I How the Web Has Changed the Rules of Marketing and PR
by David Meerman Scott
The New Rules of Marketing and PR, 7th Edition
- Cover
- Praise for The New Rules of Marketing & PR
- Also by David Meerman Scott
- Introduction
- I How the Web Has Changed the Rules of Marketing and PR
- 1 The Old Rules of Marketing and PR Are Ineffective in an Online World
- Advertising: A Money Pit of Wasted Resources
- One-Way Interruption Marketing Is Yesterday’s Message
- The Old Rules of Marketing
- Public Relations Used to Be Exclusively about the Media
- Public Relations and Third-Party Ink
- Yes, the Media Are Still Important
- Press Releases and the Journalistic Black Hole
- The Old Rules of PR
- Learn to Ignore the Old Rules
- Notes
- 2 The New Rules of Marketing and PR
- 3 Reaching Your Buyers Directly
- The Right Marketing in a Wired World
- Let the World Know about Your Expertise
- Develop Information Your Buyers Want to Consume
- Big Birge Plumbing Company Grows Business in a Competitive Market
- Buyer Personas: The Basics
- Think Like a Publisher
- Staying Connected with Members and the Community
- Know the Goals and Let Content Drive Action
- Real-Time Business at American Airlines Reaches Buyers Directly
- Notes
- 1 The Old Rules of Marketing and PR Are Ineffective in an Online World
- II Web-Based Communications to Reach Buyers Directly
- 4 Social Media and Your Targeted Audience
- What Is Social Media, Anyway?
- Social Media Is a Cocktail Party
- “Upgrade to Canada” Social Program Nabs Tourists from Other Countries
- Social Networking and Agility
- When Social Networking Doesn’t Work: The Cannabis Business in America
- The New Rules of Job Search
- How to Find a New Job via Social Media
- Social Networking Drives Adagio Teas’ Success
- Notes
- 5 Blogs: Tapping Millions of Evangelists to Tell Your Story
- Why You Still Need a Blog in the Age of Social Networking
- Blogs, Blogging, and Bloggers
- A Blog (or Not a Blog)
- California Lawyer Blogs to Build Authority and Drive More Business
- Understanding Blogs in the World of the Web
- The Four Uses of Blogs for Marketing and PR
- Monitor Blogs—Your Organization’s Reputation Depends on It
- Comment on Blogs to Get Your Viewpoint Out There
- Bloggers Love Interesting Experiences
- How to Reach Bloggers around the World
- Do You Allow Employees to Send Email? How about Letting Them Blog?
- Not Another Junky Blog
- Get Started Today
- Notes
- 6 Audio and Video Drive Action
- Improv with the CIO
- What University Should I Attend?
- Building a Business One YouTube Video at a Time
- Have Fun with Your Videos
- Audio Content Delivery through Podcasting
- Hack the Entrepreneur Podcast Delivers New Clients for Host’s Consulting Business Podcast Delivers New Clients for Host’s Consulting Business
- Grammar Girl Podcast
- Notes
- 7 The Content-Rich Website
- 8 Marketing and PR in Real Time
- 9 Artificial Intelligence and Machine Learning for Marketing and PR
- 4 Social Media and Your Targeted Audience
- III Action Plan for Harnessing the Power of the New Rules
- 10 You Are What You Publish: Building Your Marketing and PR Plan
- What Are Your Organization’s Goals?
- Buyer Personas and Your Organization
- The Buyer Persona Profile
- How Beko Develops Products Global Consumers Are Eager to Buy
- Reaching Senior Executives
- The Importance of Buyer Personas in Web Marketing
- In Your Buyers’ Own Words
- What Do You Want Your Buyers to Believe?
