- “About” page, 277
- Acronyms, 338, 354
- Action(s). See also Buying process
- calls to, 151, 337, 383
- content driving, 34, 38, 43, 48, 52–53, 189
- goals and, 52–53
- planning template for, 178
- Active Rain, 41
- Adagio Teas, 72–75
- Advertising:
- print, , 388
- search engine, 374
- trade publications and, 18
- traditional, 19, 75
- TV-style broadcast, 15
- wasted resources and, 18–19
- Advertising agency, , 19, 65, 248
- Agency, prospective, 394
- Agile, Real-Time Customer Service (e-book), 216
- Agility, social networking and, 65–66
- AIIM Industry Watch research papers, 205
- Air New Zealand, 103
- Alerts. See Google Alerts
- Alexander, Greg, 207–210
- Alexa ranking, 82
- Allison-Shane, Heidi M., 325–326
- Amanda Palmer & The Grand Theft Orchestra, 275–276
- Amazon.com, 33–34
- AI and, 144
- bestseller list, 73, 403
- email delivery market, 136
- profile link and, 90
- reviews on, 260
- Amdocs, 135–136
- American Airlines:
- interruption marketing and, 19
- real-time business at, 53–58
- real-time marketing/PR, 123–124
- American Idol, 141–142
- Amtower, Mark, 246–247
- Anderson, Chris, 32
- Android phones, 217, 311
- Apollo 12, 349–350
- Apple iPhones. See iPhones
- Apps. See also specific app
- content strategy and, 216–218
- mobile, 62, 217
- Art, websites and, 118–122
- Artificial intelligence (AI), 143–155
- about, 143–144
- AI-powered marketing and PR, 144–147
- algorithms and, 144, 155
- automation of tasks and, –10
- customer benefit and, 149–150
- daily routine and, 144
- machine learning and, 143, 144
- marketing already AI-powered, 147–149
- as part of your marketing, 152–154
- project, creating, 150–152
- remaining human in world of, 154–155
- Assets, marketing, 377
- Assistance, obtaining, 393–398
- agency, prospective, 394
- colleagues and bosses, 397–398
- journalist on team, 395–396
- lawyers in the way, 395
- Associated Press (AP), 219
- Association for Information and Image Management (AIIM), 204
- ATP World Tour, 217
- Attention, generating, 397
- Attention spans, 298
- Attivio, 310–311
- Audience. See also Fans
- blog, building, 279–280
- social media and, 61–75
- targeting specific, 262
- underserved, 32, 33, 37
- website visitors, 149, 196
- Audio. See also Podcast(s)
- companion blogs, 313
- content strategy and, 213
- editing files, 312
- Improv with the CIO, 97–99
- podcast delivery of content, 104–105
- tagging of, 312
- Authenticity, 37, 122, 248, 262–263, 402
- Authority:
- building, 83–85
- citing an, 131
- fact-based thought leadership, 226
- Automaker websites, 15–16
- Automated speech recognition, 143
- Autotrader.com, 128–129
- Award, Killer Content, 98
-
- B2B. See Business-to-business (B2B) companies
- Baked Relief, 139–141
- Baltic countries, 114
- Banks, Rob, 200
- Barak, Jeff, 135
- Barger, Christopher, 90
- Barto, Lindsay, 46–49
- Basement Systems, 202
- Batterson, Mark, 402–403
- Beiber, Justin, 366–367
- Beko, 166–167
- Belize Travel Blog, 42–43
- Bell, Catherine, 393
- Belniak, Alan, 263–264
- Benchmarks/benchmarking
- content strategy and, 209
- determination of, 206
- Benson, Robert, 268
- Best practices, newsrooms, 332–340
- acronyms, jargon, industry-speak, 338
- background info for journalists, 334–335
- bloggers, embracing, 338
- calls to action for journalists, 337
- conferences, trade shows and, 337
- executive appearances and, 337
- experts, showcasing, 339–340
- faculty researchers and, 340–342
- global standards and, 336
- language and, 338
- links to social networking feeds, 334
- localization and, 260
- media understanding, content and, 336–337
- mobile media room, 339
- multimedia content, 335
- needs analysis, 332–333
- product specs, data and, 335–336
- RSS feeds and, 338–339
- searching, browsing and, 333–334
- Bicycling, 38
- Big Birge Plumbing, 44–45
- Big data, 55, 150, 188, 296, 340, 341
- Billing notices, 150
- Bing, searching on, 36, 78, 322, 364, 374
- Bing Ads, 374, 376
- Bios, 202, 250, 251, 334
- Blakesberg, Jay, 255
- Blecher, Todd, 236–237
- Bligh, Anna, 141
- Blog(s). See also Wordpress platform
- about, 77–78, 80–81
- audience, building, 279–280
- blinging out your, 278
- blogging, bloggers and, 81–83
- cities that blog, 280–282
- commenting on, , 81, 89–90, 271–272
- companion blogs, podcasts and, 313
- content strategy and, 213
- described, 80–81
- determining whether site is, 81–83
- etiquette, 89
- feedback, writing, 234–235
- first-mover advantage, 95
- getting started, 95
- instant feedback from, 77
- junk removal company's, 93–95
- lawyer's, 83–85
- million-dollar blog post, 130–132
- monitor blogs, 88–89
- need for, 79–80
- real-time content/product and, 121
- reverse-chronological aspect of, 80
- social networking age and, 79–80
- spontaneity and, 375
- thinking like a publisher, 49–50
- understanding, 85–87
- uses for, 87–88
- writing like on a, 10–11
- Bloggers:
- about, 80–81
- advance book copies to,
- credit given to, 275
- embracing, 338
- influential, 36, 88, 91, 348–349, 363
- interesting experiences and, 90–91
- pitching influential, 349
- reaching worldwide, 91–92
- Blogging, 271–283
- basics, 80–81, 275–277
- “blog voice,” 11, 283
- book, section by section,
- California lawyer blog, 83–85
- disclosure and, 274–275
- employee guidelines for, 92–93, 273–275
- ethics, 273–275
- etiquette, 87, 89, 279
- first-mover advantage, 95
- getting started, 283
- newsjacking and, 360
- outside North America, 282–283
- privacy and, 274
- return on investment of, 78
- tagging and, 280
- topics, 272–273
- Blogging software, 275, 276, 277
- Blog mentions, 89, 349–351
- Blogosphere:
- comment spam and, 276–277
- ethics and, 274–275
- market intelligence and, 89
- mentality and, 226–227
- monitoring, 80, 95
- Blogrolls, 376
- Blog URL, 79, 90, 271, 276
- Blossom, John, 349
- Bluewire Media, 175
- Boeing Company, 236–237
- Boomer, Allison, 286
- Boston Globe, 88, 356
- Boston Herald, 220
- Boyer, Chris, 222–224
- Brander, Brooke, 352
- Brand journalism:
- at Boeing, 236–237
- at Cleveland Metropolitan School District, 398–401
- at Raytheon, 219–221
- Brand(s)/branding. See also Reputation management
- damage to, 368–369
- megabrands, 18
- newsjacking and, 368–369
- personal, 249–252
- social networking and, 249–252
- Branson, Richard, 201–202
