A cruising company launches a new fleet! A luxury resort adds new villas! You need to position them. In simple words, you need to market or publicize the new launches.
Also, when you position a new launch, you have to send press kits to journalists. And today, you even have to do it for digital influencers.
A press kit can consist of an array of assets associated with the project, from bios to trailers, images, logos, quotes, fact sheets, and media contacts.
A headless CMS provides a seamless, efficient, centralized approach to organizing press kits. In this Tour and Travel Blog, we will discuss all the details about how headless CMS transforms travel press kit distribution.
Do you need press release kits for a small release? Or, is there a global release in concern? In both scenarios, a headless CMS can manage the overwhelming tasks.
Here is more about how a headless CMS transforms the organization and distribution of travel press kits.
1. Press Kit Elements In One Place For Global Release
Press kits are ordinarily constructed à la carte, with the distribution being emailing and/or file sharing. This works for smaller releases. However, it becomes increasingly overwhelming in scale, especially with global releases that have various formats, regions, or translated editions. A headless CMS offers one source of all press kit elements established in a digital asset management cloud library.
The content teams are controlling it all from within. Editors can build and save reusable content blocks from cast bios and synopses to brand logos tagged by project, release type, or strategic territories.
This ensures the same cast bio isn’t rewritten across international borders and that release specifics are the same in copy and imagery, no matter where it’s being used. This saves time and effort, brand integrity, and has everything on record.
2. Assets Organized For Finding And Accessibility
A press kit is more than a folder of files. It is a live and breathe thing that requires finding and accessibility.
A headless CMS offers the opportunity for every director to quote, behind-the-scenes image, or trailer to be created as its own entry. Further, it is structured with metadata, categories, usage approvals, etc.
Storyblok for developers demonstrates how this structured setup makes both internal asset management and external partner access more efficient.
This not only allows for internal searching, filtering, and sorting to find what’s needed in a prompt fashion, but also external.
Media partners are given access to a front-end portal (provided by the CMS) that allows for easy access to approved assets, all searchable and filtered based on what editors want to be visible, under embargo, or time-gated.
3. Customizable Press Pages For Various Audiences
Press kit audiences frequently need different pieces of your kit. International journalists often require translated versions. However, influencers may want your branded social graphics or teaser trailers in shorter forms.
A headless CMS allows you to generate press pages on demand for specific audiences through conditional logic and role-based access.
Editors can denote who receives what and when, gatekeeping regionally appropriate kits, branded press landing pages, or tiered access to embargoed components delivered through a branded interface for secure access to materials that enhance your brand’s professional image.
4. Supporting Real-Time Updates And Last-Minute Changes
In the world of press and publicity, everything changes at a moment’s notice. Release dates shift. New quotes are in, or last-minute approvals are pushed.
A headless CMS allows the team to make changes to the content instantly. Since everything is connected through the CMS, changes will occur in real-time across all portals and platforms.
There’s no need to resend files or distinguish which version is the approved version. If an updated cast list is needed, if the logline contains a typo that requires correction, or if an image is no longer usable and needs to be replaced, it can be done once from within the CMS and automatically sent to all necessary locations.
When it comes time for launches, this real-time capability is essential.
Managing a press kit does not exist in a vacuum. Many other systems live alongside creation and distribution.
A headless CMS connects beautifully with other tools through APIs and webhooks, allowing seamless transfer from content creation to approval to final distribution.
Once a press kit goes live in a headless CMS, automated notifications can go out to the PR team, media partners, or automated distribution lists.
Files can be transferred into asset databases, email distributions can feature press kits, or assets can be included in media coverage.
These integration opportunities reduce manual labor while empowering smaller teams to accomplish gigantic press efforts with ease.
6. Allowing For Localization And Regional Changes
Often, press kits require regional changes. They require translation and changes in treatment based on formatting regulations or sociocultural significance.
A headless CMS allows localization efforts to occur as editors can create language variants of each content asset as well as regionally specific adaptations.
The press kit is no longer just a PDF or ZIP file. Media members are seeking something more interactive that presents the level of quality and creativity as if the release were already complete.
A headless CMS allows for such press opportunities all on a microsite or portal to house the embedded trailer, photo gallery, downloadable assets, and even an interactive timeline.