- Developing Content to Reach Buyers
- Marketing Strategy Planning Template
- The New Rules of Measurement
- Asking Your Buyer for a Date
- Measuring the Power of Free
- What You Should Measure
- Stop Thinking of Content Creation as a Marketing Expense
- Stick to Your Plan
- Notes
- 11 Growing Your Business: How Marketing and PR Drive Sales
- It’s Time for a Sales Transformation
- How Web Content Influences the Buying Process
- Tips for Creating a Buyer-Centric Website
- Step 1: Sales Begin with Informational Content
- Step 2: A Friendly Nudge
- Step 3: Closing the Deal
- Triathlon Coach Delivers Content for All Ability Levels
- Salespeople as Content Curators
- Your Company’s Salesperson-in-Chief
- Educating Your Salespeople about the New Buying Process
- Registration or Not? Data from an E-Book Offer
- Close the Sale—Continue the Conversation
- Measure and Improve
- How a Content Strategy Grew Business by 50 Percent in One Year
- Notes
- 12 Strategies for Creating Awesome Content
- Ways to Get Your Information Out There
- How to Create Thoughtful Content
- How Raytheon Uses Journalists to Create Interesting Content
- Content Creation in Highly Regulated Industries
- Leveraging Thought Leaders outside Your Organization
- Who Wrote That Awesome White Paper?
- How Much Money Does Your Buyer Make?
- Notes
- 13 How to Write for Your Buyers
- 14 Social Networking as Marketing
- Television’s Eugene Mirman Is Very Nice and Likes Seafood
- How to Use Facebook to Market Your Product or Service
- Increase Engagements with Facebook Groups
- Check Out My LinkedIn Profile
- Tweet Your Thoughts to the World
- Social Networking and Personal Branding
- The CIA Joins Twitter
- The Sharing More Than Selling Rule
- Connecting with Fans
- How Amanda Palmer Raised a Million Dollars via Social Networking
- Which Social Networking Site Is Right for You?
- Nextdoor, the Social Network for Local Businesses
- You Can’t Go to Every Party, So Why Even Try?
- Optimizing Social Networking Pages
- Integrate Social Media into an Offline Conference or Event
- Build a Passionate Fan Base
- Social Networking and Crisis Communications
- Why Participating in Social Media Is Like Exercise
- Notes
- 15 Blogging to Reach Your Buyers
- 16 An Image Is Worth a Thousand Words
- Photographs as Compelling Content Marketing
- Images of Real People Work Better Than Inane Stock Photos
- How to Market an Expensive Product with Original Photographs
- Why I Love Instagram
- Marketing Your Product with Photos on Instagram
- Sharing with Pinterest
- The Power of SlideShare for Showcasing Your Ideas
- Infographics
- Notes
- 17 Video and Podcasting Made Easy
- 18 How to Use News Releases to Reach Buyers Directly
- News Releases in a Web World
- The New Rules of News Releases
- If They Find You, They Will Come
- Driving Buyers into the Sales Process
- Developing Your News Release Strategy
- Publishing News Releases through a Distribution Service
- Reach Even More Interested Buyers with RSS Feeds
- Simultaneously Publish Your News Releases to Your Website
- The Importance of Links in Your News Releases
- Focus on the Keywords and Phrases Your Buyers Use
- If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
- Notes
- 19 Your Newsroom: A Front Door for Much More Than the Media
- 20 The New Rules for Reaching the Media
- 21 Newsjacking Your Way into the Media
- 22 Search Engine Marketing
- Making the First Page on Google
- Search Engine Optimization
- Own Your Marketing Assets Instead of Renting Them
- The Long Tail of Search
- The Super Long Tail of Voice Search
- Carve Out Your Own Search Engine Real Estate
- Web Landing Pages to Drive Action
- Optimizing the Past
- Search Engine Marketing in a Fragmented Business
- Notes
- 23 Make It Happen
- Your Mind-Set
- The Journey from a Traditional Marketing Executive to a Modern CMO
- Manage Your Fear
- Mixing Business with Your Personal Life on Social Networks
- Getting the Help You Need (and Rejecting What You Don’t)
- Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District
- Great for Any Organization
- Now It’s Your Turn
- Notes
- 10 You Are What You Publish: Building Your Marketing and PR Plan
- Acknowledgments for the Seventh Edition
- About the Author
- Index
- Master Newsjacking Course
- Have David Meerman Scott Speak at Your Next Event!
- End User License Agreement
-
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