- Brathen, Rachel, 291
- Brewer, Lynn, 169
- Bricks-and-mortar news, 34–35
- “The Bridge,” 127–128
- Britain's Got Talent, 141–142
- Broadbelt, Steve, 242–243
- Broshear, Nathan, 352
- Browsability, 333
- Browsers, web, 115, 116, 119
- Bucas, Gerard, 385
- Budget, marketing, , 19, 100, 148, 377
- BuildDirect, 200–201
- Burns, Kelly, 266
- Business(es). See also Company
- building, YouTube videos and, 100–103
- content driving, 42
- humanizing of, 243
- Nextdoor and, 260–261
- Snapchat for, 137–139
- social networking for local, 260–261
- Business-casual video, 302–303
- Business goals, 161
- Business growth. See also Salespeople
- buyer-centric website and, 191–195
- content strategy and, 206–210
- plumbing company's, 44–45
- salesperson-in-chief, 201–202
- sales transformation and, 187–189
- web content and, 189–190
- Business-to-business (B2B) companies, 98, 103, 219, 229
- Business-to-business (B2B) marketers, 167, 245
- Business-to-business (B2B) marketing strategies, 68, 375
- Business-to-business (B2B) world, 190, 232
- Business-to-consumer (B2C) component, 34
- Business-to-government (B2G) companies, 219
- BusinessWeek bestseller list,
- Business Wire, 231, 315, 322, 361
- Buyer-centric website, 191–195
- content tools, interactive, 193
- current content and, 194
- customer interaction and, 194
- feedback loops, 194
- interactive content tools, 193
- media and learning styles, 195
- pass-along value and, 195
- personality of, 191–193
- photos and images, 193
- social media share buttons, 194
- steps to buying and, 195–198
- tips for creation of, 191–195
- Buyer persona(s), 162–163
- basics of, 45–49
- The Longhairs, 46–49
- planning template for, 176
- profile, 163–165
- research-based, 188
- web marketing and, 168
- Buyer Personas (Revella), 164
- Buyers. See also Consumers; Customer(s); e-commerce
- asking for date, 180
- believing your message, 171–172
- community, connections with, 50–52
- content development and, 173–175
- content strategy and, 52–53
- global marketplace, 115, 167
- inclusive use of term, 11
- income of, 225–227
- information development and, 43–44
- keywords, phrases and, 318–319, 324–326
- niche, 19
- point of view of, 168–171, 383
- reaching, 39–58
- real-time business and, 53–58
- RSS feeds and, 323
- sales process and, 320–321
- video and, 301–302, 310–311
- Buying habits, 16–17
- Buying process:
- bio pages and, 202
- building a, 65
- buyer personal profiles and, 207
- content creation and, 196, 201
- content strategy and, 210
- education of salespeople and, 203
- social networking and, 262
- stages in, 196, 197
- web content and, 188, 189–190
-
- California lawyer blog, 83–85
- Calls to action, 151, 337, 383
- “Campaigns,” 362–363
- CanadaNewsWire, 322
- Canada Tourism, 64–65
- Canfora, Roseann, 398–401
- Cannabis, 65–69, 281–282
- Cannabiz Media, 67
- Canticle Communications, 51
- Captcha, 276
- Cash for Purses, 370–371
- Casual Fridays, 302
- Century 21 Real Estate LLC, 40–41
- CEO. See C-level executives
- Cervélo Cycles, 29–31
- Chaa Creek, The Lodge at, 42–43
- Change agents, attracting, 51
- Charts, content strategy and, 213
- Chat rooms, 61, 63
- Chevrolet, 369
- Chief information officer (CIO), 97–99
- Chief marketing officers (CMOs), 182, 208, 389–391
- Chrétien, Siobhan, 64–65
- Churches, 401–403
- National Community Church, 402
- Trinity Cathedral, 50–52
- CIA, Twitter and, 252–253
- Cincom Expert Access, 224
- Cincom Systems, Inc., 224
- CIO, Improv with the, 97–99
- CIO Magazine, 98
- Cisco Systems, 97–98, 320
- Cities that blog, 280–282
- Cleveland Metropolitan School District (CMSD), 398–401
- C-level executives:
- bosses, colleagues and, 397–398
- CEO, 202, 398
- CIO, 97–99
- CMO, 182, 208, 389–391
- reaching, 167–168
- salesperson-in-chief, 201–202
- Clients, news releases and, 326–328
- Closing deals, continuation of conversation, 205–206
- CMO (Chief marketing officer), 182, 208, 389–391
- Collaboration:
- Colleagues, bosses and, 397–398
- Colleges and universities:
- direct-mail packages, 17
- Ontario University (UOIT), 340–342
- Pennsylvania State University, 266–268
- selecting, videos and, 99
- Comments
- on blogs, , 81, 89–90, 92, 95
- negative, 81, 268, 281
- online publications and, 362
- regulatory changes and, 135–136
- social engagement and, 87
- Comment spam, 276–277
- Communications. See also Conversation; Language; Writing for buyers
- Communications revolution, 28–29
- Communities:
- connectedness and, 50–52
- video submissions, 309
- virtual, , 50, 261
- Community, connections with, 50–52
- Company. See also Business(es)
- name not mentioned, 211
- name of, special characters and, 381
- real-time mind set and, 129
- Computerworld, 220
- comScore, 259
- The Concrete Network, 34–35
- Conferences and events, 263–264, 337
- Connectedness, community and, 50–52
- Connected Planet (publication), 136
- Consulting business, podcast and, 106–108
- Consumers. See also Buyer(s); Customer(s), global, 166–167
- Contact information:
- Content. See also Information; Link(s)
- ability levels and, 198–200
- about, 111–112
- buying process and, 189–190, 196
- calendar-based approach to, 209
- compelling, 52, 166, 173–174, 285–286, 385
- content-rich website, 111–122
- creation of, 119, 182–184
- critical importance of, 321
- curators of, salespeople as, 200–201
- current, 194
- development of, 173–175
- distribution of information, 212–218
- driving action, 34, 38, 43, 48, 52–53, 189
- free, 180–181
- goals, action and, 52–53
- in highly regulated industries, 221–224
- indexable, 330
- informational, 195–196
- initiative, 388
- interactive tools and, 193
- Killer Content award, 98
- media understanding and, 336–337
- multimedia, 335
- nontext, 193, 335
- offline, 237, 279
- original, percentage of, 254
- other considerations and, 42
- ownership of, 377
- planning template for, 177
- podcast delivery of, 104–105
- proprietary, 336
- publishing (see Publisher, thinking like a)
- putting it all together, 117–118
- reaching buyers directly, 189
- real-time content marketing, 305–306
- repurposing of, 326
- salespeople as curators for, 200–201
- search engines and (see Search engine(s))
- strategies (see Content strategy)
- successful websites and, 114
- targeted, 388, 401
