The Influence of the Press Release 4.0

Founded in 1982, Softtek is a global provider of process-driven IT solutions with 30 offices in North America, Latin America, Europe and Asia. Softtek helps improve time-to-business-solution, lower costs of existing applications, deliver better engineered and tested applications, and produce predictable outcomes for top-tier corporations in over 20 countries.

The Challenge

Promote Softtek as the first company to obtain TMMi Level 5 Certification in Latin America - international standard and specialized model in software testing, to guarantee national and international Softtek's buyer personas, the best test processes of Quality Assurance and Validation of Software that can help reduce project costs 30-40%.

The Strategy

Press Release 4.0

People now have control over where, when, and how they consume information, so the modern press release – one of the most powerful and far-reaching components in a company’s communication strategy - is no longer about feeding into a traditional news cycle is about providing relevant content when, where, and how prospects, digital influencers, and customers will consume it and incorporate it seamlessly into the rest of a content campaign.

And how to adapt it for both on and offline success?

The Press Release 4.0 was selected as the tool to address our client's challenge, because in a world of social media and blogging it only makes sense that press releases, must also continue to evolve with the latest communication channels, it should be written with niche digital influencers and  social media users in mind; should have more in common with a postable article (an online magazine or blog may grab the press release in full), easily accessible facts are a must and absence of sales-speak is just as important. Dry content is out. Engaging readability is in.

The Results
  • Adding to its inbound marketing and driving better content ROI -  increased longevity of “searchable" and "shareable" valuable content for the customer journey through 25+ publications in its strategic niche media channels: business and technology,  positioning Softtek as a benchmark, highlighting the benefits of its solutions for national and multinational companies operating in Mexico.
  • Relevant content for potential clients’ consumption - content amplification through one-on-one interviews, focused on the importance of a TMMi Certification to different industries, generating 35+ mentions in niche media channels, digital influencers and traditional media outlets and journalists using social platforms, and complementing the SEO content strategy.