A MAT release is a fast way to deliver your message to a broad audience. The term MAT comes from the 1950s, essentially meaning camera-ready. During this time, newspapers were physically laid out and formatted. Although the layout process is mostly online now, the name remained.
Today’s MAT release is typically a 500 to 700-word ready-to-publish article geared toward a consumer audience. As more people are reading news online, the MAT release not only includes print newspapers but online placements on media sites as well.
Content marketing agency Brandpoint is one of the leaders in distributing MAT releases, and is located here in Minnesota. Kristi Marquardt, business development manager at Brandpoint, offered insight on MAT releases.
“The value of the MAT release helps complement your current marketing and public relations efforts,” said Marquardt. “Brandpoint guarantees top placements such as the Los Angeles Times, Chicago Tribune, San Francisco Gate as well as second-tier placements in local markets.”
Aside from appearing in top-tier publications, MAT releases have the ability to reach millions.
“The placements we receive are guaranteed 800 placements and 35 million audience reach,” said Marquardt. “However, on average we see 1,000 placements and 50 million audience reach.”
In order to gain attention of the millions Marquardt is referring to, it’s important to tailor your content to the average reader. Some of Brandpoint’s gold-standard topics are:
- Home improvement
- Real estate
- Health
- Careers
- Baby boomers
- Food
- Seasonal
Aside from a gold-standard topic or theme, other tips on successful MAT releases include:
- Catchy headline that hooks editors
- Timely theme
- Transparent copy that not only is attractive to editors, but readers as well
- Family appeal
- High-quality, eye-catching photography
With the extensive reach that a MAT release can garner, consider this tactic for your next media relations campaign.