The one thing my customers struggle the most with is content. 

There are three big reasons for this: 

• They don't create enough content (the usual excuse "we don't have time").
• The content is not ranking ("we publish twice a week, but we are getting so little traffic"). 
• The content is not converting ("we write a lot but very few download our content offers on the landing pages").

Of course, the one big thing that solves for the latter two (I am not even going to pay attention to number one) is your buyer persona and making sure you are creating content for the right audience and promoting it there where your audience really is. With strategy you fascinate. 

But there's one other thing that marketing people often forget. Content is not just words. The internet is flooded with so many blogs, LinkedIn articles, Medium articles, magazines and newspapers. All words, words, words.

However, text may not always be the right approach. In a crowded world of information, you need something to stand out. And words don't always do the trick. You might need to get a bit more creative to attract people to your site. (I'm guilty of the words, words, words addiction too...)

The Inbound PR concept is now one year old. Happy birthday to my concept! (Tomorrow is the day!) 

As we've defined before, Inbound PR combines the best of two worlds − public relations and inbound marketing − and alleviates PR's biggest weakness (measurement) and inbound marketing's biggest challenge (content). 

One year deserves a proper celebration so I decided it's time for a monster blog posts of 2,800 words that digs a little deeper into the fundamental principles, tools and tactics of Inbound PR and provides multiple tips. 

For that, I thought I'd use the alphabet since becoming one year old is a good time to start learning the letters and put the basis in place. 

Here we go! 

The ABCs of Inbound PR: 

We live in some pretty turbulent times. Think Brexit, fleeing refugees, bombing all over the world... It's pretty scary out there. 

No wonder then that there's a crisis of leadership that's been going on for years. You want evidence? I've got it for you: the latest annual Leadership Communication Monitor by Ketchum is out and reveals for the fifth year in a row that "a low-trust, high-expectation gap is the new normal for leaders and leadership concerns have a direct, sizable impact on both bottom-line and political outcomes."

It's the fourth time I'm covering the KLCM research.

In 2013, leaders were too stubborn to start embracing change, new media and the digital reality.  

In 2014, the need for a new style of leadership arose – a feminine one.

In 2015, the era of title-less, shared leadership at the speed of now began, where not just CEOs, but anyone in the organisation can be a leader. 

In 2016, a worrying picture of lack of political leadership and some serious blocking barriers to equal corporate leadership arises. 

Thanks to my awesome colleague Alba Vargas Jimenez for this awesome guest post! 

As a Channel Consultant at HubSpot I see hundreds of blog articles being pumped out to the net every day.

Agencies and clients plan elaborate content strategies which require time and resources to materialize. They do so because they want to ‘rank’ on Google; they want to be ‘first’; they want to be found…You name it.

It’s understandable that they do so since they constantly hear that “Content is King”.

This post will introduce the 5 reasons you are not giving your King the throne it deserves to bypass all your competitors’ content.

Before I break it down let’s get a little bit of context on how search engines work. 

How Search Engines Actually Work:

I got into PR about six years ago. Since then the PR industry has continuously being disrupted. 

That's probably happening to more or less any industry simply because of how fast technology is changing and how quickly ordinary people are embracing digital and are making decisions differently because of digital.

But I haven't seen this being said so much about the other industries as it has been for PR. Google "disruption of public relations" and you'll find multiple articles every year highlighting how PR needs to be disrupted, is ready to be disrupted or better be disrupted with real action. (And the list goes on.)

Fast forward to 2016 and we find the latest Global Communications Report from the Holmes Report pushing that message again — the scale of change is disrupting the PR industry but is PR really able to adapt to this shifting landscape?