The New Rules of Marketing and PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
 Taschenbuch
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ISBN-13:
9781119362418
Einband:
Taschenbuch
Erscheinungsdatum:
19.09.2017
Seiten:
448
Autor:
David Meerman Scott
Gewicht:
540 g
Format:
228x151x35 mm
Sprache:
Englisch
Beschreibung:

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 20Public Relations Used to Be Exclusively about the Media 21Public Relations and Third-Party Ink 22Yes, the Media Are Still Important 22Press 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 Long Tail of Marketing 32Tell Me Something I Don't Know, Please 33Bricks-and-Mortar News 34The Long Tail of PR 35The New Rules of Marketing and PR 36The Convergence of Marketing and PR on the Web 373 Reaching Your Buyers Directly 39The Right Marketing in a Wired World 40Let the World Know about Your Expertise 41Develop Information Your Buyers Want to Consume 43Big Birge Plumbing Company Grows Business in a Competitive Market 44Buyer Personas: The Basics 45Think Like a Publisher 49Staying Connected with Members and the Community 50Know 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 65When Social Networking Doesn't Work: The Cannabis Business in America 67The New Rules of Job Search 70How to Find a New Job via Social Media 71Social Networking Drives Adagio Teas' Success 735 Blogs: Tapping Millions of Evangelists to Tell Your Story 77Why You Still Need a Blog in the Age of Social Networking 79Blogs, Blogging, and Bloggers 80A Blog (or Not a Blog) 81California Lawyer Blogs to Build Authority and Drive More Business 83Understanding Blogs in the World of the Web 85The Four Uses of Blogs for Marketing and PR 86Monitor Blogs--Your Organization's Reputation Depends on It 87Comment on Blogs to Get Your Viewpoint Out There 88Bloggers Love Interesting Experiences 90How to Reach Bloggers around the World 90Do You Allow Employees to Send Email? How about Letting Them Blog? 91Not Another Junky Blog 93Get Started Today 946 Audio and Video Drive Action 95Improv with the CIO 95What University Should I Attend? 97Building a Business One YouTube Video at a Time 97Have Fun with Your Videos 100Audio Content Delivery through Podcasting 102Hack the Entrepreneur Podcast Delivers New Customers for Host'sBusiness 103Grammar Girl Podcast 1067 Going Viral: The Web Helps Audiences Catch the Fever 108Minty-Fresh Explosive Marketing 109Monitoring the Blogosphere for Viral Eruptions 110Creating a World Wide Rave 112Rules of the Rave 113Film Producer Creates a World Wide Rave by Making Soundtrack Freefor Download 115Using Creative Commons to Facilitate Mashups and Spread Your Ideas 116Viral Buzz for Fun and Profit 117The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 118Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 118When You Have Explosive News, Make It Go Viral 1198 The Content-Rich Website 123Political Advocacy on the Web 124Content: The Focus of Successful Websites 126Reaching a Global Marketplace 126Make Your Site Mobile Friendly 127Putting It All Together with Content 129Great Websites: More Art Than Science 1319 Marketing and PR in Real Time 134Real-Time Marketing and PR 135John Green Thumps Tom Cruise 137Develop Your Real-Time Mind-Set 139Real-Time Blog Post Drives $1 Million in New Business 141The Time Is Now 144Snapchat for Business 149Crowdsourced Support 151III Action Plan for Harnessing the Power of the New Rules 15710 You Are What You Publish: Building Your Marketing and PR Plan 159What Are Your Organization's Goals? 160Buyer Personas and Your Organization 162The Buyer Persona Profile 163How Beko Develops Products Global Consumers AreEager to Buy 166Reaching Senior Executives 167The Importance of Buyer Personas in Web Marketing 168In Your Buyers' Own Words 169What Do You Want Your Buyers to Believe? 171Developing Content to Reach Buyers 173Marketing Strategy Planning Template 176The New Rules of Measurement 180Asking Your Buyer for a Date 181Measuring the Power of Free 182What You Should Measure 182Stop Thinking of Content Creation as a Marketing Expense 183In 2016 the Best Marketer Was Elected President 185Stick to Your Plan 19011 Growing Your Business: How Marketing and PR Drive Sales 191It's Time for a Sales Transformation 191How Web Content Influences the Buying Process 193Tips for Creating a Buyer-Centric Website 195Step 1: Sales Begin with Informational Content 200Step 2: A Friendly Nudge 201Step 3: Closing the Deal 201An Open-Source Marketing Model 202Salespeople as Content Curators 203Your Company's Salesperson-in-Chief 205Educating Your Salespeople about the New Buying Process 206Registration or Not? Data from an E-Book Offer 207Close the Sale--Continue the Conversation 209Measure and Improve 209How a Content Strategy Grew Business by 50 Percent in One Year 21012 Strategies for Creating Awesome Content 215Ways to Get Your Information Out There 216How to Create Thoughtful Content 222How Raytheon Uses Journalists to Create Interesting Content 222Content Creation in Highly Regulated Industries 225Leveraging Thought Leaders Outside Your Organization 228Who Wrote That Awesome White Paper? 