did-you-know? rent-now

Amazon no longer offers textbook rentals. We do!

did-you-know? rent-now

Amazon no longer offers textbook rentals. We do!

We're the #1 textbook rental company. Let us show you why.

9780470113455

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

by
  • ISBN13:

    9780470113455

  • ISBN10:

    0470113456

  • Format: Hardcover
  • Copyright: 2007-06-01
  • Publisher: Wiley

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Purchase Benefits

List Price: $24.95 Save up to $6.24
  • Buy Used
    $18.71

    USUALLY SHIPS IN 2-4 BUSINESS DAYS

Supplemental Materials

What is included with this book?

Summary

For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.

Author Biography

David Meerman Scott is an award-winning online thought leadership strategist. The marketing programs he has developed are responsible for selling over one billion dollars in products and services worldwide. He has presented at industry conferences and events in more than twenty countries on four continents.

Table of Contents

Forewordp. xvii
Introductionp. xxi
The New Rulesp. xxiii
Trying to Write Like a Blog, But in a Bookp. xxiv
Showcasing Innovative Marketersp. xxvi
How the Web Has Changed the Rules of Marketing and PRp. 1
The Old Rules of Marketing and PR Are Ineffective in an Online Worldp. 3
Advertising: A Money Pit of Wasted Resourcesp. 5
One-Way Interruption Marketing Is Yesterday's Messagep. 6
The Old Rules of Marketingp. 8
Public Relations Used to Be Exclusively about the Mediap. 8
Public Relations and Third-Party Inkp. 10
Yes, the Media Are Still Importantp. 10
Press Releases and the Journalistic Black Holep. 11
The Old Rules of PRp. 12
Learn to Ignore the Old Rulesp. 14
The New Rules of Marketing and PRp. 15
The Long Tail of Marketingp. 17
Tell Me Something I Don't Know, Pleasep. 19
Bricks-and-Mortar Newsp. 21
Advice from the Company Presidentp. 23
The Long Tail of PRp. 24
The New Rules of Marketing and PRp. 25
The Convergence of Marketing and PR on the Webp. 26
Reaching Your Buyers Directlyp. 27
Let the World Know about Your Expertisep. 31
Develop Messages Your Buyers Want to Hearp. 31
Buyer Personas: The Basicsp. 32
Think Like a Publisherp. 35
Tell Your Organization's Story Directlyp. 36
Know the Goals and Let Content Drive Actionp. 37
Content and Thought Leadershipp. 38
Web-Based Communications to Reach Buyers Directlyp. 41
Blogs: Tapping Millions of Evangelists to Tell Your Storyp. 43
Blogs, Blogging, and Bloggersp. 45
Understanding Blogs in the World of the Webp. 47
The Three Uses of Blogs for Marketing and PRp. 50
Monitor Blogs-Your Organization's Reputation Depends on Itp. 51
Comment on Blogs to Get Your Viewpoint Out Therep. 53
Do You Allow Employees to Send E-Mail? How about Letting Them Blog?p. 56
Breaking Boundaries: Blogging at McDonald'sp. 57
The Power of Blogsp. 59
Get Started Todayp. 60
The New Rules of News Releasesp. 61
News Releases in a Web Worldp. 63
The New Rules of News Releasesp. 64
If They Find You, They Will Comep. 64
Driving Buyers into the Sales Processp. 67
Reach Your Buyers Directlyp. 68
Audio Content Delivery through Podcastingp. 69
Putting Marketing Back in Musicians' Controlp. 71
Podcasting: More Than Just Musicp. 74
Forums, Wikis, and Your Targeted Audiencep. 77
Your Best Customers Participate in Online Forums-So Should Youp. 81
Your Space in the Forumsp. 85
Wikis, List Serves, and Your Audiencep. 87
Creating Your Own Wikip. 89
Going Viral: The Web Helps Audiences Catch the Feverp. 91
Minty-Fresh Explosive Marketingp. 92
Monitoring the Blogosphere for Viral Eruptionsp. 93
Creating Viral Buzz for Fun and Profitp. 96
The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toiletp. 96
When You Have Explosive News, Make It Go Viralp. 97
The Content-Rich Web Sitep. 101
