We had discussed the importance of having the content map, to plot your path, alongside with identifying the timelines of your written deliverables will give you a firmer idea of how to prioritise your workflow better. Before diving straight down into it.

Between the press release, guest post, and blog post, it is important to know the delivery styles and platforms that best brings forward the different types of content that you have in mind.

The press release is the big announcement that brings along the bells, and whistles with a news worthy, and friendly hook.

Press release worthy announcements can include:

- Mergers and acquisitions (M&A), to spell big news moving forward for both companies

- Investors coming into the business, with resources that can bring the business to the next level

- A pivot in the business model, products, and/or services, and what it entails for the company

- Memorandum of understanding (MoU)/partnerships, this generally helps and is newsworthy in the added capabilities through the partnership

- Product launch, be it an upgrade to an existing product, or something new entirely, that will have a significant impact

- Opening of new branches in the country, region, or internationally, to share how the company is growing, and what they expect to achieve in new territories

Do read this guide on how to write a better press release. A good press release should give your campaign that initial boost and spike as it is taken up by news agencies to be disseminated. Considering the speed and evolution of how reportage is done, it is encouraged to write a press release that has got the facts, and news you want to report in, written in a prose friendly form. This allows editors to look through it, and do little to no adjustments before posting it.

Some of the subsequent content that comes along, can leverage and mention the information that is in the press release, so it is a good idea to have some written content in mind to time it along with this.

The guest post is written largely in part by a senior member of the company, on a topic that is key to your business, it should offer insight to facets of the services, and products that the business has, or the industry space that it sits in as a whole.

Generally, you’ll want your guest post to not be fully on the products and services you offer (that falls under an advertorial). And the main aim of the guest post is to establish a degree of thought leadership. Such that your company is at the forefront for the services/products they offer, and to be a visible industry mover as well.

Guest posts require a degree of technical understanding about the subject discussed, as well as an informed overview of the industry landscape, and the effects beyond that. Having supporting articles to drive home points, and statistics to back up the points you bring across are important.

As the guest posts will be published on other online news outlets, do have a series planned to send out to the relevant ones. And as we mentioned in a previous blog post, start with general coverage, then head down to details and specifics.

The blog post gives you more freedom to write what is aligned to your company, in terms of values, as well as services and offerings.

The content planned for your blog posts should be done regularly, with more postings when you have big reveals planned. For a previous blog post, where we spoke about seasonal pieces that ride on trends, having these pieces as blog posts would work well. Blog posts give you a chance to establish a more candid voice, as well as promote interactions with readers.

Having a strong blog following is a good platform that gives other members of your team the means to have their voices, and ideas out, to share with readers and prospective customers aspects of your company culture. Whereas guest posts build up industry credibility, and thought leadership, blog posts give you an opportunity to present culture, and personality with a more relaxed, candid voice.

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Knowing the kinds of updates, and information, and how the right delivery method will make the written deliverables of your PR and marketing campaign much more effective. If you’ve any questions, please do hit us up or start a discussion at the comments below.