The New Rules of Marketing and PR 8th edition by David Meerman Scott 9781119854296 1119854296

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

Do You Allow Employees to Send Email? How about Letting Them Use Social Media?

The New Rules of Job Search

How to Find a New Job via Social Media

Social Networking Drives Adagio Teas’ Success

5 The Content‐Rich Website

Political Advocacy on the Web

Content: The Focus of Successful Websites

Reaching a Global Marketplace

Make Your Site Mobile Friendly

Blogging to Share Your Passion

A Blog (or Not a Blog)

Not Another Junky Blog

Why You Need a Blog in the Age of Social Networking

Audio and Video Drive Action

Improv with the CIO

Grammar Girl Podcast

Putting It All Together with Content

Great Websites: More Art Than Science

6 Marketing and PR in Real Time

Real‐Time Marketing and PR

Fans First: Joe Biden Announces Kamala Harris as VP Pick

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

7 Artificial Intelligence and Machine Learning for Marketing and PR

AI‐Powered Marketing and PR

Your Marketing May Already Be AI‐Powered

Find Ways for AI to Benefit Customers

Creating an AI Project

Making AI a Part of Your Marketing

An AI App to Create Social Posts from Long‐Form Content

Remaining Human in a World of AI

III: Action Plan for Harnessing the Power of the New Rules

8 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

Stick to Your Plan

9 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

Triathlon Coach Delivers Content for All Ability Levels

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

10 Strategies for Creating Awesome Content

Ways to Get Your Information Out There

How to Create Thoughtful Content

How Raytheon Technologies Uses Journalists to Create Interesting Content

Your Web Content Must Be Accessible

Content Creation in Highly Regulated Industries

Content Ethics and Employee Guidelines

Thought Leaders from Outside Your Organization

Who Wrote That Awesome White Paper?

How Much Money Does Your Buyer Make?

11 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

12 Social Networking as Marketing

Television’s Eugene Mirman Is Very Nice and Likes Seafood

How to Use Facebook to Market Your Product or Service

Increase Engagements with Facebook Groups

Check Out My LinkedIn Profile

Tweet Your Thoughts to the World

Social Networking and Personal Branding

Write Your Biography in First Person

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?

Nextdoor, the Social Network for Local Businesses

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

13 Blogging to Reach Your Buyers

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

What Should You Blog About?

Blogging Basics: What You Need to Know to Get Started

Bling 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?

14 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

Sharing Beautiful Images on Instagram

Marketing Your Product with Photos on Instagram

Sharing with Pinterest

The Power of SlideShare for Showcasing Your Ideas

Infographics

Infographics as a Marketing Asset

15 Video and Your Buyers

What University Should I Attend?

Business‐Casual Video

Have Fun with Your Videos

Stop Obsessing over Video Release Forms

Your Smartphone Is All You Need

Video Made for Just £100 Grows Fans of a Welsh Hardware Store

Facebook Live Is Great for Real‐Time Content Marketing

Video to Showcase Your Expertise

A Lawyer with Six Million TikTok Followers

Creating a Great Virtual Event

Getting Started with Video

Video Created for Buyers Generates Sales Leads

Building a Business One YouTube Video at a Time

16 Audio Content via Podcasting and Social Audio

Hack the Entrepreneur Podcast Delivers New Clients for Host’s Consulting Business

Podcasting 101

Clubhouse and Other Social Audio Apps

Creating Elegant Calls to Action in Social Audio and on Podcasts

17 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

If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!

18 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

19 The New Rules for Reaching the Media

“Re:,” Nontargeted Pitches, and Other Sleazy Tactics

The New Rules of Media Relations

Twitter and Media Relations

Working with Brand Advocates

How Blog and Social Media Mentions Drive Mainstream Media Stories

Launching Ideas with the U.S. Air Force

How to Pitch the Media

20 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

21 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

The Super Long Tail of Voice Search

Carve Out Your Own Search Engine Real Estate

Using the Amazon Search Engine as Marketing

Web Landing Pages to Drive Action

Optimizing the Past

Search Engine Marketing in a Fragmented Business

22 Make It Happen

Your Mind‐Set

The Journey from a Traditional Marketing Executive to a Modern CMO

Manage Your Fear

Mixing Business with Your Personal Life on Social Networks

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 Eighth Edition