The timed release of information can be very beneficial in terms of the relevant traffic you can get coming to your site. If you have training, a trade show or any event that people/customers will be interested in then releasing the information about said event can boost your traffic and exposure to new customers.
There are many tools you can use to release the information you need to get to a broad audience. Press releases are a great way to get wide web exposure and are normally time sensitive about a current event. Blogs, though not as wide spread as a press release, are a cheap effective way to communicate to avid followers and people that are interested in industry events. And lastly a simple update on your website, the least costly (if you have control over the content of your website without having to ask or pay someone else to update it for you - which you should) and the easiest to do. An update on your webpage about a relevant current event is a great way to draw traffic and boost your integrity on the web as being a reliable source of current information.
What ever the release is, it needs certain things that you wouldn't normally put in a newspaper article that will help people navigate to the information they want and know it was you that provided it to them.
- links, make sure you link any relevant information back to your website so people can investigate more and use you as a reference the next time they want to find information.
- search terms, make sure you use the search term people will be using to find that article e.g. if I'm going to be talking about how I'm attending the LMT Trade show in Chicago next February and I don't mention 'LMT', 'trade show', 'Chicago' or the date then how is anybody supposed to find what their looking for?
- pictures, captioned and linked to your website if possible
- social media, the article should echo through all your other social media sites like FaceBook, LinkedIn, Twitter etc.
Follow these guidelines and you'll have a modest news release that gets exposure and more traffic that educates prospects on what you do and what benefits you provide.