INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

How Marketers Use Original Research To Fuel Content (infographic)

June 28,2019 | BY: Kristin Jones

One of the most compelling tactics marketers can use when creating content is to provide audiences with useful information they can’t find anywhere else. That information is typically in the form of research — either from surveys, owned data, or by analyzing data from other sources.

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Topics: Content, surveys

3 Marketing Benefits of Personalized Healthcare Communications

June 18,2019 | BY: Kristin Jones

Healthcare marketing has traditionally been dominated by two approaches: awareness campaigns on billboards, print media and broadcast; and general educational material, first as magazines, and now in electronic newsletters, blogs and websites. All of it is focused on a broad audience.

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Topics: Content, healthcare

“Ok, Google—How Do I Optimize For Voice Search?”

June 12,2019 | BY: Kristin Jones

Between the growth of hands-free use of mobile devices and the explosion home “digital assistants” like the Amazon Echo, voice searches are rapidly becoming the norm rather than the exception.

But these types of searches require web pros and marketers to take a new approach to optimizing their pages, though some of the tips included in this infographic from Headway Capital apply equally to all types of search, including search engines’ preference for pages with fast loading time and searchers’ preference for results that provide easy-to-read information.

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Topics: SEO, Website, Content

Lessons From 15 Years: Marketing Enterprise Software Relies On Analyst Relations, Case Studies & References

June 11,2019 | BY: Kristin Jones

While marketing as a science and art may rely on a few universal rules and standard tactics, each industry presents nuanced needs and challenges. B2B marketing, particularly in the enterprise software industry, is a unique environment where gimmicks just don’t work.

How do I know? I’ve been deeply involved in the software and technology industries most of my career as a corporate communications team member, an agency representative and as an agency owner. I’ve learned a lot about enterprise software and how to effectively market it (or to market a technology company by positioning it for acquisition) along the way.

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Topics: Content, Audits, Marketing Lessons

6 Ways To Pinpoint Customer Pain Points For Marketing Content Ideas

April 17,2019 | BY: Kristin Jones

For most businesses — especially B2B brands — it is no longer enough for marketing content to sell. Marketing content needs to solve problems for customers.

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Topics: Content, Personas

How Not To Promote Your Thought Leadership Success

April 16,2019 | BY: Kristin Jones

Successfully placing contributed articles — also called bylined articles or thought leadership — in industry publications isn’t always an easy task. It requires developing article ideas or abstracts that publishers find attractive, pitching to the right publications, and finally, crafting a high-quality piece that meets publication guidelines and earns you a reputation for submitting great work.

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Topics: Public Relations, Content, Bylined Articles

Writing Copy That Inspires Action: Your How-To Infographic Guide

April 03,2019 | BY: Kristin Jones

Nearly everything you write as a marketer, and most public relations content as well, is intended to inspire the reader to do SOMETHING. Maybe that something is just to visit your website, maybe it is to sign up for a newsletter or download a webinar. Or maybe you want them to click “Buy Now” on your latest product.

Regardless of which action you want the reader to take, the rules for writing copy that converts remain largely the same.

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Topics: Calls-to-action, Content, Writing

Facebook Decisions: Ads vs. Promoted Posts vs. Organic Content

April 02,2019 | BY: Kristin Jones

Social media is no longer an optional piece of any small business marketing strategy. It must be there, in some form. But for small businesses with limits on both how much money and how much time is available to commit to social media, the options can seem overwhelming.

Should you focus on creating ads for Facebook and paying a per-click fee for the opportunity to get your business in front of more eyes, or spend more time on creating organic content (posts, links, videos, etc.) to increase engagement with the followers you already have?

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Topics: Social Media, Content

Client Success: Complete Content Packages Fuel West Marketing Strategy

March 26,2019 | BY: Kristin Jones

The philosophy we subscribe to at JONES, and have been able to bring to fruition for some of our most successful clients, is the idea that everything you do in marketing and public relations is connected. And it should all be pointing, ultimately, toward bringing in leads and closing deals.

Our client West Corporation has successfully done just that with its healthcare communications and patient engagement technology department, working with us to take communications strategies from concepts through research, writing and design, promotion, and inbound lead generation all the way to finalized sales that

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Topics: Public Relations, Content, Campaigns

Getting More From Your Content: Republish & Repurpose

March 20,2019 | BY: Kristin Jones

Creating high quality marketing content requires a significant investment of time and expertise, especially if you are putting your best people to work creating it (and you should be — here’s why). If you want to get the best return for that investment, don’t just create a single piece of content, use it once, and then move on.

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Topics: Planning, Content

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Keeping up with Kristin

KristinBW4.30.15I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events.  Meet up with me when I’m in your city.  Where will I be next?  Meet Kristin

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