NEW YORK: PR Newswire has partnered with HubSpot, a provider of inbound marketing software, to launch an integrated application tie-in for its iReach online distribution service.
PR Newswire will create a "canvas" application for iReach, giving HubSpot's users access to its online content and distribution services to generate leads, and identify consumers and online influencers.
PR Newswire's iReach targets small businesses that want to share content with key audiences, as well as increase search engine visibility and build online presence, said Ninan Chacko, CEO of PR Newswire.
"Using press releases to capture additional earned media and drive lead generation is an extremely effective and low-cost marketing tactic that is being used more and more by marketers at companies small and large," he said. IReach beta launched in January and rolled out to the general public in March.
Social media is influencing journalism and content marketing in that there is more demand for cost-effective ways to engage new audiences for PR and marketing practitioners, added Chacko.
“There is overlap in the roles and responsibilities between PR professionals and marketers, as well as in their goals to drive brand awareness, online visibility, and business growth," he continued. "More and more, marketers are turning to the tools used by PR professionals, while PR professionals are delivering metrics for their initiatives. By distributing content in innovative ways - sending blog posts, white papers, articles, webinars, event announcements. and more - it becomes a cost-effective marketing tool that targets and reaches influencers, attracts customers, and generates leads.”
The application is available through HubSpot's recently launched App Marketplace.