Strictly speaking, a joined-up approach to the modern media works best, and inPress Online’s ‘All Roads Lead to Rome’ strategy places the branded website at the heart of all marketing communications activities. This draws audiences back to the very place that they are often converted into leads, and gives us a tangible set of goalposts through which to monitor the effectiveness of monthly activity.
We begin with quality content, be this in the form of a report, press release, video, podcast, etc. This is first shared with key internal and external stakeholders as well as journalists, before ultimately being published on your own website and SEO’d for the Google rankings. From there, we look at organic marketing channels like social, newsletters, and events, before considering where we might get a boost from some paid advertising spend. At the end of each month, we sit down and analyse the results, using this intelligence to feed into the next round of content creation.