- thoughtful, 262
- timely, 94
- viral, 195
- Content-based marketing and PR, creating,
- Content management system (CMS), 81
- Content marketing:
- Facebook Live and, 305–306
- photographs as, 285–286
- real-time, 305–306
- Content real estate, 79, 271, 272, 381
- Content-rich websites, 111–122
- about, 111–112
- art, science and, 118–122
- global marketplace and, 114–115
- mobile-friendly site, 115–117
- political advocacy and, 112–114
- putting it all together, 117–118
- successful websites and, 114
- Content strategy, 211–227
- about, 211–212
- business growth and, 206–210
- buyer's income and, 225–227
- buying process and, 210
- getting information out there, 212–218
- highly regulated industries and, 221–224
- journalists creating, 219–221
- thoughtful content, 218
- thought leaders, leveraging, 224
- white papers and, 216, 224–225
- Content tools, interactive, 193
- Conversation:
- blog comments and, 89
- continuing post-sale, 205–206
- recording a, 143
- Cook, Tim, 25, 121
- Cortes, Wilberto, 306
- Coupons, 149, 215
- Couric, Katie, 371
- Craigslist, 62
- Creativity, old rules and, 20
- Credit, blogging and, 275
- Crisis communications, 266–268
- Crismani, Danielle, 139–141
- Crowdsourcing, 139–142
- Kickstarter, 257–258
- product creation and, 72
- Cruise, Tom, 126–127
- CruiseCompete, 325–326
- Current events, tying news to, , 354–355, 363, 365–368
- Customer(s). See also Buyer persona(s)
- AI and, benefit from, 149–150
- anticipation of needs of, 33–34
- Customer compensation, 226
- Customer interaction, 194
- Customer profile, social profile and, 56–57
- Customer ranking, 33
- Customer relationship management (CRM) systems, 148
- Customer retention, 53, 332
- dbaDIRECT, 321
- Deadliest Warriors (TV show), 104
- Deal, closing, 197–198
- continuation of conversation, 205–206
- e-commerce offerings, 197–198
- Deflategate moniker, 357
- Delamarter, John, 117
- Demographics, 45, 50, 165, 174, 259
- Digital news,
- Direct-mail advertising, 17
- Direct Messages (DMs), 54, 56, 74
- Disclosure, blogging and, 275–276
- Distribution services. See also RSS feeds, news release, 315, 322, 323, 324
- Domain names, “.org” sites, 140
- Donations, real-time, 134–135. See also Crowdsourcing
- Dore, Philippe, 217
- Dot-com boom, , 68, 302
- Dow Chemical, 129
- Dowd, Jim, 127–128
- Dow Jones Enterprise Media Group, 231
- Downloads. See also e-books
- audio, 213 (see also Podcasting)
- registration, or not, 204–205
- Dresden Dolls (musical group), 256, 257
-
- eBay, 62
- e-books:
- content strategy and, 215–216
- downloads, 203
- The New Rules of PR, , 215
- offer, 204–205
- e-commerce:
- audio product company, 115
- “buy now” button and, 197
- landing pages and, 382
- offline content coordination and, 190
- Products button and, 93
- EContent (magazine), 21, 335
- The Edge (newsletter),
- Edge of Tomorrow (movie), 126
- Editorial gatekeepers, 397
- Editors:
- online media rooms and, 396
- overused words/phrases, 234
- reaching/telling story, 331–332
- Edmunds Forums, 16
- Education, salespeople and, 203
- 8 Reasons You Need a Strategy for Managing Information—Before It's Too Late (Mancini), 204
- Eloqua, 130–132
- Email:
- addresses, multiple, 149
- artificial intelligence and, 144
- attachments, 355
- employee guidelines for, 92–93
- Gmail accounts, 144
- job searches and, 18
- newsletters, 151, 179, 197, 205, 214–215, 326
- press releases, 21
- “re:” in subject lines, 346–347
- spam and, 277
- email service providers (ESPs), 136
- Employees, blogging and, 92–93, 273–275
- Employment. See Job search
- Engagement(s):
- client, 84
- data, 151
- Facebook groups and, 244–245
- instant, 137
- metrics, real-time, 54
- old rules and, 124
- patient, long-term, 223
- proactive, 57
- social, 31, 65
- social media and, 256
- speaking, 161, 247, 340, 341
- user messages and, 66
- where buyers are, 18
- Engineering Mind, An (blog), 104
- Essence, 370–371
- Estonia, , 114
- Ethics, blogging and, 273–275
- Evans, Peter, 342
- Events:
- advertising based on, 132
- current,
- feedback from, 124–125
- Google Doodles and, 192
- healthcare-related, 221
- organizing, 39
- real-time, 132
- sales “events,” 16
- speaking at, 78
- ticket purchases and, 218
- Everybody Writes (Handley), 235
- Executives. See also C-level executives
- newsroom and, 337
- reaching senior, 167–168
- Salesperson-in-Chief, 201–202
- from traditional to modern CMO, 389–391
- Expenses, content and, 182–184
- Expertise, showcasing of, 41–43, 306–308
- Eyeball Wars, 380
- Eymer, Doug, 289, 293, 405
- Facebook:
- crisis communications and, 266–268
- demographics and, 259
- engagements and, 244–245
- Facebook Groups and, 244–245
- human element and, 243
- “liking” and “tagging,” 243, 296
- marketing and, 241–243
- number of active users,
- personal pages on, 247
- product marketing and, 241–243
- promotional messages on, 255
- real-time content marketing and, 305–306
- service marketing and, 241–243
- sharing posts on, 254
- tagging, 241
- traffic status page, 133
- Facebook Advertising, 153, 377
- Facebook fan page, 256
- Facebook groups, 244–245
- Facebook “Like” button, 277, 295
- Facebook Live, 305–306
- Facebook pages, 244
- Facebook wall, 250
- Faculty researchers, 340–342
- The Fall of Advertising and the Rise of PR (Reis), 224
- Fannick, Glenn, 88, 89
- Fanocracy, 380
- Fans:
- base of, building, 264–265
- connecting with, 256–257
- The Fault in Our Stars, 126
- Fear, managing your, 391
- Federal Communications Commission (FCC), 135
- Feedback loops, website and, 194
- Feil, Stuart, 167–168
- File sharing and storage service, 65–66
- First-mover advantage, 95
- Flanagan, Jack, 258–259
- Flegenheimer, Matt, 368
- Fleming, Lucy, 42
- Flickr, 61
- Flip Video camera, 100, 101
- Flock, 152–154
- Fogarty, Mignon, 108–109
- Forbes Insights, 167
- Fossett, Elizabeth, 53
- Four Ps of marketing, 160, 184–185
- Franklin, Adam, 175
- Free information/offers, 180–181, 386
-
- G+ (Google Plus), , 79
- Garcia, Jerry, 255
- Garnsey, Sarah F., 117–118
- Gatorade, 172
- General Mills, 369
- General Motors, 90
- Geolocation, 217
- Ghonim, Wael, 142
- Global marketplace:
- global consumers, 166–167
- reaching, 114–115
- web content and, –8
- Global standards, newsrooms and, 336
- Globaltus, 115
