In today’s digital world, Whatcom County businesses can share news quickly and directly with their audiences. Whether announcing a change in company ownership or expanding services, self-publishing through owned media offers a powerful way to control messaging and timing.
Why messaging and timing matter
Owning your narrative ensures your business is presented accurately. By self-publishing, you choose the words that describe your company, avoiding misinterpretation by third parties. Timing is just as important—sharing news when it matters most can maximize impact and audience engagement.
Unlike earned media, publishing business news through owned media guarantees that your news will be published in its entirety without being edited by a journalist. Self-publishing also guarantees that your news will go live when you need it to.
Choosing the right self-publishing platform
The best platform for publishing local business news depends on your message and audience:
- Company websites serve as hubs for blog posts and press releases. A blog on your company’s website is the cornerstone of all marketing activities.
- Email platforms like Mailchimp distribute newsletters that amplify the reach of blog posts, press releases and other company news.
- Local marketing tactics like vehicle branding, job site banners, in-store flyers and building signage to reach nearby customers.
- Social media sites such as Facebook and Instagram provide ways to share news in a more visual, engaging way. While not considered owned media because delivery is not guaranteed, social media sites do provide a place to self-publish content.
Avoid common mistakes when self-publishing business news
To build trust and maintain credibility, avoid these pitfalls:
- Information overload: Keep messages clear and concise. Practice drip marketing, don’t flood consumers with a lot of messaging during a brief window of time.
- Inaccuracies: Double-check details before publishing. Confirm dates, times and locations. Include reputable sources that support any data that you reference.
- Overly dramatic tone: Stick to facts and avoid speculation. Don’t go too deep into the weeds or share things that might happen in the future.
Elements of effective content
For maximum readership and engagement, make sure to include:
- A strong headline that captures attention.
- Concise messaging covering who, what, when, where and why.
- Clear calls to action that encourage your audience to contact, visit, share, buy, etc.
Short paragraphs, subheads and bullet points improve local business news readability and keep readers engaged.
Consider consistency and SEO
Regularly publishing Whatcom business news helps companies stay relevant. Small businesses can aim for one to two informative articles per month. Optimize digital news for search engines and repurpose content across email and social media.
Take control of your business story
Self-publishing through owned media helps Whatcom County businesses educate consumers, enhance their online presence and engage directly with audiences. Strategic blog posts and well-crafted email campaigns can make a big impact.
Interested in outsourcing the management of owned media? Bellingham PR & Communications has helped local companies share business news since 2009. We offer flexible PR and copywriting plans that fit most budgets. Contact us for more information.
