Basic Mat Releases Include:
- Content that integrates your brand message with consumer tips and takeaways
- Approximately 300-500 words
- Up to 2 images
- A call to action including a branded website drive
- Quick and easy execution, typically a 5-day turnaround
- Content formatted to follow Assoicated Press style, the standard preferred by publications
- Comprehensive reporting, tracking and ROI measurement
Premium Mat Releases Also Include:
- Expanded word count; approximately 500-600 words
- A professionally designed half-page formatted layout
- Social media promotion
- Quick and easy execution, typically a 14-day turnaround
Video Releases Turn Basic Releases into Video Format, Including:
- A 60-90-second hands-and-pans video for recipe content or a 1-2-minute lifestyle video for tips and takeaways content
- Social media promotion
- Quick and easy execution, typically a 21-day turnaround
Not All Mat Releases Are Created Equal
It's important to keep three key things in mind:
1. Quality earned media placements
not just quantity
2. Multimedia placements:
Digital publications, newspapers, magazines and social media placements
3. Transparent, real-time reporting
The Family Features Difference
For more than 50 years, Family Features has worked with brands and their agencies to create and deliver relevant, timely content to consumers through earned and sponsored digital, print and social media channels. Our average project generates more than 950 placements to extend the reach of each client’s campaign via high-quality placements with detailed reporting and tracking.
Mat Releases 101
How It Works
Content Consultation and Creation:
Our content development team works with brands and agencies to develop and fine-tune branded content, including copy and formatted layouts, to maximize placements and impressions.
Content Distribution and Promotion:
Our team distributes and promotes branded content to our network of more than 4,000 digital, print (newspaper and magazine) and social media outlets.
Results Tracking:
Track your guaranteed placements and engagements in real-time using our industry-leading reporting site.
What is a Mat Release?
A Mat Release is a ready-to-publish, lightly branded, consumer-friendly article with associated images that digital publications, newspapers and magazines can use to supplement their in-house content.
Family Features’ product suite includes content with formatted layouts, which help secure premium placements in publications nationwide, along with video formats to capture digital attention.
Mat Release Case Studies
Family Features’ Mat Releases delivered big results for these clients. If you’d like to find out more about how we can help you deliver similar results, contact us today.
Tips for Effective Mat Releases
Enhance Appeal to Editors
- Plan Ahead
Whenever possible, distribute content 1-2 months in advance of your target date to maximize earned media placements.
- Align with Timely, Seasonal Themes
Find ways to connect your content to timely themes (back-to-school, summer, spring cleaning) or holidays (Mother’s Day, Fourth of July, Christmas).
- Easy to Understand
Be direct and minimize the use of jargon.
Stand Out from the Crowd
- High-Quality Photography
Provide photography that looks great in black and white or color and use photos that appeal to a diverse group of people.
- Be Unique
Provide information that offers readers a new way to solve a problem, tackle a project, host a gathering, etc.
- Consider Infographics
Enhance your content with eye-catching infographics that help tell the story.
Create Eye-Catching Content
- Think Editorial (Not Advertorial)
Keep brand and marketing messages light so readers (and editors) feel informed, not sold to.
- Use Active Headlines
Generic, passive headlines tend to get lost in the shuffle. Use the headline to tell people how to take action by reading your content.
- Provide Clear Takeaways
Provide readers with clear, easy-to-use tips, decorating ideas, recipes or next steps so they can take action.