- Gmail accounts, 144
- Goals:
- content, action and, 52–53
- organizational, 160–162
- Gobbledygook:
- analysis of, 230–231
- overused words/phrases, 234–235
- The Gobbledygook Manifesto (blog post), 230, 234
- Godin, Seth, 19
- Going viral, 195
- GolinHarris International, 127–129
- Google. See also Search engine(s)
- Google AdWords, 116, 147, 160, 183, 184, 374, 376, 377
- Google Alerts, 127
- Google Doodles, 192
- Google Hangouts, 312
- Google News, 318–319, 322–323, 325, 365, 371
- Google Places, 116
- Google Plus (G+), , 79
- GoPro, 292
- Gordon, Richard, 350
- GrabCAD community, 273
- Graff, John M., 104
- Graff, Mike, 350
- Grain Surfboards, –3
- Grammar Girl (podcast), 108–109
- Graphs, content strategy and, 213
- Grateful Dead, 255
- Green, John, 126–127
- Green Short Challenge, 242–243
- Growing business. See Business growth
- Guitars That Jam (Blakesberg), 255, 256
- Gutenberg, Johannes, 402
-
- Hack the Entrepreneur (podcast), 106–108
- Hagerty Insider (Smartphone app), 134
- Hair Ties for Guys, 47–49
- Halligan, Brian, 202
- Handley, Ann, 235
- Harrison, Richard, 136
- Harry (Prince), 359
- Hashtags, . See also Twitter
- Hawley, Chris, 219–221
- Header photo, 252
- Healthcare, 221–224
- Health Insurance Portability and Accountability Act (HIPAA), 221
- Healy, Chris, 46–49
- Heath, Dan, 224
- Help, requesting. See Assistance, obtaining
- Hennigan, Brian, 321
- Heritage Communities, 287–288
- Highly regulated industries, content creation in, 221–224
- Hightail file sharing and storage service, 65–66
- Hilton, Paris, 360
- Hinerfeld, Daniel, 113
- HootSuite, 249, 368
- Hotel & Igloo Village Kakslauttanen, 27–28
- House of Cards: Confessions of an Enron Executive (Brewer), 169
- Howe, Peter J., 356
- Howell, Mark, 212
- How to Market to Me (blog), 71
- HTML:
- blogging and, 81
- display format and, 115
- news releases and, 334
- HubSpot, 119, 148–149, 202, 208, 210, 271, 278, 298, 299, 384
- HubSpot Academy, 215
- Huffington, Ariana, 201–202
- Huffington Post (blog), 21, 82, 83, 346
- Human element, Facebook and, 243
- Humor:
- product descriptions and, 235–236
- video and, 98, 99, 103
-
- IBM:
- employee guidelines for, 395
- mockumentaries, 309
- Watson Personality Insights, 147
- Ideas. See also Thought leadership
- marketplace of, 360–362
- showcasing your, 295–297
- U.S. Air Force and, 352–353
- Identity, unique, 380
- IEEE Spectrum, 341
- Images, 285–299. See also Infographics; Photographs
- buyer-centric website and, 193
- real people versus stock photos, 287–289
- Improvement, measurement and, 206
- Improv with the CIO, 97–99
- IN1 multitool utility case, 235–236
- In a Pit with a Lion on a Snowy Day (Batterson), 403
- Inbound Marketing, 390
- Industries, highly regulated, 221–224
- Industry-speak, 338
- Infographics, 213, 297–299
- Infographics, 213
- Information. See also Content; Link(s)
- background, for journalists, 334–335
- development of, 43–44
- distribution of, content and, 212–218
- Informational content, 195–196
- Inova Health System, 222–224
- Inquisitr, 370
- Instagram:
- marketing products using, 292–293
- reasons to love, 290–291
- video and image sharing on, 61
- International Telecommunications Union, 11
- Internet. See also Search engine(s); Web
- communications revolution and, 29
- high-speed connections, 114, 375
- niche markets and, 36
- Interruption marketing, 19–20
- Investor relations (IR), 329, 331, 339
- Investor Relations Group, 350
- InVision, 390–391
- iOS, 105, 137
- iPads, 290, 339
- iPhones:
- announcement of new, 25
- apps for, 216–217, 290–291, 292
- audio file uploads, 143
- case for, 121, 235–236
- podcasting and, 311
- recording on, 304
- iPods, 312
- iTunes, 97, 105, 107, 195, 309, 312, 313
-
- Jackel, Dave, 309–310
- Jackson, Mitch, 83–85
- Janesky, Larry, 202
- Jargon, 338. See also Keywords and phrases
- Jenkins, Toby, 175
- Job search:
- as advertising a product, 18
- new rules of, 69–70
- social media and, 70–72
- Johnson, Steve, 214, 225–226
- Journalism. See Brand journalism
- Journalistic black hole, 23
- Journalist(s):
- background info for, 334–335
- big picture and, 354
- calls to action for, 337
- multimedia, 398, 399, 400
- newsjacking and, 358–360
- thinking like,
- on your team, 395–396
- Julich, Bobby, 30
- Jungman, Lacy, 287–289
- Junk removal company, 93–95
- Jurek, Richard, 349–351
-
- Kagan, Marta, 298–299
- Kaine, Tim, 358
- Kardon, Brian, 389–391
- Kawasaki, Guy, 224
- Kellogg Company, 331–332
- Kelly, Allen, 367
- Kessler, Andy, 30–31
- Keysight Technologies, 375
- Keywords and phrases:
- gobbledygook, analysis of, 230–231
- newsjacking and, 364–365
- news releases and, 324–326
- search engines and, 385
- Kickstarter, 257–258
- Killer Content award, 98
- Kirchoff, Lindsey, 71–72
- Knight-Ridder, , 259
- Knox, Peter, 386
- Kohner, Gary, 292–293
- Korn, Rebecca, 138
- Kovalsky, Corinne J., 219–221
- Kretchmer, Rafi, 216
- Kreymerman, Ilya, 72–73, 74
- Krispy Kreme Doughnuts, 357–358
-
- Landing pages. See Web landing pages
- Langan, Mark, 42
- Language:
- acronyms, jargon, industry-speak, 338
- easy-to-understand, 336
- entertainment company, 233
- gobbledygook and, 234–235
- local languages and, 259–260, 336
- marketing, 232
- natural language processing, 143
- newsroom and, 338
- overused words/phrases, 234
- Language sites, local, 259–260
- Latvia, 114, 115
- Lawyer(s):
- assistance from, 395
- blog of, 83–85
- Leadership. See Thought leadership
- Lead generation, 148, 205, 386. See also Sales leads
- Lead scoring, 146
- Learning styles, buyers,' 195
- Legal team, 274, 395
- Legend, John, 99
- Leggat, Ian, 265
- Legitimacy:
- augmentation of, 341
- media coverage and, 353–354
- LessLoss Audio Devices, 115
- Letterman, David, 373
- Lexicon. See Keywords and phrases
- Lifetogether, 212
- “Liking,” Facebook and, 243, 296
- Lind, DeDe, 349, 351
- Lind, Tracey, 50–52
- LinkedIn:
- profiles on, 245–248
- “Share” button, 277
- SlideShare and, 214
- LinkedIn Ads, 377
- Link(s):
- navigation, 191, 278
- in news releases, 324, 334
- permanent, 323
- to social networking feeds, 334
- Lithuania, 114, 115, 283
- Littlechild, Dave, 47
- Live news conference, 361
- Live-streaming news, 361–362
- Livingston, Bobby, 350–351
- Localization, 260
- Local language sites, 259–260
