Press releases are better than guest posts
Today’s opinion post is by Chris Shuptrine, Creator at SEOWidgets. He has over 15 years of experience in marketing, SEO, and analytics.
After spending 15+ years in PR and marketing, I’ve noticed a persistent misconception about press releases. While many chase after trendy guest posting opportunities, traditional press releases deliver more substantial impact when used strategically. The data consistently shows this, yet many marketers still default to guest posts without considering the fuller picture.
Guest posts get hyped up as the go-to for brand visibility and SEO gains through backlinks. Having written hundreds myself, I can tell you firsthand they often disappear into the content void without making much impact. The harsh reality is that most guest posts become forgettable content that barely registers with readers.
Press releases serve a fundamentally different purpose. They’re direct lines to journalists and news outlets, letting you control your narrative completely. Back when I worked at a major wire service, I saw how properly executed releases consistently outperformed guest posts in driving real coverage and results.
The built-in credibility of press releases makes a huge difference. Journalists actively seek these out as legitimate news sources, not opinion pieces. During my time at Reuters, we’d receive thousands of guest posts monthly, but the well-crafted press releases were what generated stories.
Press releases put you in front of actual newsmakers. I remember one release about a small tech startup that caught a WSJ reporter’s attention, leading to major coverage. Guest posts rarely reach those decision-making journalists.
The distribution power is unmatched. A single release through a newswire service hits countless channels simultaneously. Having managed both PR and content marketing teams, I’ve seen releases generate exponentially more exposure than niche blog posts.
- Automatic syndication across multiple media platforms
- Direct distribution to local/national/international outlets
- Clear brand attribution that builds recognition
SEO impact is significant too. Those high-authority news site pickups create valuable inbound links. While guest posts get restricted by editorial policies and nofollow rules, releases often generate clean citations from respected domains.
Press releases maintain lasting value in digital archives. They become reference points that other outlets can discover and use later. Guest posts tend to have short shelf lives - I’ve written many that were essentially forgotten within weeks.
The control over corporate messaging is crucial. You own the narrative completely with a release. Guest posts require compromising your message to fit someone else’s platform and voice. I’ve had to water down key messages too many times to make guest posts work.
The efficiency factor matters. Guest posting involves lengthy back-and-forth with publishers, while releases follow a straightforward process once approved. The ROI difference is clear when you track time invested versus results.
In today’s environment of content saturation, press releases cut through the noise with substance. They deliver real news value while respecting readers’ time. My teams consistently see stronger engagement metrics from releases versus guest posts.
Smart marketers should reconsider press releases as a primary communications channel. They may lack the trendiness of guest posting, but the results speak for themselves. Based on years of comparative data, press releases consistently outperform in driving meaningful coverage and business impact.