You are previewing The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition.
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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition

Book Description

The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success

The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns.

Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you.

  • Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn

  • David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.

Table of Contents

  1. Cover
  2. Praise for The New Rules of Marketing & PR
  3. Also by David Meerman Scott
  4. Title Page
  5. Copyright
  6. Dedication
  7. Foreword
  8. Introduction
    1. The New Rules
    2. Life with the New Rules
    3. What's New
    4. Writing Like on a Blog, But in a Book
    5. Showcasing Successful Marketers
  9. Part I: How the Web Has Changed the Rules of Marketing and PR
    1. Chapter 1: The Old Rules of Marketing and PR Are Ineffective in an Online World
      1. Advertising: A Money Pit of Wasted Resources
      2. One-Way Interruption Marketing Is Yesterday's Message
      3. The Old Rules of Marketing
      4. Public Relations Used to Be Exclusively about the Media
      5. Public Relations and Third-Party Ink
      6. Yes, the Media Are Still Important
      7. Press Releases and the Journalistic Black Hole
      8. The Old Rules of PR
      9. Learn to Ignore the Old Rules
    2. Chapter 2: The New Rules of Marketing and PR
      1. The Most Important Communication Revolution in Human History
      2. Open for Business
      3. The Long Tail of Marketing
      4. Tell Me Something I Don't Know, Please
      5. Bricks-and-Mortar News
      6. Advice from the Company President
      7. The Long Tail of PR
      8. The New Rules of Marketing and PR
      9. The Convergence of Marketing and PR on the Web
    3. Chapter 3: Reaching Your Buyers Directly
      1. The Right Marketing in a Wired World
      2. Let the World Know about Your Expertise
      3. Develop Information Your Buyers Want to Consume
      4. Buyer Personas: The Basics
      5. Think Like a Publisher
      6. Staying Connected with Members and the Community
      7. Know the Goals and Let Content Drive Action
      8. Content and Thought Leadership
  10. Part II: Web-Based Communications to Reach Buyers Directly
    1. Chapter 4: Social Media and Your Targeted Audience
      1. What Is Social Media, Anyway?
      2. Social Media Is a Cocktail Party
      3. Facebook Group Drives 15,000 People to Singapore Tattoo Show
      4. The New Rules of Job Search
      5. How to Find a New Job via Social Media
      6. Insignificant Backwaters or Valuable Places to Connect?
      7. Your Best Customers Participate in Online Forums—So Should You
      8. Your Space in the Forums
      9. Wikis, Listservs, and Your Audience
      10. Creating Your Own Wiki
      11. Social Networking Drives Adagio Teas' Success
    2. Chapter 5: Blogs: Tapping Millions of Evangelists to Tell Your Story
      1. Blogs, Blogging, and Bloggers
      2. A Blog (or Not a Blog)
      3. Understanding Blogs in the World of the Web
      4. The Four Uses of Blogs for Marketing and PR
      5. Monitor Blogs—Your Organization's Reputation Depends on It
      6. Comment on Blogs to Get Your Viewpoint Out There
      7. Work with the Bloggers Who Talk about You
      8. Bloggers Love Interesting Experiences
      9. How to Reach Bloggers around the World
      10. Do You Allow Employees to Send Email? How about Letting Them Blog?
      11. Not Another Junky Blog
      12. The Power of Blogs
      13. Get Started Today
    3. Chapter 6: Audio and Video Drive Action
      1. Create Goodwill with Customers
      2. What University Should I Attend?
      3. The Best Job in the World
      4. Have Fun with Your Videos
      5. Audio Content Delivery through Podcasting
      6. Putting Marketing Back in Musicians' Control
      7. Podcasting: More Than Just Music
      8. Grammar Girl Podcast
