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The New Rules of Marketing and PR


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Table of Contents

Introduction 1 The New Rules 4 Life with the New Rules 6 What's New 8 Writing Like on a Blog, But in a Book 10 Showcasing Success 11 I How the Web Has Changed the Rules of Marketing and PR 13 1 The Old Rules of Marketing and PR Are Ineffective in an Online World 15 Advertising: A Money Pit of Wasted Resources 18 One-Way Interruption Marketing Is Yesterday's Message 19 The Old Rules of Marketing 20 Public Relations Used to Be Exclusively about the Media 21 Public Relations and Third-Party Ink 22 Yes, the Media Are Still Important 22 Press Releases and the Journalistic Black Hole 23 The Old Rules of PR 24 Learn to Ignore the Old Rules 25 2 The New Rules of Marketing and PR 27 The Most Important Communications Revolution in Human History 28 Open for Business 29 The Long Tail of Marketing 32 Tell Me Something I Don't Know, Please 33 Bricks-and-Mortar News 34 The Long Tail of PR 35 The New Rules of Marketing and PR 36 The Convergence of Marketing and PR on the Web 37 3 Reaching Your Buyers Directly 39 The Right Marketing in a Wired World 40 Let the World Know about Your Expertise 41 Develop Information Your Buyers Want to Consume 43 Big Birge Plumbing Company Grows Business in a Competitive Market 44 Buyer Personas: The Basics 45 Think Like a Publisher 49 Staying Connected with Members and the Community 50 Know the Goals and Let Content Drive Action 52 Real-Time Business at American Airlines Reaches Buyers Directly 53 II Web-Based Communications to Reach Buyers Directly 59 4 Social Media and Your Targeted Audience 61 What Is Social Media, Anyway? 62 Social Media Is a Cocktail Party 63 "Upgrade to Canada" Social Program Nabs Tourists from Other Countries 64 Social Networking and Agility 65 When Social Networking Doesn't Work: The Cannabis Business in America 67 The New Rules of Job Search 70 How to Find a New Job via Social Media 71 Social Networking Drives Adagio Teas' Success 73 5 Blogs: Tapping Millions of Evangelists to Tell Your Story 77 Why You Still Need a Blog in the Age of Social Networking 79 Blogs, Blogging, and Bloggers 80 A Blog (or Not a Blog) 81 California Lawyer Blogs to Build Authority and Drive More Business 83 Understanding Blogs in the World of the Web 85 The Four Uses of Blogs for Marketing and PR 86 Monitor Blogs-Your Organization's Reputation Depends on It 87 Comment on Blogs to Get Your Viewpoint Out There 88 Bloggers Love Interesting Experiences 90 How to Reach Bloggers around the World 90 Do You Allow Employees to Send Email? How about Letting Them Blog? 91 Not Another Junky Blog 93 Get Started Today 94 6 Audio and Video Drive Action 95 Improv with the CIO 95 What University Should I Attend? 97 Building a Business One YouTube Video at a Time 97 Have Fun with Your Videos 100 Audio Content Delivery through Podcasting 102 Hack the Entrepreneur Podcast Delivers New Customers for Host's Business 103 Grammar Girl Podcast 106 7 Going Viral: The Web Helps Audiences Catch the Fever 108 Minty-Fresh Explosive Marketing 109 Monitoring the Blogosphere for Viral Eruptions 110 Creating a World Wide Rave 112 Rules of the Rave 113 Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 115 Using Creative Commons to Facilitate Mashups and Spread Your Ideas 116 Viral Buzz for Fun and Profit 117 The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 118 Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 118 When You Have Explosive News, Make It Go Viral 119 8 The Content-Rich Website 123 Political Advocacy on the Web 124 Content: The Focus of Successful Websites 126 Reaching a Global Marketplace 126 Make Your Site Mobile Friendly 127 Putting It All Together with Content 129 Great Websites: More Art Than Science 131 9 Marketing and PR in Real Time 134 Real-Time Marketing and PR 135 John Green Thumps Tom Cruise 137 Develop Your Real-Time Mind-Set 139 Real-Time Blog Post Drives $1 Million in New Business 141 The Time Is Now 144 Snapchat for Business 149 Crowdsourced Support 151 III Action Plan for Harnessing the Power of the New Rules 157 10 You Are What You Publish: Building Your Marketing and PR Plan 159 What Are Your Organization's Goals? 160 Buyer Personas and Your Organization 162 The Buyer Persona Profile 163 How Beko Develops Products Global Consumers Are Eager to Buy 166 Reaching Senior Executives 167 The Importance of Buyer Personas in Web Marketing 168 In Your Buyers' Own Words 169 What Do You Want Your Buyers to Believe? 171 Developing Content to Reach Buyers 173 Marketing Strategy Planning Template 176 The New Rules of Measurement 180 Asking Your Buyer for a Date 181 Measuring the Power of Free 182 What You Should Measure 182 Stop Thinking of Content Creation as a Marketing Expense 183 In 2016 the Best Marketer Was Elected President 185 Stick to Your Plan 190 11 Growing Your Business: How Marketing and PR Drive Sales 191 It's Time for a Sales Transformation 191 How Web Content Influences the Buying Process 193 Tips for Creating a Buyer-Centric Website 195 Step 1: Sales Begin with Informational Content 200 Step 2: A Friendly Nudge 201 Step 3: Closing the Deal 201 An Open-Source Marketing Model 202 Salespeople as Content Curators 203 Your Company's Salesperson-in-Chief 205 Educating Your Salespeople about the New Buying Process 206 Registration or Not? Data from an E-Book Offer 207 Close the Sale-Continue the Conversation 209 Measure and Improve 209 How a Content Strategy Grew Business by 50 Percent in One Year 210 12 Strategies for Creating Awesome Content 215 Ways to Get Your Information Out There 216 How to Create Thoughtful Content 222 How Raytheon Uses Journalists to Create Interesting Content 222 Content Creation in Highly Regulated Industries 225 Leveraging Thought Leaders Outside Your Organization 228 Who Wrote That Awesome White Paper? 