Get specific to get noticed.
Believe it or not, this blog, and the email that distributes it, is very carefully targeted with a very small number of carefully chosen individuals on the circulation list. Some drop off and others come on board, but in general, this is a very tight distribution list. Here’s why.
With the current upsurge in content marketing, does it really come as a surprise to see that, in the face of all that ‘noise’, engagement is actually dropping off? People are constantly being blasted with so-called ‘content’ from every conceivable outlet – Facebook, Twitter, Instagram, LinkedIn, etc., etc. in a war for attention and to be ‘liked’ or ‘shared’. However, it turns out that ‘more’ isn’t actually ‘better’.
Across the board, brand engagement through these media is actually falling, despite the explosion in content marketing. According to TrackMaven’s recent report, although output of content per brand increased 35 percent per channel across 2015, content engagement actually decreased by 17 percent in the same period. People have reached saturation point.
Though these figures are for wider B2B and B2C markets, the noise and saturation remain true for tech marketers. Marketing for tech is blessed with its own inbuilt advantage – the specificity of solution to market. Nevertheless within each vertical, there still remains very strong competition for attention.
And that’s why your PR should always be very careful in who it addresses, and in what it says to them. There is huge competition out there – for news space, for blogs, for social media, for everything. So the trick is to avoid a ‘scattergun’ approach and be selective about who you address. And being particular should also carry through to your subject matter. Sending out content – whether press releases, product info, invitations, sales emails, whatever – should always be tailored to whomever it is being distributed to.
Finally, for the most part, you will only have the smallest window to grab your readers attention, so pay special attention to your headline and subject line. For the most part, this is all you will have to grab your reader's attention, whether they are journalists or writers, or prospective customers. A small amount of time tailoring the message, personalising if appropriate, fine-tuning the headline or subject line will always pay dividends in your final response rate.
(Pic: Skelligs from Bray Head)