With structured content and more unified front-end frameworks, these experiences can be created and deployed in no time, providing a tailored experience where media partners can see assets in situ and have a better understanding of the story being told through the release.
Sensitive or embargoed information often comes with pre-release materials. Uncut trailers or cuts, non-disclosure production notes, and limited-access interviews!
When a release is embedded within a headless CMS, security can be built into the very content model. Assets can be time-locked, password-protected, or given dedicated access roles.
An entire team can assign and remove access on a user level and track who downloaded what.
This means that not only are press kits successful, but they are also secure, with every stakeholder confident that sensitive information will only be viewed by authorized eyes when it should and not one second sooner.
9. Measuring Engagement And Success Of Assets and Press Coverage
Having access to knowing how successful press kits are is integral for PR improvements and ROI through engagement.
Headless CMS can integrate with analytics trackers to know the following.
- Which assets are downloaded the most
- Which press URLs have the most views
- And how long users interact with engaged content.
These findings inform where PR and marketing teams can pay attention to future endeavors, but also who engages consistently with certain types of releases and can be followed up with more thoroughly.
Over time, this kind of IRL feedback loop can improve press kit creation from square one to assembled assets over time while allowing for shortcuts in the future when similar projects arise.
10. Enabling Collaboration Between PR, Marketing, And Creative Teams
Multiple teams work on the different elements of a press release. They use messaging elements from PR, marketing assets for campaign tie-in, and then creative teams as it relates to content creation/imagery.
A headless CMS fosters a collaborative workspace for all, where everyone has access to the same area without disruption.
Thanks to role permissions, version history, and editorial workflows, assets get timely approval. Also, consistency and quality remain across the board due to ease of collaboration.
This fosters teamwork as no one works in a silo. Everyone knows what everyone else is doing. Also, the time to publish becomes shorter for the big, necessary releases that require more hands on deck.
11. Facilitating Evergreen And Archive Access For Legacy Titles
Some press kits are created with the intention of one-time use.
Others, however, require an evergreen approach to long-tail publicity or, perhaps, anniversary releases down the line.
A headless CMS allows access to live press kits, even after an event is over.
Archived kits can live in a press portal, easily categorized and searchable quickly by anyone who needs to access them.
Likewise, editors can update this material down the line as well, keeping legacy content available and relevant, for press, partners, and fans alike, without recreating the wheel.
12. Providing Responsive Press Experiences Across Devices
Journalists, bloggers, and influencers access press kits on the go from their phones, tablets, and laptops.
A headless CMS allows developers to create responsive, mobile-friendly press portals that automatically adjust based on screen size and situation.
Whether someone needs to download a high-res image or watch an embedded trailer or simply cut-and-paste a quote from your press release, it’s all available in a seamless experience across devices. This works in your favor, too, encouraging better engagement while promoting your title.
13. Future-Proofing Press Kit Content For New Channels of Consumption
As media and communication evolve over time, so too do the channels through which press materials are consumed. Think: voice assistants, messaging bots, OTT, and more.
A headless CMS gives proper structure to content.
Content is decoupled from presentation. So, there exists an opportunity to repurpose press communication.
This notion of survival of the fittest keeps you in good standing with accessible press communication, no matter how technology or methods of consumption change.
14. Scheduled Publishing For Controlled Release Of Embargoed Assets
There are certain embargoed assets that require release at specific times and control over where they live.
Exclusive interviews, never-before-seen stills, trailers not yet on the World Wide Web!
With a headless CMS, the content team can schedule publishing for every asset included in a press kit.
Instead of having to remember what needs to go live (and at what time) for each digital asset, everything can be scheduled to go live as soon as the embargo lifts.
This avoids the necessity to go in and manually release things or accidentally release something too early.
Plus, coupled with automated notifications and access, such a situation allows for a seamless, professional distribution process.
15. Brand Consistency Across Multiple Press Kits For Studios, Publishers, And Agencies
Agencies, studios, and publishers often have multiple campaigns running simultaneously, and brand consistency is key.
A headless CMS allows teams to create certain design elements, templates, and content blocks. Also, there can be repurposing across multiple campaigns.
Whether it’s logo and typography elements or tone-of-voice and boilerplates, everything can be exactly the same. There’s no design drift, and entities can always stay true to the identity they desire.
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