INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

Lessons From 15 Years: Use Surveys & Original Research To Fuel Content

January 30,2020 | BY: Kristin Jones

When you are trying to cut through the clutter of an exponentially expanding amount of online content, it has to be great (as I talked about in my last lesson). One way of making your content great is to base it on original research.

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Topics: Healthcare Marketing, Surveys, Marketing Lessons, Content Strategy, Education marketing, Client Success Stories

Lessons From 15 Years: Successful Marketing Relies On Great Content

January 23,2020 | BY: Kristin Jones

 

Any good integrated marketing and PR program is built on a foundation of planning, strategy and interdepartmental collaboration. But the bricks, steel, windows and doors that make up the structure the world sees are composed of content.

Content is essential, whether you are talking about basic website text on the homepage and in FAQs, downloadable whitepapers, reports, and other resources, or blog posts, bylined articles contributed to industry media, social media updates, or even videos and infographics and other images. Content matters.

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Topics: SEO, Healthcare Marketing, Content Creation, Marketing Lessons, Life Sciences, Integrated Marketing & PR, Education marketing, Client Success Stories

Client Success: Turning Higher Education Research Into Nationwide News Coverage

December 19,2019 | BY: Kristin Jones

If you’ve been following the Inbound Accelerator for a while, you know we believe in the power of information, especially data gained through marketing research surveys, to fuel compelling marketing and public relations content.

Data provides the backbone for storytelling that helps brands communicate their message, and it applies as much to a consumer-focused industry such as higher education as it does to B2B marketing for companies like West.

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Topics: Surveys, Education marketing, Client Success Stories

Lessons From 15 Years: Remember Not All B2C Purchase Decisions Are Emotional Impulse Buys

July 11,2019 | BY: Kristin Jones

It can be tempting to think of all B2C marketing as being the type of impulse decision to which you can appeal with an emotion-driven campaign showing happy, strong, cool people. Not everything is as simple as a refreshing soft drink on a hot day or a pair of shoes that totally make the outfit.

At JONES, we have experienced the side of B2C marketing that requires engaging consumers with useable and useful information, understanding that larger investments have a longer sales cycle, and that especially now, with the world in our pocket, consumers research a wide range of products before making their final decision. The lessons we’ve learned through marketing financial services, higher education, personal electronics and even nutritional supplements for endurance athletes can be applied to a wide range of other B2C products and services.

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Topics: Social Media, Public Relations, Personas, Marketing Lessons, Life Sciences, Education marketing, Client Success Stories, FinTech marketing

How To Turn A Tagline Into A Living Brand Identity

June 16,2016 | BY: Kristin Jones

We’ve said that a brand isn’t just a logo, or just a tagline, but that doesn’t mean that you can’t use one of those as the basis for building a complete brand position.

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Topics: Branding, Strategy, Education marketing, Client Success Stories

Real Life Stories of Leveraging Earned Media for Marketing Success

April 19,2016 | BY: Kristin Jones

 

Once upon a time, the PR department was in charge of “earning” media coverage, and marketing/advertising paid for exposure. When large organizations have deep pockets to pay for that approach, it can work well (though not as well as it used to - hence the rise of inbound marketing).

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Topics: Public Relations, Content, Integrated Marketing & PR, Education marketing, Client Success Stories, FinTech marketing

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scott-muffI enjoy meeting with clients, and educating companies about all things PR and Inbound Marketing. Meet Scott

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