5 Tips to Create an Award-Winning Mat Release

Man's arm holding up trophyEach year at Family Features, we evaluate and honor our top-performing client projects. These notable mat releases and feature articles stand out for a variety of reasons, but they all have one thing in common – they generated millions of impressions nationwide for their brands and products.

Not only do these annual awards give us the chance to celebrate our partners' success, but they also help us identify key elements that make a project successful.

Strategies for Pitching Challenging Brands to the Media

Businessman climbing large rockPitching the media is certainly no walk in the park; in fact, it can sometimes feel more like climbing Mt. Everest. Some pitches are easier than others, and if you've been fortunate enough to do media outreach for a commodity board, government agency or cutting edge technology — consider yourself blessed, as editors tend to like this type of content.

But, even for the lucky ones, sometimes there is no news, or the news is boring. Perhaps you are facing negative sentiment in the media or fighting existing consumer perceptions. Maybe you are even talking about taboo topics, or heaven forbid, bodily functions.

Over the years, we have worked with a lot of brands — some more challenged to secure media coverage than others — and have uncovered strategies that can enhance your pitching success.

Mat Release Headlines: 5 Tips for Writing Like a Pro

Gold-egg-in-group-of-white-eggsIf you're like most marketers, you dedicate a fair amount of time and attention to naming your projects. Catchy campaign names, press release titles and email subject lines top the priority list. With each clever moniker, you're striving to stand out and capture your audience's attention. The same strategy should apply to your mat release headlines.

It's true that syndicated content, such as mat releases, is often viewed as a complement to a broader initiative. But this doesn't mean it should receive second-rate consideration. Since your material is often intended to be published exactly as is, it's even more crucial to make it editorially appealing.

Editors are bombarded with stories, so it should come as no surprise that the headline and image of your content are the two strongest visual cues, and thus your best shots at attracting editors to your brand's message.

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