Political Advocacy on the Webp. 102
Content: The Focus of Successful Web Sitesp. 105
Putting It All Together with Contentp. 106
The Great Web Site: More an Art Than a Sciencep. 108
Action Plan for Harnessing the Power of the New Rulesp. 111
You Are What You Publish: Building Your Marketing and PR Planp. 113
What Are Your Organization's Goals?p. 114
Buyer Personas and Your Organizationp. 116
The Buyer Persona Profilep. 118
The Importance of Buyer Personas in Web Marketingp. 121
In Your Buyers' Own Wordsp. 122
What Do You Want Your Buyers to Believe?p. 125
Developing Content to Reach Buyersp. 127
Launching a Baby Dinosaurp. 128
Stick to Your Planp. 132
Online Thought Leadership to Brand Your Organization as a Trusted Resourcep. 133
Developing Thought Leadership Contentp. 134
Forms of Thought Leadership Contentp. 135
How to Create Thoughtful Contentp. 138
Leveraging Thought Leaders outside of Your Organizationp. 139
How Much Money Does Your Buyer Make?p. 140
How to Write for Your Buyersp. 143
An Analysis of Gobbledygookp. 144
Poor Writing: How Did We Get Here?p. 145
Effective Writing for Marketing and PRp. 147
The Power of Writing Feedback (from Your Blog)p. 148
How Web Content Influences the Buying Processp. 151
Segmenting Your Buyersp. 153
Elements of a Buyer-Centric Web Sitep. 155
Using RSS to Deliver Your Web Content to Targeted Nichesp. 159
Link Content Directly into the Sales Cyclep. 160
A Friendly Nudgep. 161
Close the Sale and Continue the Conversationp. 162
An Open-Source Marketing Modelp. 163
How to Use News Releases to Reach Buyers Directlyp. 167
Developing Your News Release Strategyp. 168
Publishing News Releases through a Distribution Servicep. 169
Reaching Even More Interested Buyers with RSS Feedsp. 171
Simultaneously Publishing Your News Releases to Your Web Sitep. 171
The Importance of Links in Your News Releasesp. 172
Focus on the Keywords and Phrases Your Buyers Usep. 173
Include Appropriate Social Media Tagsp. 175
If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!p. 176
The Online Media Room: Your Front Door for Much More Than the Mediap. 179
Your Online Media Room as (Free) Search Engine Optimizationp. 180
Best Practices for Online Media Roomsp. 181
An Online Media Room to Reach Journalists, Customers, Bloggers, and Employeesp. 189
Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Roomp. 191
The New Rules for Reaching the Mediap. 193
Nontargeted, Broadcast Pitches Are Spamp. 194
The New Rules of Media Relationsp. 195
Blogs and Media Relationsp. 196
How to Pitch the Mediap. 197
Blogging to Reach Your Buyersp. 201
What Should You Blog About?p. 202
Blogging Ethics and Employee Blogging Guidelinesp. 204
Blogging Basics: What You Need to Know to Get Startedp. 206
Pimp Out Your Blogp. 208
Building an Audience for Your New Blogp. 210
Tag, and Your Buyer Is Itp. 211
Blogging Outside of North Americap. 212
What Are You Waiting For?p. 214
Podcasting and Video Made, Well, as Easy as Possiblep. 217
Podcasting 101p. 217
My Audio Is Your Podcastp. 221
Video and Your Buyersp. 223
Knifing the Competition...and It's All Caught on Videop. 226
Social Networking Sites and Marketingp. 229
Check Me Out on MySpacep. 229
Do You Squidoo?p. 231
Optimizing Social Networking Pagesp. 233
Second Life: Marketing in a Virtual Worldp. 235
Search Engine Marketingp. 241
Search Engine Optimizationp. 243
The Long Tail of Searchp. 244
Carve Out Your Own Search Engine Real Estatep. 245
Web Landing Pages to Drive Actionp. 246
Search Engine Marketing in a Fragmented Businessp. 249
Make It Happenp. 253
Great for Any Organizationp. 255
Now It's Your Turnp. 258
Acknowledgmentsp. 259
Indexp. 267
About the Authorp. 276
Table of Contents provided by Ingram. All Rights Reserved.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Rewards Program