Many of my partners and customers at HubSpot struggle with content creation. 

They'd come to me and usually say at least one of those three things:

• "Oh, we are not getting enough traffic as we've wanted to."
• "Our landing pages are not converting."
• "My leads are not good." 

The main reason for all of these issues always revolves around one thing: your thought process behind your content creation. So how did you approach this in the first place step by step? Basically, what was your strategy for content creation. 

Now, the way to go about creating content for inbound is pretty straightforward, but believe me, done the other way around by so many PR and marketing professionals.

This is why today I want to walk you through how exactly you should go about creating content for inbound so that you generate proper traffic and good quality leads because you can’t just blast out 10 blog posts on some cool topics and hope for wonders.   

The 4 Key Steps to Doing Content Creation for Inbound

We've known PR to be slow at adopting new trends and technologies. 

There's a lot of talking being done around how PR needs to evolve and reinvent itself because if it doesn't, PR people will die out like dinosaurs. 

That's a scary thought. But valid when we think about PR's traditional focus on outputs rather than the actual value they provide to clients. 

This is especially visible today when digital rules our lives and allows PR people to measure the results of their activities and if done right, to tie them back to actual money through influenced sales numbers.

That's easier said than done, though, because the reality is, very few PR agencies are able to do so today.

There seems to be a disconnect between what PR agencies can do for their clients and what they actually end up offering them.

That's my main learning from the latest PRCA Digital PR and Communications Report 2016.   

The research looks into how PR uses digital communications across industries as well as among in-house PR people and PR agencies. 

Today I'm going to cover some of the results from the point of view of PR agencies and that of clients. 

A while ago, Oli Gardner came to Learn Inbound in Dublin (great event here) to speak about landing pages. You know, he's the founder of Unbounce so he sure knows a lot about them. He and his team gathered quantitative data from about 50,000 Unbounce landing pages and did a lot of conversion experiments. That amassed to about 1,000,000 little pieces of data on the perfect landing page (or Frankenpage), some of which I want to show you today. 

You see, a lot of my partners and customers at HubSpot ask about how to create the perfect landing page or how to optimise existing ones for better conversion. This blog post solves exactly that. 

Taking a step back, for those of you who don't know what a landing page is, it's basically a page on your website with a very clear offering that is of interest to your website visitors (ebook, template, consultation etc) and a form that they need to fill in order to avail that offer. It's an exchange of value - you give them something, they give you their contact details in return. You can see some examples on the HubSpot Academy by clicking on Landing Page. 

Let's get to the data now!  

What Makes Up The Perfect Landing Page

It's almost Halloween and pretty much everyone is talking or writing about it.

So I thought some newsjacking wouldn't be such a bad idea. (If you don't know what newsjacking is, take a look at this extensive piece.)

I also know that you love facts and infographics so I think you'll like today's post.

Now, Halloween is a scary time not just because of zombies but because we realise that the year is almost over. That's particularly worrying for marketers and agency people who are looking at both closing the year successfully with clients but also setting a thoughtful plan for the next year. 

Creating such a plan, though, requires research and informed decisions. 

The way we make informed decisions is by analysing the data, looking for trends and figuring out what the future of marketing might hold. 

That also includes not being scared to try new things and retire things that don't work. 

It's been a little over a year since I started writing about Inbound PR and introduced the concept. 

Now that the idea has spread and seems to be gaining popularity, it's time to put a framework around it. 

Today, I want to introduce you to the Inbound PR Methodology that visualises how Inbound PR relates to inbound marketing and how it differs from it. It captures how Inbound PR is all about targeted and relevant content being measured throughout the way to make smart and purposeful decisions. 

Before we dig into the specifics of the new framework, I'd like to go over a few things around modern PR.