INBOUND ACCELERATOR

A blog dedicated to advancing inbound marketing and PR

     

Cross-Department Alignment Maximizes All Content: Paid, Owned & Earned

April 14,2021 | BY: Kristin Jones

When multiple departments involved in a brand’s messaging operate in silos, opportunities are lost because competition—for results, for budget, and for other resources—squeezes out cooperation.

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Topics: Public Relations, Campaign Planning, Integrated Marketing & PR

Benefits of Content Marketing For Healthcare IT Companies

April 13,2021 | BY: Kristin Jones

Healthcare technology is a field in which B2B buying decisions are made slowly, based on data and authority. That holds true whether you are talking about the technology involved in the care itself, or the technology that manages the vast amounts of information and data involved in healthcare.

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Topics: Healthcare Marketing, Integrated Marketing & PR

Your Multi-Channel Marketing Content Checklist Part 2: Everything But The Website!

February 02,2021 | BY: Kristin Jones

I recently shared a list of 14 different types of content to create for your B2B website as just the beginning of a checklist to spark inspiration for an integrated content marketing strategy. Today, I’m going to offer up 15 more ideas, this time focusing on other channels for distributing content, from social media and email to third-party publication and your own sales team.

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Topics: Content, Strategy, Integrated Marketing & PR

8 Benefits Of Hiring A Full-Service Marketing Agency

July 21,2020 | BY: Kristin Jones

When it’s time to find extra resources—staffing, expertise, technology—for your company’s marketing strategy, there are many options and a number of considerations that will influence your decision.

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Topics: Collaboration, Public Relations, Strategy, Management, Marketing Lessons, Integrated Marketing & PR, Agency Partners

How To Plan Complete Integrated Marketing & PR Campaigns (video)

February 07,2020 | BY: Kristin Jones

 

Effective marketing and PR strategies need to be designed, from the beginning, to reach prospects and customers at every point along the buyers’ journey. If you miss stages along the way, you’ll know it because conversion rates will suffer.

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Topics: Campaign Planning, Integrated Marketing & PR, Content Strategy, Video blog posts

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

5 Elements Of A Complete Marketing Content Package (video)

November 15,2019 | BY: Kristin Jones

Successful content or inbound marketing requires working from an established strategy to create comprehensive campaigns that touch on all content distribution channels to reach the most potential sales prospects and engage them in ways that generate qualified leads and closed deals.

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Topics: Planning, Public Relations, Content, Campaign Planning, Integrated Marketing & PR, Video blog posts

Agency vs. In-House: Pros & Cons And How To Make The Most Of Outsourcing

October 25,2019 | BY: Kristin Jones

Who do you rely on for marketing content creation: an in-house team, outside agencies, or some combination? Chances are that each brings different strengths to the table, judging by the response of 300 B2B marketers to a survey by Walker-Sands.

What advantages does an in-house team have over outsourcing? What do outside firms tend to do better? And how can you get the best of both worlds when you work with an agency?

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Topics: Public Relations, Resourcing, Infographics, Management, Integrated Marketing & PR, Agency Partners

Client Success: West Puts Together Complete Marketing Content Package

October 24,2019 | BY: Kristin Jones

Recently I shared a post about the importance of integrating public relations and marketing as one of my 15 lessons from 15 years as a marketing agency owner.

Our long-time client West is a perfect example of taking a single content concept or piece of information and spreading it across all channels — owned, earned and shared — to generate awareness, industry authority and leads.

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Topics: Public Relations, Surveys, Integrated Marketing & PR

Lessons From 15 Years: Integrate PR & Marketing To Maximize Results

October 17,2019 | BY: Kristin Jones

If you have been following my 15 Lessons From 15 Years series of blog posts (this is post #11), you may remember that when I discussed the key steps to successful marketing in the healthcare IT arena, I said that integrating PR and marketing was essential.

In fact, it is so important for all industries, not just that one, that I felt I needed to revisit the concept and walk you through the steps we follow to ensure that all communications create a cohesive message and focus on reaching the same corporate goals.

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Topics: Sales Funnel, Public Relations, Content Creation, Campaign Planning, Marketing Lessons, Integrated Marketing & PR

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