The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly
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The Internet has profoundly changed the way people communicate and interact with each other. It has also changed the way businesses communicate with current and potential customers. In the old days, marketers could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today, the rules have changed entirely. The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. Rather than bombard them with advertising they'll likely ignore, you can focus on getting the right message to the right people at the right time. When people visit your... Publishers Weekly Though the value of 30 seconds of Super Bowl advertising may not yet be affected, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well thought-out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the Web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new millennial marketing should find use in the hands of any serious PR professional making the transition. (July)Copyright 2007 Reed Business Information
Foreword xviiIntroduction xxiThe New Rules xxiiiTrying to Write Like a Blog, But in a Book xxivShowcasing Innovative Marketers xxviHow the Web Has Changed the Rules of Marketing and PR 1The Old Rules of Marketing and PR Are Ineffective in an Online World 3Advertising: A Money Pit of Wasted Resources 5One-Way Interruption Marketing Is Yesterday's Message 6The Old Rules of Marketing 8Public Relations Used to Be Exclusively about the Media 8Public Relations and Third-Party Ink 10Yes, the Media Are Still Important 10Press Releases and the Journalistic Black Hole 11The Old Rules of PR 12Learn to Ignore the Old Rules 14The New Rules of Marketing and PR 15The Long Tail of Marketing 17Tell Me Something I Don't Know, Please 19Bricks-and-Mortar News 21Advice from the Company President 23The Long Tail of PR 24The New Rules of Marketing and PR 25The Convergence of Marketing and PR on the Web 26Reaching Your BuyersDirectly 27Let the World Know about Your Expertise 31Develop Messages Your Buyers Want to Hear 31Buyer Personas: The Basics 32Think Like a Publisher 35Tell Your Organization's Story Directly 36Know the Goals and Let Content Drive Action 37Content and Thought Leadership 38Web-Based Communications to Reach Buyers Directly 41Blogs: Tapping Millions of Evangelists to Tell Your Story 43Blogs, Blogging, and Bloggers 45Understanding Blogs in the World of the Web 47The Three Uses of Blogs for Marketing and PR 50Monitor Blogs-Your Organization's Reputation Depends on It 51Comment on Blogs to Get Your Viewpoint Out There 53Do You Allow Employees to Send E-Mail? How about Letting Them Blog? 56Breaking Boundaries: Blogging at McDonald's 57The Power of Blogs 59Get Started Today 60The New Rules of News Releases 61News Releases in a Web World 63The New Rules of News Releases 64If They Find You, They Will Come 64Driving Buyers into the Sales Process 67Reach Your Buyers Directly 68Audio Content Delivery through Podcasting 69Putting Marketing Back in Musicians' Control 71Podcasting: More Than Just Music 74Forums, Wikis, and Your Targeted Audience 77Your Best Customers Participate in Online Forums-So Should You 81Your Space in the Forums 85Wikis, List Serves, and Your Audience 87Creating Your Own Wiki 89Going Viral: The Web Helps Audiences Catch the Fever 91Minty-Fresh Explosive Marketing 92Monitoring the Blogosphere for Viral Eruptions 93Creating Viral Buzz for Fun and Profit 96The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 96When You Have Explosive News, Make It Go Viral 97The Content-Rich Web Site 101Political Advocacy on the Web 102Content: The Focus of Successful Web Sites 105Putting It All Together with Content 106The Great Web Site: More an Art Than a Science 108Action Plan for Harnessing the Power of the New Rules 111You Are What You Publish: Building Your Marketing and PR Plan 113What Are Your Organization's Goals? 114Buyer Personas and Your Organization 116The Buyer Persona Profile 118The Importance of Buyer Personas in Web Marketing 121In Your Buyers' Own Words 122What Do You Want Your Buyers to Believe? 125Developing Content to Reach Buyers 127Launching a Baby Dinosaur 128Stick to Your Plan 132Online Thought Leadership to Brand Your Organization as a Trusted Resource 133Developing Thought Leadership Content 134Forms of Thought Leadership Content 135How to Create Thoughtful Content 138Leveraging Thought Leaders outside of Your Organization 139How Much Money Does Your Buyer Make? 140How to Write for Your Buyers 143An Analysis of Gobbledygook 144Poor Writing: How Did We Get Here? 145Effective Writing for Marketing and PR 147The Power of Writing Feedback (from Your Blog) 148How Web Content Influences the Buying Process 151Segmenting Your Buyers 153Elements of a Buyer-Centric Web Site 155Using RSS to Deliver Your Web Content to Targeted Niches 159Link Content Directly into the Sales Cycle 160A Friendly Nudge 161Close the Sale and Continue the Conversation 162An Open-Source Marketing Model 163How to Use News Releases to Reach Buyers Directly 167Developing Your News Release Strategy 168Publishing News Releases through a Distribution Service 169Reaching Even More Interested Buyers with RSS Feeds 171Simultaneously Publishing Your News Releases to Your Web Site 171The Importance of Links in Your News Releases 172Focus on the Keywords and Phrases Your Buyers Use 173Include Appropriate Social Media Tags 175If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 176The Online Media Room: Your Front Door for Much More Than the Media 179Your Online Media Room as (Free) Search Engine Optimization 180Best Practices for Online Media Rooms 181An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees 189Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room 191The New Rules for Reaching the Media 193Nontargeted, Broadcast Pitches Are Spam 194The New Rules of Media Relations 195Blogs and Media Relations 196How to Pitch the Media 197Blogging to Reach Your Buyers 201What Should You Blog About? 202Blogging Ethics and Employee Blogging Guidelines 204Blogging Basics: What You Need to Know to Get Started 206Pimp Out Your Blog 208Building an Audience for Your New Blog 210Tag, and Your Buyer Is It 211Blogging Outside of North America 212What Are You Waiting For? 214Podcasting and Video Made, Well, as Easy as Possible 217Podcasting 101 217My Audio Is Your Podcast 221Video and Your Buyers 223Knifing the Competition...and It's All Caught on Video 226Social Networking Sites and Marketing 229Check Me Out on MySpace 229Do You Squidoo? 231Optimizing Social Networking Pages 233Second Life: Marketing in a Virtual World 235Search Engine Marketing 241Search Engine Optimization 243The Long Tail of Search 244Carve Out Your Own Search Engine Real Estate 245Web Landing Pages to Drive Action 246Search Engine Marketing in a Fragmented Business 249Make It Happen 253Great for Any Organization 255Now It's Your Turn 258Acknowledgments 259Index 267About the Author 276
