The New Rules of Marketing and Pr

by Scott, David Meerman

• ISBN13: 9781119651543
• ISBN10: 1119651549
• Edition: 7th
• Format: Paperback
• Copyright: 2020-05-05
• Publisher: Wiley

Summary

The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information

In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business.

An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising!

The latest edition of The New Rules of Marketing & PR has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Your life is already AI-assisted. Your marketing should be too! Still the definitive guide on the future of marketing, this must-have resource will help you:

• Incorporate the new rules that will keep you ahead of the digital marketing curve
• Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you
• Use web-based communication technologies to their fullest potential
• Gain valuable insights through compelling case studies and real-world examples
• Take advantage of marketing opportunities on platforms like Facebook Live and Snapchat

The seventh edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.

Author Biography

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.

Table of Contents

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