New Rules of Marketing & PR

• Introduction 1The New Rules 4Life with the New Rules 6What’s New 8Writing Like on a Blog, but in a Book 10Showcasing Success 11I How the Web Has Changed the Rules of Marketing and PR 131 The Old Rules of Marketing and PR Are Ineffective in an Online World 15Advertising: A Money Pit of Wasted Resources 18One-Way Interruption Marketing Is Yesterday’s Message 19The Old Rules of Marketing 20PR Used to Be Exclusively About the Media 21PR and Third-Party Ink 22Yes, the Media Are Still Important 23Press Releases and the Journalistic Black Hole 23The Old Rules of PR 24Learn to Ignore the Old Rules 252 The New Rules of Marketing and PR 27The Most Important Communications Revolution in Human History 28Open for Business 29The End of Mass Marketing 31Tell Me Something I Don’t Know, Please 33KOREAZ Social Media Channels Deliver Digital Public Diplomacy as Entertainment 34The End of Mass PR 36The New Rules of Marketing and PR 37The Convergence of Marketing and PR on the Web 383 Reaching Your Buyers Directly 39The Right Marketing in a Wired World 42Let the World Know About Your Expertise 43Develop Information Your Buyers Want to Consume 45Big Birge Plumbing Company Grows Business in a Competitive Market 46Buyer Personas: The Basics 47Think Like a Publisher 51Know the Goals and Let Content Drive Action 52Real-Time Business at American Airlines Reaches Buyers Directly 53II Web-based Communications to Reach Buyers Directly 594 Social Media and Your Targeted Audience 61What Is Social Media, Anyway? 62Social Media Is a Cocktail Party 63“Upgrade to Canada” Social Program Nabs Tourists from Other Countries 64Social Networking and Agility 65Do You Allow Employees to Send Email? How About Letting Them Use Social Media? 67The New Rules of Job Search 68Brewing Authenticity: How Kolkata Chai Co. Uses Instagram to Reach Interested Buyers 705 The Content-Rich Website 75Political Advocacy on the Web 76Content: The Focus of Successful Websites 78Reaching a Global Marketplace 78Make Your Site Mobile Friendly 79Blogging to Share Your Passion 81A Blog (or Not a Blog) 82Not Another Junky Blog 84Why You Need a Blog in the Age of Social Networking 86Audio and Video Drive Action 87How to Poop in the Woods 88Putting It All Together with Content 89Great Websites: More Art Than Science 916 Marketing and PR in Real Time 95Real-Time Marketing and PR 96Real-Time Customer Communications from Cubby Oil & Energy 98Develop Your Real-Time Mind-Set 100Real-Time Blog Post Drives $1 Million in New Business 103The Time Is Now 105Real-Time Video for Business 110Crowdsourced Support 1117 Artificial Intelligence for Marketing and PR 117AI-Powered Marketing and PR 120Your Marketing May Already Be AI-Powered 123Find Ways for AI to Benefit Customers 125Creating an AI Project 127Making AI a Part of Your Marketing 129Unlocking the Potential of AI for Use with Your Own Content 131Remaining Human in a World of AI 134Clams, Wagoneers, and Harings: Creativity Is Even More Important in an AI World 135AI Companies and Content Creators Fight, or They Learn to Work Together 137III Action Plan for Harnessing the Power of the New Rules 1418 You Are What You Publish: Building Your Marketing and PR Plan 143What Are Your Organization’s Goals? 144Buyer Personas and Your Organization 146The Buyer Persona Profile 147Doritos Silent “Crunch Cancelling” Plug-In for Gamers 150How Beko Develops Products Global Consumers Are Eager to Buy 151Modern-Day Hippies! Meet Stoned Immaculate’s Unique Buyer Persona 152The Importance of Buyer Personas in Web Marketing 154In Your Buyers’ Own Words 155What Do You Want Your Buyers to Believe? 157Developing Content to Reach Buyers 159Marketing Strategy Planning Template 162The New Rules of Measurement 166Asking Your Buyer for a Date 167Measuring the Power of Free 168What You Should Measure 168Stop Thinking of Content Creation as a Marketing Expense 170Stick to Your Plan 1719 Growing Your Business: How Marketing and PR Drive Sales 173It’s Time for a Sales Transformation 173How Web Content Influences the Buying Process 175Tips for Creating a Buyer-Centric Website 177Step 1: Sales Begin with Informational Content 181Step 2: A Friendly Nudge 182Step 3: Closing the Deal 183Triathlon Coach Delivers Content for All Ability Levels 184Why Salespeople’s LinkedIn Profiles Don’t Sell 185Salespeople as Content Curators 187Your Company’s Salesperson-in-Chief 189Educating Your Salespeople About the New Buying Process 190Registration or Not? Data from an E-book Offer 191Close the Sale—Continue the Conversation 193Measure and Improve 194How a Content Strategy Grew Business by 50 Percent in One Year 19410 Strategies for Creating Awesome Content 199Ways to Get Your Information Out There 200How to Create Thoughtful Content 206Using AI to Make Content Creation Easier 207How RTX Uses Journalists to Create Interesting Content 208Your Web Content Must Be Accessible 211Content Creation in Highly Regulated Industries 212Content Ethics and Employee Guidelines 215Thought Leaders from Outside Your Organization 217Who Wrote That Awesome White Paper? 