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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

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

by David Meerman Scott
July 2013
Intermediate to advanced content levelIntermediate to advanced
464 pages
12h 28m
English
Wiley
Content preview from 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

12

Online Thought Leadership to Brand Your Organization as a Trusted Resource

If you've read this book starting from the beginning, I hope I've been able to convince you that web content sells. (If you've skipped ahead to this chapter, welcome!) An effective online content strategy, artfully executed, drives action. Organizations that use online content well have a clearly defined goal—to sell products, generate leads, secure contributions, or get people to join—and deploy a content strategy that directly contributes to reaching that goal. People often ask me: “How do you recommend that I create an effective ______?” (fill in the blank with blog, video, white paper, e-book, email newsletter, webinar, and so on). While the technologies for each form of online content are a little different, the one common aspect is that through all of these media, your organization can exercise thought leadership rather than simple advertising and product promotion; a well-crafted white paper, e-book, or webinar contributes to an organization's positive reputation by setting it apart in the marketplace of ideas. This form of content brands a company, a consultant, or a nonprofit as an expert and as a trusted resource.

Developing Thought Leadership Content

What is thought leadership, and how do you do it?

The first thing you need to do is put away your company hat for a moment and—you guessed it—think like one of your buyer personas. The content that you create will be a solution to those people's ...

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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, 3rd Edition

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 3rd Edition

David Meerman Scott

Publisher Resources

ISBN: 9781118711071Purchase book