Tagged: inbound marketing

Inbound Marketing: The Next Frontier in Digital PR

Inbound PR Kris Ruby podcast



Inbound PR increases backlinks to your web site and increases visibility.

If you already work with a PR firm or are considering launching a media campaign for your business or medical practice, then you have probably heard of inbound marketing.

But, what is inbound marketing and how can it help your business?

First, let’s start with what inbound marketing is and next we will share with you why PR and inbound marketing must work together for your public relations campaign.

What is inbound marketing?

Inbound marketing focuses on empowering your potential customers by giving them the information they need to help find your business online. Your goal should be to create content that will help solve your prospect’s problem.

When you made your last purchase, did you call a salesperson asking to buy or did you hop online and conduct thorough research? Chances are, you conducted thorough research, but when you did that research you didn’t type in a company’s name (because you don’t know the name yet). Instead, you Googled the problem you had.

When your prospect searches for their problem, your company needs to be on page 1 of Google so the buyer sees you as a solution to their problem.


Why does inbound marketing matter for PR executives?

Inbound marketing is important for digital PR practitioners because every company and brand needs a digital footprint to build trust and authority. Today, all medical practices need a content library and inbound newsroom to attract more media attention and build buzz with members of the press. Even repurposing old press releases and turning the content into blog posts can help secure backlinks and increase your organic SEO.

A synonymous title for digital PR could actually be earning inbound links! Your PR firm is instrumental in your inbound marketing efforts.

Tip: Imagine yourself as a potential customer of your business. Go to Google and search for the problem as if you were your customer. Does your company show up on the first page at the top in organic search results? If not, keep reading!

Positioning your business at the top of Google is one of the main goals of inbound PR.

Publicists can help craft inbound content and backlinks that can drive traffic to your site and help you get found by your prospects.

There are three main ways to get found online:

  • Organic search results
  • Paid advertising
  • Press

Inbound PR works with content marketing and PR to achieve the primary goal of helping you get found in editorial outlets and increasing organic search results. So, how do you get started with inbound marketing, and how can you translate your key findings to a PR campaign?

How do you get started with inbound marketing?

Create your buyer persona.

Your job is to deliver information that prospects need to help them make smart, informed purchase decisions. When thinking about the motives of buyer personas, focus on the ‘why.’ Uncovering their motives can lead to a powerful content marketing strategy. To create your buyer persona, ask the following questions:

  • Who is your ideal customer?
  • What information is most valuable to your prospects?
  • How do they like to consume information?

Once you have determined who your buyer persona is, you can then focus on creating keyword-rich content to reach them.

Now that you have a good understanding of what your prospects are looking for, you can either create content around these search terms or you can use the search terms in your public relations campaign when you conduct interviews with the media.

Tip: Try interviewing current clients and look for trends in their responses. It’s your job to know what they want to see, what they want to read, and what issues they are currently dealing with.  If you are still wondering, “How can I engage my current customer base more?” you can always ask current clients these questions. Their answers can prove to be invaluable in your market research.

hubspot inbound marketing certification

“Put the education of your prospect before your personal initiatives.” – Hubspot


How do you write an inbound marketing plan?

Content Creation

With inbound marketing, your customers don’t want to be sold to. They want to be educated.

It is your job to talk them from the decision stage to a solution strategy. Your content should focus on a methodical approach that helps readers learn more about your company.  Ideally, after reading your valuable content over time, they will think about your company when thinking about who to buy products and services from in your niche because you have provided so much value. Be sure you have content prepared for every part of your buyer’s journey.

Tip: When it comes to inbound marketing strategies, your job is to make it easy for current customers and potential buyers to find and consume your content. 

Formatting Content

What format will you use? Is your persona a visual learner? Do they read blogs on a regular basis? Do you have a valuable piece of content that belongs behind a form vs. on your blog? Here are some options that were recommended in the certification program for creating content:

  • Case studies
  • Videos
  • Infographics
  • White papers
  • Worksheets
  • Ebooks
  • Templates
  • Checklists
  • Webinars
  • Slideshare decks
hubspot inbound marketing certification program

“Use content as your currency and create content that your prospects are looking for.” – Hubspot

Awareness, Consideration, Decision

After a prospect is aware of their problem, they are in the consideration stage and are committed to understanding all available methods to solving the problem. You want to make sure you reach your prospect in the consideration stage by creating keyword-rich content.

Remember, consumers don’t want to be sold to; they want to be educated.

Once they are in the decision stage and have decided on a solution strategy, they are focused on the method of approach. It is important to have content prepared for each stage of the buyer’s journey. This is also why Inbound PR is so critical, because one area buyers want to get information from is through media interviews and trusted outlets. Your inbound marketing strategy is not complete if it does not leverage earned media and public relations strategies.


Keyword research is critical to giving a name to your prospect’s problem.

Remember, think about the phrases that prospects are using to find someone who offers your services, instead of thinking about what search terms you would use. Try not to use too much industry jargon either.

Categorize keywords: Do this by stages of the buyer’s journey.

