The Inbound PR Strategy

Prioritise those who care about your business.

Cover photo by Jerry Silfwer (Instagram)

Inbound is fast becoming a paradigm shift for PR.

As optimising web content becomes increasingly important, inbound is becoming an intriguing opportunity for marketing and public relations alike.

But when it comes to inbound, most PR professionals think about landing pages, conversion rates, and Software-as-a-Service (like HubSpot, the leading inbound software).

However — inbound marketing is also a PR strategy.

Here’s why:

The Inbound Mindset for PR

Inbound marketing is a fundamental shift for PR professionals.

Inbound vs Outbound

The inbound mindset is a fundamental shift in public relations.

Inbound Marketing and Outbound Marketing - Doctor Spin - The PR Blog
The difference between inbound and outbound.

Instead of focusing on trying to spawn non-existing audiences, PR can do so much more with existing online publics.

If your inbound PR strategy is good enough, you might not even need an outbound PR strategy.

Jerry Silfwer speaking about inbound marketing
Jerry Silfwer (Doctor Spin) speaks about inbound marketing.

Read also: The Inbound PR Strategy

Drawing the Line Again

Drawing a line between those who know you and those who don’t know you is nothing new:

  • Push marketing vs pull marketing.
  • Cold selling vs hot selling.
  • Cold leads vs hot leads.
  • Traditional marketing vs permission marketing.

Too many organizations think of inbound audiences as “already paid for” and thus in no need of further attention. Hence, most companies rather pour their PR- and marketing budgets into various outbound activities.

“Why should we spend our PR- and marketing budgets on ‘already acquired’ audiences?”

This is a flawed PR approach:

In a wired world, not bothering with your existing community won’t give you the long-term online success you seek.

Brands cannot afford to ignore their existing brand communities.

Inbound is Smarter PR

Many brands focus on landing pages for list building, content themes, call-to-actions, viral loops, conversion rates, lead magnets, content upgrades, landing pages, a/b-testing, marketing automation, email marketing etc.

Definition of a Landing Page

Landing page (LP) = a web page stripped of standardised menus and sidebars with a single call-to-action often repeated as the users scroll further down the page.

Read also: Iceberg Publishing — The Cool Way to Grow Traffic and Conversions

But inbound is more than just deploying various tactics to capture online leads.

Most companies want more traffic, fans, emails, and sales. But in most cases, reaching new outbound audiences isn’t the real problem:

If your site isn’t growing, what happens if you compensate for that lack of engagement by paying to 10x your traffic? Now you have 10x the number of people who are not engaged — and your budget is spent. Doesn’t make much sense, right?

However, if you manage to activate and engage your existing audience, it won’t stay small for much longer. Because in a wired world, people influence each other. And people influence algorithms.

And that’s the real PR power of inbound.

Thank you for reading this article. Please consider supporting my work by sharing it with other PR- and communication professionals. For questions or PR support, contact me via [email protected].

Bonus Resource: Deep Content

Deep Content

Here’s an example of an online content structure that’s five levels deep:

In the example, five layers of evergreen content are stacked:

  • Level 1: Articles
  • Level 2: Content Upgrade
  • Level 3: Resource/Lead Magnet
  • Level 4: Ebook
  • Level 5: Online Course

Deep content is centred around providing increasingly higher quality to content divers since they’re more valuable than surface browsers.

As for the importance of structure and depth, the logic is the same as for iceberg publishing and content themes.

Read also: The Deep Content PR Strategy

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Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

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Content divers are more valuable than surface browsers. The deep content PR strategy provides a structure for fostering loyalty and trust online.
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