228How Much Money Does Your Buyer Make? 22913 How to Write for Your Buyers 231An Analysis of Gobbledygook 232Poor Writing: How Did We Get Here? 233Effective Writing for Marketing and PR 235The Power of Writing Feedback (from Your Blog) 236Injecting Humor into Product Descriptions 237Brand Journalism at Boeing 23814 Social Networking as Marketing 240Television's Eugene Mirman Is Very Nice and Likes Seafood 241Facebook: Not Just for Students 242How to Use Facebook to Market Your Product or Service 243Increase Engagements with Facebook Groups and Apps 245Why Google Plus Is Important for Your Business 248Check Out My LinkedIn Profile 249Tweet Your Thoughts to the World 252Social Networking and Personal Branding 253The CIA Joins Twitter 256The Sharing More Than Selling Rule 257Connecting with Fans 260How Amanda Palmer Raised a Million Dollars via Social Networking 261Which Social Networking Site Is Right for You? 262You Can't Go to Every Party, So Why Even Try? 264Optimizing Social Networking Pages 265Integrate Social Media into an Offline Conference or Event 266Build a Passionate Fan Base 267Social Networking and Crisis Communications 269Why Participating in Social Media Is Like Exercise 27215 Blogging to Reach Your Buyers 274What Should You Blog About? 275Blogging Ethics and Employee Blogging Guidelines 276Blogging Basics: What You Need to Know to Get Started 278Pimp Out Your Blog 281Building an Audience for Your New Blog 282Tag, and Your Buyer Is It 283Cities That Blog 283Blogging outside North America 285What Are You Waiting For? 28616 An Image Is Worth a Thousand Words 287Photographs as Compelling Content Marketing 287Images of Real People Work Better Than Inane Stock Photos 288How to Market an Expensive Product with Original Photographs 291Why I Love Instagram 292Marketing Your Product with Photos on Instagram 293Sharing with Pinterest 295The Power of SlideShare for Showcasing Your Ideas 297Infographics 29917 Video and Podcasting Made Easy 302Video and Your Buyers 302Business-Casual Video 303Stop Obsessing over Video Release Forms 304Your Smartphone Is All You Need 305Facebook Live Is Great for Real-Time Content Marketing 306Video to Showcase Your Expertise 307Getting Started with Video 309Video Created for Buyers Generates Sales Leads 311Podcasting 101 31218 How to Use News Releases to Reach Buyers Directly 315News Releases in a Web World 317The New Rules of News Releases 317If They Find You, They Will Come 318Driving Buyers into the Sales Process 320Developing Your News Release Strategy 321Publishing News Releases through a Distribution Service 322Reach Even More Interested Buyers with RSS Feeds 323Simultaneously Publish Your News Releases to Your Website 323The Importance of Links in Your News Releases 324Focus on the Keywords and Phrases Your Buyers Use 324Include Appropriate Social Media Tags 326If It's Important Enough to Tell the Media, Tell Your Clientsand Prospects, Too! 32619 Your Newsroom: A Front Door for Much More Than the Media 328Your Newsroom as (Free) Search Engine Optimization 329Reaching Reporters and Editors and Telling Your Story 330Best Practices for Newsrooms 331Ontario University Shines Spotlight on Faculty Researchers 339A Newsroom to Reach Journalists, Customers, and Bloggers 34120 The New Rules for Reaching the Media 343"Re:," Nontargeted Pitches, and Other Sleazy Tactics 344The New Rules of Media Relations 345Blogs and Media Relations 346How Blog Mentions Drive Mainstream Media Stories 347Launching Ideas with the U.S. Air Force 349How to Pitch the Media 35121 Newsjacking Your Way into the Media 355Journalists Are Looking for What You Know 356Get Your Take on the News into the Marketplace of Ideas 357How to Find News to Jack 360Twitter Is Your Newsjacking Tool 365Beware: Newsjacking Can Damage Your Brand 365Newsjacking for Fun and Profit 36722 Search Engine Marketing 369Making the First Page on Google 371Search Engine Optimization 372Own Your Marketing Assets Instead of Renting Them 373The Long Tail of Search 374Carve Out Your Own Search Engine Real Estate 375Web Landing Pages to Drive Action 376Optimizing the Past 379Search Engine Marketing in a Fragmented Business 38023 Make It Happen 382Your Mind-Set 384The Journey from a Traditional Marketing Executive to a Modern CMO 384Manage Your Fear 386Getting the Help You Need (and Rejecting What You Don't) 386Bringing It All Together: Brand Journalism at Cleveland MetropolitanSchool District 391Great for Any Organization 394Now It's Your Turn 396Acknowledgments for the Sixth Edition 397About the Author 399Index 401Master Newsjacking Course 423Have David Meerman Scott Speak at Your Next Event! 425
The international bestseller--now in a new editionWhen it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.'
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. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard.
* Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managers
* Offers a wealth of compelling case studies and real-world examples
* Includes information on new platforms including Facebook Live and Snapchat
* Shows both small and large organizations how to best use Web-based communication
Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.