Why Mat Releases Still Matter in a Digital-First World

When marketers discuss “earned media,” the conversation often centers on influencers, viral social posts, or news coverage from high-profile outlets. One of the most effective, and often overlooked, tools for securing earned media at scale is the Mat Release.

Mat Releases have been around for decades, and there’s a reason they’re still in use: they work. These pre-packaged, editorial-style articles are designed for media outlets to run as-is or with minor edits, offering a win-win for both brands and publishers. While trends in media consumption have changed, the value of Mat Releases has only grown, especially in a content-hungry, digital-first world.

What Makes a Great Mat Release?

The key to a successful Mat Release is striking the right balance between brand messaging and editorial value. Readers should walk away informed, inspired, or entertained, not feeling like they just read an ad. That’s why the best Mat Releases lead with story, not sales.

Here’s what strong Mat Release content includes:

• A clear hook: Whether it’s seasonal advice, how-to guidance, or timely tips, the lede should draw readers in immediately.

• Useful information: Deliver genuine value to the audience, whether you’re solving a problem or offering a fresh perspective.

• Subtle branding: The brand should be present, but secondary to the story. Credibility comes from letting the content shine.

Mat Releases: Old-School Format, New-School Reach

A Mat Release might seem like a relic of traditional PR, but it’s a modern content marketing tool hiding in plain sight. When executed well, a single Mat Release can be picked up by hundreds of newspapers, websites and media outlets, often resulting in millions of earned impressions without the cost of paid placements.

More importantly, Mat Releases align perfectly with today’s media environment. Publishers are constantly looking for high-quality content that aligns with their audience’s interests. Brands that can deliver those stories in a media-ready format are more likely to earn placements without battling shrinking editorial calendars or ad budgets.

The Digital Advantage

Today’s Mat Releases do more than appear in print. They show up on local news sites, lifestyle blogs and online publications with loyal followings. That extended digital footprint means more visibility for your message. Because content not tailored to a specific season or event is typically evergreen, it keeps delivering value well after the initial distribution window.

Looking for Reach Without the Ad Spend?

If you’re aiming to boost visibility, secure placements, and build trust without pouring your budget into paid ads, Mat Releases are worth a closer look. They’re especially powerful for campaigns centered around awareness, education, or seasonal relevance.

Want to see how far a single piece of content can go?

Explore how Mat Releases can support your brand’s media strategy by visiting: matreleases.com.