Corporate communications professionals have had an increasingly intensified weight thrust upon them in the last few years. That’s a big understatement. In addition, finding ways to reach audiences in more impactful and relevant ways is getting more difficult and more important simultaneously.
[Check out my friend MaDonna Sheehy’s post “On Working in Communications During a Global Crisis” for just a few examples.]
What is the Premium Business MAT Release?
Brandpoint’s new Premium Business MAT Release provides a stunning solution to a number of challenges that corporate communications professionals are facing. We take lightly branded content, like an article, video or design, and distribute it across our publisher network online. This content is then amplified to increase engagement and reach, and in the Premium Business MAT Release, your article will appear on the section-fronts of select websites’ business pages.
Below you’ll see a list of benefits of this sophisticated distribution offering that align with several other communications means (targeting, content and measurement), but there are advantages that are unique to this type of communication channel (business section placement, guaranteed traffic and engagement, and traditional coverage).
(If you need a quick explanation of a MAT Release, check out “What is a MAT Release?”. And don’t forget to read the BONUS piece at the bottom of this post, too!)
Without further ado, here are eight ways that the Premium Business MAT Release will help your corp comm program succeed in a world of chaos:
1. Advanced Targeting
An important part of reaching an audience, especially within corporate communications efforts, is when a reader is consuming content and showing interest in your or your client’s business. We call that the “discovery mode.” A Premium Business MAT Release allows you to segment your audience to target your campaign to readers you want to reach the most. Geographic location, age, gender, relationship status, education level, income and work categories are just a few segments we can reach.
2. Surefire Coverage
As many of us know, traditional media relations are instrumental when it comes to third-party credibility and reaching business media. However, we also know traditional media relations has become increasingly hard to earn, especially during the years of COVID and civil unrest. Like Brandpoint’s standard Premium MAT Release, we distribute and promote your sponsored content to publishers across the U.S.
Additionally, all MAT Releases are published outside of paywalls, which means your audience has instant and free access to your content. Read this post on five ways to overcome the paywall in media relations.
3. Guaranteed Traffic and Engagement
The Premium Business MAT Release distributes your message to an average of 1,000 media sites — guaranteed! Your content is then amplified on the business section-fronts of select top-tier media outlets, including Chicago Tribune, New York Daily News, SF Gate, Houston Chronicle and many more.
4. Business Section Placement
Like you, we believe in order to influence business leaders you must hit them where they live – business sections of national business publications. With the Premium Business MAT Release, your article will appear on the homepage of select websites’ business section fronts, including Chicago Tribune, New York Daily News and several other publications, directly alongside business news content.
5. Customized Consulting
Our content promotion team is filled with former journalists, longtime content creators, seasoned graphic designers and excellent video production professionals. These people will help you navigate editorial standards, provide valuable editing services (on new and already established content), and visualize your organization’s complex messaging and ideas. All of this is accessible through your Brandpoint agency or company advocate who has an average of 15 years of experience in the industry. This entire team is driven by amazing customer service and what we like to call Client Elation. Read more about our dedication to client elation here.
6. Feature Articles
Give your client or organization more depth to address topical events and issues, as well as a newsworthy piece unique to the business. Communicating your DE&I position or environmental and sustainability efforts has never been this easy and helps build authority over your competitors and solidify your organization’s positive reputation.
7. Bylined Articles
Executive visibility has become an integral part of communicating an organization’s position and with the Premium Business MAT Release you can get the type of coverage your CEO expects in business sections of reputable publications from coast to coast. Placing a piece about your company’s social responsibility program, innovation story and/or employer brand differentiator gives your senior leader the credibility and integrity of the titans of business today.
8. Sophisticated Reporting and Measurement
Receiving a distribution and coverage report that aligns with your communications metrics helps supplement traditional media relations results, along with helping to reach the goals for your overall communications efforts. Brandpoint’s distribution reports make it easier than ever to share your client’s or company’s full story. Our results map is interactive, allowing you to focus on individual states, regions or even on one specific placement.
Bonus: Utilize Your Newly Spawned Content
No one says it better than one of our most-valued clients, Rachel Neff of Finn Partners, “We help your client’s dollar go further.”
By distributing your story through the Premium Business MAT Release, you create additional content that can be used in all sorts of ways to increase the value of your efforts including content collateral for sales teams, supplemental support for earned outreach, social content for various channels and email and direct content for lead generation efforts – just to name a few! I wrote a blog a while back about this very thing – 5 Industry Tips and Tricks to Get Extra Mileage Out of Your Content.
Lastly …
Reach out to talk to your advocate to hear more benefits including how the Premium Business MAT Release is controlled media, usage within the internal communications area and our simple process on how to make your Premium Business MAT Release a reality.
