New Rules of Marketing Pr: How to Use Cont Ent Marketing, - Podcasting, Social Media, Ai, Live Video, Newsjacking to Reach

The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated informationIn the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business.An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications--all at a fraction of the cost of traditional advertising!The latest edition of The New Rules of Marketing & PR has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Your life is already AI-assisted. Your marketing should be too! Still the definitive guide on the future of marketing, this must-have resource will help you:* Incorporate the new rules that will keep you ahead of the digital marketing curve* Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you* Use web-based communication technologies to their fullest potential* Gain valuable insights through compelling case studies and real-world examples* Take advantage of marketing opportunities on platforms like Facebook Live and SnapchatThe seventh edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.

List of contents

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 383 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 66The New Rules of Job Search 69How to Find a New Job via Social Media 70Social Networking Drives Adagio Teas' Success 725 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 87Monitor Blogs--Your Organization's Reputation Depends on It 88Comment on Blogs to Get Your Viewpoint Out There 89Bloggers Love Interesting Experiences 90How to Reach Bloggers around the World 91Do You Allow Employees to Send Email? How about Letting Them Blog? 92Not Another Junky Blog 93Get Started Today 956 Audio and Video Drive Action 97Improv with the CIO 97What University Should I Attend? 99Building a Business One YouTube Video at a Time 100Have Fun with Your Videos 103Audio Content Delivery through Podcasting 104Hack the Entrepreneur Podcast Delivers New Clients for Host's Consulting Business 106Grammar Girl Podcast 1087 The Content-Rich Website 111Political Advocacy on the Web 112Content: The Focus of Successful Websites 114Reaching a Global Marketplace 114Make Your Site Mobile Friendly 115Putting It All Together with Content 117Great Websites: More Art Than Science 1188 Marketing and PR in Real Time 123Real-Time Marketing and PR 124John Green Thumps Tom Cruise 126Develop Your Real-Time Mind-Set 127Real-Time Blog Post Drives $1 Million in New Business 130The Time is Now 132Snapchat for Business 137Crowdsourced Support 1399 Artificial Intelligence and Machine Learning for Marketing and PR 143AI-Powered Marketing and PR 144Your Marketing May Already Be AI-Powered 147Find Ways for AI to Benefi t Customers 149Creating an AI Project 150Making AI a Part of Your Marketing 152Remaining Human in a World of AI 154III 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 are Eager to Buy 166Reaching Senior Executives 167The Importance of Buyer Personas in Web Marketing 168In Your Buyers' Own Words 168What Do You Want Your Buyers to Believe? 171Developing Content to Reach Buyers 173Marketing Strategy Planning Template 175The New Rules of Measurement 179Asking Your Buyer for a Date 180Measuring the Power of Free 180What You Should Measure 181Stop Thinking of Content Creation as a Marketing Expense 182Stick to Your Plan 18411 Growing Your Business: How Marketing and PR Drive Sales 187It's Time for a Sales Transformation 187How Web Content Influences the Buying Process 189Tips for Creating a Buyer-Centric Website 191Step 1: Sales Begin with Informational Content 195Step 2: A Friendly Nudge 197Step 3: Closing the Deal 197Triathlon Coach Delivers Content for All Ability Levels 198Salespeople as Content Curators 200Your Company's Salesperson-in-Chief 201Educating Your Salespeople about the New Buying Process 203Registration or Not? Data from an E-Book Offer 204Close the Sale--Continue the Conversation 205Measure and Improve 206How a Content Strategy Grew Business by 50 Percent in One Year 20612 Strategies for Creating Awesome Content 211Ways to Get Your Information Out There 212How to Create Thoughtful Content 218How Raytheon Uses Journalists to Create Interesting Content 219Content Creation in Highly Regulated Industries 221Leveraging Thought Leaders outside Your Organization 224Who Wrote That Awesome White Paper? 224How Much Money Does Your Buyer Make? 22513 How to Write for Your Buyers 229An Analysis of Gobbledygook 230Poor Writing: How Did We Get Here? 231Effective Writing for Marketing and PR 233The Power of Writing Feedback (from Your Blog) 234Injecting Humor into Product Descriptions 235Brand Journalism at Boeing 23614 Social Networking as Marketing 239Television's Eugene Mirman is Very Nice and Likes Seafood 240How to Use Facebook to Market Your Product or Service 241Increase Engagements with Facebook Groups 244Check Out My LinkedIn Profile 245Tweet Your Thoughts to the World 248Social Networking and Personal Branding 249The CIA Joins Twitter 252The Sharing More Than Selling Rule 253Connecting with Fans 256How Amanda Palmer Raised a Million Dollars via Social Networking 257Which Social Networking Site is Right for You? 258Nextdoor, the Social Network for Local Businesses 260You Can't Go to Every Party, So Why Even Try? 261Optimizing Social Networking Pages 262Integrate Social Media into an Offline Conference or Event 263Build a Passionate Fan Base 264Social Networking and Crisis Communications 266Why Participating in Social Media is Like Exercise 26915 Blogging to Reach Your Buyers 271What Should You Blog About? 272Blogging Ethics and Employee Blogging Guidelines 273Blogging Basics: What You Need to Know to Get Started 275Bling Out Your Blog 278Building an Audience for Your New Blog 279Tag, and Your Buyer is It 280Cities That Blog 280Blogging outside North America 282What are You Waiting For? 28316 An Image is Worth a Thousand Words 285Photographs as Compelling Content Marketing 285Images of Real People Work Better Than Inane Stock Photos 287How to Market an Expensive Product with Original Photographs 289Why I Love Instagram 290Marketing Your Product with Photos on Instagram 292Sharing with Pinterest 293The Power of SlideShare for Showcasing Your Ideas 295Infographics 29717 Video and Podcasting Made Easy 301Video and Your Buyers 301Business-Casual Video 302Stop Obsessing over Video Release Forms 303Your Smartphone is All You Need 304Facebook Live is Great for Real-Time Content Marketing 305Video to Showcase Your Expertise 306Getting Started with Video 308Video Created for Buyers Generates Sales Leads 310Podcasting 101 31118 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 324If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 32619 Your Newsroom: A Front Door for Much More Than the Media 329Your Newsroom as (Free) Search Engine Optimization 330Reaching Reporters and Editors and Telling Your Story 331Best Practices for Newsrooms 332Ontario University Shines Spotlight on Faculty Researchers 340A Newsroom to Reach Journalists, Customers, and Bloggers 34220 The New Rules for Reaching the Media 345"Re:," Nontargeted Pitches, and Other Sleazy Tactics 346The New Rules of Media Relations 347Blogs and Media Relations 348How Blog Mentions Drive Mainstream Media Stories 349Launching Ideas with the U.S. Air Force 352How to Pitch the Media 35321 Newsjacking Your Way into the Media 357Journalists are Looking for What You Know 358Get Your Take on the News into the Marketplace of Ideas 360How to Find News to Jack 362Twitter is Your Newsjacking Tool 368Beware: Newsjacking Can Damage Your Brand 368Newsjacking for Fun and Profit 37022 Search Engine Marketing 373Making the First Page on Google 375Search Engine Optimization 376Own Your Marketing Assets Instead of Renting Them 377The Long Tail of Search 378The Super Long Tail of Voice Search 379Carve Out Your Own Search Engine Real Estate 380Web Landing Pages to Drive Action 381Optimizing the Past 384Search Engine Marketing in a Fragmented Business 38523 Make It Happen 387Your Mind-Set 389The Journey from a Traditional Marketing Executive to a Modern CMO 389Manage Your Fear 391Mixing Business with Your Personal Life on Social Networks 391Getting the Help You Need (and Rejecting What You Don't) 393Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District 398Great for Any Organization 401Now It's Your Turn 403Acknowledgments for the Seventh Edition 405About the Author 407Index 409Master Newsjacking Course 427Have David Meerman Scott Speak at Your Next Event! 429