Keywords should include: problem-based keywords, solution keywords, branded keywords, and casual language. Use keywods.io or Google’s webmaster tool to get suggestions.

CTA (Call to Action)

Every blog post in your inbound marketing strategy should also have a call-to-action or CTA.

Examples of calls to action include:

  • Download
  • Request
  • Sign up here

Pro Tip: When writing your CTA, focus on action verbs.

Content Creation Tips

Understand their problem: In order to provide a solution to potential customers, you need to first recognize the problem. Is your content focused on their problem?

Tailor the post: Write blog posts tailored to who you are trying to reach and what they are interested in. The best content has to be grounded in the correct context to meet the searchers intent.

Question the post: After you write content, determine if the content helps your buyer persona. If your answer is that it helps anyone other than your target buyer persona, it belongs somewhere else on your site or it shouldn’t be created. Always focus on mapping content to your persona and where they are at in the buyers’ journey. Make it easy for them to consume your content.

Another trick: If you are stuck creating content, ask:

  • What questions might buyer X have that your company could provide solutions to? 
  • Does this content help my ideal buyer persona(s)?

Your content should always focus on mapping content to your persona and where they are at in the buyers’ journey. 

Distribute content: Make your content available through other platforms so prospects can find it more easily. It’s not enough to just have content; you also need others to redistribute it. Examples of inbound PR distribution platforms include social media channels, podcasts and guest posts.

Leverage the sales team for content ideas: What questions do people have who are interested in what you do? Work with your sales team to leverage prospects’ questions into great content! Figure out what your prospects are searching for so you can make sure they find your site. Make sure you are addressing a topic your prospects actually want to learn about.

SEO Tips for Optimizing Your Inbound Marketing Campaign

To optimize your content, you need to be specific with your service offerings to improve your chance of ranking. You have a greater likelihood of ranking on search engines if your keywords are more specific and targeted.

If you are looking to boost your SEO, follow these tips:

  • Set up business listings on the top online directories including Yelp, Yellow Pages, local chambers of commerce, Bing, Yahoo and more.
  • Create content that uses natural language and variations on the long tail keywords.
  • Shorten blog or content titles to under 60 characters.
  • Headlines more than 60 characters long will get cut off in search results page.
  • White space is your friend. Focus on content, not clutter.
  • Use section headers, bullets and lists to help break down the content.
  • Optimize the page around long tail keywords, including your page title, URL, post title, image alt text, body and headers. 

Measuring Success

It’s important to measure the success of your inbound marketing content strategy. Focus on the following metrics and start a monthly content measurement report:

  • Number of page views and visits per blog or other content posting including time spent
  • Leads generated from specific blogs/content posts
  • Social media share numbers
  • Inbound link generation analytics

Tip: Here’s a trick to see if your current blog posts are hitting your buyer persona(s). Search Google for the last five blog posts your company has created. Now search for five of your most ideal clients online (go to their websites and poke around). Do you think these types of clients would actually take the time to sit and read these five blog posts from your company?

Are you really providing solutions or just repeating the same old brand stories? Put the education of your prospect first.

Inbound Marketing Mistakes

Avoid these inbound marketing mistakes that can derail the success of your campaign.

  • The buyers journey has to be from the buyers’ perspective, not yours.
  • Your content needs to answer their problems vs. going straight to your business solution.
  • Your blog shouldn’t discuss your specific solution until buyer has reached the decision stage.

Remember, your content is a solution to your prospect’s greatest challenges. Make sure you use keywords that will draw attention to your patients and clients by crafting a stellar content marketing strategy.

I recently completed the Hubspot Inbound Marketing Certification program. There were some great takeaways that I wanted to share with you to help increase your brand exposure.   If you need a quick refresher on best practices for digital PR, this is a perfect guide. If you want to get inbound certified, click here.


PR and Inbound Marketing must work together to guarantee success. However, many traditional PR firms are not trained in Inbound PR methodologies. Ruby Media Group is Hubspot Inbound Certified and we constantly stay current on the latest inbound practices. We specialize in inbound marketing for doctors and healthcare inbound marketing strategies. If you are interested in leveraging an inbound PR strategy for your practice, contact us today for a consultation.

Ruby Media Group is a premiere public relations firm in Westchester County. For more information on optimizing your exposure, contact kruby @ rubymediagroup.com 


INBOUND SUCCESS PODCAST: How to use Public Relations with Inbound Marketing 

*Date last updated 2019

inbound pr podcast kris ruby

How to Craft an Effective Editorial Content Calendar to optimize your social media presence

why is content marketing important


What is Content Marketing?

Content marketing is the practice of crafting high-quality, valuable content and delivering it to your target audience. It is the opposite of old-school, spammy, promotional-driven tactics aimed only at a short sell. Content Marketing is the new way of selling through educating prospects with the information they actually want to read. Content marketing should answer a prospects pain points and questions. It should be highly targeted to an audience with optimized keywords that matches a searcher’s intent. A content marketing resource library should include answers to your prospects challenges to help them become informed decision-makers. Plus, this can help you get found in featured snippets on Google.

