Iliyana's Blog

Getting Started with Inbound PR in 8 Steps [Infographic]

[fa icon="calendar'] 27-Feb-2018 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Today’s consumers, be it of products, news, pitches and really any type of content, are fundamentally different.

Nobody wants to feel “marketed to;” we want to make our own choices based on our own research and experiences online. When problems arise, we demand answers on social media, directly engaging the company in front of a global audience.

We are the most empowered, sophisticated customer base in the history of our existence (so far). 

Unfortunately, PR hasn't yet adjusted to this new reality at scale. There are some who are doing great but most traditional PR strategies are falling by the wayside.

PR professionals must draw upon an enormous breadth of skills and techniques to serve their clients’ interests and those efforts are becoming increasingly ephemeral and difficult to track using traditional metrics.

Enter Inbound PR - the technique that allows you to combine content and measurement with revenue-aligned goals and a target persona-driven content approach that meets your business needs and your customer needs. 

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An Ultimate Guide To Great Content – From Idea To Execution [Infographic]

[fa icon="calendar'] 16-Jan-2018 09:00:00 / by Anita Sambol posted in Public Relations, Inbound Marketing, Marketing, Inbound PR

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This is a guest post by Anita Sambol from Point Visible.

These days, social media and other online mediums are main sources of information for quite a lot of people, if not all. There are plenty of blogs and websites that talk about the most random stuff you could imagine.

Despite that or maybe precisely because of that, content creation is not an easy job. Creating useful and interesting content takes a lot of time and effort, along with some creativity and imagination.

It’s true that you can talk about almost anything but that doesn’t mean every topic will reward you with the same level of engagement. The best way to ensure you’re on the right track from the start is to base all of your content-related decisions on a quality target audience analysis. That way you won’t have a mismatch between what you want to talk about and what your audience needs and wants to read, watch and consume.

All of your communication should be consumer-centered and revolve around their needs, not yours.

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The Future of PR is Inbound. Welcome to the 2018 PR Reality!

[fa icon="calendar'] 09-Jan-2018 09:00:00 / by Iliyana Stareva posted in Public Relations, Inbound PR

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Trust in media is at an all-time low. In fact, trust in government, business and NGOs as well is at an all-time low.

According to the findings of the 2017 Edelman TRUST BAROMETER, a person like yourself has become more trustworthy and listened to than anyone else. Peers are just as credible as technical experts and academics.

What this all tells us is that individuals matter more than institutions and that valued communications nowadays is peer-to-peer not top-down institution-to-peer.

This, in turn, explains one of the most important daily human activities: how we make choices.

The way we make decisions has fundamentally changed. We’ve become a lot more sophisticated and we feel empowered to go online, do our research, talk to friends, read and ask for recommendations on social media, tweet at companies with questions, and expect immediate answers. We don’t want to be marketed at; we want to make choices on our own, based on our online experiences.

Content is the name of the buying game today.

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Delivering Value Through Inbound PR Starts with Asking Questions

[fa icon="calendar'] 28-Nov-2017 09:00:00 / by Tamara Vlootman posted in Public Relations, Inbound PR

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This is a guest post by Tamara Vlootman.

Over the last few years, I've been focusing more and more on gaining insights - both about our clients and about the PR industry itself.

I chose this specialisation as a job role at my PR agency driven by the desire to help make brands be truly based on something real instead of just pushing some ‘added value’ to existing marketing fluff.

But this specialisation is also a source of frustration. More and more often, I get the feeling that we in the PR industry are not even close to reaching our full potential of being strategic advisors.

In my opinion, Inbound PR is not only about a different way of using technology. It’s about creating real and solid value in a world that increasingly screams for something authentic and honest - because the demand for creating real stories for more engaged, rather than just bigger audiences is rising. And the only way to add value is by spending focused time creating it, not by compromising with rushed pitches and press releases.

But Why the Itch to Stick with the Old?

Over the last month, after speaking to Stephen Waddington and Iliyana Stareva about PR and its future, something became even more clear to me.

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Storytelling 101: How to Tell Break Through Stories [Infographic]

[fa icon="calendar'] 24-Oct-2017 09:00:00 / by Iliyana Stareva posted in Public Relations, Storytelling, Inbound Marketing, Inbound PR

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Did you know that messages delivered through a story can be up to 22 times more memorable than just facts

I'd say no wonder given that stories provoke emotions, refer to our own experiences (when planned and told well) and so engage our subconscious minds. 

In our information, channels and apps overload era, that's a pretty significant number for businesses to consider when they are trying to engage with consumers or any other stakeholder group. Good stories can clearly sell. 

A lot of companies jumped on the bandwagon of storytelling or should I say on content creation as we saw the benefits in terms of SEO and user engagement.

But as the mass of content grew bigger and our attention spans got shorter, that focus on quantity versus quality is not doing you a favour anymore. 

What businesses, PR and marketing professionals alike need are fewer, but better stories that can capture hearts and minds at scale. 

We call this break through storytelling that can cut through the noise. 

Planning for this is easier than executing on it so let me help you with that. 

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