228 How Much Money Does Your Buyer Make? 229 13 How to Write for Your Buyers 231 An Analysis of Gobbledygook 232 Poor Writing: How Did We Get Here? 233 Effective Writing for Marketing and PR 235 The Power of Writing Feedback (from Your Blog) 236 Injecting Humor into Product Descriptions 237 Brand Journalism at Boeing 238 14 Social Networking as Marketing 240 Television's Eugene Mirman Is Very Nice and Likes Seafood 241 Facebook: Not Just for Students 242 How to Use Facebook to Market Your Product or Service 243 Increase Engagements with Facebook Groups and Apps 245 Why Google Plus Is Important for Your Business 248 Check Out My LinkedIn Profile 249 Tweet Your Thoughts to the World 252 Social Networking and Personal Branding 253 The CIA Joins Twitter 256 The Sharing More Than Selling Rule 257 Connecting with Fans 260 How Amanda Palmer Raised a Million Dollars via Social Networking 261 Which Social Networking Site Is Right for You? 262 You Can't Go to Every Party, So Why Even Try? 264 Optimizing Social Networking Pages 265 Integrate Social Media into an Offline Conference or Event 266 Build a Passionate Fan Base 267 Social Networking and Crisis Communications 269 Why Participating in Social Media Is Like Exercise 272 15 Blogging to Reach Your Buyers 274 What Should You Blog About? 275 Blogging Ethics and Employee Blogging Guidelines 276 Blogging Basics: What You Need to Know to Get Started 278 Pimp Out Your Blog 281 Building an Audience for Your New Blog 282 Tag, and Your Buyer Is It 283 Cities That Blog 283 Blogging outside North America 285 What Are You Waiting For? 286 16 An Image Is Worth a Thousand Words 287 Photographs as Compelling Content Marketing 287 Images of Real People Work Better Than Inane Stock Photos 288 How to Market an Expensive Product with Original Photographs 291 Why I Love Instagram 292 Marketing Your Product with Photos on Instagram 293 Sharing with Pinterest 295 The Power of SlideShare for Showcasing Your Ideas 297 Infographics 299 17 Video and Podcasting Made Easy 302 Video and Your Buyers 302 Business-Casual Video 303 Stop Obsessing over Video Release Forms 304 Your Smartphone Is All You Need 305 Facebook Live Is Great for Real-Time Content Marketing 306 Video to Showcase Your Expertise 307 Getting Started with Video 309 Video Created for Buyers Generates Sales Leads 311 Podcasting 101 312 18 How to Use News Releases to Reach Buyers Directly 315 News Releases in a Web World 317 The New Rules of News Releases 317 If They Find You, They Will Come 318 Driving Buyers into the Sales Process 320 Developing Your News Release Strategy 321 Publishing News Releases through a Distribution Service 322 Reach Even More Interested Buyers with RSS Feeds 323 Simultaneously Publish Your News Releases to Your Website 323 The Importance of Links in Your News Releases 324 Focus on the Keywords and Phrases Your Buyers Use 324 Include Appropriate Social Media Tags 326 If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 326 19 Your Newsroom: A Front Door for Much More Than the Media 328 Your Newsroom as (Free) Search Engine Optimization 329 Reaching Reporters and Editors and Telling Your Story 330 Best Practices for Newsrooms 331 Ontario University Shines Spotlight on Faculty Researchers 339 A Newsroom to Reach Journalists, Customers, and Bloggers 341 20 The New Rules for Reaching the Media 343 "Re:," Nontargeted Pitches, and Other Sleazy Tactics 344 The New Rules of Media Relations 345 Blogs and Media Relations 346 How Blog Mentions Drive Mainstream Media Stories 347 Launching Ideas with the U.S. Air Force 349 How to Pitch the Media 351 21 Newsjacking Your Way into the Media 355 Journalists Are Looking for What You Know 356 Get Your Take on the News into the Marketplace of Ideas 357 How to Find News to Jack 360 Twitter Is Your Newsjacking Tool 365 Beware: Newsjacking Can Damage Your Brand 365 Newsjacking for Fun and Profit 367 22 Search Engine Marketing 369 Making the First Page on Google 371 Search Engine Optimization 372 Own Your Marketing Assets Instead of Renting Them 373 The Long Tail of Search 374 Carve Out Your Own Search Engine Real Estate 375 Web Landing Pages to Drive Action 376 Optimizing the Past 379 Search Engine Marketing in a Fragmented Business 380 23 Make It Happen 382 Your Mind-Set 384 The Journey from a Traditional Marketing Executive to a Modern CMO 384 Manage Your Fear 386 Getting the Help You Need (and Rejecting What You Don't) 386 Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District 391 Great for Any Organization 394 Now It's Your Turn 396 Acknowledgments for the Sixth Edition 397 About the Author 399 Index 401 Master Newsjacking Course 423 Have David Meerman Scott Speak at Your Next Event! 425

About the Author

DAVID MEERMAN SCOTT is the author of ten books including Real-Time Marketing & PR, The New Rules of Sales & Service, and Newsjacking. David's popular blog, advisory work with fast-growing companies, and speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.

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