Introduction 1 The New Rules 4 Life with the New Rules 6 What's New 8 Writing Like on a Blog, but in a Book 10 Showcasing Success 11 I How the Web Has Changed the Rules of Marketing and PR 13 1 The Old Rules of Marketing and PR are Ineffective in an Online World 15 Advertising: A Money Pit of Wasted Resources 18 One-Way Interruption Marketing is Yesterday's Message 19 The Old Rules of Marketing 20 Public Relations Used to Be Exclusively about the Media 21 Public Relations and Third-Party Ink 22 Yes, the Media are Still Important 22 Press Releases and the Journalistic Black Hole 23 The Old Rules of PR 24 Learn to Ignore the Old Rules 25 2 The New Rules of Marketing and PR 27 The Most Important Communications Revolution in Human History 28 Open for Business 29 The Long Tail of Marketing 32 Tell Me Something I Don't Know, Please 33 Bricks-and-Mortar News 34 The Long Tail of PR 35 The New Rules of Marketing and PR 36 The Convergence of Marketing and PR on the Web 38 3 Reaching Your Buyers Directly 39 The Right Marketing in a Wired World 40 Let the World Know about Your Expertise 41 Develop Information Your Buyers Want to Consume 43 Big Birge Plumbing Company Grows Business in a Competitive Market 44 Buyer Personas: The Basics 45 Think Like a Publisher 49 Staying Connected with Members and the Community 50 Know the Goals and Let Content Drive Action 52 Real-Time Business at American Airlines Reaches Buyers Directly 53 II Web-Based Communications to Reach Buyers Directly 59 4 Social Media and Your Targeted Audience 61 What is Social Media, Anyway? 62 Social Media is a Cocktail Party 63 "Upgrade to Canada" Social Program Nabs Tourists from Other Countries 64 Social Networking and Agility 65 When Social Networking Doesn't Work: The Cannabis Business in America 66 The New Rules of Job Search 69 How to Find a New Job via Social Media 70 Social Networking Drives Adagio Teas' Success 72 5 Blogs: Tapping Millions of Evangelists to Tell Your Story 77 Why You Still Need a Blog in the Age of Social Networking 79 Blogs, Blogging, and Bloggers 80 A Blog (or Not a Blog) 81 California Lawyer Blogs to Build Authority and Drive More Business 83 Understanding Blogs in the World of the Web 85 The Four Uses of Blogs for Marketing and PR 87 Monitor Blogs-Your Organization's Reputation Depends on It 88 Comment on Blogs to Get Your Viewpoint Out There 89 Bloggers Love Interesting Experiences 90 How to Reach Bloggers around the World 91 Do You Allow Employees to Send Email? How about Letting Them Blog? 92 Not Another Junky Blog 93 Get Started Today 95 6 Audio and Video Drive Action 97 Improv with the CIO 97 What University Should I Attend? 99 Building a Business One YouTube Video at a Time 100 Have Fun with Your Videos 103 Audio Content Delivery through Podcasting 104 Hack the Entrepreneur Podcast Delivers New Clients for Host's Consulting Business 106 Grammar Girl Podcast 108 7 The Content-Rich Website 111 Political Advocacy on the Web 112 Content: The Focus of Successful Websites 114 Reaching a Global Marketplace 114 Make Your Site Mobile Friendly 115 Putting It All Together with Content 117 Great Websites: More Art Than Science 118 8 Marketing and PR in Real Time 123 Real-Time Marketing and PR 124 John Green Thumps Tom Cruise 126 Develop Your Real-Time Mind-Set 127 Real-Time Blog Post Drives $1 Million in New Business 130 The Time is Now 132 Snapchat for Business 137 Crowdsourced Support 139 9 Artificial Intelligence and Machine Learning for Marketing and PR 143 AI-Powered Marketing and PR 144 Your Marketing May Already Be AI-Powered 147 Find Ways for AI to Benefi t Customers 149 Creating an AI Project 150 Making AI a Part of Your Marketing 152 Remaining Human in a World of AI 154 III Action Plan for Harnessing the Power of the New Rules 157 10 You are What You Publish: Building Your Marketing and PR Plan 159 What are Your Organization's Goals? 160 Buyer Personas and Your Organization 162 The Buyer Persona Profile 163 How Beko Develops Products Global Consumers are Eager to Buy 166 Reaching Senior Executives 167 The Importance of Buyer Personas in Web Marketing 168 In Your Buyers' Own Words 168 What Do You Want Your Buyers to Believe? 171 Developing Content to Reach Buyers 173 Marketing Strategy Planning Template 175 The New Rules of Measurement 179 Asking Your Buyer for a Date 180 Measuring the Power of Free 180 What You Should Measure 181 Stop Thinking of Content Creation as a Marketing Expense 182 Stick to Your Plan 184 11 Growing Your Business: How Marketing and PR Drive Sales 187 It's Time for a Sales Transformation 187 How Web Content Influences the Buying Process 189 Tips for Creating a Buyer-Centric Website 191 Step 1: Sales Begin with Informational Content 195 Step 2: A Friendly Nudge 197 Step 3: Closing the Deal 197 Triathlon Coach Delivers Content for All Ability Levels 198 Salespeople as Content Curators 200 Your Company's Salesperson-in-Chief 201 Educating Your Salespeople about the New Buying Process 203 Registration or Not? Data from an E-Book Offer 204 Close the Sale-Continue the Conversation 205 Measure and Improve 206 How a Content Strategy Grew Business by 50 Percent in One Year 206 12 Strategies for Creating Awesome Content 211 Ways to Get Your Information Out There 212 How to Create Thoughtful Content 218 How Raytheon Uses Journalists to Create Interesting Content 219 Content Creation in Highly Regulated Industries 221 Leveraging Thought Leaders outside Your Organization 224 Who Wrote That Awesome White Paper? 