How to Turn a Single Press Release Into a Full-Funnel Campaign.

In a digital-first world where every piece of content has the potential to influence behavior, a press release should be more than just a static announcement, it should be the spark that fuels your entire marketing funnel.

At Evertise, we’ve seen how a single, well-crafted press release can be repurposed and amplified to attract attention at the top, nurture interest in the middle, and drive conversions at the bottom of the funnel. Here’s how you can make one release work harder across every stage of the buyer journey.

Step 1: Start With a Strategic Press Release

Before anything else, your press release needs to be more than “newsworthy”. It must be purpose-driven.

Ask yourself:

• What is the ultimate goal of this release? traffic, leads, awareness, or authority?
• Who are we trying to reach? customers, investors, media, or partners?
• What’s the key action we want readers to take?

Then, build your release with:

• A strong headline that hooks both readers and search engines.
• A clear narrative that ties the announcement to a broader story or trend.
• CTAs and links that guide traffic to relevant pages (landing page, lead magnet, demo, etc.)

Think of this as your campaign’s core asset, built not just for publication, but for performance.

Step 2: Repurpose for Top-of-Funnel Awareness

Now that your press release is live, it’s time to stretch it across multiple top-of-funnel channels to drive visibility and discovery.

Here’s how to repurpose:

• Turn it into a blog post with added insights or commentary.
• Create a LinkedIn article or carousel with stats, quotes, or takeaways.
• Develop short-form videos or reels summarizing the announcement for Instagram, TikTok, or YouTube Shorts.
• Pitch micro-stories to niche outlets, newsletters, or industry influencers.
• Use quotes from the release to fuel thought leadership posts.

The goal here is not duplication, it’s contextual adaptation. Meet your audience where they are and tailor your message to each platform.

Step 3: Use It to Nurture Middle-of-Funnel Leads

At the middle of the funnel, prospects are aware but not yet convinced. Use your press release to build trust and credibility.

Here’s how:

• Include the press release in your email nurture sequences.
• Turn it into a case study or success story if it involves client wins or milestones.
• Add it to your sales decks or pitch emails as third-party validation.
• Embed press mentions or distribution links on your website to increase brand authority.
• Host a webinar or Q&A that dives deeper into the announcement topic.

This is the time to answer the question: “Why does this matter to me?” Your release can become proof that your business is active, trusted, and worth watching.

Step 4: Drive Bottom-of-Funnel Action

Ready to convert? Your press release can help close the loop by moving prospects to action if you guide them properly.

To do this:

• Create a custom landing page that expands on the announcement and includes a lead form or purchase CTA.
  
• Run retargeting ads to press release viewers with bottom-funnel offers.
• Use the announcement in account-based marketing (ABM) outreach to close specific deals.
• Include specific CTAs in your release for demo bookings, downloads, or trials.
  

Remember, a press release can be a trust trigger at the decision stage especially when it’s been published across credible, third-party platforms.

Step 5: Measure and Optimize Across the Funnel

The final (and most often missed) step: Track performance beyond the publish button.

Monitor:

• Top-funnel metrics: Views, impressions, social shares, referral traffic.
• Mid-funnel metrics: Engagement rate, time on page, email click-throughs.
• Bottom-funnel metrics: Conversions, form fills, booked meetings, sales influenced.

Use tools like Google Analytics, CRM platforms, and your distribution provider’s dashboard (like Evertise) to gather actionable insights. Then refine your next campaign using what you’ve learned.

Final Thoughts: One Release, Multiple Wins

In 2025, smart marketers no longer treat press releases as one-and-done announcements. Instead, they use them as multi-use, multi-channel content assets that power visibility, authority, and growth across the funnel.

The question is no longer “Should we issue a press release?”
It’s “How will this press release integrate with our entire marketing engine?”

At Evertise, we help brands not just publish but activate. From strategy to distribution to performance analytics, we ensure your next press release becomes a campaign catalyst, not a content dead-end.