Lazy Marketing + The Press Release = Crappy Web Content

Gerry McGovern asserts that a press release makes for lackluster content on a company’s web site. I agree, to an extent. The argument can be made that press releases on a web site aids search engine optimization efforts, which they do. But I believe Gerry is refering to relying on a press release to sell a product or service over the web. You know what I’m talking about, right? I’m talking about the act of simply cutting and pasting press release text to serve as a product page. Are you that type of marketer? If so, shame on you!

Here is an excerpt from Gerry’s article on

The press release—a staple of most corporate Web sites—is a good example of print content that gets published [on the web] because it’s the easy way out. Originally, press releases were not meant to be published. Instead, they were supposed to be released to the press as a story hook—something that might get them interested in writing a story in their publications.

Your Web site is your publication. You should be taking your press release ideas and turning them into compelling stories that communicate clear messages your customers care about. Simply putting press releases up is just the lazy way out. Most of your customers care to read your press releases about as much as they’d care to open a bag of two-week-old dead fish.

Preach it brother, preach it.

The only area a press release should appear on a company’s website is the media or press room section.

Can I get an “amen”?


Who am I ?

My name is Michael Morton. I believe in bringing energy and professionalism into the office, that knowledge is power, that leadership trumps management, that customers are more influential than advertisements, that content is king, and that two heads are better than one. I currently lead the marketing efforts of the Strategic Alliances department of my company. Let’s talk marketing!

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