The New Rules of Marketing and PR, 6ed

David Meerman Scott

ISBN: 9788126572595

448 pages

Exclusively distributed by Pan Macmillan

 

Description

The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time—at a fraction of the cost of traditional advertising. The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether.

 

Introduction  

The New Rules  

Life with the New Rules  

What's New  

Writing Like on a Blog, But in a Book

Showcasing Success

 

I How the Web Has Changed the Rules of Marketing and PR

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

 

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

 

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

 

II Web-Based Communications to Reach Buyers Directly

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
  • When Social Networking Doesn't Work: The Cannabis Business in America
  • The New Rules of Job Search
  • How to Find a New Job via Social Media
  • Social Networking Drives Adagio Teas' Success

 

5 Blogs: Tapping Millions of Evangelists to Tell Your Story

  • Why You Still Need a Blog in the Age of Social Networking  
  • Blogs, Blogging, and Bloggers
  • A Blog (or Not a Blog)  
  • California Lawyer Blogs to Build Authority and Drive More Business
  • 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
  • How to Reach Bloggers around the World
  • Do You Allow Employees to Send Email? How about Letting Them Blog?
  • Not Another Junky Blog
  • Get Started Today

 

6 Audio and Video Drive Action

  • Improv with the CIO
  • What University Should I Attend?
  • Building a Business One YouTube Video at a Time
  • Have Fun with Your Videos
  • Audio Content Delivery through Podcasting
  • Hack the Entrepreneur Podcast Delivers New Customers for Host's Business
  • Grammar Girl Podcast

 

7 Going Viral: The Web Helps Audiences Catch the Fever

  • Minty-Fresh Explosive Marketing
  • Monitoring the Blogosphere for Viral Eruptions
  • Creating a World Wide Rave
  • Rules of the Rave
  • Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download
  • Using Creative Commons to Facilitate Mashups and Spread Your Ideas
  • Viral Buzz for Fun and Profit
  • The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
  • Clip This Coupon for $1 Million Off Fort Myers, Florida, Home
  • When You Have Explosive News, Make It Go Viral

 

8 The Content-Rich Website

  • Political Advocacy on the Web
  • Content: The Focus of Successful Websites
  • Reaching a Global Marketplace
  • Make Your Site Mobile Friendly
  • Putting It All Together with Content
  • Great Websites: More Art Than Science

 

9 Marketing and PR in Real Time

  • Real-Time Marketing and PR
  • John Green Thumps Tom Cruise
  • 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

 

III Action Plan for Harnessing the Power of the New Rules

10 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
  • In 2016 the Best Marketer Was Elected President
  • Stick to Your Plan

 

11 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
  • An Open-Source Marketing Model
  • 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

 

12 Strategies for Creating Awesome Content

  • Ways to Get Your Information Out There
  • How to Create Thoughtful Content
  • How Raytheon Uses Journalists to Create Interesting Content
  • Content Creation in Highly Regulated Industries
  • Leveraging Thought Leaders Outside Your Organization
  • Who Wrote That Awesome White Paper?
  • How Much Money Does Your Buyer Make?

 

13 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

 

14 Social Networking as Marketing

  • Television's Eugene Mirman Is Very Nice and Likes Seafood
  • Facebook: Not Just for Students
  • How to Use Facebook to Market Your Product or Service
  • Increase Engagements with Facebook Groups and Apps
  • Why Google Plus Is Important for Your Business
  • Check Out My LinkedIn Profile
  • Tweet Your Thoughts to the World
  • Social Networking and Personal Branding
  • 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?
  • 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

 

15 Blogging to Reach Your Buyers

  • What Should You Blog About?
  • Blogging Ethics and Employee Blogging Guidelines
  • Blogging Basics: What You Need to Know to Get Started
  • Pimp 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?

 

16 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
  • Why I Love Instagram
  • Marketing Your Product with Photos on Instagram
  • Sharing with Pinterest
  • The Power of SlideShare for Showcasing Your Ideas
  • Infographics

 

17 Video and Podcasting Made Easy

  • Video and Your Buyers
  • Business-Casual Video
  • Stop Obsessing over Video Release Forms
  • Your Smartphone Is All You Need
  • Facebook Live Is Great for Real-Time Content Marketing
  • Video to Showcase Your Expertise
  • Getting Started with Video
  • Video Created for Buyers Generates Sales Leads
  • Podcasting

 

18 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
  • Include Appropriate Social Media Tags
  • If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!

 

19 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

 

20 The New Rules for Reaching the Media

  • "Re:," Nontargeted Pitches, and Other Sleazy Tactics
  • The New Rules of Media Relations
  • Blogs and Media Relations
  • How Blog Mentions Drive Mainstream Media Stories
  • Launching Ideas with the U.S. Air Force
  • How to Pitch the Media

 

21 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

 

22 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
  • Carve Out Your Own Search Engine Real Estate
  • Web Landing Pages to Drive Action
  • Optimizing the Past
  • Search Engine Marketing in a Fragmented Business

 

23 Make It Happen

  • Your Mind-Set
  • The Journey from a Traditional Marketing Executive to a Modern CMO
  • Manage Your Fear
  • 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 Sixth Edition

About the Author

Index

Master Newsjacking Course

Have David Meerman Scott Speak at Your Next Event!