As a small business, your marketing strategy has probably evolved considerably since the day the you hung out your shingle.

Publicizing your company, keeping it on brand, and finding time to Tweet or blog while also maintaining your business can be overwhelming. Especially when you factor in the zillions of social platforms, blogging and guest-blogging, pay-per-click (PPC) ads,SEO optimization, and other content marketing methods.

The overarching goal for all of this though is a fairly simple one: you need to create relevant and valuable content that keeps your customers interested. It’s an ongoing process, of course, because what is relevant today, may not be a month from now. A way to do this is by setting goals and implementing strategies to achieve those goals. Understanding the minds and needs of your buyers is essential in setting attainable goals.

The Anatomy of a Campaign

As an example, your company has developed a new product which reduces support issues and allows customers more flexibility in services. One of your several goals for the year is to make it known on a national level and increase sales. The next step is turning to content marketing to create worthwhile material that not only educates your customer, but also increases the likelihood that they will purchase the product. You can easily share this information across platforms by first including it on your company’s blog and then sharing it through social media. Follow that up with a guest blog or article in an online industry trade magazine or through another publication. Using other tools like PPC ads only enhances the important information that you have sent out.

Be careful when drafting your written material; you want customers not to feel like they are getting the hard sales pitch. We fast forward through commercials on TV and it’s the same for written material.


Other tips on how to write a press release:


  1. Headlines
    Arguably the most important part of your content. You want to catch your reader’s eye with a short and factual headline. Keep it to less than 80 characters and leave the jargon out.
  2. The 5W Content
    Next up is the most important information, also known as the lead. Use this spot to share the who, what, when, where, and why.
  3. Follow-up
    After you have written all the vital facts, follow that up with a quote and a brief description of your company.
  4. Conclusion
    Lastly, make sure that the readers have a way to get in touch with you. You are trying to sell a product so be sure to give them that opportunity.


Having a great marketing strategy doesn’t have to be difficult. Create goals and strategies for achievement and then write content that people want to read.


Were you feeling overwhelmed with all the options out there? How did you simplify your plan? Tell us in the comments.


mickie kennedy

Written by Mickie Kennedy, founder of eReleases and author of The Advanced Guide to Writing Powerful Press Releases.

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