NEW RULES OF MARKETING & PR how to use social media, online video, mobile applications, blogs... , news releases, and viral marketing to reach buye.

The New Rules of Marketing & PR
Contents
Introduction
	The New Rules
	Life with the New Rules
	What’s New
	Writing Like on a Blog, but in a Book
	Showcasing Success
I How the Web Has Changed the Rules of Marketing and PR
	1 The Old Rules of Marketing and PR Are Ineffective in an Online World
		Advertising: A Money Pit of Wasted Resources
		One-Way Interruption Marketing Is Yesterday’s Message
		The Old Rules of Marketing
		Public Relations Used to Be Exclusively about the Media
		Public Relations and Third-Party Ink
		Yes, the Media Are Still Important
		Press Releases and the Journalistic Black Hole
		The Old Rules of PR
		Learn to Ignore the Old Rules
	2 The New Rules of Marketing and PR
		The Most Important Communications Revolution in Human History
		Open for Business
		The Long Tail of Marketing
		Tell Me Something I Don’t Know, Please
		Bricks-and-Mortar News
		The Long Tail of PR
		The New Rules of Marketing and PR
		The Convergence of Marketing and PR on the Web
	3 Reaching Your Buyers Directly
		The Right Marketing in a Wired World
		Let the World Know about Your Expertise
		Develop Information Your Buyers Want to Consume
		Big Birge Plumbing Company Grows Business in a Competitive Market
		Buyer Personas: The Basics
		Think Like a Publisher
		Staying Connected with Members and the Community
		Know the Goals and Let Content Drive Action
		Real-Time Business at American Airlines Reaches Buyers Directly
II Web-Based Communications to Reach Buyers Directly
	4 Social Media and Your Targeted Audience
		What Is Social Media, Anyway?
		Social Media Is a Cocktail Party
		“Upgrade to Canada” Social Program Nabs Tourists from Other Countries
		Social Networking and Agility
		When Social Networking Doesn’t Work: The Cannabis Business in America
		The New Rules of Job Search
		How to Find a New Job via Social Media
		Social Networking Drives Adagio Teas’ Success
	5 Blogs: Tapping Millions of Evangelists to Tell Your Story
		Why You Still Need a Blog in the Age of Social Networking
		Blogs, Blogging, and Bloggers
		A Blog (or Not a Blog)
		California Lawyer Blogs to Build Authority and Drive More Business
		Understanding Blogs in the World of the Web
		The Four Uses of Blogs for Marketing and PR
		Monitor Blogs—Your Organization’s Reputation Depends on It
		Comment on Blogs to Get Your Viewpoint Out There
		Bloggers Love Interesting Experiences
		How to Reach Bloggers around the World
		Do You Allow Employees to Send Email? How about Letting Them Blog?
		Not Another Junky Blog
		Get Started Today
	6 Audio and Video Drive Action
		Improv with the CIO
		What University Should I Attend?
		Building a Business One YouTube Video at a Time
		Have Fun with Your Videos
		Audio Content Delivery through Podcasting
		Hack the Entrepreneur Podcast Delivers New Clients for Host’s Consulting Business
		Grammar Girl Podcast
	7 The Content-Rich Website
		Political Advocacy on the Web
		Content: The Focus of Successful Websites
		Reaching a Global Marketplace
		Make Your Site Mobile Friendly
		Putting It All Together with Content
		Great Websites: More Art Than Science
	8 Marketing and PR in Real Time
		Real-Time Marketing and PR
		John Green Thumps Tom Cruise
		Develop Your Real-Time Mind-Set
		Real-Time Blog Post Drives $1 Million in New Business
		The Time Is Now
			Create Advertising Based on Real-Time Events
			Respond to Citizens Right Away
			Create a Real-Time Application
			Donate Your Product to Those in Need
			Tweet Thoughts to Your Market When They Are Watching
			Comment on Regulatory Change in Your Industry
			Use a News Release to React to Another Company’s Announcement
		Snapchat for Business
		Crowdsourced Support
	9 Artificial Intelligence and Machine Learning for Marketing and PR
		AI-Powered Marketing and PR
		Your Marketing May Already Be AI-Powered
		Find Ways for AI to Benefit Customers
		Creating an AI Project
		Making AI a Part of Your Marketing
		Remaining Human in a World of AI
III Action Plan for Harnessing the Power of the New Rules
	10 You Are What You Publish: Building Your Marketing and PR Plan
		What Are Your Organization’s Goals?
		Buyer Personas and Your Organization
		The Buyer Persona Profile
		How Beko Develops Products Global Consumers Are Eager to Buy
		Reaching Senior Executives
		The Importance of Buyer Personas in Web Marketing
		In Your Buyers’ Own Words
		What Do You Want Your Buyers to Believe?
		Developing Content to Reach Buyers
		Marketing Strategy Planning Template
		The New Rules of Measurement
		Asking Your Buyer for a Date
		Measuring the Power of Free
		What You Should Measure
		Stop Thinking of Content Creation as a Marketing Expense
		Stick to Your Plan
	11 Growing Your Business: How Marketing and PR Drive Sales
		It’s Time for a Sales Transformation
		How Web Content Influences the Buying Process
		Tips for Creating a Buyer-Centric Website
			Develop a Site Personality
			Photos and Images Tell Your Story
			Include Interactive Content Tools
			Make Feedback Loops Available
			Provide Ways for Your Customers to Interact with Each Other
			Make Sure Your Site Is Current
			Include Social Media Share Buttons
			Think about Your Buyers’ Preferred Media and Learning Styles
			Create Content with Pass-Along Value That Could Go Viral
		Step 1: Sales Begin with Informational Content
		Step 2: A Friendly Nudge
		Step 3: Closing the Deal
		Triathlon Coach Delivers Content for All Ability Levels
		Salespeople as Content Curators
		Your Company’s Salesperson-in-Chief
		Educating Your Salespeople about the New Buying Process
		Registration or Not? Data from an E-Book Offer
		Close the Sale—Continue the Conversation
		Measure and Improve
		How a Content Strategy Grew Business by 50 Percent in One Year
	12 Strategies for Creating Awesome Content
		Ways to Get Your Information Out There
			Blogs
			Audio and Video
			Photos, Images, Graphs, Charts, and Infographics
			Slide Presentations
			Long-Form Written Content
			Research and Survey Reports
			Email Newsletters
			Webinars
			E-Books
			White Papers
			An App for Anything
		How to Create Thoughtful Content
		How Raytheon Uses Journalists to Create Interesting Content
		Content Creation in Highly Regulated Industries
		Leveraging Thought Leaders outside Your Organization
		Who Wrote That Awesome White Paper?
		How Much Money Does Your Buyer Make?
	13 How to Write for Your Buyers
		An Analysis of Gobbledygook
		Poor Writing: How Did We Get Here?
		Effective Writing for Marketing and PR
		The Power of Writing Feedback (from Your Blog)
		Injecting Humor into Product Descriptions
		Brand Journalism at Boeing
	14 Social Networking as Marketing
		Television’s Eugene Mirman Is Very Nice and Likes Seafood
		How to Use Facebook to Market Your Product or Service
		Increase Engagements with Facebook Groups
		Check Out My LinkedIn Profile
		Tweet Your Thoughts to the World
		Social Networking and Personal Branding
		The CIA Joins Twitter
		The Sharing More Than Selling Rule
			Make 85 Percent Sharing and Engaging
			Make 10 Percent Original Content
			Make 5 Percent or Less a Promotion about What You Do
		Connecting with Fans
		How Amanda Palmer Raised a Million Dollars via Social Networking
		Which Social Networking Site Is Right for You?
		Nextdoor, the Social Network for Local Businesses
		You Can’t Go to Every Party, So Why Even Try?
		Optimizing Social Networking Pages
		Integrate Social Media into an Offline Conference or Event
		Build a Passionate Fan Base
		Social Networking and Crisis Communications
		Why Participating in Social Media Is Like Exercise
	15 Blogging to Reach Your Buyers
		What Should You Blog About?
		Blogging Ethics and Employee Blogging Guidelines
		Blogging Basics: What You Need to Know to Get Started
		Bling Out Your Blog
		Building an Audience for Your New Blog
		Tag, and Your Buyer Is It
		Cities That Blog
		Blogging outside North America
		What Are You Waiting For?
