5 Elements of a Successful Mat Release

From the early days of camera-ready articles distributed to print newspapers to today’s digitally-trackable content, branded content has evolved from print mat releases in physical form to targetable online sponsored content – yet the foundation for success remains the same. Whether you’re new to using mat releases to enhance your public relations efforts or it’s old hat, learning some tricks of the trade can help make the most of your next feature story.

When working with your mat release service, here are five tips to keep in mind:

It’s tempting to request tons of branding. But too many hyperlinks and brand mentions weaken the overall content, putting the legitimacy of the article at risk. Every feature is different, so while there is no precise ratio of branded vs. unbranded content to adhere to, an honest appraisal can reveal if you’re asking for too much. The key is to provide information of value to readers that can help them in their daily lives. Tangible tips and advice make for great mat release content!

You believe in your product, so naturally, you want to use the limited space you have to extoll its praises. Without calling attention to competitors, an effective mat release offers your brand as part of a solution to your customer’s needs. Never position your product as a magic bullet that cures all ails as the only solution to a challenge – this undermines your story’s credibility with media outlets and readers.

A great mat release will appear seamlessly in newspapers and other media outlets without calling attention to itself as something different. A strong mat will not draw too heavily on the same language used in a product’s traditional advertising. Company mottos, overwrought appeals to emotion and trademarked words that can’t be found in the dictionary are best avoided.

Depending on the strength of your story and the mat release service you work with, you can expect online pick-up yielding over a thousand placements for each mat release in print and online media outlets. With so much online coverage, it makes sense to include the keywords and themes that dovetail with an already in-place SEO strategy. But don’t overdo it. Too many keywords turn your story into foolish jargon. And when it comes to surfacing in AI search results and overviews, the quality of the content matters even more. Make sure your story delivers useful information of value and insert hyperlinks where they make sense organically.

Don’t forget that most of your readership may be unfamiliar with the more technical or nuanced details about your industry. Avoid “inside baseball” language that will sail over their heads. Be sure to work with your mat release service to nail down an angle that will appeal to the general public.

Above all, take advice. Your mat release service is there to help. Following their recommendations can mean the difference between your feature being taken seriously by media outlets and readers – and surfacing in searches – or being ignored.