book

The New Rules of Marketing and PR, 7th Edition

by David Meerman Scott

May 2020

Beginner

448 pages

12h 20m

English

Wiley

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The New RulesLife with the New RulesWhat’s NewWriting Like on a Blog, but in a BookShowcasing SuccessNotes
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 RulesNotes
The Most Important Communications Revolution in Human HistoryOpen for BusinessThe Long Tail of MarketingTell Me Something I Don’t Know, PleaseBricks-and-Mortar NewsThe Long Tail of PRThe New Rules of Marketing and PRThe Convergence of Marketing and PR on the WebNotes
The Right Marketing in a Wired WorldLet the World Know about Your ExpertiseDevelop Information Your Buyers Want to ConsumeBig Birge Plumbing Company Grows Business in a Competitive MarketBuyer Personas: The BasicsThink Like a PublisherStaying Connected with Members and the CommunityKnow the Goals and Let Content Drive ActionReal-Time Business at American Airlines Reaches Buyers DirectlyNotes
What Is Social Media, Anyway?Social Media Is a Cocktail Party“Upgrade to Canada” Social Program Nabs Tourists from Other CountriesSocial Networking and AgilityWhen Social Networking Doesn’t Work: The Cannabis Business in AmericaThe New Rules of Job SearchHow to Find a New Job via Social MediaSocial Networking Drives Adagio Teas’ SuccessNotes

