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How Inbound Journalism Connects Thought Leadership to Sales Outcomes & ROI

What is Inbound Journalism?“Inbound Journalism is a brand publishing strategy to use corporate-owned digital news media to promote thought leadership and enhance demand/lead generation.” - Keith Reynolds

Content marketing is at the forefront of marketers’ agendas, but there is a lot of confusion about what works as experimentation continues. To reach and grow your audience, you need thoughtful editorial content as well as engaging experiences to obtain actionable insights and real value to your customer audience. 

What is Inbound Journalism?

Inbound Journalism connects brand journalism, thought leadership and company evangelism to sales outcomes. Without this direct connection to ROI, marketing programs are vulnerable during every budget review or change in leadership.

Inbound Journalism asks you to "think like a publisher" to build a branded media property, complete with a business model, on top of a marketing automation platform. Six success factors of Inbound Journalism framework turn your thought leadership into purposeful, process-driven content publishing, enabling you to demonstrate measurable results most important to your stakeholders and your peers in the C-suite – traffic, leads and sales.

Learn More about Inbound Journalism

Join our next HUG (HubSpot User Group) for “Think Like a Publisher to Generate ROI,” on Thursday, July 13, 2017 at Revenue River Marketing or streaming via Facebook Live to learn how Inbound Journalism can help you influence buyer perception and generates leads. Topics that will be covered include: 

  1. Key reasons for considering an Inbound Journalism strategy
  2. The brand as a publisher: a new business model and source of revenue and competitive advantage
  3. The Six Success Factors of an Inbound Journalism campaign
  4. Review of Case Studies: Kodak's Chief Packaging Officer, the foundational work behind Inbound Journalism, and Klaff’s a lifestyle publication for a regional retailer.

Our Presenter

Keith Reynolds is a technology marketing veteran and industry thought leader. He is responsible for helping Austin Lawrence clients leverage its Inbound Journalism methodology to dominate markets and grow relative to competitors. With a conviction that brands need to embrace the emerging role of publisher to build credibility and market share in today’s search-driven marketplace, he provides strategic guidance for clients to expand the agency’s content marketing practice.

Keith is a writer, editor, and executive producer with considerable marketing and business development experience obtained through serving large and small companies. He’s worked with category leaders including, IBM, Apple, Vodafone, and Kodak and launched several technology start-ups. He is unusually effective at analyzing, creating, and managing media-based business development strategies for B2B and B2C technology firms. His experience spans sales, strategic analysis, and planning; company, brand and product management, public relations and business capitalization; all with the aim to help companies grow and increase profitability. In addition, he’s an expert in the application of Internet and software technologies to marketing problems.

Keith holds an MS in Justice and Security from the University of Phoenix and a BS degree in hospitality management from Southern Illinois University. He completed the IBM Advanced Business Institute’s rigorous Financial Management and President’s Class training programs, which concentrated on teaching C-Level strategic and financial decision-making to sales and marketing professionals. 

Keith is a HubSpot Inbound Certified consultant and former HUG leader. He is currently the producer of #TheBrandPublisher and is an incoming board member and  2017-2018 programming committee chair of the American Marketing Association New York City chapter.