Introduction 1
The New Rules 4
Life with the New Rules 6
Whats New 8
Writing Like on a Blog, but in a Book 10
Showcasing Success 11
I How the Web Has Changed the Rules of Marketing and PR 13
1 The Old Rules of Marketing and PR are Ineffective in an Online World 15
Advertising: A Money Pit of Wasted Resources 18
One-Way Interruption Marketing is Yesterdays Message 19
The Old Rules of Marketing 20
Public Relations Used to Be Exclusively about the Media 21
Public Relations and Third-Party Ink 22
Yes, the Media are Still Important 22
Press Releases and the Journalistic Black Hole 23
The Old Rules of PR 24
Learn to Ignore the Old Rules 25
2 The New Rules of Marketing and PR 27
The Most Important Communications Revolution in Human History 28
Open for Business 29
The Long Tail of Marketing 32
Tell Me Something I Dont Know, Please 33
Bricks-and-Mortar News 34
The Long Tail of PR 35
The New Rules of Marketing and PR 36
The Convergence of Marketing and PR on the Web 38
3 Reaching Your Buyers Directly 39
The Right Marketing in a Wired World 40
Let the World Know about Your Expertise 41
Develop Information Your Buyers Want to Consume 43
Big Birge Plumbing Company Grows Business in a Competitive Market 44
Buyer Personas: The Basics 45
Think Like a Publisher 49
Staying Connected with Members and the Community 50
Know the Goals and Let Content Drive Action 52
Real-Time Business at American Airlines Reaches Buyers Directly 53
II Web-Based Communications to Reach Buyers Directly 59
4 Social Media and Your Targeted Audience 61
What is Social Media, Anyway? 62
Social Media is a Cocktail Party 63
'Upgrade to Canada' Social Program Nabs Tourists from Other Countries 64
Social Networking and Agility 65
When Social Networking Doesnt Work: The Cannabis Business in America 66
The New Rules of Job Search 69
How to Find a New Job via Social Media 70
Social Networking Drives Adagio Teas Success 72
5 Blogs: Tapping Millions of Evangelists to Tell Your Story 77
Why You Still Need a Blog in the Age of Social Networking 79
Blogs, Blogging, and Bloggers 80
A Blog (or Not a Blog) 81
California Lawyer Blogs to Build Authority and Drive More Business 83
Understanding Blogs in the World of the Web 85
The Four Uses of Blogs for Marketing and PR 87
Monitor Blogs'Your Organizations Reputation Depends on It 88
Comment on Blogs to Get Your Viewpoint Out There 89
Bloggers Love Interesting Experiences 90
How to Reach Bloggers around the World 91
Do You Allow Employees to Send Email? How about Letting Them Blog? 92
Not Another Junky Blog 93
Get Started Today 95
6 Audio and Video Drive Action 97
Improv with the CIO 97
What University Should I Attend? 99
Building a Business One YouTube Video at a Time 100
Have Fun with Your Videos 103
Audio Content Delivery through Podcasting 104
Hack the Entrepreneur Podcast Delivers New Clients for Hosts Consulting Business 106
Grammar Girl Podcast 108
7 The Content-Rich Website 111
Political Advocacy on the Web 112
Content: The Focus of Successful Websites 114
Reaching a Global Marketplace 114
Make Your Site Mobile Friendly 115
Putting It All Together with Content 117
Great Websites: More Art Than Science 118
8 Marketing and PR in Real Time 123
Real-Time Marketing and PR 124
John Green Thumps Tom Cruise 126
Develop Your Real-Time Mind-Set 127
Real-Time Blog Post Drives $1 Million in New Business 130
The Time is Now 132
Snapchat for Business 137
Crowdsourced Support 139
9 Artificial Intelligence and Machine Learning for Marketing and PR 143
AI-Powered Marketing and PR 144
Your Marketing May Already Be AI-Powered 147
Find Ways for AI to Benefi t Customers 149
Creating an AI Project 150
Making AI a Part of Your Marketing 152
Remaining Human in a World of AI 154
III Action Plan for Harnessing the Power of the New Rules 157
10 You are What You Publish: Building Your Marketing and PR Plan 159
What are Your Organizations Goals? 160
Buyer Personas and Your Organization 162
The Buyer Persona Profile 163
How Beko Develops Products Global Consumers are Eager to Buy 166
Reaching Senior Executives 167
The Importance of Buyer Personas in Web Marketing 168
In Your Buyers Own Words 168
What Do You Want Your Buyers to Believe? 171
Developing Content to Reach Buyers 173
Marketing Strategy Planning Template 175
The New Rules of Measurement 179
Asking Your Buyer for a Date 180
Measuring the Power of Free 180
What You Should Measure 181
Stop Thinking of Content Creation as a Marketing Expense 182
Stick to Your Plan 184
11 Growing Your Business: How Marketing and PR Drive Sales 187
Its Time for a Sales Transformation 187
How Web Content Influences the Buying Process 189
Tips for Creating a Buyer-Centric Website 191
Step 1: Sales Begin with Informational Content 195
Step 2: A Friendly Nudge 197
Step 3: Closing the Deal 197
Triathlon Coach Delivers Content for All Ability Levels 198
Salespeople as Content Curators 200
Your Companys Salesperson-in-Chief 201
Educating Your Salespeople about the New Buying Process 203
Registration or Not? Data from an E-Book Offer 204
Close the Sale'Continue the Conversation 205
Measure and Improve 206
How a Content Strategy Grew Business by 50 Percent in One Year 206
