Putting PR in Front

of Your Inbound Marketing Engine

Scott BaradellPresident

Idea Grove

Today You Will Learn

• How to use proven PR strategies to drive your inbound marketing efforts

• How to make the most of your best PR ideas by integrating them across your inbound marketing channels

• How to attract online audiences efficiently and consistently through PR-driven campaigns

• Prior to Idea Grove, I served as the senior corporate communications executive for Fortune 1000 companies in the media and tech industries

• Started Idea Grove in 2005 as a B2B tech PR firm

• Grew the company using the practices in this presentation

About Me

PR MUST “CREATE NEWS… IN ORDER TO APPEAL TO THE INSTINCTS AND FUNDAMENTAL EMOTIONS OF THE PUBLIC.”

- EDWARD BERNAYS (1923)

In PR, What’s Old Is New

for Inbound Marketers

Topical StoriesNewsjacking

Media OutreachSite Outreach

Thought LeadershipAuthorship

PR and the Inbound Marketing Funnel

PR

SOCIAL

SEARCH

BLOGS

DOWNLOADS

CRO

EMAIL

PR Is About Story Ideas

• Story ideas are what drive the inbound marketing engine

• Your audience doesn’t want to be pitched a product

• People want relevant, educational and newsworthy content

PR Is About Thought Leadership

• How can you educate your audience?

• How can you provide industry solutions?

• How can you be newsworthy?

PR Is About Spreading the Word

• Successful thought leadership: “lethal generosity”

• Be so generous you kill the competition

Case Study: Spousal Outplacement

Press Release

Case Study: Spousal Outplacement

Magazine Feature

Case Study: Spousal Outplacement

Byline/White Paper

Case Study: Spousal Outplacement

Video

Case Study: Spousal Outplacement

Blog Posts

Case Study: Spousal Outplacement

Email Campaign

Benefit 1: Efficiency of Effort

• The aboriginal Alaskans used every part of the whale because they knew that whales were precious

• Marketers should treat good content ideas the same way — make the most of them across your PR and marketing efforts

Benefit 2: Brand Consistency

Brand consistency will be a by-product of your integration efforts

Integration Is Worth It – Really!

Integration ensures that your

• Social media• Email campaigns• Blogs• Byline articles• Press releases• And more

share a powerful message throughout platforms

Move The Needle

Move The Needle

1. What are the issues, trends and concerns your audiences care about?

2. Where does your company have the most expertise to share?

Your sweet spot is at the intersection of your answers. Find yours — then, start by brainstorming story ideas!

Identify Your Brand’s

Sweet Spot for Story Ideas

• PR strategy is a natural driver for inbound marketing programs

• Generate story ideas that appeal to your audience – then make the most of them

• Integration of stories across your inbound marketing channels result in content efficiency and brand consistency

Key Takeaways

 www.onlinemarketinginstitute.org 

Thank You!

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