With the new year, the Inbound PR methodology deserved an update.

Last autumn, we introduced the HubSpot flywheel and to align with the flywheel we updated the inbound methodology from attract -> convert -> close -> delight in a linear fashion to attract -> engage -> delight in a circle. 

We define inbound as a method of attracting, engaging and delighting people to grow a business that provides value and builds trust.

Traditionally, inbound focused on the customer - your buyer persona and how you attract prospects and customers to your website and blog through relevant and helpful content, then engage with them using conversational tools like email and chat, and finally, delighting them by continuing to act as an empathetic advisor and expert. 

At The Heart of Inbound PR is Your Stakeholder Persona

What's unique about PR unlike any other industry is that it tackles multiple personas - customers, media people, employees etc. 

Happy New Year my readers!

I hope 2019 is going to be successful, happy, fruitful, filled with emotions and achievements and the most enriching experiences for all of you! 

As I said last week, I tend to reflect a lot when the year ends. Last week we reviewed the top posts on this blog based on views, this week I want to show you the 12 posts that defined 2018 for me. 

They explore Inbound PR and the book I published about it this year, internal communication, marketing, leadership and social media. 

Below is the selection of my favourite posts per month out of the 51 pieces that I wrote in 2018. 

On to a fabulous 2019 and more PR, inbound PR, marketing and business posts!

The 12 Blog Posts of 2018 that Defined Iliyana's Blog

The Christmas holiday is always a good time for reflection. 

I think about the past year and what I've done, what I've learned, what I've achieved, where I've travelled (19 international trips and 13 countries visited to be precise), the people I've met, really everything about in my life. 

I also think about this blog and how for yet another year (its 7th!), I've managed to keep up with it because it's hard to have a demanding full-time job and then keep maintaining this blog on the side in addition to publishing my first book Inbound PR. 

But I'm a firm believer that with persistence and hard work, everything is possible. 

As part of my reflection process, I spent some time reviewing the most popular blog posts of 2018 on this blog so that I can better plan my content for 2019 and respond to your needs as my readers. 

Below you can find a list of the top posts based on views and at this stage, I want to say thank you to my readers for staying with me, reading my work and engaging with this blog!

Did you know that people online have an average of 8.5 social media accounts?

I definitely have more in terms of registered accounts but I am active on about 10.  

Last week, I was in a webinar that Paul Sutton invited me to participate in after doing a podcast together on Inbound PR and during our conversation he pointed us to some very good resources from GlobalWebIndex. 

One of them was the 2019 Social Media Trends Report which I want to review with you today. 

I was super impressed with the depth of the report and how it looks at different countries around the world. 

I also love how the report has its own sections on China which is excluded from most of the global charts of the report because of the unique nature of the Chinese social media industry since it maintains its own diverse ecosystem of homegrown social platforms and has official restrictions on many global social services. 

Let's dig into the findings. 

8 Key Insights About Global Social Media Usage 

When people ask me how old I am and then find out that I'm 28, they are often shocked. 

They're surprised that I've managed to achieve so many things in my career in such a short timespan and are curious to understand my journey and what I've done differently.

I don't consider myself extraordinary or different. There are so many people out there that I admire who have done way more tremendous things that I have. 

However, I do feel that I've learned a lot over the years by pushing myself outside of my comfort zone and trying new things to discover my passions and my strengths. 

I'm a Plymouth University alumni and I have kept in contact with the great team there. 

They recently reached out to me to ask if I could participate in their International Students Week and present in front of students about my career journey. 

I've always said that one of my purposes in life is to help so of course, I agreed and I want to share with you today the recording of my talk and the slides which you can view below.