- Logan, Lara, 352
- Lohan, Lindsay, 370
- The Longhairs, 46–49
- Long tail:
- of marketing, 32–33
- of PR, 35–36
- of search, 378
- of voice search, 379–380
-
- Machine Learning, , 143–155
- MacMillan, John, 340–341
- Made to Stick (Heath), 224
- Magazines, print, 67
- Mainstream marketing, 33, 37
- Mainstream media:
- blogosphere and, 82
- communications strategy and, 317
- print magazines, 67
- product coverage and, 24
- social media versus, 62
- Mainstream message, 32
- Mallikarjunan, Sam, 152–154
- Mancini, John, 204–205
- Marashi, Jon, 392–393
- Marijuana. See Cannabis
- Marijuana Business Magazine, 67
- Marijuana Venture, 67
- Marine Week, U.S. Marine Corps's, 90–91
- Market, business growth in, 44–45
- Market2Lead, 130–131
- Marketing:
- content driving, 351
- four Ps of, 160, 184–185
- inbound/outbound, 390
- Instagram and, 292–293
- long tail of, 32–33
- new rules of, 36–37
- old rules of, 20
- PR, web and, 38
- in real time, 123–142
- top management of (see CMOs (Chief marketing officers))
- wired world and, 40–41
- writing for, 233
- Marketing Artificial Intelligence Institute, 145
- Marketing assets, owning not renting, 377
- Marketing expenses, 182–183, 198–200
- Marketing Lessons from the Grateful Dead (Meerman Scott & Blakesberg), 255
- Marketing over Coffee (podcast), 311, 313
- Marketing plan. See also Plan for marketing and PR
- about, 159–160
- building, 159–185
- organizational goals and, 160–162
- sticking to, 184–185
- Marketing strategy:
- cohesive, 108
- planning template for, 175–179
- Marketing the Moon, 380
- Market intelligence, blogosphere and, 89
- Market/marketplace. See also Global marketplace
- ideas and, 360–362
- micromarkets, 33
- niche markets, 22, 36
- Massachusetts Family Insurance Blog, 272–273
- Master Newsjacking (online course), 358
- McDermott, Chip, 39–40
- McGlynn, Lawrence, 272–273
- McGuire, Tim, 222
- McNeight, Mary, 306–307, 308
- Measurement:
- free, power of, 180–181
- improvement and, 206
- new rules of, 179–180
- real-time engagement, 54
- of trends, 88
- what to measure, 181–182
- Media. See also Mainstream media; Social media
- buyers' preferred, 195
- importance of, 22–23
- nontraditional (see Blog(s); Podcast(s))
- old rules and, 21, 22–23
- pitching the, 353–356
- reaching members of, 345–356
- “tip lines,” 354, 362
- Media alerts, real-time, 361
- Media kit, online, 334
- Media Marmot Search Tool, 343
- Media measurement, 88
- Media outlet, tip line for, 354
- Media relations:
- blog mentions and, 349–351
- blogs and, 348–349
- new rules of, 347–348
- pitching the media, 346–347
- sleazy tactics and, 346–347
- U.S. Air Force and, 352–353
- Media room, mobile, 339
- MediaRoom service, 331–332
- Medical privacy laws, 221, 306
- Medium (website), 259
- Megabrands, 18
- Message, articulation of, 171
- Message boards, 61
- Metrics. See Measurement
- “Microblogging.” See Twitter
- Micromarkets, 33
- Millennials, 71, 139
- Million-dollar blog post, 130–132
- Mind-set:
- Mirman, Eugene, 240–241
- Mobile applications, 62, 217
- Mobile devices. See also iPhones; Smartphones; specific type
- clickable phone numbers, 116
- mobile media room and, 339
- screen size and, 116, 119
- search engines and, 116
- web browsers and, 115, 116, 119
- Mobile-friendly website, 115–117
- Mobile Google, 116
- Mobile listening applications, 105
- Mobile media room, 339
- Monitor blogs, 88–89
- Moschella, Bill, 222
- MSNBC, , 304
- Multimedia, 113, 193, 259, 335, 343. See also specific type
- Murray, David, 70–72
- Musk, Elon, 201–202
-
- Nalgene bottle videos, 99
- Name recognition, 31, 296
- Nantucket Island Surf School, 292–293
- Nastor, Jon, 106–107
- National Community Church, 402
- National Healthcare Marketing Summit, 222
- National Instruments, 104
- Natural language processing, 143
- Natural Resources Defense Council (NRDC), 112–114
- Naughton, Jim, 51
- NDRC. See Natural Resources Defense Council (NRDC)
- Netflix, 32, 33, 38, 144, 148
- Netscape Navigator, 28
- Networks. See also Social networking; specific network
- New England Cable News (NECN), 356
- New rules:
- about, –5, 27–28
- anticipation of customer needs, 33–34
- for any organization, 401–403
- bricks-and-mortar news, 34–35
- communications revolution and, 28–29
- global applicability of, –8
- job search and, 69–70
- life with the, –8
- long tail of marketing, 32–33
- long tail of PR, 35–36
- of marketing and PR, 36–37
- measurement and, 179–180
- news releases and, 317–318
- open for business, 29–31
- reaching media and, 345–356
- showcasing success and, 11–12
- web, convergence of marketing and PR on, 38
- what's new, –10
- writing like on a blog, 10–11
- your turn to use, 403–404
- The New Rules of Marketing & PR, , , 380
- The New Rules of PR, , , 215
- The New Rules of Sales and Service, 188, 296
- The New Rules of Selling, 295, 296
- News. See also Google News
- breaking, commenting on, 362
- bricks-and-mortar, 34–35
- digital,
- negative, 368–369
- News2U, 322
- News conference, live, 361
- NewsEdge Corporation,
- Newsfeed, alternative, 259
- Newsjacking, 357–371
- about, 357–358
- blogging and, 360
- brand damage and, 368–369
- defined, 128
- etymology of, –9
- finding news to jack, 362–367
- for fun and profit, 370–371
- goal of, 367
- hashtags and, 361
- idea marketplace and, 360–362
- journalists and, 358–360
- keywords, phrases and, 364–365
- live-streaming and, 361–362
- media tip lines and, 362
- online publications and, 362
- podium, power of, 361
- real-time media alerts and, 361
- serendipity and, 365
- steps in, 366
- tracking people you know, 364
- tweeting and, 362
- Twitter and, 368
- your connections and, 358–360
- your news and, 365–367
- Newsletter:
- News-monitoring strategies, 363
- News releases, 315–327. See also Press releases
- browsability and, 333
- clients, prospects and, 326–328
- direct-to-consumer, 168
- distribution service for, 322–323
- driving buyers into sales process, 320–321
- keywords and phrases in, 318–319, 324–326
- links in, importance of, 324
- new rules of, 317–318
- publishing to your website, 323
- real-time marketing/PR, 136–137
- RSS feeds and, 323
- strategy, development of, 321
- website, publishing to, 323
- web world and, 317
- Newsrooms, 329–343
