Public relations pros have long understood the value of contributing bylined articles to industry publications to build the authority and awareness of their brand and company executives. And at one time, all of the effort that went into creating a great bylined article might have yielded only that.
When bylined articles are included in an inbound campaign plan, the information gathered and used can be repurposed in multiple ways to support a campaign with downloadable offers, blog posts, videos, infographics and more.
Our advice: Bring PR and marketing together when creating plans for content and include bylined articles in your overall inbound marketing strategy. Download these tools to help you along the way: