The new rules of marketing & PR : how to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly

Cover
Title Page
Copyright Page
Contents
Introduction
	The New Rules
	Life with the New Rules
	What’s New
	Writing Like on a Blog, but in a Book
	Showcasing Success
Part I How the Web Has Changed the Rules of Marketing and PR
	Chapter 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
	Chapter 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
	Chapter 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
Part II Web-Based Communications to Reach Buyers Directly
	Chapter 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
		Do You Allow Employees to Send Email? How about Letting Them Use Social Media?
		The New Rules of Job Search
		How to Find a New Job via Social Media
		Social Networking Drives Adagio Teas’ Success
	Chapter 5 The Content-Rich Website
		Political Advocacy on the Web
		Content: The Focus of Successful Websites
		Reaching a Global Marketplace
		Make Your Site Mobile Friendly
		Blogging to Share Your Passion
		A Blog (or Not a Blog)
		Not Another Junky Blog
		Why You Need a Blog in the Age of Social Networking
		Audio and Video Drive Action
		Improv with the CIO
		Grammar Girl Podcast
		Putting It All Together with Content
		Great Websites: More Art Than Science
	Chapter 6 Marketing and PR in Real Time
		Real-Time Marketing and PR
		Fans First: Joe Biden Announces Kamala Harris as VP Pick
		Develop Your Real-Time Mind-Set
		Real-Time Blog Post Drives $1 Million in New Business
		The Time Is Now
		Snapchat for Business
		Crowdsourced Support
	Chapter 7 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
		An AI App to Create Social Posts from Long-Form Content
		Remaining Human in a World of AI
Part III Action Plan for Harnessing the Power of the New Rules
	Chapter 8 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
	Chapter 9 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
		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
	Chapter 10 Strategies for Creating Awesome Content
		Ways to Get Your Information Out There
		How to Create Thoughtful Content
		How Raytheon Technologies Uses Journalists to Create Interesting Content
		Your Web Content Must Be Accessible
		Content Creation in Highly Regulated Industries
		Content Ethics and Employee Guidelines
		Thought Leaders from Outside Your Organization
		Who Wrote That Awesome White Paper?
		How Much Money Does Your Buyer Make?
	Chapter 11 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
	Chapter 12 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
		Write Your Biography in First Person
		The CIA Joins Twitter
		The Sharing More Than Selling Rule
		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
	Chapter 13 Blogging to Reach Your Buyers
		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
		What Should You Blog About?
		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?
	Chapter 14 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
		Sharing Beautiful Images on Instagram
		Marketing Your Product with Photos on Instagram
		Sharing with Pinterest
		The Power of SlideShare for Showcasing Your Ideas
		Infographics
		Infographics as a Marketing Asset
	Chapter 15 Video and Your Buyers
		What University Should I Attend?
		Business-Casual Video
		Have Fun with Your Videos
		Stop Obsessing over Video Release Forms
		Your Smartphone Is All You Need
		Video Made for Just £100 Grows Fans of a Welsh Hardware Store
		Facebook Live Is Great for Real-Time Content Marketing
		Video to Showcase Your Expertise
		A Lawyer with Six Million TikTok Followers
		Creating a Great Virtual Event
		Getting Started with Video
		Video Created for Buyers Generates Sales Leads
		Building a Business One YouTube Video at a Time
	Chapter 16 Audio Content via Podcasting and Social Audio
		Hack the Entrepreneur Podcast Delivers New Clients for Host’s Consulting Business
		Podcasting 101
		Clubhouse and Other Social Audio Apps
		Creating Elegant Calls to Action in Social Audio and on Podcasts
	Chapter 17 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!
	Chapter 18 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
		Ontario University Shines Spotlight on Faculty Researchers
		A Newsroom to Reach Journalists, Customers, and Bloggers
	Chapter 19 The New Rules for Reaching the Media
		“Re:,” Nontargeted Pitches, and Other Sleazy Tactics
		The New Rules of Media Relations
		Twitter and Media Relations
		Working with Brand Advocates
		How Blog and Social Media Mentions Drive Mainstream Media Stories
		Launching Ideas with the U.S. Air Force
		How to Pitch the Media
	Chapter 20 Newsjacking Your Way into the Media
		Journalists Are Looking for What You Know
		Get Your Take on the News into the Marketplace of Ideas
		How to Find News to Jack
		Twitter Is Your Newsjacking Tool
		Beware: Newsjacking Can Damage Your Brand
		Newsjacking for Fun and Profit
	Chapter 21 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
		Using the Amazon Search Engine as Marketing
		Web Landing Pages to Drive Action
		Optimizing the Past
		Search Engine Marketing in a Fragmented Business
	Chapter 22 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)
		Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District
		Great for Any Organization
		Now It’s Your Turn
Acknowledgments for the Eighth Edition
About the Author
Index
Master Newsjacking the Online Course
Have David Meerman Scott Speak at Your Next Event!
EULA