- best practices (see Best practices, newsrooms)
- reaching reporters/telling story, 331–332
- reach of, 342–343
- search engine optimization and, 330
- university study and, 340–342
- News services, online, 322, 323, 324
- News sites, online, 36, 82, 323, 354, 370, 371
- News story, life of a, 363
- Newswire outlets, 315
- New Yorker, 82
- New York Times, 27, 63, 82, 109, 219, 341, 343, 368, 396
- Nextdoor, 260–261
- Niche markets, 22, 36
- Niche products, 19
- Nonprofit organizations, 40, 161, 232
- Nontext content, 193, 335
- NPR, , 52, 113
- NurserySource, 68
-
- Obama, Barack, 129, 171
- Obama, Michelle, 128
- O'Brien, Stewart, 369
- Ocean Frontiers Ltd., 242
- Offline marketing, 41, 108–109, 175, 180, 237, 290, 388
- Old rules, 15–18
- advertising, 18–19
- client engagement and, 124
- four Ps and, 160, 184–185
- ignoring, 25–26
- marketing, 20
- media and, 21, 22–23
- one-way interruption, 19–20
- PR and, 24–25
- press releases and, 23
- Olympic event results, 132
- O'Neal, Shaquille, 373
- 1-800-GOT-JUNK? 93–95
- One-way interruption, 19–20
- Online buzz. See Viral buzz
- Online collaboration platform, 152–154
- Online marketing. See Web; Websites; YouTube videos
- Online media kit, 334
- Online media room, 339
- Online news services, 321, 322, 323
- Online news sites, 323
- Online presence, 70
- Online publications, 362
- Online services,
- Online success,
- Online video. See Video
- Online video channel, 309
- Ontario University (UOIT), 340–342
- OPEN (Open Cycle), 29–31
- Open for business, 29–31
- The Oprah Winfrey Show, 36
- Optimization. See Search engine optimization
- Oracle, 130–132
- Organization(s):
- buyer personas and, 162–163
- forward-thinking, 54, 93
- new rules and, 401–403
- reputation, monitor blogs and, 88–89
- Organizational goals, 160–162
- Outbound marketing, 390
-
- Palmer, Amanda, 256–258, 262
- Pandora, 313
- Paplauskas, Tomas, 115
- Pass-along value, 195–198
- Patch, Ryan, 30
- Payne, Joe, 130–132
- PayPal users, 116
- Pay per click (PPC) advertising, 152–153
- Pence, Mike, 358
- Penn, Christopher, 311, 313
- Pennsylvania State University, 266–268
- Personal branding. See Brand(s)/branding
- Peterson, Jim, 35
- Petosky, Eric, 352
- Phishing, 193, 346
- Phone numbers, clickable, 116
- Phones. See iPhones; Smartphones
- Photographs:
- buyer-centric website and, 193
- content marketing and, 285–286
- expensive products and, 289–290
- header, 252
- Infographics and (see Infographics)
- Instagram (see Instagram)
- Pinterest and (see Pinterest)
- profile photo, 251–252
- SlideShare and, 214, 262, 295–297
- stock photos/real people, 287–289
- website policies for, 288
- Phrases. See Keywords and phrases
- Pierce, Jonathan, 54–58
- Piner, Michael, 242–243
- Pinterest:
- “pinning,” 294
- sharing with, 293–295
- Pinterest “Pin it” button, 277, 295
- Pitches, nontargeted, 346–347
- Pitt, Harvey, 169, 170
- Plan for marketing and PR:
- Beko, 166–167
- buyer personas and (see Buyer persona(s))
- measurement and (see Measurement)
- organizational goals and, 160–162
- senior executives and (see C-level executives)
- sticking to, 184–185
- template, strategy and, 175–179
- Planning template, marketing strategy, 175–179
- Playboy, 349–350, 351
- Plug-ins, software, 111
- Plumbing company, 44–45
- Podcast(s):
- audio content delivery through, 104–105
- basics, 311–314
- defined, 105
- Grammar Girl, 108–109
- Hack the Entrepreneur, 106–108
- long commutes and, 113
- music, choral, 51
- Podcasts app, 105
- Podium, power of, 361
- Policies:
- Political advocacy, 112–114
- Pollan, Cliff, 302
- The Power of the People Is Greater Than the People in Power: A Memoir (Ghonim), 142
- PowerPoint slides, 215, 295, 297, 299
- Pragmatic Institute, 225–226
- Pragmatic Marketing, 214
- Presidential elections, 358
- Press clip, 22, 26, 53, 161, 180
- Press kit, 334
- Press releases. See also News releases
- email, 21
- journalistic black hole, 23
- old rules and, 23
- Press rooms. See Newsrooms
- Prince (musician), 368–369
- Print advertisements, , 388
- Printing press, invention of, 28
- Print magazines, 67
- Privacy:
- Private Parts (movie), 135
- PR Newswire, 231, 315, 319, 322, 330, 331, 332, 361
- Product(s):
- Beko, 166–167
- donation, real-time, 134–135
- expensive, photographs and, 289–290
- humor in descriptions of, 235–236
- Instagram marketing and, 292–293
- name not mentioned, 211
- niche, 19
- regulatory changes and, 135–136
- reviews about, 86, 101
- Product managers, 225–226
- Product specs, 335–336
- Profiles:
- LinkedIn, 245–248
- profile photo, 251–252
- showcasing success, 11–12
- Proprietary content, 336
- Prospects, news releases and, 326–328
- PR plan:
- about, 159–160
- building, 159–185
- organizational goals and, 160–162
- sticking to, 184–185
- PRWeb, 322, 361
- PTC/USER World Event, 263–264
- Publications. See also specific publication
- Public relations (PR):
- long tail of, 35–36
- marketing, web and, 38
- new rules of, 36–37
- old rules of, 24–25
- in real time, 123–142
- third-party ink and, 22
- writing for, 233
- Public Relations Society of America (PRSA), 316
- Publisher, thinking like a, 41–42, 49–50, 70, 321, 324
-
- Radio, , 105
- Radler, David, 287
- Rambeau, Dee, 348
- Raytheon, 219–221, 396
- Real estate:
- blogging and, 373
- business of, 174–175
- Century 21 Real Estate LLC, 40–41
- content as, 79, 271, 272, 381
- header photo as, 252
- review-based sites and, 260
- search engine, 380–381
- Reality Check (Kawasaki), 224
- Really simple syndication (RSS), 105, 277
- Real-time business, buyers and, 53–58
- Real-time commentary, Twitter and, 135
- Real-time communications, 54, 131, 133, 137, 358
- Real-time content marketing, 305–306
- Real-time events, 132
- Real-time marketing and PR, 123–142
- about, 123–124
- advertising and, 132
- application, real-time, 134
- crowdsourced support, 139–142
- donation of products and, 134–135
- Facebook Live and, 305–306
- million-dollar blog post, 130–132
- mind-set and, 127–129
- news releases and, 136–137
- regulatory changes and, 135–136
- response to citizens, timely, 133
- Snapchat for business, 137–139
- Tom Cruise and, 126–127
- tweeting and, 135
- urgency of, 132–137
- Real-time media alerts, 361
- Real-time products/content, 121
- Reddit, 62