Why You Still Need a Blog in the Age of Social NetworkingBlogs, Blogging, and BloggersA Blog (or Not a Blog)California Lawyer Blogs to Build Authority and Drive More BusinessUnderstanding Blogs in the World of the WebThe Four Uses of Blogs for Marketing and PRMonitor Blogs—Your Organization’s Reputation Depends on ItComment on Blogs to Get Your Viewpoint Out ThereBloggers Love Interesting ExperiencesHow to Reach Bloggers around the WorldDo You Allow Employees to Send Email? How about Letting Them Blog?Not Another Junky BlogGet Started TodayNotes
Improv with the CIOWhat University Should I Attend?Building a Business One YouTube Video at a TimeHave Fun with Your VideosAudio Content Delivery through PodcastingHack the Entrepreneur Podcast Delivers New Clients for Host’s Consulting BusinessGrammar Girl PodcastNotes
Political Advocacy on the WebContent: The Focus of Successful WebsitesReaching a Global MarketplaceMake Your Site Mobile FriendlyPutting It All Together with ContentGreat Websites: More Art Than ScienceNotes
Real-Time Marketing and PRJohn Green Thumps Tom CruiseDevelop Your Real-Time Mind-SetReal-Time Blog Post Drives $1 Million in New BusinessThe Time Is NowSnapchat for BusinessCrowdsourced SupportNotes
AI-Powered Marketing and PRYour Marketing May Already Be AI-PoweredFind Ways for AI to Benefit CustomersCreating an AI ProjectMaking AI a Part of Your MarketingRemaining Human in a World of AINotes
What Are Your Organization’s Goals?Buyer Personas and Your OrganizationThe Buyer Persona ProfileHow Beko Develops Products Global Consumers Are Eager to BuyReaching Senior ExecutivesThe Importance of Buyer Personas in Web MarketingIn Your Buyers’ Own WordsWhat Do You Want Your Buyers to Believe?Developing Content to Reach BuyersMarketing Strategy Planning TemplateThe New Rules of MeasurementAsking Your Buyer for a DateMeasuring the Power of FreeWhat You Should MeasureStop Thinking of Content Creation as a Marketing ExpenseStick to Your PlanNotes
It’s Time for a Sales TransformationHow Web Content Influences the Buying ProcessTips for Creating a Buyer-Centric WebsiteStep 1: Sales Begin with Informational ContentStep 2: A Friendly NudgeStep 3: Closing the DealTriathlon Coach Delivers Content for All Ability LevelsSalespeople as Content CuratorsYour Company’s Salesperson-in-ChiefEducating Your Salespeople about the New Buying ProcessRegistration or Not? Data from an E-Book OfferClose the Sale—Continue the ConversationMeasure and ImproveHow a Content Strategy Grew Business by 50 Percent in One YearNotes
Ways to Get Your Information Out ThereHow to Create Thoughtful ContentHow Raytheon Uses Journalists to Create Interesting ContentContent Creation in Highly Regulated IndustriesLeveraging Thought Leaders outside Your OrganizationWho Wrote That Awesome White Paper?How Much Money Does Your Buyer Make?Notes
An Analysis of GobbledygookPoor Writing: How Did We Get Here?Effective Writing for Marketing and PRThe Power of Writing Feedback (from Your Blog)Injecting Humor into Product DescriptionsBrand Journalism at BoeingNotes
Television’s Eugene Mirman Is Very Nice and Likes SeafoodHow to Use Facebook to Market Your Product or ServiceIncrease Engagements with Facebook GroupsCheck Out My LinkedIn ProfileTweet Your Thoughts to the WorldSocial Networking and Personal BrandingThe CIA Joins TwitterThe Sharing More Than Selling RuleConnecting with FansHow Amanda Palmer Raised a Million Dollars via Social NetworkingWhich Social Networking Site Is Right for You?Nextdoor, the Social Network for Local BusinessesYou Can’t Go to Every Party, So Why Even Try?Optimizing Social Networking PagesIntegrate Social Media into an Offline Conference or EventBuild a Passionate Fan BaseSocial Networking and Crisis CommunicationsWhy Participating in Social Media Is Like ExerciseNotes
What Should You Blog About?Blogging Ethics and Employee Blogging GuidelinesBlogging Basics: What You Need to Know to Get StartedBling Out Your BlogBuilding an Audience for Your New BlogTag, and Your Buyer Is ItCities That BlogBlogging outside North AmericaWhat Are You Waiting For?Notes
Photographs as Compelling Content MarketingImages of Real People Work Better Than Inane Stock PhotosHow to Market an Expensive Product with Original PhotographsWhy I Love InstagramMarketing Your Product with Photos on InstagramSharing with PinterestThe Power of SlideShare for Showcasing Your IdeasInfographicsNotes
Video and Your BuyersBusiness-Casual VideoStop Obsessing over Video Release FormsYour Smartphone Is All You NeedFacebook Live Is Great for Real-Time Content MarketingVideo to Showcase Your ExpertiseGetting Started with VideoVideo Created for Buyers Generates Sales LeadsPodcasting 101Notes
News Releases in a Web WorldThe New Rules of News ReleasesIf They Find You, They Will ComeDriving Buyers into the Sales ProcessDeveloping Your News Release StrategyPublishing News Releases through a Distribution ServiceReach Even More Interested Buyers with RSS FeedsSimultaneously Publish Your News Releases to Your WebsiteThe Importance of Links in Your News ReleasesFocus on the Keywords and Phrases Your Buyers UseIf It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!Notes
Your Newsroom as (Free) Search Engine OptimizationReaching Reporters and Editors and Telling Your StoryBest Practices for NewsroomsOntario University Shines Spotlight on Faculty ResearchersA Newsroom to Reach Journalists, Customers, and BloggersNotes
“Re:,” Nontargeted Pitches, and Other Sleazy TacticsThe New Rules of Media RelationsBlogs and Media RelationsHow Blog Mentions Drive Mainstream Media StoriesLaunching Ideas with the U.S. Air ForceHow to Pitch the MediaNotes
Journalists Are Looking for What You KnowGet Your Take on the News into the Marketplace of IdeasHow to Find News to JackTwitter Is Your Newsjacking ToolBeware: Newsjacking Can Damage Your BrandNewsjacking for Fun and ProfitNotes
Making the First Page on GoogleSearch Engine OptimizationOwn Your Marketing Assets Instead of Renting ThemThe Long Tail of SearchThe Super Long Tail of Voice SearchCarve Out Your Own Search Engine Real EstateWeb Landing Pages to Drive ActionOptimizing the PastSearch Engine Marketing in a Fragmented BusinessNotes
Your Mind-SetThe Journey from a Traditional Marketing Executive to a Modern CMOManage Your FearMixing Business with Your Personal Life on Social NetworksGetting the Help You Need (and Rejecting What You Don’t)Bringing It All Together: Brand Journalism at Cleveland Metropolitan School DistrictGreat for Any OrganizationNow It’s Your TurnNotes

Content preview from The New Rules of Marketing and PR, 7th Edition

Also by David Meerman Scott

Fanocracy: Turning Fans into Customers and Customers into Fans (with Reiko Scott)

The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business

Marketing the Moon: The Selling of the Apollo Lunar Program (with Richard Jurek)

Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now

Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (with Brian Halligan)

Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage

World Wide Rave: Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories

Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs (with Craig Stull and Phil Myers)

Cashing in with Content: How Innovative Marketers Use Digital Information to Turn Browsers into Buyers

Eyeball Wars: A Novel of Dot-Com Intrigue

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The New Rules of Marketing & PR, 9th Edition

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ISBN: 9781119651543Purchase book

The New Rules of Marketing and PR, 7th Edition

by David Meerman Scott

Also by David Meerman Scott

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.

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Publisher Resources

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,and much more.

You might also like

The New Rules of Marketing & PR, 9th Edition

The New Rules of Marketing and PR, 8th Edition

Promotional Marketing, 2nd Edition

Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition

Publisher Resources

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.