Why is Content Marketing important?

As the digital media landscape has changed, the expectations for content output has exponentially increased. The reality is that if you are a small business owner, content output is critical to your PR and Social Media Strategy. Plus, if you are going to use sponsored content or advertorial content to reach your target audience, you have to know how to craft SEO-friendly copy.

What is a content calendar important?

Content marketing is quite possibly the best investment you could make in your business right now. However, in order to do it right, you need to get into a publishing flow and have the right resources lined up to make sure your content is optimized for search engines. As any writer can attest to, writers block can spring up out of nowhere, sometimes when you least expect it. The best way to stay on track is to plan ahead. Great content does not come from thin air—it comes from a team of marketers, SEO strategists and editors who take the time to meticulously plan and publish through the use of an editorial calendar.

Follow these five rules if you’re serious about publishing consistently and increasing your search rankings:

5 Tips for Creating the Perfect Content Calendar

Set goals. Setting an attainable content goal is the first step to publishing quality content. It is imperative to clearly understand what you want to achieve before you start to execute a content marketing strategy. If you have no strategic direction, your content will not be effective. Clarifying the end result prior to launching your first piece of content will help make your ideas fall into place. For example, are you publishing content in order to build up keyword-rich content and backlinks to your site? Are you publishing content to create a library full of helpful resources for prospects? Or are you trying to distinguish your personal brand in an over-saturated industry? Be sure to establish the goals for why you are engaging in content marketing prior to writing your first piece.

Know who you are writing for. Before creating an editorial calendar it is important to identify your target audience. What do they want to read about? What posts have they liked in the past? Use your past engagement metrics to create content around what your audience is looking for. Sometimes, the content that you, as a writer, find most interesting may not be what your audience wants to read about. It is important to distinguish between the two and to make sure the content that you publish aligns with what your audience craves.

Know what you want to write about. A great way to bring clarity to your content marketing strategy is by tying each month together with a cohesive content theme. Using an editorial calendar will make creating these themes easier to conceptualize. Try focusing on a key central messaging topic to keep your followers interested. For example, if you want to establish a personal brand as a top surgeon, then all of your posts should tie back to medicine and wellness. Once you establish a theme, be sure to stick to it.

Know where your content will go. Think about the social media channel where your content will appear and tailor your writing to that audience. Each social media channel has a different set of users; therefore, tailoring your voice to those unique users will help grab their attention. For example, a different editorial strategy should be used when posting your article on LinkedIn as opposed to Twitter. In addition to the home base where your content will reside, carefully outline the other channels where it will be hosted. You may want to publish the article on LinkedIn, Medium or even repurpose it as a guest post. Be sure to change the title around a bit each time you do this to avoid SEO penalties for duplicate content. If you are concerned, you can even add in a no-follow link where the second version of the content appeared.

Know your frequency limits. How much can your content team handle? It is crucial to be realistic when creating an editorial calendar. If you do not have the time or manpower to execute a blog post a day plus social media posts, do not be afraid to scale back! It is better to publish high-quality content a few times a month than to post poor content that will damage your brand equity. When deciding on how frequently to publish, plan your content around how much work will go into each type of post. For example, an attainable publishing frequency may include social media posts three days a week, a blog post once every other week and an e-book once a month. Keep in mind that a typical blog post could take up to ten hours to complete between writing, editing numerous drafts, sourcing images for the post, optimizing the post with keywords and distributing the post on social media.

Content that ranks can lead to profitability for your business for years to come!

“Content marketing never goes out of style.” -Kris Ruby

Content Marketing Takeaways:

  • If you frequently publish content, you must be proficient in SEO (search engine optimization) for your content to rank.
  • Content marketing must be tied into your overall business marketing strategy.
  • For content marketing to be effective, you must understand what the business’s growth objectives are to create compelling content.
  • Understand your audience. Know who you are writing for, how to reach them, and the best keywords to make your content visible on search engines.
  • Craft content that answers questions. Look at Google snippets for inspiration to see what others are asking in your industry.

Content Marketing can be overwhelming! Here are two insider tips to make it easier on you:

1) Take free courses. There are many content marketing classes online which will help writers in this area, particularly SEO classes, which is an integral part of content marketing. Also, consider taking inbound marketing courses to hone your content skills. Content marketing is integral to an inbound marketing strategy.

2) Sharpen your marketing skills. To create content that will rank and convert, you need to understand things like buyer persona, an inbound sales funnel and social reach. If the writing is good but it isn’t written to a target audience, it will ultimately fail to achieve the higher level conversion goals in your sales funnel. You cannot write content without understanding your buyer personas journey, otherwise, you will be writing articles that will ultimately be tailored to a non-specific audience. If you want to understand content marketing best practices, you can also check out The Content Marketing Institute.


This article also appeared in Observer- written by Kris Ruby.

5 Golden Rules for Crafting Your Content Strategy | Observer

Why Content Marketing is Critical In The Age of Visual Marketing | Ruby Media Group