The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
by David Meerman ScottFormat: Hardcover
Pub. Date: 2007-06-01
Publisher(s): Wiley
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Summary
For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
Author Biography
David Meerman Scott is an award-winning online thought leadership strategist. The marketing programs he has developed are responsible for selling over one billion dollars in products and services worldwide. He has presented at industry conferences and events in more than twenty countries on four continents.
Table of Contents
| Foreword | p. xvii |
| Introduction | p. xxi |
| The New Rules | p. xxiii |
| Trying to Write Like a Blog, But in a Book | p. xxiv |
| Showcasing Innovative Marketers | p. xxvi |
| How the Web Has Changed the Rules of Marketing and PR | p. 1 |
| The Old Rules of Marketing and PR Are Ineffective in an Online World | p. 3 |
| Advertising: A Money Pit of Wasted Resources | p. 5 |
| One-Way Interruption Marketing Is Yesterday's Message | p. 6 |
| The Old Rules of Marketing | p. 8 |
| Public Relations Used to Be Exclusively about the Media | p. 8 |
| Public Relations and Third-Party Ink | p. 10 |
| Yes, the Media Are Still Important | p. 10 |
| Press Releases and the Journalistic Black Hole | p. 11 |
| The Old Rules of PR | p. 12 |
| Learn to Ignore the Old Rules | p. 14 |
| The New Rules of Marketing and PR | p. 15 |
| The Long Tail of Marketing | p. 17 |
| Tell Me Something I Don't Know, Please | p. 19 |
| Bricks-and-Mortar News | p. 21 |
| Advice from the Company President | p. 23 |
| The Long Tail of PR | p. 24 |
| The New Rules of Marketing and PR | p. 25 |
| The Convergence of Marketing and PR on the Web | p. 26 |
| Reaching Your Buyers Directly | p. 27 |
| Let the World Know about Your Expertise | p. 31 |
| Develop Messages Your Buyers Want to Hear | p. 31 |
| Buyer Personas: The Basics | p. 32 |
| Think Like a Publisher | p. 35 |
| Tell Your Organization's Story Directly | p. 36 |
| Know the Goals and Let Content Drive Action | p. 37 |
| Content and Thought Leadership | p. 38 |
| Web-Based Communications to Reach Buyers Directly | p. 41 |
| Blogs: Tapping Millions of Evangelists to Tell Your Story | p. 43 |
| Blogs, Blogging, and Bloggers | p. 45 |
| Understanding Blogs in the World of the Web | p. 47 |
| The Three Uses of Blogs for Marketing and PR | p. 50 |
| Monitor Blogs-Your Organization's Reputation Depends on It | p. 51 |
| Comment on Blogs to Get Your Viewpoint Out There | p. 53 |
| Do You Allow Employees to Send E-Mail? How about Letting Them Blog? | p. 56 |
| Breaking Boundaries: Blogging at McDonald's | p. 57 |
| The Power of Blogs | p. 59 |
| Get Started Today | p. 60 |
| The New Rules of News Releases | p. 61 |
| News Releases in a Web World | p. 63 |
| The New Rules of News Releases | p. 64 |
| If They Find You, They Will Come | p. 64 |
| Driving Buyers into the Sales Process | p. 67 |
| Reach Your Buyers Directly | p. 68 |
| Audio Content Delivery through Podcasting | p. 69 |
| Putting Marketing Back in Musicians' Control | p. 71 |
| Podcasting: More Than Just Music | p. 74 |
| Forums, Wikis, and Your Targeted Audience | p. 77 |
| Your Best Customers Participate in Online Forums-So Should You | p. 81 |
| Your Space in the Forums | p. 85 |
| Wikis, List Serves, and Your Audience | p. 87 |
| Creating Your Own Wiki | p. 89 |
| Going Viral: The Web Helps Audiences Catch the Fever | p. 91 |
| Minty-Fresh Explosive Marketing | p. 92 |
| Monitoring the Blogosphere for Viral Eruptions | p. 93 |
| Creating Viral Buzz for Fun and Profit | p. 96 |
| The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet | p. 96 |
| When You Have Explosive News, Make It Go Viral | p. 97 |
| The Content-Rich Web Site | p. 101 |
| Political Advocacy on the Web | p. 102 |
| Content: The Focus of Successful Web Sites | p. 105 |
| Putting It All Together with Content | p. 106 |
| The Great Web Site: More an Art Than a Science | p. 108 |
| Action Plan for Harnessing the Power of the New Rules | p. 111 |