About the author

DAVID MEERMAN SCOTT is an expert in using real-time tools and strategies to spread ideas, influence minds, and build business. His popular blog, advisory work with fast-growing companies, and worldwide speaking engagements and training seminars give him a unique perspective on how businesses are implementing strategies to reach buyers directly. David is the bestselling author of ten books, including Real-Time Marketing & PR, The New Rules of Sales & Service, and Fanocracy.

Summary

The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information

In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business.

An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications--all at a fraction of the cost of traditional advertising!

The latest edition of The New Rules of Marketing & PR has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Your life is already AI-assisted. Your marketing should be too! Still the definitive guide on the future of marketing, this must-have resource will help you:
* Incorporate the new rules that will keep you ahead of the digital marketing curve
* Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you
* Use web-based communication technologies to their fullest potential
* Gain valuable insights through compelling case studies and real-world examples
* Take advantage of marketing opportunities on platforms like Facebook Live and Snapchat

The seventh edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.

Product details

• Authors: David Meerman Scott, Dm Scott
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 31.03.2020
• EAN: 9781119651543
• ISBN: 978-1-119-65154-3
• No. of pages: 448
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Öffentlichkeitsarbeit, strategisches marketing, Business & management, Wirtschaft u. Management, Communication & Media Studies, Kommunikation u. Medienforschung, Marketing & Sales, Marketing u. Vertrieb, Öffentlichkeitsarbeit u. Werbung, Public Relations & Advertising, Strategic Marketing