H&R Block revamps digital newsroom, boosts traffic

Let’s say your hubby’s in the hoosegow after an unsuccessful stickup of a corner market, and you’re trying to figure out how to file your taxes.

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.