Inbound is fast becoming a paradigm shift for PR.
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.
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.
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.
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:
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.
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?
And that’s the real PR power of inbound.
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Bonus Resource: 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:
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