David Scott - The New Rules of Marketing and PR

7 III Action Plan for Harnessing the Power of the New Rules 10 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 Notes 11 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 Notes 12 Strategies for Creating Awesome Content Ways to Get Your Information Out There How to Create Thoughtful Content How Raytheon Uses Journalists to Create Interesting Content Content Creation in Highly Regulated Industries Leveraging Thought Leaders outside Your Organization Who Wrote That Awesome White Paper? How Much Money Does Your Buyer Make? Notes 13 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 Notes 14 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 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 Notes 15 Blogging to Reach Your Buyers What Should You Blog About? Blogging Ethics and Employee Blogging Guidelines 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? Notes 16 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 Why I Love Instagram Marketing Your Product with Photos on Instagram Sharing with Pinterest The Power of SlideShare for Showcasing Your Ideas Infographics Notes 17 Video and Podcasting Made Easy Video and Your Buyers Business-Casual Video Stop Obsessing over Video Release Forms Your Smartphone Is All You Need Facebook Live Is Great for Real-Time Content Marketing Video to Showcase Your Expertise Getting Started with Video Video Created for Buyers Generates Sales Leads Podcasting 101 Notes 18 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! Notes 19 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 Notes 20 The New Rules for Reaching the Media “Re:,” Nontargeted Pitches, and Other Sleazy Tactics The New Rules of Media Relations Blogs and Media Relations How Blog Mentions Drive Mainstream Media Stories Launching Ideas with the U.S. Air Force How to Pitch the Media Notes 21 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 Notes 22 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 Web Landing Pages to Drive Action Optimizing the Past Search Engine Marketing in a Fragmented Business Notes 23 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 Notes

8 Acknowledgments for the Seventh Edition

9 About the Author

10 Index

11 Master Newsjacking Course

12 Have David Meerman Scott Speak at Your Next Event!

13 End User License Agreement

1 Cover

2 Table of Contents

3 Introduction

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