12 Strategies for Creating Awesome Content 211
Ways to Get Your Information Out There 212
How to Create Thoughtful Content 218
How Raytheon Uses Journalists to Create Interesting Content 219
Content Creation in Highly Regulated Industries 221
Leveraging Thought Leaders outside Your Organization 224
Who Wrote That Awesome White Paper? 224
How Much Money Does Your Buyer Make? 225
13 How to Write for Your Buyers 229
An Analysis of Gobbledygook 230
Poor Writing: How Did We Get Here? 231
Effective Writing for Marketing and PR 233
The Power of Writing Feedback (from Your Blog) 234
Injecting Humor into Product Descriptions 235
Brand Journalism at Boeing 236
14 Social Networking as Marketing 239
Televisions Eugene Mirman is Very Nice and Likes Seafood 240
How to Use Facebook to Market Your Product or Service 241
Increase Engagements with Facebook Groups 244
Check Out My LinkedIn Profile 245
Tweet Your Thoughts to the World 248
Social Networking and Personal Branding 249
The CIA Joins Twitter 252
The Sharing More Than Selling Rule 253
Connecting with Fans 256
How Amanda Palmer Raised a Million Dollars via Social Networking 257
Which Social Networking Site is Right for You? 258
Nextdoor, the Social Network for Local Businesses 260
You Cant Go to Every Party, So Why Even Try? 261
Optimizing Social Networking Pages 262
Integrate Social Media into an Offline Conference or Event 263
Build a Passionate Fan Base 264
Social Networking and Crisis Communications 266
Why Participating in Social Media is Like Exercise 269
15 Blogging to Reach Your Buyers 271
What Should You Blog About? 272
Blogging Ethics and Employee Blogging Guidelines 273
Blogging Basics: What You Need to Know to Get Started 275
Bling Out Your Blog 278
Building an Audience for Your New Blog 279
Tag, and Your Buyer is It 280
Cities That Blog 280
Blogging outside North America 282
What are You Waiting For? 283
16 An Image is Worth a Thousand Words 285
Photographs as Compelling Content Marketing 285
Images of Real People Work Better Than Inane Stock Photos 287
How to Market an Expensive Product with Original Photographs 289
Why I Love Instagram 290
Marketing Your Product with Photos on Instagram 292
Sharing with Pinterest 293
The Power of SlideShare for Showcasing Your Ideas 295
Infographics 297
17 Video and Podcasting Made Easy 301
Video and Your Buyers 301
Business-Casual Video 302
Stop Obsessing over Video Release Forms 303
Your Smartphone is All You Need 304
Facebook Live is Great for Real-Time Content Marketing 305
Video to Showcase Your Expertise 306
Getting Started with Video 308
Video Created for Buyers Generates Sales Leads 310
Podcasting 101 311
18 How to Use News Releases to Reach Buyers Directly 315
News Releases in a Web World 317
The New Rules of News Releases 317
If They Find You, They Will Come 318
Driving Buyers into the Sales Process 320
Developing Your News Release Strategy 321
Publishing News Releases through a Distribution Service 322
Reach Even More Interested Buyers with RSS Feeds 323
Simultaneously Publish Your News Releases to Your Website 323
The Importance of Links in Your News Releases 324
Focus on the Keywords and Phrases Your Buyers Use 324
If Its Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 326
19 Your Newsroom: A Front Door for Much More Than the Media 329
Your Newsroom as (Free) Search Engine Optimization 330
Reaching Reporters and Editors and Telling Your Story 331
Best Practices for Newsrooms 332
Ontario University Shines Spotlight on Faculty Researchers 340
A Newsroom to Reach Journalists, Customers, and Bloggers 342
20 The New Rules for Reaching the Media 345
'Re:,' Nontargeted Pitches, and Other Sleazy Tactics 346
The New Rules of Media Relations 347
Blogs and Media Relations 348
How Blog Mentions Drive Mainstream Media Stories 349
Launching Ideas with the U.S. Air Force 352
How to Pitch the Media 353
21 Newsjacking Your Way into the Media 357
Journalists are Looking for What You Know 358
Get Your Take on the News into the Marketplace of Ideas 360
How to Find News to Jack 362
Twitter is Your Newsjacking Tool 368
Beware: Newsjacking Can Damage Your Brand 368
Newsjacking for Fun and Profit 370
22 Search Engine Marketing 373
Making the First Page on Google 375
Search Engine Optimization 376
Own Your Marketing Assets Instead of Renting Them 377
The Long Tail of Search 378
The Super Long Tail of Voice Search 379
Carve Out Your Own Search Engine Real Estate 380
Web Landing Pages to Drive Action 381
Optimizing the Past 384
Search Engine Marketing in a Fragmented Business 385
23 Make It Happen 387
Your Mind-Set 389
The Journey from a Traditional Marketing Executive to a Modern CMO 389
Manage Your Fear 391
Mixing Business with Your Personal Life on Social Networks 391
Getting the Help You Need (and Rejecting What You Dont) 393
Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District 398
Great for Any Organization 401
Now Its Your Turn 403
Acknowledgments for the Seventh Edition 405
About the Author 407
Index 409
Master Newsjacking Course 427
Have David Meerman Scott Speak at Your Next Event! 429
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