Inbound Marketing: A Must for PR Students

Inbound Marketing Diagram


Hi, I’m Candace. I spent the last few months as an inbound marketing intern at the marketing & design studio Kiwi Creative. Although inbound is my passion, I started out as a very confused Public Relations major. For the record, I’m still a PR major, but now I (think) I know what I want to do with my life.

How did the transition begin?

While doing research for a marketing project one day, I started reading about content marketing. It made perfect sense. Unfortunately, my school didn’t have a content marketing program. There were a few classes that dabbled with social media and Adobe programs, but for the most part, I learned by reading. Lots of reading.

So what is inbound marketing…

…and is it the same as content marketing?

In a nutshell, inbound marketing is the practice of creating blogs, podcasts, videos, ebooks, enewsletters, whitepapers, SEO and social media marketing so that consumers find your company online. It is similar to content marketing, but inbound streamlines all the “content” into a marketing strategy. See how this differs from outbound marketing? Instead of interrupting consumers with TV ads or, ahem, YouTube ads… Allow consumers to come to YOU – on their time. HubSpot has a helpful article about the difference between outbound and inbound marketing.

One of my first tasks at Kiwi Creative…

…was to complete HubSpot’s Inbound Marketing University. This is a GREAT resource for anyone who wants to learn about the industry (and it’s free). If you’re an IMU alum, know that HubSpot recently updated its program, so you may have to re-take it.

We all know the job market is dismal, but as long as the Internet is around, I don’t see inbound marketing disappearing. It will evolve, but only to adapt to consumers and technology.

My advice for soon-to-be grads…

Become very familiar with inbound marketing. I guarantee it will help you in any PR, Marketing or Communications job. Also remember to enjoy your time in college. After all, there’s a time and a season for everything under the sun!

Can’t meet all your marketing & design needs in-house? Allow me to direct you to the fabulous team at Kiwi Creative!

Join me on my inbound marketing journey:


Written By Candace Graves, Content Marketing Intern

Kiwi Creative is a small marketing and design studio located in the lovely 'burbs of Cleveland, Ohio. We help small businesses and marketing departments within larger organizations with cool projects that involve graphic design and illustration, website development, online advertising and social media strategy. Oh, and we're a pretty awesome group to work with, if we do say so ourselves…

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  1. Great post! I have a marketing degree but when I was in school Content Marketing, Inbound Marketing and Social Media weren’t around! I swear I’m really not that old but I just started looking into taking Hubspots Inbound Marketing so I can gain more knowledge in that area.

  2. Candace Graves

     /  April 19, 2013

    Thanks Jess! No worries – I think inbound/content/social is a learning process for all of us. Good luck with IMU!

  3. Great write up Candace. The inbound method is definitely here to stay and will evolve. Content is king when it comes to inbound marketing. Very insightful to those who needed an intro to what inbound marketing is. Kudos!

  4. Definitely, content is the king of inbound marketing. With the right strategy, everything will have good results. Inbound marketing continuously evolves that is why we need to always be updated to the changes and innovations. In this way, our inbound marketing will be more effective. Great article! Thanks for sharing!

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