Boilerplate is reusable text or code that appears across multiple documents with minimal changes. Marketers encounter it most often as the "About Us" section at the end of press releases, while developers recognize it as standard code templates. Using boilerplate correctly ensures consistent messaging and reduces repetitive writing time.
What is Boilerplate?
Boilerplate refers to any written text or code that can be reused in new contexts without significant changes to the original. The term originated in the 1890s when [metal printing plates resembling rolled steel boilers were distributed to newspapers as "boilerplates," carrying syndicated content from suppliers like the Western Newspaper Union] (Wikipedia). Today, the term spans legal contracts, public relations, and software development.
In marketing and PR, a boilerplate serves as the standard company description appended to press releases. In contract law, it describes standardized clauses that appear in all instruments of a particular type. In programming, it refers to code sections required in many places with little alteration.
Why Boilerplate matters
- Speeds up content creation: Pre-written descriptions eliminate repetitive rewriting of company backgrounds for every press release or investor packet.
- Ensures message consistency: A standardized "About Us" paragraph prevents variations in company descriptions across different media outlets and channels.
- Provides instant context: Journalists and potential investors can quickly grasp your market position and value proposition without searching external sources.
- Supports SEO strategy: Strategic keyword placement within the boilerplate helps press releases rank for relevant brand and industry terms.
How Boilerplate works
A marketing boilerplate typically functions as the final paragraph of a press release, positioned after the main news content. It bridges the specific announcement with general company information.
Key components include: - Contact details: Email, phone, and media contact names for journalist inquiries - Company overview: Location, founding year, and primary products or services - Mission statement: Core purpose and market positioning - Core values: Essential beliefs that define company culture (optional)
For software applications, boilerplate functionality allows users to save frequently used phrases and insert them via shortcuts. Tools like AutoHotkey or TextExpander manage these text fragments system-wide, often combining them with dynamic variables such as dates or names.
Types of Boilerplate
| Type | Context | Purpose |
|---|---|---|
| Press release boilerplate | Public relations | Standardized company description for media |
| Legal boilerplate | Contracts | Standard clauses for routine matters |
| Code boilerplate | Software development | Reusable code templates (e.g., HTML5 Boilerplate) |
| Text expansion snippets | Productivity software | Automated insertion of common phrases |
Best practices
Keep it under one paragraph. Most effective boilerplates deliver essential company information in a single, scannable block. This prevents overwhelming readers while providing necessary context.
Update quarterly or biannually. [Stale boilerplates send incorrect signals about your current status and offerings] (Mailchimp). Schedule regular reviews to reflect new products, awards, or leadership changes.
Customize by audience. Create variations for investors (emphasizing financial growth), customers (highlighting product benefits), and regulators (including required compliance statements).
Include legal disclaimers when required. Financial services, healthcare, and publicly traded companies must often append forward-looking statements or compliance notices.
Add social proof. Mention recent awards, notable client milestones, or industry recognition to build credibility with journalists scanning your release.
Common mistakes
Mistake: Using generic template language that could apply to any company.
Fix: Replace vague adjectives with specific achievements. Instead of "leading provider," state "serving 100 million customers" or "founded in 2005."
Mistake: Neglecting to update contact information.
Fix: Verify media contact emails and phone numbers before every major distribution. A dead contact line kills story pickup.
Mistake: Burying the boilerplate in the middle of content.
Fix: Position the boilerplate at the end of press releases, clearly separated from the main news.
Mistake: Ignoring SEO opportunities.
Fix: Naturally incorporate 1-2 primary keywords and link to relevant product pages or resources within the boilerplate text.
Mistake: Making it too long.
Fix: Cap the length at 100 words for press releases. Journalists need context, not a full company history.
Examples
Press Release Boilerplate (Neutral Example):
"About Example Corp: Example Corp is a logistics software provider founded in 2010 and headquartered in Chicago. The company helps mid-size retailers automate inventory management through AI-powered dashboards. For media inquiries, contact Jane Doe at [email protected] or visit examplecorp.com/press-kit."
Legal Contract Boilerplate:
"This agreement shall be governed by the laws of the State of Delaware. If any provision is found unenforceable, the remaining provisions shall remain in full effect. This constitutes the entire agreement between parties."
HTML5 Boilerplate:
A front-end template including optimized index.html, CSS reset styles, and server configuration files for launching web projects. [Organizations including Microsoft, Nike SB, and the Obama Foundation have used this template for web development projects] (HTML5 Boilerplate).
FAQ
What exactly is a boilerplate in a press release?
It is the standardized "About Us" paragraph appearing at the end of the release. It provides journalists with essential company background, contact information, and context for the news.
How long should a marketing boilerplate be?
Ideally one paragraph, typically 50-100 words. It must be long enough to convey your value proposition but short enough that journalists will actually read it.
Is boilerplate language legally binding?
In contracts, yes. [Boilerplate clauses are interpreted against the interests of the party who drafted them unless evidence shows the terms were negotiated] (Cornell Law School). In press releases, boilerplate is informational rather than contractual.
How often should I update my boilerplate?
Review it quarterly or whenever significant corporate changes occur (new funding, product launches, leadership changes). Outdated boilerplates mislead journalists and waste media opportunities.
What's the difference between a boilerplate and a template?
A template is a document structure requiring substantial content filling. A boilerplate is finished text inserted as-is with only minor updates (like dates or contact names).
Can boilerplate text hurt my SEO?
Duplicate boilerplate content across many pages on your own website can dilute SEO value. However, using it in press releases distributed to external sites builds consistent brand citations and backlink anchor text.