| You Are What You Publish: Building Your Marketing and PR Plan | p. 113 |
| What Are Your Organization's Goals? | p. 114 |
| Buyer Personas and Your Organization | p. 116 |
| The Buyer Persona Profile | p. 118 |
| The Importance of Buyer Personas in Web Marketing | p. 121 |
| In Your Buyers' Own Words | p. 122 |
| What Do You Want Your Buyers to Believe? | p. 125 |
| Developing Content to Reach Buyers | p. 127 |
| Launching a Baby Dinosaur | p. 128 |
| Stick to Your Plan | p. 132 |
| Online Thought Leadership to Brand Your Organization as a Trusted Resource | p. 133 |
| Developing Thought Leadership Content | p. 134 |
| Forms of Thought Leadership Content | p. 135 |
| How to Create Thoughtful Content | p. 138 |
| Leveraging Thought Leaders outside of Your Organization | p. 139 |
| How Much Money Does Your Buyer Make? | p. 140 |
| How to Write for Your Buyers | p. 143 |
| An Analysis of Gobbledygook | p. 144 |
| Poor Writing: How Did We Get Here? | p. 145 |
| Effective Writing for Marketing and PR | p. 147 |
| The Power of Writing Feedback (from Your Blog) | p. 148 |
| How Web Content Influences the Buying Process | p. 151 |
| Segmenting Your Buyers | p. 153 |
| Elements of a Buyer-Centric Web Site | p. 155 |
| Using RSS to Deliver Your Web Content to Targeted Niches | p. 159 |
| Link Content Directly into the Sales Cycle | p. 160 |
| A Friendly Nudge | p. 161 |
| Close the Sale and Continue the Conversation | p. 162 |
| An Open-Source Marketing Model | p. 163 |
| How to Use News Releases to Reach Buyers Directly | p. 167 |
| Developing Your News Release Strategy | p. 168 |
| Publishing News Releases through a Distribution Service | p. 169 |
| Reaching Even More Interested Buyers with RSS Feeds | p. 171 |
| Simultaneously Publishing Your News Releases to Your Web Site | p. 171 |
| The Importance of Links in Your News Releases | p. 172 |
| Focus on the Keywords and Phrases Your Buyers Use | p. 173 |
| Include Appropriate Social Media Tags | p. 175 |
| If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! | p. 176 |
| The Online Media Room: Your Front Door for Much More Than the Media | p. 179 |
| Your Online Media Room as (Free) Search Engine Optimization | p. 180 |
| Best Practices for Online Media Rooms | p. 181 |
| An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees | p. 189 |
| Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room | p. 191 |
| The New Rules for Reaching the Media | p. 193 |
| Nontargeted, Broadcast Pitches Are Spam | p. 194 |
| The New Rules of Media Relations | p. 195 |
| Blogs and Media Relations | p. 196 |
| How to Pitch the Media | p. 197 |
| Blogging to Reach Your Buyers | p. 201 |
| What Should You Blog About? | p. 202 |
| Blogging Ethics and Employee Blogging Guidelines | p. 204 |
| Blogging Basics: What You Need to Know to Get Started | p. 206 |
| Pimp Out Your Blog | p. 208 |
| Building an Audience for Your New Blog | p. 210 |
| Tag, and Your Buyer Is It | p. 211 |
| Blogging Outside of North America | p. 212 |
| What Are You Waiting For? | p. 214 |
| Podcasting and Video Made, Well, as Easy as Possible | p. 217 |
| Podcasting 101 | p. 217 |
| My Audio Is Your Podcast | p. 221 |
| Video and Your Buyers | p. 223 |
| Knifing the Competition...and It's All Caught on Video | p. 226 |
| Social Networking Sites and Marketing | p. 229 |
| Check Me Out on MySpace | p. 229 |
| Do You Squidoo? | p. 231 |
| Optimizing Social Networking Pages | p. 233 |
| Second Life: Marketing in a Virtual World | p. 235 |
| Search Engine Marketing | p. 241 |
| Search Engine Optimization | p. 243 |
| The Long Tail of Search | p. 244 |
| Carve Out Your Own Search Engine Real Estate | p. 245 |
| Web Landing Pages to Drive Action | p. 246 |
| Search Engine Marketing in a Fragmented Business | p. 249 |
| Make It Happen | p. 253 |
| Great for Any Organization | p. 255 |
| Now It's Your Turn | p. 258 |
| Acknowledgments | p. 259 |
| Index | p. 267 |
| About the Author | p. 276 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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