| Introduction |
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1 | (14) |
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4 | (1) |
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5 | (3) |
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8 | (2) |
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Writing Like on a Blog, but in a Book |
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10 | (2) |
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12 | (3) |
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I How the Web Has Changed the Rules of Marketing and PR |
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15 | (48) |
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1 The Old Rules of Marketing and PR Are Ineffective in an Online World |
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17 | (12) |
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Advertising: A Money Pit of Wasted Resources |
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20 | (1) |
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One-Way Interruption Marketing Is Yesterday's Message |
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21 | (1) |
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The Old Rules of Marketing |
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22 | (1) |
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Public Relations Used to Be Exclusively about the Media |
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23 | (1) |
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Public Relations and Third-Party Ink |
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24 | (1) |
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Yes, the Media Are Still Important |
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24 | (1) |
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Press Releases and the journalistic Black Hole |
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25 | (1) |
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26 | (1) |
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Learn to Ignore the Old Rules |
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27 | (2) |
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2 The New Rules of Marketing and PR |
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29 | (12) |
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The Most Important Communications Revolution in Human History |
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30 | (1) |
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31 | (3) |
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The Long Tail of Marketing |
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34 | (1) |
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Tell Me Something I Don't Know, Please |
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35 | (1) |
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36 | (2) |
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38 | (1) |
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The New Rules of Marketing and PR |
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39 | (1) |
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The Convergence of Marketing and PR on the Web |
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40 | (1) |
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3 Reaching Your Buyers Directly |
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41 | (22) |
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The Right Marketing in a Wired World |
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44 | (1) |
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Let the World Know about Your Expertise |
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45 | (2) |
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Develop Information Your Buyers Want to Consume |
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47 | (1) |
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Big Birge Plumbing Company Grows Business in a Competitive Market |
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48 | (1) |
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Buyer Personas: The Basics |
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49 | (4) |
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53 | (1) |
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Staying Connected with Members and the Community |
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54 | (2) |
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Know the Goals and Let Content Drive Action |
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56 | (1) |
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Real-Time Business at American Airlines Reaches Buyers Directly |
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57 | (6) |
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II Web-Based Communications to Reach Buyers Directly |
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63 | (76) |
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4 Social Media and Your Targeted Audience |
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65 | (14) |
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What Is Social Media, Anyway? |
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66 | (1) |
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Social Media Is a Cocktail Party |
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67 | (1) |
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"Upgrade to Canada" Social Program Nabs Tourists from Other Countries |
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68 | (1) |
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Social Networking and Agility |
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69 | (2) |
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Do You Allow Employees to Send Email? How about Letting Them Use Social Media? |
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71 | (1) |
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The New Rules of Job Search |
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72 | (1) |
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How to Find a New Job via Social Media |
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73 | (2) |
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Social Networking Drives Adagio Teas' Success |
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75 | (4) |
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5 The Content-Rich Website |
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79 | (22) |
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Political Advocacy on the Web |
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80 | (2) |
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Content: The Focus of Successful Websites |
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82 | (1) |
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Reaching a Global Marketplace |
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82 | (1) |
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Make Your Site Mobile-Friendly |
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83 | (2) |
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Blogging to Share Your Passion |
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85 | (1) |
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86 | (2) |
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88 | (2) |
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Why You Need a Blog in the Age of Social Networking |
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90 | (1) |
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Audio and Video Drive Action |
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91 | (1) |
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92 | (1) |
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93 | (2) |
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Putting It All Together with Content |
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95 | (1) |
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Great Websites: More Art Than Science |
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96 | (5) |
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6 Marketing and PR in Real Time |
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101 | (22) |
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Real-Time Marketing and PR |
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102 | (2) |
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Fans First: Joe Biden Announces Kamala Harris as VP Pick |
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104 | (2) |
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Develop Your Real-Time Mind-Set |
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106 | (2) |
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Real-Time Blog Post Drives $1 Million in New Business |
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108 | (3) |
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111 | (5) |
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116 | (2) |
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118 | (5) |
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7 Artificial Intelligence and Machine Learning for Marketing and PR |
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123 | (16) |
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AI-Powered Marketing and PR |
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124 | (3) |
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Your Marketing May Already Be AI-Powered |
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127 | (2) |
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Find Ways for AI to Benefit Customers |
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129 | (2) |
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131 | (2) |