	16 An Image Is Worth a Thousand Words
		Photographs as Compelling Content Marketing
		Images of Real People Work Better Than Inane Stock Photos
		How to Market an Expensive Product with Original Photographs
		Why I Love Instagram
		Marketing Your Product with Photos on Instagram
		Sharing with Pinterest
		The Power of SlideShare for Showcasing Your Ideas
		Infographics
	17 Video and Podcasting Made Easy
		Video and Your Buyers
		Business-Casual Video
		Stop Obsessing over Video Release Forms
		Your Smartphone Is All You Need
		Facebook Live Is Great for Real-Time Content Marketing
		Video to Showcase Your Expertise
		Getting Started with Video
		Video Created for Buyers Generates Sales Leads
		Podcasting 101
	18 How to Use News Releases to Reach Buyers Directly
		News Releases in a Web World
		The New Rules of News Releases
		If They Find You, They Will Come
		Driving Buyers into the Sales Process
		Developing Your News Release Strategy
		Publishing News Releases through a Distribution Service
		Reach Even More Interested Buyers with RSS Feeds
		Simultaneously Publish Your News Releases to Your Website
		The Importance of Links in Your News Releases
		Focus on the Keywords and Phrases Your Buyers Use
		If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
	19 Your Newsroom: A Front Door for Much More Than the Media
		Your Newsroom as (Free) Search Engine Optimization
		Reaching Reporters and Editors and Telling Your Story
		Best Practices for Newsrooms
			Start with a Needs Analysis
			Optimize Your News Releases for Searching and for Browsing
			Include Links to Your Social Networking Feeds
			Create Background Information That Helps Journalists Write Stories
			Include Multimedia Content
			Include Detailed Product Specs and Other Valuable Data
			If Appropriate, Go Global
			Provide Content for All Levels of Media Understanding
			List Executive Appearances, Conferences, and Trade Show Participation
			Include Calls to Action for Journalists
			Avoid Jargon, Acronyms, and Industry-Speak
			The Importance of RSS Feeds in Your Newsroom
			The Mobile Media Room
			Showcase Your Experts
		Ontario University Shines Spotlight on Faculty Researchers
		A Newsroom to Reach Journalists, Customers, and Bloggers
	20 The New Rules for Reaching the Media
		“Re:,” Nontargeted Pitches, and Other Sleazy Tactics
		The New Rules of Media Relations
		Blogs and Media Relations
		How Blog Mentions Drive Mainstream Media Stories
		Launching Ideas with the U.S. Air Force
		How to Pitch the Media
	21 Newsjacking Your Way into the Media
		Journalists Are Looking for What You Know
		Get Your Take on the News into the Marketplace of Ideas
			Blog It and Post It to Your Online Media Room
			Send a Real-Time Media Alert
			Use Appropriate Hashtags
			Harness the Power of the Podium
			Live-Stream It
			Comment on Breaking News Stories at Online Publications
			Use Media Tip Lines
			Tweet to Appropriate Reporters
		How to Find News to Jack
			Tracking People You Know
			Monitoring Keywords and Phrases
			Be Open to Serendipity
			Tying Your News to Current Events
		Twitter Is Your Newsjacking Tool
		Beware: Newsjacking Can Damage Your Brand
		Newsjacking for Fun and Profit
	22 Search Engine Marketing
		Making the First Page on Google
		Search Engine Optimization
		Own Your Marketing Assets Instead of Renting Them
		The Long Tail of Search
		The Super Long Tail of Voice Search
		Carve Out Your Own Search Engine Real Estate
		Web Landing Pages to Drive Action
		Optimizing the Past
		Search Engine Marketing in a Fragmented Business
	23 Make It Happen
		Your Mind-Set
		The Journey from a Traditional Marketing Executive to a Modern CMO
		Manage Your Fear
		Mixing Business with Your Personal Life on Social Networks
		Getting the Help You Need (and Rejecting What You Don’t)
			The One Question to Ask a Prospective Agency
			When Lawyers Get in the Way
			Bring a Journalist onto Your Team
			Managing Your Colleagues and Bosses
		Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District
		Great for Any Organization
		Now It’s Your Turn
Acknowledgments for the Seventh Edition
About the Author
Index
Master Newsjacking Course
Have David Meerman Scott Speak at Your Next Event!
EULA