book

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly

by David Meerman Scott

June 2007

Intermediate to advanced

304 pages

6h 11m

English

Wiley

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Dedication
The New RulesTrying to Write Like a Blog, But in a BookShowcasing Innovative Marketers
Advertising: A Money Pit of Wasted ResourcesOne-Way Interruption Marketing Is Yesterday’s MessageThe Old Rules of MarketingPublic Relations Used to Be Exclusively about the MediaPublic Relations and Third-Party InkYes, the Media Are Still ImportantPress Releases and the Journalistic Black HoleThe Old Rules of PRLearn to Ignore the Old Rules
The Long Tail of MarketingTell Me Something I Don’t Know, PleaseBricks-and-Mortar NewsAdvice from the Company PresidentThe Long Tail of PRThe New Rules of Marketing and PRThe Convergence of Marketing and PR on the Web
Let the World Know about Your ExpertiseDevelop Messages Your Buyers Want to HearBuyer Personas: The BasicsThink Like a PublisherTell Your Organization’s Story DirectlyKnow the Goals and Let Content Drive ActionContent and Thought Leadership

Blogs, Blogging, and BloggersUnderstanding Blogs in the World of the WebThe Three Uses of Blogs for Marketing and PRMonitor Blogs—Your Organization’s Reputation Depends on ItComment on Blogs to Get Your Viewpoint Out ThereDo You Allow Employees to Send E-Mail? How about Letting Them Blog?Breaking Boundaries: Blogging at McDonald’sThe Power of BlogsGet Started Today
News Releases in a Web WorldThe New Rules of News ReleasesIf They Find You, They Will ComeDriving Buyers into the Sales ProcessReach Your Buyers Directly
Putting Marketing Back in Musicians’ ControlPodcasting: More Than Just Music
Your Best Customers Participate in Online Forums—So Should YouYour Space in the ForumsWikis, List Serves, and Your AudienceCreating Your Own Wiki
Minty-Fresh Explosive MarketingMonitoring the Blogosphere for Viral EruptionsCreating Viral Buzz for Fun and ProfitThe Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s ToiletWhen You Have Explosive News, Make It Go Viral
Political Advocacy on the WebContent: The Focus of Successful Web SitesPutting It All Together with ContentThe Great Web Site: More an Art Than a Science
What Are Your Organization’s Goals?Buyer Personas and Your OrganizationThe Buyer Persona ProfileThe Importance of Buyer Personas in Web MarketingIn Your Buyers’ Own WordsWhat Do You Want Your Buyers to Believe?Developing Content to Reach BuyersLaunching a Baby DinosaurStick to Your Plan
Developing Thought Leadership ContentForms of Thought Leadership ContentHow to Create Thoughtful ContentLeveraging Thought Leaders outside of Your OrganizationHow Much Money Does Your Buyer Make?
An Analysis of GobbledygookPoor Writing: How Did We Get Here?Effective Writing for Marketing and PRThe Power of Writing Feedback (from Your Blog)
Segmenting Your BuyersElements of a Buyer-Centric Web SiteThink about Your Buyers’ Preferred Media and Learning StylesDevelop a Site PersonalityPhotos and Images Tell Your StoryInclude Interactive Content ToolsMake Feedback Loops AvailableProvide Ways for Your Customers to Interact with Each OtherCreate Content with Pass-Along Value that Could Go ViralUsing RSS to Deliver Your Web Content to Targeted NichesLink Content Directly into the Sales CycleA Friendly NudgeClose the Sale and Continue the ConversationAn Open-Source Marketing Model
Developing Your News Release StrategyPublishing News Releases through a Distribution ServiceReaching Even More Interested Buyers with RSS FeedsSimultaneously Publishing Your News Releases to Your Web SiteThe Importance of Links in Your News ReleasesFocus on the Keywords and Phrases Your Buyers UseInclude Appropriate Social Media TagsIf It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
Your Online Media Room as (Free) Search Engine OptimizationBest Practices for Online Media RoomsYou Control the ContentStart with a Needs AnalysisOptimize Your News Releases for Searching and for BrowsingCreate Background Information that Helps Journalists Write StoriesInclude Multimedia ContentInclude Detailed Product Specs and Other Valuable DataIf Appropriate, Go GlobalProvide Content for All Levels of Media UnderstandingList Executive Appearances, Conferences, and Tradeshow ParticipationInclude Calls to Action for JournalistsEmbrace Bloggers as You Do Traditional JournalistsAvoid Jargon, Acronyms, and Industry-SpeakAn Online Media Room to Reach Journalists, Customers, Bloggers, and EmployeesReally Simple Marketing: The Importance of RSS Feeds in Your Online Media Room
Nontargeted, Broadcast Pitches Are SpamThe New Rules of Media RelationsBlogs and Media RelationsHow to Pitch the Media
What Should You Blog About?Blogging Ethics and Employee Blogging GuidelinesBlogging Basics: What You Need to Know to Get StartedPimp Out Your BlogBuilding an Audience for Your New BlogTag, and Your Buyer Is ItBlogging Outside of North AmericaWhat Are You Waiting For?
Podcasting 101My Audio Is Your PodcastVideo and Your BuyersKnifing the Competition . . . and It’s All Caught on Video
Check Me Out on MySpaceDo You Squidoo?Optimizing Social Networking PagesSecond Life: Marketing in a Virtual World
Search Engine OptimizationThe Long Tail of SearchCarve Out Your Own Search Engine Real EstateWeb Landing Pages to Drive ActionSearch Engine Marketing in a Fragmented Business
Great for Any OrganizationNow It’s Your Turn

Overview

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.

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