217How Much Money Does Your Buyer Make? 21811 How to Write for Your Buyers 221An Analysis of Gobbledygook 222Poor Writing: How Did We Get Here? 223Branding Gone Amok™ 225Effective Writing for Marketing and PR 225The Power of Writing Feedback (from Your Blog) 226Injecting Humor into Product Descriptions 228Brand Journalism at Boeing 22912 Social Networking as Marketing 231How to Use Facebook to Market Your Product or Service 232Increase Engagements with Facebook Groups 235Check Out My LinkedIn Profile 238Tweet Your Thoughts to the World 241Social Networking and Personal Branding 242Write Your Biography in First Person 245The Sharing More Than Selling Rule 246Which Social Networking Site Is Right for You? 249Nextdoor, the Social Network for Local Businesses 251You Can’t Go to Every Party, so Why Even Try? 252Optimizing Social Networking Pages 253Integrate Social Media into an Offline Conference or Event 254Build a Passionate Fan Base 255Social Networking and Crisis Communications 257Why Participating in Social Media Is Like Exercise 26013 Blogging to Reach Your Buyers 263Understanding Blogs in the World of the Web 265The Four Uses of Blogs for Marketing and PR 267Monitor Blogs—Your Organization’s Reputation Depends on It 268Comment on Blogs to Get Your Viewpoint Out There 269Bloggers Love Interesting Experiences 270What Should You Blog About? 271Blogging Basics: What You Need to Know to Get Started 272Bling Out Your Blog 275Building an Audience for Your New Blog 276Tag, and Your Buyer Is It 277Cities That Blog 278What Are You Waiting For? 28014 An Image Is Worth a Thousand Words 281Photographs as Compelling Content Marketing 281Images of Real People Work Better Than Inane Stock Photos 283How to Market an Expensive Product with Original Photographs 285Sharing Beautiful Images on Instagram 286Marketing Your Product with Photos on Instagram 288Sharing with Pinterest 290The Power of SlideShare for Showcasing Your Ideas 292Infographics 294Infographics as a Marketing Asset 29615 Video and Your Buyers 299What University Should I Attend? 299Business-Casual Video 300Have Fun with Your Videos 302Stop Obsessing Over Video Release Forms 303Your Smartphone Is All You Need 304Video Made for Just £100 Grows Fans of a Welsh Hardware Store 305Facebook Live Is Great for Real-Time Content Marketing 306Create and Connect Through Live Video 308Video to Showcase Your Expertise 309A Lawyer with Seven Million TikTok Followers 311Creating a Great Virtual Event 314Getting Started with Video 316Building a Business One YouTube Video at a Time 31816 Audio Content via Podcasting and Social Audio 323Grammar Girl Podcast 324Podcasting 101 326Clubhouse and Other Social Audio Apps 329Creating Elegant Calls to Action in Social Audio and on Podcasts 33317 How to Use News Releases to Reach Buyers Directly 337News Releases in a Web World 339The New Rules of News Releases 339If They Find You, They Will Come 340Driving Buyers into the Sales Process 342Developing Your News Release Strategy 343Publishing News Releases Through a Distribution Service 344Reach Even More Interested Buyers with RSS Feeds 345Simultaneously Publish Your News Releases to Your Website 346The Importance of Links in Your News Releases 346Focus on the Keywords and Phrases Your Buyers Use 347If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 34918 Your Newsroom: A Front Door for Much More Than the Media 351Your Newsroom as (Free) Search Engine Optimization 352Reaching Reporters and Editors and Telling Your Story 353Best Practices for Newsrooms 354Ontario University Shines Spotlight on Faculty Researchers 362A Newsroom to Reach Journalists, Customers, and Bloggers 36519 The New Rules for Reaching the Media 367“Re:” Nontargeted Pitches, and Other Sleazy Tactics 367The New Rules of Media Relations 369Media Relations Using X 370Working with Brand Advocates 372How Blog and Social Media Mentions Drive Mainstream Media Stories 374Launching Ideas with the U.S. Air Force 376Legal Caution Versus PR Clarity: Navigating Media During Crises 378How to Pitch the Media 37920 Newsjacking Your Way into the Media 383Journalists Are Looking for What You Know 385Get Your Take on the News into the Marketplace of Ideas 386How to Find News to Jack 388X Is Your Newsjacking Tool 394Beware: Newsjacking Can Damage Your Brand 395Newsjacking for Fun and Profit 39621 Search Engine Marketing 399Making the First Page on Google 401Search Engine Optimization 402Own Your Marketing Assets Instead of Renting Them 403All Search Is Niche 404The Importance of Voice Search 405How to Get Found in LLM AI Chatbot Search 406Carve Out Your Own Search Engine Real Estate 409Using the Amazon Search Engine as Marketing 410Web Landing Pages to Drive Action 412Optimizing the Past 415Search Engine Marketing in a Fragmented Business 41622 Make It Happen 419Your Mind-Set 421The Journey from a Traditional Marketing Executive to a Modern CMO 421Manage Your Fear 422Mixing Business with Your Personal Life on Social Networks 423Getting the Help You Need (and Rejecting What You Don’t) 425Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District 430Great for Any Organization 432Now It’s Your Turn 435Acknowledgments for the Ninth Edition 437About the Author 439Index 441Master Newsjacking the Online Course 459Have David Meerman Scott Speak at Your Next Event! 461

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