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

November 2008

Intermediate to advanced

320 pages

6h 36m

English

Wiley

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The New RulesTrying to Write Like a Blog, But in a BookShowcasing Innovative Marketers
1.1. Advertising: A Money Pit of Wasted Resources1.2. One-Way Interruption Marketing Is Yesterday's Message1.3. The Old Rules of Marketing1.4. Public Relations Used to Be Exclusively about the Media1.5. Public Relations and Third-Party Ink1.6. Yes, the Media Are Still Important1.7. Press Releases and the Journalistic Black Hole1.8. The Old Rules of PR1.9. Learn to Ignore the Old Rules
2.1. The Long Tail of Marketing2.2. Tell Me Something I Don't Know, Please2.3. Bricks-and-Mortar News2.4. Advice from the Company President2.5. The Long Tail of PR2.6. The New Rules of Marketing and PR2.7. The Convergence of Marketing and PR on the Web
3.1. Let the World Know about Your Expertise3.2. Develop Messages Your Buyers Want to Hear3.3. Buyer Personas: The Basics3.4. Think Like a Publisher3.5. Tell Your Organization's Story Directly3.6. Know the Goals and Let Content Drive Action3.7. Content and Thought Leadership

4.1. Blogs, Blogging, and Bloggers4.2. Understanding Blogs in the World of the Web4.3. The Three Uses of Blogs for Marketing and PR4.4. Monitor Blogs—Your Organization's Reputation Depends on It4.5. Comment on Blogs to Get Your Viewpoint Out There4.6. Do You Allow Employees to Send E-Mail? How about Letting Them Blog?4.7. Breaking Boundaries: Blogging at McDonald's4.8. The Power of Blogs4.9. Get Started Today
5.1. News Releases in a Web World5.2. The New Rules of News Releases5.3. If They Find You, They Will Come5.4. Driving Buyers into the Sales Process5.5. Reach Your Buyers Directly
6.1. Putting Marketing Back in Musicians' Control6.2. Podcasting: More Than Just Music
7.1. Your Space in the Forums7.2. Wikis, List Serves, and Your Audience7.3. Creating Your Own Wiki
8.1. Minty-Fresh Explosive Marketing8.2. Monitoring the Blogosphere for Viral Eruptions8.3. Creating Viral Buzz for Fun and Profit8.4. The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet8.5. When You Have Explosive News, Make It Go Viral
9.1. Political Advocacy on the Web9.2. Content: The Focus of Successful Web Sites9.3. Putting It All Together with Content9.4. The Great Web Site: More an Art Than a Science
10.1. What Are Your Organization's Goals?10.2. Buyer Personas and Your Organization10.3. The Buyer Persona Profile10.4. The Importance of Buyer Personas in Web Marketing10.5. In Your Buyers' Own Words10.6. What Do You Want Your Buyers to Believe?10.7. Developing Content to Reach Buyers10.8. Launching a Baby Dinosaur10.9. Stick to Your Plan
11.1. Developing Thought Leadership Content11.2. Forms of Thought Leadership Content11.3. How to Create Thoughtful Content11.4. Leveraging Thought Leaders Outside of Your Organization11.5. How Much Money Does Your Buyer Make?
12.1. An Analysis of Gobbledygook12.2. Poor Writing: How Did We Get Here?12.3. Effective Writing for Marketing and PR12.4. The Power of Writing Feedback (from Your Blog)
13.1. Segmenting Your Buyers13.2. Elements of a Buyer-Centric Web Site13.3. Using RSS to Deliver Your Web Content to Targeted Niches13.4. Link Content Directly into the Sales Cycle13.5. A Friendly Nudge13.6. Close the Sale and Continue the Conversation13.7. An Open-Source Marketing Model
14.1. Developing Your News Release Strategy14.2. Publishing News Releases through a Distribution Service14.3. Reaching Even More Interested Buyers with RSS Feeds14.4. Simultaneously Publishing Your News Releases to Your Web Site14.5. The Importance of Links in Your News Releases14.6. Focus on the Keywords and Phrases Your Buyers Use14.7. Include Appropriate Social Media Tags14.8. If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
15.1. Your Online Media Room as (Free) Search Engine Optimization15.2. Best Practices for Online Media Rooms15.3. An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees15.4. Really 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
17.1. What Should You Blog About?17.2. Blogging Ethics and Employee Blogging Guidelines17.3. Blogging Basics: What You Need to Know to Get Started17.4. Pimp Out Your Blog17.5. Building an Audience for Your New Blog17.6. Tag, and Your Buyer Is It17.7. Blogging Outside of North America17.8. What Are You Waiting For?
18.1. Podcasting 10118.2. My Audio Is Your Podcast18.3. Video and Your Buyers18.4. Knifing the Competition ... and It's All Caught on Video
19.1. Check Me Out on MySpace19.2. Facebook: Not Just for Students19.3. Do You Squidoo?19.4. Optimizing Social Networking Pages19.5. Second Life: Marketing in a Virtual World19.6. Tweet Your Thoughts to the World
20.1. Search Engine Optimization20.2. The Long Tail of Search20.3. Carve Out Your Own Search Engine Real Estate20.4. Web Landing Pages to Drive Action20.5. Search Engine Marketing in a Fragmented Business
21.1. Great for Any Organization21.2. Now It's Your Turn
Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your StoriesWhen 7 = 350,000,000Marketing Advice from Cindy Gordon, Vice President of New Media and Marketing Partnerships, Universal Orlando ResortA Formula for SuccessThe World Wide Rave Empowers You

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

About the Author

David Meerman Scott is an online thought leadership and viral marketing strategist. The programs he has developed have won numerous awards and are responsible for selling over $1 billion in products and services worldwide.

For most of his career, Scott worked in the online news business. He was vice president of marketing at NewsEdge Corporation and held executive positions in an electronic information division of Knight-Ridder, at the time one of the world's largest newspaper companies. He's also held senior management positions at an e-commerce company, been a clerk on a Wall Street bond-trading desk, worked in sales at an economic consultancy, and acted in Japanese television commercials.

Today he spends his time evangelizing the new rules of marketing and PR by delivering keynote speeches to groups all over the world and teaching full-day workshops for companies, nonprofits, and government clients. His keynotes and seminars enlighten and inspire audiences through a combination of education, entertainment, and motivation. He has presented at hundreds of conferences and events in more than 20 countries on four continents.

Scott developed the New Rules of Marketing seminar for Pragmatic Marketing, Inc. based on the ideas in this book.^[207] The seminar helps companies become tuned in to their market through the use of online strategies. A graduate of Kenyon College, Scott has lived in New York, Tokyo, Boston, and Hong Kong. Check out his blog at www.WebInkNow.com

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