How to find a topic for your software press release besides new updates

Recently, I’ve attended ISDEF 2007 conference and now I have new topics to discuss in this blog.

One of the most important resources for software marketing is press. After getting mentioned in a well known magazine or in a vertical newsletter even once, you may receive much more sales in a single day than in several weeks before the publication. If the famous magazines and newspapers mention your product regularly then your brand will get well recognized and your business will be flourishing. There is no secret. Everyone knows this.

Also, everyone knows that the most simple way to get into the press is sending press releases to editors and journalists. Major version update is an excellent reason to send out a press release, but what to do if you release new major versions only once a year? Editors want real news because their readers want real news too. They like to read about problems and new solutions. They don’t want to read every month about a new minor update #2.3.7.3848.x which includes two bug fixes and one typo correction.

You have to find new topics for press releases besides new updates. The topic must be newsworthy and in the same time relevant to your product or service. Here is a few points what your next press release may be about:

It’s non necessary to write press releases about your product.
Write about your area of expertise. Become an expert.
Write regular comments on notable events in your target niche.
Dig up interesting figures and facts related to your niche and comment on them. Readers like figures.
Compose analytical reports about tendencies in your sector. Analyze what has happened and what has changed for the past period. Use comparison charts and tables.
Predict new trends. People like predictions but be careful.
Publish such reports on regular basis, e.g. weekly, monthly, etc.
Interview other experts in your niche regarding an interesting topic and add your own thoughts, ideas, and comments.
Setup polls on hot topics and publish poll results together with your comments.
Write about really interesting use case and best practices of your software usage. If your clients or partners are well known in the industry then mention them, but make sure you have a permission to disclose this information. Give figures and results. Show how effective your solutions in real practice.

This is just a few ideas to help you get you name or brand into the press. There are many things in your business or niche that may become an excellent topic for interesting and newsworthy press release. Be creative!