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Making AI a Part of Your Marketing |
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133 | (1) |
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An AI App to Create Social Posts from Long-Form Content |
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134 | (2) |
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Remaining Human in a World of AI |
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136 | (3) |
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III Action Plan for Harnessing the Power of the New Rules |
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139 | (296) |
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8 You Are What You Publish: Building Your Marketing and PR Plan |
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141 | (28) |
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What Are Your Organization's Coals? |
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142 | (2) |
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Buyer Personas and Your Organization |
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144 | (1) |
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The Buyer Persona Profile |
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145 | (3) |
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How Beko Develops Products Global Consumers Are Eager to Buy |
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148 | (2) |
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Reaching Senior Executives |
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150 | (1) |
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The Importance of Buyer Personas in Web Marketing |
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150 | (1) |
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In Your Buyers' Own Words |
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151 | (3) |
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What Do You Want Your Buyers to Believe? |
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154 | (1) |
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Developing Content to Reach Buyers |
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155 | (3) |
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Marketing Strategy Planning Template |
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158 | (4) |
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The New Rules of Measurement |
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162 | (1) |
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Asking Your Buyer for a Date |
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163 | (1) |
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Measuring the Power of Free |
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164 | (1) |
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164 | (2) |
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Stop Thinking of Content Creation as a Marketing Expense |
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166 | (1) |
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167 | (2) |
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9 Crowing Your Business: How Marketing and PR Drive Sales |
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169 | (26) |
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It's Time for a Sales Transformation |
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169 | (2) |
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How Web Content Influences the Buying Process |
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171 | (2) |
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Tips for Creating a Buyer-Centric Website |
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173 | (4) |
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Step 1 Sales Begin with Informational Content |
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177 | (2) |
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179 | (1) |
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179 | (1) |
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Triathlon Coach Delivers Content for All Ability Levels |
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180 | (2) |
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Salespeople as Content Curators |
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182 | (1) |
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Your Company's Salesperson-in-Chief |
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183 | (2) |
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Educating Your Salespeople about the New Buying Process |
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185 | (1) |
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Registration or Not? Data from an E-book Offer |
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186 | (2) |
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Close the Sale---Continue the Conversation |
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188 | (1) |
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188 | (1) |
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How a Content Strategy Crew Business by 50 Percent in One Year |
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189 | (6) |
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10 Strategies for Creating Awesome Content |
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195 | (20) |
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Ways to Get Your Information Out There |
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196 | (6) |
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How to Create Thoughtful Content |
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202 | (1) |
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How Raytheon Technologies Uses journalists to Create Interesting Content |
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203 | (2) |
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Your Web Content Must Be Accessible |
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205 | (2) |
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Content Creation in Highly Regulated Industries |
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207 | (3) |
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Content Ethics and Employee Guidelines |
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210 | (2) |
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Thought Leaders from Outside Your Organization |
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212 | (1) |
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Who Wrote That Awesome White Paper? |
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212 | (1) |
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How Much Money Does Your Buyer Make? |
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213 | (2) |
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11 How to Write for Your Buyers |
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215 | (10) |
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An Analysis of Gobbledygook |
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216 | (1) |
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Poor Writing: How Did We Get Here? |
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217 | (2) |
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Effective Writing for Marketing and PR |
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219 | (1) |
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The Power of Writing Feedback (from Your Blog) |
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220 | (1) |
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Injecting Humor into Product Descriptions |
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221 | (1) |
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Brand journalism at Boeing |
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222 | (3) |
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12 Social Networking as Marketing |
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225 | (38) |
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Television's Eugene Mirman Is Very Nice and Likes Seafood |
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226 | (1) |
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How to Use Facebook to Market Your Product or Service |
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227 | (3) |
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Increase Engagements with Facebook Groups |
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230 | (3) |
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Check Out My LinkedIn Profile |
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233 | (3) |
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Tweet Your Thoughts to the World |
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236 | (2) |
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Social Networking and Personal Branding |
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238 | (3) |
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Write Your Biography in First Person |
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241 | (1) |
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242 | (1) |
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The Sharing More Than Selling Rule |
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242 | (3) |
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245 | (2) |
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How Amanda Palmer Raised a Million Dollars via Social Networking |
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247 | (1) |
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Which Social Networking Site Is Right for You? |
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248 | (2) |
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Nextdoor, the Social Network for Local Businesses |
