Most companies need media and owned content. Why?
The buyer’s journey isn’t a straight path. Sometimes it’s a bounce across the digital world, into the real one and back. And sometimes it’s a single click-to-buy. You need to repeat your messages until you kind of hate them. And they need to be varied based on your audience’s emotional drivers and each channel’s nuances.
When no one knows who you are, you need awareness and credibility to grow an audience. The best way to do this is through proactive media relations. Besides earned media, you also need to develop a one-on-one relationship with your audience, which comes from owned content and social engagement.
Combining these tactics into one unified strategy communicates transparency and openness to your audiences, and over time, instills brand trust. To build your own newsroom (or not) is the current PR debate, but it's just another way to describe modern marketing communications.
Here’s how we approach integrated strategies at Inkhouse:
Beth is the CEO of Inkhouse, which she co-founded in 2007 and has grown into one of the top ranked agencies in the country. Beth’s been recognized as one of the Top Women in PR by PR News, the Top 25 Innovators by The Holmes Report and as an Ernst & Young Entrepreneur of the Year finalist. Beth believes that shared values, and the freedom to create are the foundations of all meaningful work. She brings this philosophy to building a culture of creative progress at Inkhouse.