Wouldn't it be great if we could all be Apple? Then all our product introductions, alliance announcements, internal appointments, and other developments would be of interest to a wide audience.
The Apples and Googles of the world are in an exalted position in that every move they make automatically affects a very large community. Magazines have to pick up their press releases so their readers don't get left behind, and users have to read their emails because they will likely be affected directly.
For the rest of the world, the rules are different. To get attention, you have to fit in with conversations that are already taking place. This involves listening to what your potential customers are talking about, and reaching out to them by offering materials that are relevant to that.
If you are selling software in the healthcare industry, and your prospects are talking about compliance, don't try to attract attention by announcing all your latest bells and whistles. Publish a conversation builder, for example, a piece about how a user - hopefully your customer - is using technology to make compliance easier.
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