating more content this year versus last year. (Content Marketing Institute/MarketingProfs).Only 32% say they are creating enough content. That means content spend is going up in 2015.

Another areas of concern is whether the content they are producing is effective.  The top 3 things that make content effective are

So content is getting a lot of attention from marketers and PR pros this year.  These are the burning questions.

  • Are we doing enough?
  • Can we produce more in-house?
  • Is what we’re doing now effective?
  • Can we measure it?
  • How can we improve our content impact?

One question that should be on that list, yet never seems to get asked is: “Where should we house all this content?”

It’s not enough to spread it across social media.  That has to be done, yes. But remember that those platforms are all rented space.  You need a digital content hub on your own site and the best place to do that is your online newsroom.

Bozzuto newsroom 1

The media (and the public) value having one place to go to find all your content.  Curate everything in one place.  Make it very visual, dead simple to find and use.

It pays dividends.


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12th April 2015

Video – The PR Opportunity of 2015

2015 media trends report pressfeed


Right now there’s an opportunity knocking hard on the PR door.

As the public responds to visual content with a news story – and we’ve certainly seen plenty of evidence that visuals engage the audience and provide more value – the media is looking for more video news material.  Trhe vast majority of news website editors say that a story idea or a release that ocmes packages with excellent images and a good news video gets theri attention

76% of journalists say they currently use externally produced videos and they expect to use “much more” in the next year. (Source: 2015 DS Simon Media Influencers Report) Makes sense – the shrinking media newsrooms lack the resources to produce video. Newspapers, magazines and radio stations never had those resources to start with. Now every news website needs video.

The 2015 PRESSfeed Media Trends and Online Newsroom Study shows that only 30% of the Fortune 100, 10% of the Fortune 500 and a scant 5% of the Inc. 500 have a video gallery in their newsroom. 22% of the Fortune 100 companies in the US include video with their news releases. 16% of the Fortune 500 and just 11% of the Inc. 500 offer any multimedia with news releases.

89% of news media ask for embed codes with videos, but corporate America never got that memo apparently. Only a handful of companies in the US offer embed codes with their videos: 9% of the Fortune100, 5% of the Fortune 500 and 3% of the Inc. 500.

Now is the time to take advantage of this need for video.  Make sure your online newsroom has great video the media can easily access and use.

If you need help upgrading your newsroom to a digital content hub with a video gallery and embed codes, email me




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6th April 2015

Why PR Pros are Missing Earned Media Opportunities

video on phone


The findings of the 2015 PRESSfeed & SNCR Media Trends & Online Newsroom Report about how brands are missing earned media opportunities with visual content – video in particular- were fully supported by the latest DS Simon Productions Media Influencers Report.

The Media Influencers report surveyed 300 journalists on their use of digital video content.

  • 76% of producers and journalists affiliated with digital outlets of television and radio stations, newspapers, magazines, media sites reported using outside produced video
  • 74% said they would post or link to the full video
  • More than a third said that they expect to use “much more” PR produced video in the next year

So the opportunity for earned media with video has yet to peak.  However, the PRESSfeed study of 300 company newsrooms  showed that brands are not taking advantage of this opportunity. Fewer than 30% of the Fortune 100 companies have a video gallery in their newsroom.

Which begs the question – Why?

The fact that the demand for visual content is growing by leaps and bounds is no secret.  There have been many articles and case studies about just how much a good visual increases page views and engagement.  That’s why the media is so keen on using video  And since they’re strapped for resources, it’s obvious that they’d be open to using externally produced video.

Seems to me like a PR no-brainer. So why aren’t we doing it?

It’s not difficult to produce good images and videos anymore.  So that’s no excuse. All it takes is a little bit of time and effort to learn to do it.  You can create amazing images on your smartphone.  You can even make pretty good videos on your phone or tablet.  Telling your brand story has to be visual now.  And there is a big opportunity to score earned media if you learn to do it well.


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