About 15% of the traffic to PR Newswire.com comes from people researching products and services via search engines.
To get a better handle on audience behavior, I embedded trackable URLs within the press releases I issued to promote blog posts in the month of November. Those links, which were all embedded in the third paragraph of the release (meaning people had to open the release, and really read it to get to the link) generated almost 1,000 clicks. And think about it – by the time someone finds press release, reads it and then clicks on the link you offer them in the release text – they’ve demonstrated some real interest in your message. The click-through numbers represent enormously valuable traffic.
So, press releases – and newswire services – still work. That said, they both work better when the organizations issuing press releases make a point of developing the sort of interesting, visual and interactive content audiences appreciate today. I’ve written an ebook detailing new approaches to press releases that are generating results, and it includes real-life examples and tips.