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

by David Meerman Scott

• ISBN13: 9780470166857
• ISBN10: 0470166851
• Format: eBook
• Copyright: 2007-09-01
• Publisher: Wiley

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.

Table of Contents

Foreword

Introduction

The New Rules

Trying To Write Like a Blog, But in a Book

Showcasing Innovative Marketers

How The Web Has Changed The Rules Of Marketing And Pr

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

The New Rules of Marketing and PR

The Long Tail Of Marketing

Tell Me Something I Don't Know, Please

Bricks-And-Mortar News

Advice From The Company President

The Long Tail Of PR

The New Rules Of Marketing And PR

The Convergence Of Marketing And Pr On The Web

Reaching Your Buyers Directly

Let The World Know About Your Expertise

Develop Messages Your Buyers Want To Hear

Buyer Personas: The Basics

Think Like A Publisher

Tell Your Organization's Story Directly

Know The Goals And Let Content Drive Action

Content And Thought Leadership

Web-Based Communications To Reach Buyers Directly

Blogs: Tapping Millions of Evangelists to Tell Your Story

Blogs, Blogging, And Bloggers

Understanding Blogs In The World Of The Web

The Three 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

Do You Allow Employees To Send Email? How About Letting Them Blog?

Breaking Boundaries: Blogging At McDonald's

The Power Of Blogs

Get Started Today

The New Rules of News Releases

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

Reach Your Buyers Directly

Audio Content Delivery through Podcasting

Putting Marketing Back In Musicians' Control

Podcasting More Than Just Music

Forums, Wikis, and Your Targeted Audience

Your Best Customers Participate In Online Forums-So Should You

Your Space In The Forums

Wikis, List Serves, And Your Audience

Creating Your Own Wiki

Going Viral: The Web Helps Audiences Catch the Fever

Minty-Fresh Explosive Marketing

Monitoring The Blogosphere For Viral Eruptions

Creating Viral Buzz For Fun And Profit

The Virgin Mary Grilled Cheese Sandwich And Jerry Garcia's Toilet

When You Have Explosive News, Make It Go Viral

The Content-Rich Web Site

Political Advocacy On The Web

Content: The Focus Of Successful Web Site

Putting It All Together With Content

The Great Web Site: More An Art Than A Science

Action Plan For Harnessing The Power Of The New Rules

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

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

Launching A Baby Dinosaur

Stick To Your Plan

Online Thought Leadership to Brand Your Organization as a Trusted Resource

Developing Thought Leadership Content

Forms Of Thought Leader

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