- Registration, downloads and, 204–205
- Regulatory changes, 135–136
- Reis, Al, 224
- Release forms, video, 303–304
- Renting marketing assets, versus owning, 377
- Reporters:
- newsjacking and, 362
- reaching, telling story, 331–332
- Reputation management. See also Brand(s)/branding
- Research, content strategy and, 214
- Results, measurable. See Measurement
- Return on investment (ROI), 78, 179, 383
- Revella, Adele, 164–165
- Revenue growth, 53, 161, 179, 210
- Review(s):
- Review-based sites, 260
- Revolution 2.0 (Ghonim), 142
- Reznor, Trent, 257
- Rich Site Summary (RSS), 105, 277
- The Rise of the Digital C-Suite, 167
- Risinger, Matt, 100–103
- Risinger Homes, 100–103
- Robbins, Tony, 305
- Roetzer, Paul, 145–146
- Rotten Tomatoes, 260
- Round Two Creative Group, 47
- Rovner, Mark, 243
- RSS feeds:
- blogging and, 277
- news releases and, 323
- newsroom and, 338–339
- Rubel, Steve, 316
-
- Sales. See also e-commerce
- sharing more than selling rule, 253–256
- social selling, 246
- transformation, 187–189
- Sales Benchmark Index, 206–210
- Sales leads, 310–311. See also Lead generation
- Salespeople:
- closing the sale, 197–198
- as content curators, 200–201
- educating your, 203
- new buying process and, 203
- salesperson-in-chief, 201–202
- selling season and, 209
- Salesperson-in-Chief, 201–202
- Sales process, driving buyers into, 320–321
- Sales transformation, 187–189
- Sandusky, Jerry, 266–267
- Sarbanes-Oxley legislation, 169
- Savage, Adam, 400
- Savings, online tools and, 223
- Scala, Inc., 385–386
- Schmidt, Dave, 230, 234
- Schwartz, Larry, 67–69
- Scott, Yukari Watanabe, 27–28
- Search & Rescue Dogs, 53–54
- Search engine(s). See also Google; specific search engine
- algorithms, 279, 324, 330
- Boolean operators and, 365
- bypassing, 68
- keywords, phrases and, 385
- mobile devices and, 116
- page ranking algorithms, 324
- prominence on, 380
- queries and, 88, 216
- rankings and, 324
- real estate of, 380–381
- social sites and, 80
- special characters and, 381
- Search engine advertising, defined, 374
- Search engine marketing:
- about, 373–374
- defined, 374
- enhancements, focused, 374
- fragmented business and, 385–386
- Google's first page and, 375–378
- marketing assets, owning, 377
- past, optimization of, 384
- search, long tail of, 378
- search engine real estate and, 380–381
- voice search, long tail of, 379–380
- web landing pages, 381–383
- Search engine optimization (SEO):
- defined, 374
- great websites and, 120
- keywords, phrases and, 376
- newsroom and, 330
- Search engine real estate, carving out, 380–381
- Search Engine Watch, 376
- Selling. See Sales
- Selling season, 209
- Senior executives, reaching, 167–168
- Service Dog Academy, 306–308
- Shareholder.com, 169–170
- Sharing more than selling rule, 253–256
- original content, percentage of, 254
- promotion, percentage of, 254–256
- sharing/engaging, percentage of, 254
- Shopping sites, 260
- Shore Communications Inc., 349
- Showcasing:
- expertise, 339–340
- success, 11–12
- Sierer, Todd, 104
- Silva, Tom, 100
- Silver, Trent, 370–371
- Silver Oak wine, 264–265
- Simonis, Linas, 283
- Sinville, MaryAnne, 310–311
- SitOrSquat app, 216–217
- 60 Minutes, 302, 352
- Slide presentations, 214
- SlideShare, 214, 262, 295–297
- Slingerland, Stephanie, 331–332
- Smartphone apps, 259. See also specific app
- Smartphones. See also iPhones
- PayPal users and, 116
- video and, 304–305
- Smith, Bradley H., 169–170
- Smith, Colin, 319, 320
- Smith, Helaine, 216
- Smith-Winchester, Inc., 230, 234
- SMTP.com, 126, 136
- Snapchat:
- for business, 137–139
- number of active users, 137
- Snapchat for business, 137–139
- Snapchat Stories, 137–138, 259
- Social bookmarking sites, 62
- Social communications, 224
- Social engagement, 31, 65
- Social feeds, 202, 254, 255. See also specific type
- Social media. See also Tagging; specific network
- as cocktail party, 63–64, 261–262
- comments and (see Comments)
- conferences or events, offline, 263–264
- currencies of, 89
- described, 62–63
- engagement and, 256
- exercise, comparison to, 269–270
- experts on, 56
- fear of, 391
- forms of, 41–42
- job search via, 70–72
- power of, 141
- presence, 45, 394
- sites, types of, 41
- tagging (see Tagging)
- targeted audience and, 61–65
- “Upgrade to Canada” program, 64–65
- Social media share buttons, 194
- Social networking. See also Sharing more than selling rule; specific network
- about, 239–240
- Adagio Teas and, 72–75
- agility and, 65–66
- blogs and, 79–80
- buying process and, 262
- cannabis business and, 65–69
- commenting on sites, 27
- crisis communications and, 266–268
- customer experience and, 75
- described, 62
- fans, connecting with, 256–257
- for local businesses, 260–261
- million dollars raised using, 257–258
- pages, optimizing, 262–263
- personal branding and, 249–252
- planning template for, 178
- sharing more than selling rule, 253–256
- sites, types of, 258–260
- Social networking feeds, links to, 334
- Social networking sharing tools, 277
- Social networks:
- business and personal life on, 391–393
- power of, 65, 270
- primary uses of various, 291
- Social networks, number of active users, , 137, 239
- Social selling, 246
- Social sharing, 75, 295–296, 390
- Social sharing tools, 73
- Socol, Jay G., 281
- Software, blogging, 275, 276, 277
- South by Southwest conference, 90
- Space shuttle Endeavor, 367
- Spam:
- comment spam, 276–277
- email addresses and, 277
- email and, 347, 376
- Spam artists, 346
- SPD Blotter blog, 281–282
- Speaking engagements, 161, 247, 340, 341
- Speeches, travels and,
- Speech recognition, automated, 143
- Spotify, 32, 33, 38, 313
- Springer, Tom, 68–69
- Squarespace, 275
- Stakeholders:
- blogs and, 88
- communication and, 52, 391
- importance of, 89
- news media and, 331
- Starbucks, 159–160
- Staying connected, 50–52
- Stelzner, Michael A., 216
- Stern, Howard, 135
- Stewart, Jim, 116
- Stew Art Media, 116
- Stitcher, 105
- Stock photos, 287–289
- Story/stories:
- background info for, 334–335
- “The Bridge” and, 127–128
- media and, 23
- news, life of a, 363
- newsjacking and, 358–360
- profiles, showcasing success, 11–12
- Snapchat Stories, 137–138, 259
- wine bottle, 264–265
- Strategic planning. See Marketing strategy
