How to use Inbound Marketing metrics into Public Relations

Inbound MarketingOver the past few years, it has been noticed that Public Relations has bolstered its efforts to push a specific message out to the targeted audiences to meet multiple goals such as building awareness, creating avenues for sales and boosting ROI. Conventional PR has been responsible for initiating progression towards digital PR, content marketing and inbound marketing. Thus, PR companies in India have adopted the path of aggressive learning to acquire new skills and adapt relevant processes that are able to change in accordance with the rapidly transforming environment and meet the varied challenges as well.

The scenario over the years has undergone rapid changes as the ability to integrate Inbound Marketing tactics into the PR mix has assumed greater relevance than before. Instead of getting intimidated by the changes in the PR industry, it is possible to break them down into workable strategies that can be applied one at a time. Instead of tossing away the older tactics, the leading PR agencies need to coherently use the traditional approach that can fit into the existing ones efficiently.

Since the Inbound Marketing revolution has been responsible for transforming the functioning of public relations agencies in India; nowadays publicists are not just limited to making cold calls or developing press releases. PR companies are now becoming powerful and sophisticated due to the influence of Inbound Marketing. Hence, understanding its true relevance is crucial.

Inbound Marketing focusses on the development of items of value instead of getting involved in direct engagement with the prospective clients and opting for unwanted marketing initiatives. Over the years, Inbound Marketing has positioned itself as a helping hand to an efficient PR strategy. It has helped businesses by bringing in clients along with boosting brand presence. Moreover, it has benefited online business owners in their business promotion activities apart from keeping a public relationship strategy handy.  In a nutshell, Inbound Marketing is a well-coordinated and focus-driven endeavour. Only a combination of both Inbound Marketing and PR efforts will be able to bring results.

Press releases optimisationApplying Inbound Marketing to PR

Using two-way communication, Inbound Marketing is able to develop attention-worthy content and bring value. It is successfully able to attract people’s attention to products and services that entice the interest level of the audiences.

Some of the key components of Inbound Marketing are Social Media, Content Marketing and SEO. They share the same target as PR firms and are meant to complement each other. This is one of the reasons why experts claim that Inbound Marketing resembles PR in many ways.

Looking for effective ways to update your PR with inbound marketing tactics? In this post, we will focus on the easy integration of Inbound Marketing into Public Relations.

  • Addition of educational articles to the bylines and placing them on well-trafficked blogs and Ezines

An Inbound Marketing article plays multiple roles. It is educational and entertaining content published online as compared to an opinion piece published in a print magazine or trade publication. Although both the pieces serve the same purpose, an Inbound Marketing piece is more expertise-oriented as compared to a conventional article.

The content piece can be a blog post, guest submission on a blog or an article. What is important is to remember to generate as much quality content as possible.

  • Press releases optimisation

Public Relations and Inbound Marketing are both driven by the motive to help businesses find their clients. Hence, it assumes the relevance that every press release cannot find easily as well as encompasses the popular keyword associated with the topic. SEO isn’t complex and a mere five minutes of keyword research can bolster the visibility of a press release.

Just opt for Google “keyword research tool” and move on to free Google Adwords tool. Feed a few words related to the topic of the press release and find the top keyword phrase that is suitable for a press release. Next, place that keyword in the headline of the press release, in the first sentence and once/twice in the body of the release. This will ensure that you are placed ahead of the competitors who are not conversant with basic SEO.

If your press release is local, use of localised terms is a good idea to ensure success because the competition for the local keyword is still at a nascent stage.

  • Reusing/repurposing content

No PR agency in India should focus on generating just press releases and byline articles. In fact, the focus should slowly shift towards the creation of other relevant content pieces such as infographics, eBooks, podcasts, white papers, etc. Making appropriate use of resources is important to achieve best results. Every time a press release or a byline article is created, a fresh angle or a new take that suits the client requirement can prove helpful. In this regard, unveiling a press release that includes survey results is a good idea.

Transforming it into a blog post for a trade publication, white paper for the website and pushing out links via Social Media is a great means to create a standout impact.

Do you have loads of content lying idle on the customers’ blog? We suggest creating comments on other blog posts that focus on similar content, then hyperlinking the comment back to the customer’s blog post that can help bring desired results.

Experts are of the belief that repurposing of content in varied ways will make it easily shareable and enhance its visibility. Instead of stressing on the creation of fresh content, reusing what you already have from the past PR initiatives will increase the readership.

Also Read: A detailed guide to improving the odds of success at Content Marketing


Inbound Marketing can generate interest and lead to the discussion of relevant ideas in the targeted area.  If you are keen to tap Inbound Marketing for your PR activities, trying out the above-mentioned options makes sense. When Online PR is integrated into your Inbound Marketing strategy, it is possible to give the customers much-needed exposure in varied outlets apart from tracking the success of PR campaigns. Businesses able to ensure that the published content offers value and generates interest, can ensure that such content acts as an asset towards building client relationship as well.

Also Read: Hot digital marketing trends that will rule 2016

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