Brandpoint Logo

5 Elements of a Great MAT Release Article

The new year is officially here. What better way to begin the first quarter than to enhance your PR efforts and make your brand known? Press releases are one way to get your brand’s name out there, but they aren’t the only option. Like press releases, MAT releases are also placed in online and print newspapers. However, they are much less commercial and allow companies to provide consumers with useful information – information that establishes you as knowledgeable, trustworthy experts in the industry.

Whether you’re a small start-up or a large corporation, MAT release distribution can help your company raise brand awareness. To master this PR tool yourself, make sure every MAT release article you write has these five elements.

Informative headline

When editors are looking for articles to include in their newspaper, they don’t want to read your entire article to discover what it’s about. Good mat release headlines tell editors and consumers what they will learn from your article before even reading it, increasing the chances that editors will select your mat release and that consumers will read it.

Engaging introduction

Many readers click on articles only to stop reading after the introduction. The opening paragraph of any article needs to draw readers in and make them want to keep reading. There are many ways to create engaging intros. Shocking stats, interesting stories and inviting questions can all be used to hook a reader. Sometimes, creating a compelling introduction is as simple as spelling out why your content is important and worth reading, answering the question “What’s in it for me?” for consumers.

Valuable content

While they are a PR tool, MAT releases are ultimately written to provide answers, advice, solutions or guidance to consumers. Readers should find value in your content, of course, and after reading the article they should have a better understanding of the topic and answers to their questions.

Credible support

MAT releases are placed in newspapers and should therefore read like news.  One way to do this is to include statistics and quotes that add credibility to your piece. Using supporting facts and quotes will give your article an objective, authoritative tone.

Subtle brand mention

Last, but not least, it’s okay to mention your brand or product, as long as it’s subtle and naturally fits in with your content. Remember, this isn’t a commercial or press release. MAT releases are articles, and good mat releases focus on valuable content, not your brand.