    4. Chapter 7: The New Rules of News Releases
      1. News Releases in a Web World
      2. The New Rules of News Releases
      3. If They Find You, They Will Come
      4. Driving Buyers into the Sales Process
      5. Reach Your Buyers Directly
    5. Chapter 8: Going Viral: The Web Helps Audiences Catch the Fever
      1. Minty-Fresh Explosive Marketing
      2. Monitoring the Blogosphere for Viral Eruptions
      3. Creating a World Wide Rave
      4. Rules of the Rave
      5. Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download
      6. Using Creative Commons to Facilitate Mashups and Spread Your Ideas
      7. Viral Buzz for Fun and Profit
      8. The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
      9. Clip This Coupon for $1 Million Off Fort Myers, Florida, Home
      10. When You Have Explosive News, Make It Go Viral
    6. Chapter 9: The Content-Rich Website
      1. Political Advocacy on the Web
      2. Content: The Focus of Successful Websites
      3. Reaching a Global Marketplace
      4. Putting It All Together with Content
      5. Great Websites: More Art Than Science
    7. Chapter 10: Marketing and PR in Real Time
      1. Real-Time Marketing and PR
      2. Develop Your Real-Time Mind-Set
      3. Real-Time Blog Post Drives $1 Million in New Business
      4. The Time Is Now
      5. Crowdsourced Support
  11. Part III: Action Plan for Harnessing the Power of the New Rules
    1. Chapter 11: You Are What You Publish: Building Your Marketing and PR Plan
      1. What Are Your Organization's Goals?
      2. Buyer Personas and Your Organization
      3. The Buyer Persona Profile
      4. Reaching Senior Executives
      5. The Importance of Buyer Personas in Web Marketing
      6. In Your Buyers' Own Words
      7. What Do You Want Your Buyers to Believe?
      8. Developing Content to Reach Buyers
      9. Marketing Strategy Planning Template
      10. The New Rules of Measurement
      11. Asking Your Buyer for a Date
      12. Measuring the Power of Free
      13. What You Should Measure
      14. Registration or Not? Data from an e-Book Offer
      15. Educating Your Salespeople about the New Sales Cycle
      16. Obama for America
      17. Stick to Your Plan
    2. Chapter 12: Online Thought Leadership to Brand Your Organization as a Trusted Resource
      1. Developing Thought Leadership Content
      2. Forms of Thought Leadership Content
      3. How to Create Thoughtful Content
      4. Leveraging Thought Leaders Outside of Your Organization
      5. How Much Money Does Your Buyer Make?
    3. Chapter 13: How to Create for Your Buyers
      1. An Analysis of Gobbledygook
      2. Poor Writing: How Did We Get Here?
      3. Effective Writing for Marketing and PR
      4. The Power of Writing Feedback (from Your Blog)
      5. Brand Journalism at Boeing
    4. Chapter 14: How Web Content Influences the Buying Process
      1. Segmenting Your Buyers
      2. Elements of a Buyer-Centric Website
      3. Using RSS to Deliver Your Web Content to Targeted Niches
      4. Link Content Directly into the Sales Cycle
      5. A Friendly Nudge
      6. Close the Sale and Continue the Conversation
      7. An Open-Source Marketing Model
      8. How a Content Strategy Grew Business by 50 Percent in One Year
    5. Chapter 15: Mobile Marketing: Reaching Buyers Wherever They Are
      1. Make Your Site Mobile Friendly
      2. Build Your Audience via Mobile
      3. Geolocation: When Your Buyer Is Nearby
      4. QR Codes to Drive People to Your Content
      5. The Mobile Media Room
      6. An App for Anything
      7. Cyber Graffiti with WiFi Network Names as Advertising
    6. Chapter 16: Social Networking Sites and Marketing
      1. Television's Eugene Mirman Is Very Nice and Likes Seafood
      2. Facebook: Not Just for Students
      3. How to Use Facebook to Market Your Product or Service
      4. Increase Engagements with Facebook Groups and Apps
      5. Why Google Plus Is Important For Your Business