224 How Much Money Does Your Buyer Make? 225 13 How to Write for Your Buyers 229 An Analysis of Gobbledygook 230 Poor Writing: How Did We Get Here? 231 Effective Writing for Marketing and PR 233 The Power of Writing Feedback (from Your Blog) 234 Injecting Humor into Product Descriptions 235 Brand Journalism at Boeing 236 14 Social Networking as Marketing 239 Television's Eugene Mirman is Very Nice and Likes Seafood 240 How to Use Facebook to Market Your Product or Service 241 Increase Engagements with Facebook Groups 244 Check Out My LinkedIn Profile 245 Tweet Your Thoughts to the World 248 Social Networking and Personal Branding 249 The CIA Joins Twitter 252 The Sharing More Than Selling Rule 253 Connecting with Fans 256 How Amanda Palmer Raised a Million Dollars via Social Networking 257 Which Social Networking Site is Right for You? 258 Nextdoor, the Social Network for Local Businesses 260 You Can't Go to Every Party, So Why Even Try? 261 Optimizing Social Networking Pages 262 Integrate Social Media into an Offline Conference or Event 263 Build a Passionate Fan Base 264 Social Networking and Crisis Communications 266 Why Participating in Social Media is Like Exercise 269 15 Blogging to Reach Your Buyers 271 What Should You Blog About? 272 Blogging Ethics and Employee Blogging Guidelines 273 Blogging Basics: What You Need to Know to Get Started 275 Bling Out Your Blog 278 Building an Audience for Your New Blog 279 Tag, and Your Buyer is It 280 Cities That Blog 280 Blogging outside North America 282 What are You Waiting For? 283 16 An Image is Worth a Thousand Words 285 Photographs as Compelling Content Marketing 285 Images of Real People Work Better Than Inane Stock Photos 287 How to Market an Expensive Product with Original Photographs 289 Why I Love Instagram 290 Marketing Your Product with Photos on Instagram 292 Sharing with Pinterest 293 The Power of SlideShare for Showcasing Your Ideas 295 Infographics 297 17 Video and Podcasting Made Easy 301 Video and Your Buyers 301 Business-Casual Video 302 Stop Obsessing over Video Release Forms 303 Your Smartphone is All You Need 304 Facebook Live is Great for Real-Time Content Marketing 305 Video to Showcase Your Expertise 306 Getting Started with Video 308 Video Created for Buyers Generates Sales Leads 310 Podcasting 101 311 18 How to Use News Releases to Reach Buyers Directly 315 News Releases in a Web World 317 The New Rules of News Releases 317 If They Find You, They Will Come 318 Driving Buyers into the Sales Process 320 Developing Your News Release Strategy 321 Publishing News Releases through a Distribution Service 322 Reach Even More Interested Buyers with RSS Feeds 323 Simultaneously Publish Your News Releases to Your Website 323 The Importance of Links in Your News Releases 324 Focus on the Keywords and Phrases Your Buyers Use 324 If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 326 19 Your Newsroom: A Front Door for Much More Than the Media 329 Your Newsroom as (Free) Search Engine Optimization 330 Reaching Reporters and Editors and Telling Your Story 331 Best Practices for Newsrooms 332 Ontario University Shines Spotlight on Faculty Researchers 340 A Newsroom to Reach Journalists, Customers, and Bloggers 342 20 The New Rules for Reaching the Media 345 "Re:," Nontargeted Pitches, and Other Sleazy Tactics 346 The New Rules of Media Relations 347 Blogs and Media Relations 348 How Blog Mentions Drive Mainstream Media Stories 349 Launching Ideas with the U.S. Air Force 352 How to Pitch the Media 353 21 Newsjacking Your Way into the Media 357 Journalists are Looking for What You Know 358 Get Your Take on the News into the Marketplace of Ideas 360 How to Find News to Jack 362 Twitter is Your Newsjacking Tool 368 Beware: Newsjacking Can Damage Your Brand 368 Newsjacking for Fun and Profit 370 22 Search Engine Marketing 373 Making the First Page on Google 375 Search Engine Optimization 376 Own Your Marketing Assets Instead of Renting Them 377 The Long Tail of Search 378 The Super Long Tail of Voice Search 379 Carve Out Your Own Search Engine Real Estate 380 Web Landing Pages to Drive Action 381 Optimizing the Past 384 Search Engine Marketing in a Fragmented Business 385 23 Make It Happen 387 Your Mind-Set 389 The Journey from a Traditional Marketing Executive to a Modern CMO 389 Manage Your Fear 391 Mixing Business with Your Personal Life on Social Networks 391 Getting the Help You Need (and Rejecting What You Don't) 393 Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District 398 Great for Any Organization 401 Now It's Your Turn 403 Acknowledgments for the Seventh Edition 405 About the Author 407 Index 409 Master Newsjacking Course 427 Have David Meerman Scott Speak at Your Next Event! 429
DAVID MEERMAN SCOTT is an expert in using real-time tools and strategies to spread ideas, influence minds, and build business. His popular blog, advisory work with fast-growing companies, and worldwide speaking engagements and training seminars give him a unique perspective on how businesses are implementing strategies to reach buyers directly. David is the bestselling author of ten books, including Real-Time Marketing & PR, The New Rules of Sales & Service, and Fanocracy.