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The New Rules of Marketing and PR
The New Rules of Marketing and PR

The New Rules of Marketing and PR

by David Meerman Scott

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9788126560042 - Year: 2016 - Pages: 458



David Meerman Scott
Shipping Note: This item usually arrives at your doorstep in 10-15 days

Author: David Meerman Scott
Foreword/Introduction: Robert Scoble
Publisher: Macmillan
Year: 2016
Language: English
Pages: 458
ISBN/UPC (if available): 9788126560042


The pioneering guide to the future of marketing, The New Rules of Marketing & PR, has been updated and revised to retain its place as the top marketing and public relations book available. Learn the latest tools and techniques to communicate with buyers directly and in real-time, raise online visibility, and increase sales.

For professionals, entrepreneurs, business owners, and professors alike, this one-of-a-kind guide offers actionable strategies that can be implemented immediately. In this completely revised and updated Fifth Edition, David Meerman Scott offers fresh examples of success from organizations around the world; delivers revised and expanded information on techniques like Inbound Marketing, Content Marketing, and News jacking; and offers the latest on social networks such as YouTube, Twitter, Facebook, Instagram, Snap chat, and LinkedIn.

The New Rules of Marketing & PR gives you the inside track to gain attention for your product, service, or idea at a fraction of the cost of traditional marketing and PR programs.


"When I read The New Rules of Marketing & PR for the first time, it was a 'eureka' moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer-seller relationship and wrote the classic text to help marketers take advantage of them."
== Brian Halligan, CEO, HubSpot; coauthor of Inbound Marketing

"David is informative, entertaining and inspiring! No one knows more about new ways to reach buyers. The groundbreaking strategies in this book reinvent the way entrepreneurs engage the marketplace and grow business."
== Tony Robbins

"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."
== Publishers Weekly (starred review)



Foreword by Robert Scoble
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 Communication 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
• Content and Thought Leadership

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
• The New Rules of Job Search
• How to Find a New Job via Social Media
• Insignificant Backwaters or Valuable Places to Connect?
• Your Best Customers Participate in Online Forums--So Should You
• Your Space in the Forums
• Wikis, Listservs and Your Audience
• Social Networking Drives Adagio Teas' Success

5 Blogs: Tapping Millions of Evangelists to Tell Your Story
• 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
• Work with the Bloggers Who Talk about You
• 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
• The Power of Blogs
• Get Started Today

6 Audio and Video Drive Action
• Create Goodwill with Customers
• What University Should I Attend?
• The Best Job in the World
• 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
• 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
• Chronicle Your Life and Business with Live Video Feeds
• 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
• Obama for America
• 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 Online Thought Leadership to Brand Your Organization as a Trusted Resource
• Developing Thought Leadership Content
• Forms of Thought Leadership Content
• How to Create Thoughtful Content
• How Raytheon Uses Journalists to Create Interesting Content
• Thought Leadership 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 Mobile Marketing: Reaching Buyers Wherever They Are
• Join the Revolution
• Make Your Site Mobile Friendly
• Build Your Audience via Mobile
• Geolocation: When Your Buyer Is Nearby
• QR Codes to Drive People to Your Content
• The Mobile Media Room
• An App for Anything
• Cyber Graffiti with WiFi Network Names as Advertising

15 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 Horse Twitterer
• 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

16 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
• Fun with Sharpies (and Sharpie Fans)
• Cities That Blog
• Blogging outside North America
• What Are You Waiting For?

17 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
• Sharing with Pinterest
• The Power of SlideShare for Sharing Your Ideas
• Infographics

18 Video and Podcasting Made, Well, as Easy as Possible
• Video and Your Buyers
• Business-Casual Video
• Stop Obsessing over Video Release Forms
• Your Smartphone is All You Need
• Video to Showcase Your Expertise
• Getting Started with Video
• Video Created for Buyers Generates Sales Leads
• Podcasting 101

19 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!

20 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

21 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

22 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
• When the Story Is Already (Sort of) about You
• Twitter Is Your Newsjacking Tool
• Beware: Newsjacking Can Damage Your Brand
• Newsjacking for Fun and Profit

23 Search Engine Marketing
• Making the First Page on Google
• Search Engine Optimization
• 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

24 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)
• Great for Any Organization
• Now It's Your Turn

Acknowledgments for the Fifth Edition
About the Author
Preview: The New Rules of Sales and Service
Have David Meerman Scott Speak at Your Next Event!

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