      6. Check Out My LinkedIn Profile
      7. Tweet Your Thoughts to the World
      8. Social Networking and Personal Branding
      9. The Horse Twitterer
      10. Connecting with Fans
      11. How Amanda Palmer Raised a Million Dollars via Social Networking
      12. Which Social Networking Site Is Right for You?
      13. You Can't Go to Every Party, So Why Even Try?
      14. Optimizing Social Networking Pages
      15. Integrate Social Media into an Offline Conference or Event
      16. Start a Movement
      17. Social Networking and Crisis Communications
      18. Why Participating in Social Media Is Like Exercise
    7. Chapter 17: Blogging to Reach Your Buyers
      1. What Should You Blog About?
      2. Blogging Ethics and Employee Blogging Guidelines
      3. Blogging Basics: What You Need to Know to Get Started
      4. Pimp Out Your Blog
      5. Building an Audience for Your New Blog
      6. Tag, and Your Buyer Is It
      7. Fun with Sharpies (and Sharpie Fans)
      8. Cities That Blog
      9. Blogging Outside of North America
      10. What Are You Waiting For?
    8. Chapter 18: An Image Is Worth a Thousand Words
      1. Photographs as Compelling Content Marketing
      2. Why I Love Instagram
      3. How to Market an Expensive Product with Original Photographs
      4. Sharing with Pinterest
      5. Infographics
    9. Chapter 19: Video and Podcasting Made, Well, as Easy as Possible
      1. Video and Your Buyers
      2. Business-Casual Video
      3. Stop Obsessing over Video Release Forms
      4. Your Smartphone Is All You Need
      5. Video to Showcase Your Expertise
      6. Getting Started with Video
      7. Video Created for Buyers Generates Sales Leads
      8. Podcasting 101
    10. Chapter 20: How to Use News Releases to Reach Buyers Directly
      1. Developing Your News Release Strategy
      2. Publishing News Releases through a Distribution Service
      3. Reaching Even More Interested Buyers with RSS Feeds
      4. Simultaneously Publishing Your News Releases to Your Website
      5. The Importance of Links in Your News Releases
      6. Focus on the Keywords and Phrases Your Buyers Use
      7. Include Appropriate Social Media Tags
      8. If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
    11. Chapter 21: Your Newsroom: A Front Door for Much More Than the Media
      1. Your Newsroom as (Free) Search Engine Optimization
      2. Best Practices for Newsrooms
      3. Start with a Needs Analysis
      4. A Newsroom to Reach Journalists, Customers, and Bloggers
      5. Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom
    12. Chapter 22: The New Rules for Reaching the Media
      1. Nontargeted, Broadcast Pitches Are Spam
      2. The New Rules of Media Relations
      3. Blogs and Media Relations
      4. How Blog Mentions Drive Mainstream Media Stories
      5. Launching Ideas with the U.S. Air Force
      6. How to Pitch the Media
    13. Chapter 23: Newsjacking Your Way into the Media
      1. Journalists Are Looking for What You Know
      2. Get Your Take on the News into the Marketplace of Ideas
      3. How to Find News to Jack
      4. When the Story Is Already (Sort of) about You
      5. Twitter Is Your Newsjacking Tool
      6. Beware: Newsjacking Can Damage Your Brand
      7. Newsjacking for Fun and Profit
    14. Chapter 24: Search Engine Marketing
      1. Making the First Page on Google
      2. Search Engine Optimization
      3. The Long Tail of Search
      4. Carve Out Your Own Search Engine Real Estate
      5. Web Landing Pages to Drive Action
      6. Search Engine Marketing in a Fragmented Business
    15. Chapter 25: Make It Happen
      1. Your Mind-Set
      2. Manage Your Fear
      3. Getting the Help You Need (and Rejecting What You Don't)
      4. Great for Any Organization
      5. Now It's Your Turn
  12. Acknowledgments for the Fourth Edition
  13. About the Author
  14. Preview: Real-Time Marketing & PR
  15. Preview: The New Rules of Social Media Book Series
  16. Index