Press releases are nothing to switch "away from". A media strategy and a digital content strategy are different things, and if anything they are complementary, not mutually exclusive. Just because you've stopped issuing press releases doesn't mean you're on the way to SEO and content marketing success. More likely, if you didn't know what you were doing with your press releases, you probably don't know what you'll be doing with your content strategy. Press releases are not content A press release is not meant for your audience. A press release is a proxy document -- a document designed to capture the interest of journalists, not that of actual readers. A press release does not have "content" in the intuitive sense ( Kristina Halvorson's popular definition of "content strategy" is relevant here.) Reduced to its essence, what a press release is is a message. This "message" is not an airy-fairy thing. It is simply a claim: "Our new product is superior to our competitors." "Our business will do well in the next year, thanks to prudent management." Or, "The multiple suicides at our supplier's plant is not our fault -- we have been thorough with our audits." All "content" aspects of a press release -- data, quotations, photographs -- are subordinate to the message. Content, when included in a press release, is simply evidence to back up the message. (Yes, it's possible to have a press release without substantial information. It's usually what happens when you've in a crisis, when the