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Shows you how to leverage the potential that Web-based communication offers your business. This guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
List of contents
PART I. HOW THE WEB HAS CHANGED THE RULES OF MARKETING AND PR.
Chapter 1. The Old Rules of Marketing and PR Are Ineffective in an Online World.
Chapter 2. The New Rules of Marketing and PR.
Chapter 3. Reaching Your Buyers Directly.
PART II. WEB-BASED COMMUNICATIONS TO REACH BUYERS DIRECTLY.
Chapter 4. Blogs: Tapping Millions of Evangelists to Tell Your Story.
Chapter 5. The New Rules of News Releases.
Chapter 6. Audio Content Delivery through Podcasting.
Chapter 7. Forums, Wikis, and Your Targeted Audience.
Chapter 8. Going Viral: The Web Helps Audiences Catch the Fever.
Chapter 9. The Content-Rich Web Site.
PART III. ACTION PLAN FOR HARNESSING THE POWER OF THE NEW RULES.
Chapter 10. You Are What You Publish: Building Your Marketing and PR Plan.
Chapter 11. Online Thought Leadership to Brand Your Organization as a Trusted Resource.
Chapter 12. How To Write For Your Buyers.
Chapter 13. How Web Content Influences the Buying Process.
Chapter 14. How To Use News Releases to Reach Buyers Directly.
Chapter 15. The Online Media Room: Your Front Door for Much More than the Media.
Chapter 16. The New Rules for Reaching the Media.
Chapter 17. Blogging to Reach your Buyers.
Chapter 18. Podcasting and Video Made, Well, as Easy as Possible.
Chapter 19. Social Networking Sites and Marketing.
Chapter 20. Search Engine Marketing.
Chapter 21. Make It Happen.
