Handbooks and Guides
Free, downloadable handbooks that provide practical strategies to solve prospective clients’ problems are ideal inbound marketing tools—capturing prospects’ attention and earning their trust with credible content that demonstrates the value your company provides to its customers.
My exact role in these projects can vary from client to client and even product to product but typically involves three or more of the following: strategically planning topics, selecting and managing contributing writers, authoring and/or editing long-form content, repurposing existing content from other formats, selecting images, creating images, and designing/producing final publications. Additionally, I’ve developed the strategic email drip campaigns that are triggered by the prospect’s download and created the copy and—in most instances—the visuals for accompanying landing pages, email, social media, and web marketing.
Samples
Annual Reports
A nonprofit organization’s annual report is both a marketing and fundraising tool, showcasing the organization’s accomplishments and demonstrating responsible stewardship of donors’ gifts. Modern annual reports come in a variety of shapes and sizes—some remain a multi-page publication while others have moved to a simple one-pager.
Samples
Brochures, White Papers
Blog posts are another important component of any inbound marketing strategy. Well-written posts with intentional SEO-researched titles and subheadings can attract potential new customers as well as delight existing ones.
Samples
First page is visible at right. Full PDF sample available upon request.
- Childhood Obesity Fact Sheet, Jump IN for Healthy Kids
- Indiana Partnership for Young Writers program brochure
- Why Writing Workshop, Indiana Partnership for Young Writers
- 4 Ways to Use Student Writing in Teaching, Indiana Partnership for Young Writers
- 5 Reasons to Make Books in Pre-K, Partnership for Inquiry Learning
- How to Assess Writers’ Notebooks, Indiana Partnership for Young Writers
- The Difference Between Poetry and Prose: Line breaks, white space, Indiana Partnership for Young Writers
Blog Posts
Blog posts are another important component of any inbound marketing strategy. Well-written posts with intentional SEO-researched titles and subheadings can attract potential new customers as well as delight existing ones.
Samples
- “Five Tips for Writing a Great Photographer Bio,” North American Nature Photography Association, March 13, 2020
- “How to Raise Money for Professional Development” Partnership for Inquiry Learning, September 23, 2019
- “5 Reasons to Make Books in PreK” Partnership for Inquiry Learning, August 13, 2018
- “Find the right community wellness partner,” Jump IN for Healthy Kids, December 6, 2017
- “50 ways to reduce childhood obesity in central Indiana,” Jump IN for Healthy Kids, September 6, 2017
- “Workplace wellness starts with one person—it could be you!” Jump IN for Healthy Kids, May 11, 2017
- “Employee wellness program idea: stock a healthy break room,” Jump IN for Healthy Kids, March 15, 2017
- “Hold Readers at a Climax” Indiana Partnership for Young Writers, February 13, 2014
Julie Patterson 