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David Meerman Scott. The New Rules of Marketing and PR
Praise for The New Rules of Marketing & PR
Also by David Meerman Scott
The New Rules of Marketing & PR. How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly. Seventh Edition. David Meerman Scott
CONTENTS
Guide
Pages
Introduction
The New Rules
Life with the New Rules
What’s New
Writing Like on a Blog, but in a Book
Showcasing Success
Notes
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
The Most Important Communications Revolution in Human History
Open for Business
The Long Tail of Marketing
Tell Me Something I Don’t Know, Please
Bricks-and-Mortar News
The Long Tail of PR
The New Rules of Marketing and PR
The Convergence of Marketing and PR on the Web
Notes
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
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
Grammar Girl Podcast
Notes
7 The Content-Rich Website
Political Advocacy on the Web
Content: The Focus of Successful Websites
Reaching a Global Marketplace
Make Your Site Mobile Friendly
Putting It All Together with Content
Great Websites: More Art Than Science
Notes
8 Marketing and PR in Real Time
Real-Time Marketing and PR
John Green Thumps Tom Cruise
Develop Your Real-Time Mind-Set
Real-Time Blog Post Drives $1 Million in New Business
The Time Is Now
Create Advertising Based on Real-Time Events
Respond to Citizens Right Away
Create a Real-Time Application
Donate Your Product to Those in Need
Tweet Thoughts to Your Market When They Are Watching
Comment on Regulatory Change in Your Industry
Use a News Release to React to Another Company’s Announcement
Snapchat for Business
Crowdsourced Support
Notes
9 Artificial Intelligence and Machine Learning for Marketing and PR
AI-Powered Marketing and PR
Your Marketing May Already Be AI-Powered
Find Ways for AI to Benefit Customers
Creating an AI Project
Making AI a Part of Your Marketing
Remaining Human in a World of AI
Notes
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
Develop a Site Personality
Photos and Images Tell Your Story
Include Interactive Content Tools
Make Feedback Loops Available
Provide Ways for Your Customers to Interact with Each Other
Make Sure Your Site Is Current
Include Social Media Share Buttons
Think about Your Buyers’ Preferred Media and Learning Styles
Create Content with Pass-Along Value That Could Go Viral
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
Blogs
Audio and Video
Photos, Images, Graphs, Charts, and Infographics
Slide Presentations
Long-Form Written Content
Research and Survey Reports
Email Newsletters
Webinars
E-Books
White Papers
An App for Anything
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
An Analysis of Gobbledygook
Poor Writing: How Did We Get Here?
Effective Writing for Marketing and PR
The Power of Writing Feedback (from Your Blog)
Injecting Humor into Product Descriptions
Brand Journalism at Boeing
Notes
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
Make 85 Percent Sharing and Engaging
Make 10 Percent Original Content
Make 5 Percent or Less a Promotion about What You Do
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
What Should You Blog About?
Blogging Ethics and Employee Blogging Guidelines
Blogging Basics: What You Need to Know to Get Started
Bling Out Your Blog
Building an Audience for Your New Blog
Tag, and Your Buyer Is It
Cities That Blog
Blogging outside North America
What Are You Waiting For?
Notes
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
Video and Your Buyers
Business-Casual Video
Stop Obsessing over Video Release Forms
Your Smartphone Is All You Need
Facebook Live Is Great for Real-Time Content Marketing
Video to Showcase Your Expertise
Getting Started with Video
Video Created for Buyers Generates Sales Leads
Podcasting 101
Notes
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
Your Newsroom as (Free) Search Engine Optimization
Reaching Reporters and Editors and Telling Your Story
Best Practices for Newsrooms
Start with a Needs Analysis
Optimize Your News Releases for Searching and for Browsing
Include Links to Your Social Networking Feeds
Create Background Information That Helps Journalists Write Stories
Include Multimedia Content
Include Detailed Product Specs and Other Valuable Data
If Appropriate, Go Global
Provide Content for All Levels of Media Understanding
List Executive Appearances, Conferences, and Trade Show Participation
Include Calls to Action for Journalists
Embrace Bloggers as You Do Traditional Journalists
Avoid Jargon, Acronyms, and Industry-Speak
The Importance of RSS Feeds in Your Newsroom
The Mobile Media Room
Showcase Your Experts
Ontario University Shines Spotlight on Faculty Researchers
A Newsroom to Reach Journalists, Customers, and Bloggers
Notes
20 The New Rules for Reaching the Media
“Re:,” Nontargeted Pitches, and Other Sleazy Tactics
The New Rules of Media Relations
Blogs and Media Relations
How Blog Mentions Drive Mainstream Media Stories
Launching Ideas with the U.S. Air Force
How to Pitch the Media
Notes
21 Newsjacking Your Way into the Media
Journalists Are Looking for What You Know
Get Your Take on the News into the Marketplace of Ideas
Blog It and Post It to Your Online Media Room
Send a Real-Time Media Alert
Use Appropriate Hashtags
Harness the Power of the Podium
Live-Stream It
Comment on Breaking News Stories at Online Publications
Use Media Tip Lines
Tweet to Appropriate Reporters
How to Find News to Jack
Tracking People You Know
Monitoring Keywords and Phrases
Be Open to Serendipity
Tying Your News to Current Events
Twitter Is Your Newsjacking Tool
Beware: Newsjacking Can Damage Your Brand
Newsjacking for Fun and Profit
Notes
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)
The One Question to Ask a Prospective Agency
When Lawyers Get in the Way
Bring a Journalist onto Your Team
Managing Your Colleagues and Bosses
Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District
Great for Any Organization
Now It’s Your Turn
Notes
Acknowledgments for the Seventh Edition
About the Author
Index
Have David Meerman Scott Speak at Your Next Event!
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