H&R Block revamps digital newsroom, boosts traffic
Its new design supports a brand journalism strategy as journalists quote company experts and customers seek information on tax questions.
Naturally, you turn to Google for information. Perhaps to your surprise, H&R Block has anticipated your problem with an article titled “Filing Taxes When A Loved One Is In Prison.”
As tax season arrives, H&R Block is using its newsroom to publish content that establishes its expertise and draws both reporters and consumers. Rather than a static collection of press releases, H&R Block’s newsroom is luring potential customers and getting quotes from its experts into major publications.
“What we want to do is deliver relevant and timely content not just to the media but to consumers as well,” says Gene King, director of corporate communications.
The tax preparer’s newsroom is designed on software from PressPage, a Ragan partner. The design encourages sharing and is responsive to devices beyond the laptop, such as tablets and smartphones. PressPage enables communicators to easily share and upload posts, rather than relying on IT.
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