- Success:
- online,
- showcasing, 11–12
- Super Bowl, 128–129
- Surfer magazine,
- Survey reports, content strategy and, 214
- Swan, Wayne, 141
- Symantec, 366, 367
-
- Tagging:
- audio, 312
- blog software and, 280
- described, 241
- website content and, 147
- Tea company, social media and, 72–75
- TechTarget, 216
- Television news,
- Television shows, 126, 135, 240
- Template, marketing strategy planning, 175–179
- Tennis scoring app, 217
- Text 100 (PR agency), 91
- Text-mining technologies, 88, 231
- Textron, Inc., 117–118
- Theis, Anne, 222
- Thinking like a publisher, 49–50
- Third-party ink, 22
- This Old House (TV show), 100–102
- Thomson Corporation,
- Thomson Reuters,
- Thought leadership:
- audio, video and, 213
- blogs for, 212, 213
- fact-based, 226
- infographics and, 213
- at Inova, 223–224
- leveraging of, 242
- positive reputation and, 211
- PR plan and, 142
- web content and, 226, 227
- webinars as, 215
- Tip lines, media, 362
- Tony Robbins Business Mastery seminar, 305–306
- Tourism, “Upgrade to Canada” program, 64–65
- Tourism Whistler, 342–343
- Toyota Tundra, 367
- Trade magazines/journals, 22
- Trade publications, 18, 363
- Trade shows, , 67, 190, 337, 375
- Traffic status page, 133
- Transparency, 248, 262–263, 274, 289
- Travel market. See “Upgrade to Canada” social program
- Treadwell, Charlie, 366–367
- Trends:
- analysis of, 89
- apps and, 134
- content and, 220, 321
- early market, 347
- measurement of, 88
- social media and, 64
- taking advantage of, , 212
- Triathlon coach, 198–200
- Trinity Cathedral, 50–52
- Trint, 143
- TripAdvisor, 260
- Trump, Donald, 171, 358
- TRUSTe, 131
- Tumblr, 259
- TweetDeck, 127, 249, 368
- Tweets/tweeting, 248–249
- fake tweets, 256
- newsjacking and, 362
- number of characters in, 214
- real-time marketing and, 135
- Tweetups, 249
- Twitter. See also Tweets/tweeting
- CIA and, 252–253
- Direct Messages (DMs), 54, 56, 74
- fake tweets, 256
- followers on, 66, 70, 202
- hashtags, 139–140, 171, 264, 357, 358, 361, 368
- IDs, 11, 27, 56, 141, 250, 334, 362
- newsjacking and, 361, 368
- number of active users, 239
- presidential elections and, 358
- profile, 249, 262
- real-time commentary on, 135
- Twitter Direct Messages (DMs), 54, 56, 74
- Twitter feeds, 21, 111, 368, 394
- Twitter Moments, 365
- Twitter Search, 70, 249
- Twitter “Tweet this” button, 277, 295
- TypePad, 275, 276
-
- Underwood, Nate, 288
- Universities. See Colleges and universities
- “Upgrade to Canada” social program, 64–65
- URL, web:
- blogging and, 271
- blog URL, 89, 90
- customizable, 276
- permanent, 195
- search engine rankings and, 324
- U.S. Air Force, media relations and, 352–353
- U.S. Marine Corps's Marine Week, 90–91
- U.S. news release distribution services, 322
-
- Venn, Tania, 93–95
- The Verge, 98
- Vertical industries, 22
- Vertical market sites, 322
- Video, 301–311. See also YouTube videos
- business casual, 302–303
- buyers and, 301–302, 310–311
- content strategy and, 213
- Facebook Live, 305–306
- Flip Video camera, 100, 101
- getting started with, 308–310
- having fun with, 103–104
- humor in, 98, 99, 103
- Improv with the CIO, 97–99
- release forms for, 303–304
- sales leads and, 310–311
- showcasing expertise using, 306–308
- smartphones and, 304–305
- universities and, 99
- “Video blogging,” 309
- Videocasting, 309
- Video channel, online, 309
- Video-sharing sites, 308–309. See also specific type
- Vimeo, 61
- Vine, 79
- Viral marketing, , 183, 195, 218, 309, 320
- Viral web content, pass-along value and, 195
- Virtual coaching services, 198–200
- Virtual communities, , 50, 261
- Virtual networks, 239, 263
- Visually (visual.ly), 299
- Vlogging, 309
- Vlogs, 213
- Vroomen, Gerard, 29–31, 202
-
- Wall, John J., 311
- Wall Street Journal, , 22, 109, 129, 170, 239, 387, 407
- Ward, James (Skip), 216
- Warwick, Colin, 375–376
- Washer, Tim, 97–98
- Waterfield, Gary, 121
- WaterField Designs, 120–122
- Watson, Don, 230
- Web. See also Internet; URL, web
- business-book model and,
- as a city, 63
- political advocacy on, 112–114
- transformation of rules and, 20
- Web-as-a-city approach, 63
- Web content. See Content
- WebEx, 318–319, 320
- Webinars, content strategy and, 215
- Web landing pages:
- reseller channel and, 386
- search engine marketing and, 381–383
- self-contained units, 383
- Weblogs. See Blog(s)
- Webmaster, 111, 118, 332
- Websites. See also Blog(s); Content-rich websites
- .”org” sites, 140
- “About” page, 277
- automaker, 15–16
- browsability and, 333
- buyer-centric (see Buyer-centric website)
- buyer personas and, 168
- contact information on, 89, 197, 260, 336
- content (see Content)
- homepage of, , 83, 90, 173, 191–192
- mobile-friendly, 115–117
- more art than science, 118–122
- planning template for, 178
- publishing news releases to, 323
- reviews and, 44, 61, 260
- social bookmarking, 62
- successful, content and, 114
- thinking like a publisher, 49–50
- traffic on, 160–161
- well-designed, 197
- Website visitors, 149, 196
- Wesley, John, 403
- Whistleblower Hotline, 169–170
- White papers, content strategy and, 216, 224–225
- Whole Foods Market, 294, 312
- Wickham, Pam, 219
- Wikipedia, 142
- Wikis, 61
- Wilson, Rebecca, 51
- Wine bottle stories, 264–265
- Winfrey, Oprah, 109
- Wired world, 40–41
- Woolf, Jeremy, 91
- Word of Mouth Marketing Association, 275
- Wordpress platform, 275
- World Wide Rave, 380
- World Wide web. See Web
- Writing, for book, 10–11
- Writing for buyers, 229–237. See also Blogging
- about, 229–230
- brand journalism, 236–237
- effective writing, 233
- feedback, from blog, 234–235
- gobbledygook, analysis of, 230–231
- humor, product descriptions and, 235–236
- long-form, 214
- overused words/phrases, 234
- point of view and, 383
- poor writing, 231–232
- Wynn, Steve, 359
-
- Yahoo! searching on, 36, 78, 322, 364, 374
- Yelp, 260
- Your Business (TV program), 304
- YouTube channel, 100, 102, 183
- YouTube videos:
- AI and, 144
- business building and, 100–103
- stealth insertions to, 309
- subscribers/views, 100
- universities and, 99
-
- Zabriskie, David, 29
- Zagat, 260
- Zaremba, John, 220
- ZeroTrash, 39–40
- Zürsun Idaho Heirloom Beans, 286
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