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250 | (1) |
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You Can't Go to Every Party, So Why Even Try? |
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251 | (1) |
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Optimizing Social Networking Pages |
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251 | (2) |
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Integrate Social Media into an Offline Conference or Event |
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253 | (1) |
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Build a Passionate Fan Base |
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254 | (1) |
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Social Networking and Crisis Communications |
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255 | (4) |
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Why Participating in Social Media Is Like Exercise |
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259 | (4) |
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13 Blogging to Reach Your Buyers |
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263 | (20) |
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Understanding Blogs in the World of the Web |
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265 | (2) |
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The Four Uses of Blogs for Marketing and PR |
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267 | (1) |
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Monitor Blogs---Your Organization's Reputation Depends on It |
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268 | (1) |
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Comment on Blogs to Get Your Viewpoint Out There |
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269 | (1) |
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Bloggers Love Interesting Experiences |
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270 | (1) |
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What Should You Blog About? |
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271 | (2) |
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Blogging Basics: What You Need to Know to Get Started |
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273 | (2) |
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275 | (1) |
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Building an Audience for Your New Blog |
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276 | (2) |
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Tag, and Your Buyer Is It |
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278 | (1) |
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278 | (2) |
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Blogging Outside North America |
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280 | (1) |
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What Are You Waiting For? |
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281 | (2) |
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14 An Image Is Worth a Thousand Words |
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283 | (18) |
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Photographs as Compelling Content Marketing |
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283 | (2) |
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Images of Real People Work Better Than Inane Stock Photos |
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285 | (2) |
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How to Market an Expensive Product with Original Photographs |
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287 | (1) |
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Sharing Beautiful Images on Instagram |
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288 | (2) |
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Marketing Your Product with Photos on Instagram |
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290 | (2) |
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292 | (2) |
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The Power of SlideShare for Showcasing Your Ideas |
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294 | (2) |
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296 | (2) |
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Infographics as a Marketing Asset |
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298 | (3) |
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301 | (22) |
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What University Should I Attend? |
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301 | (1) |
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302 | (1) |
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Have Fun with Your Videos |
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303 | (2) |
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Stop Obsessing over Video Release Forms |
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305 | (1) |
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Your Smartphone Is All You Need |
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306 | (1) |
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Video Made for just £100 Crows Fans of a Welsh Hardware Store |
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307 | (1) |
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Facebook Live Is Great for Real-Time Content Marketing |
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308 | (1) |
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Video to Showcase Your Expertise |
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309 | (2) |
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A Lawyer with Six Million TikTok Followers |
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311 | (3) |
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Creating a Great Virtual Event |
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314 | (2) |
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Getting Started with Video |
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316 | (2) |
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Video Created for Buyers Generates Sales Leads |
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318 | (1) |
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Building a Business One YouTube Video at a Time |
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319 | (4) |
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16 Audio Content via Podcasting and Social Audio |
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323 | (14) |
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Hack the Entrepreneur Podcast Delivers New Clients for Host's Consulting Business |
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324 | (2) |
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326 | (3) |
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Clubhouse and Other Social Audio Apps |
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329 | (5) |
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Creating Elegant Calls to Action in Social Audio and on Podcasts |
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334 | (3) |
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17 How to Use News Releases to Reach Buyers Directly |
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337 | (14) |
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News Releases in a Web World |
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339 | (1) |
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The New Rules of News Releases |
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339 | (1) |
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If They Find You, They Will Come |
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340 | (2) |
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Driving Buyers into the Sales Process |
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342 | (1) |
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Developing Your News Release Strategy |
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343 | (1) |
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Publishing News Releases through a Distribution Service |
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344 | (1) |
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Reach Even More Interested Buyers with RSS Feeds |
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345 | (1) |
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Simultaneously Publish Your News Releases to Your Website |
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346 | (1) |
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The Importance of Links in Your News Releases |
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346 | (1) |
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Focus on the Keywords and Phrases Your Buyers Use |
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347 | (2) |
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If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! |
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349 | (2) |
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18 Your Newsroom: A Front Door for Much More Than the Media |
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351 | (16) |
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Your Newsroom as (Free) Search Engine Optimization |
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352 | (1) |
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Reaching Reporters and Editors and Telling Your Story |
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353 | (1) |
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Best Practices for Newsrooms |
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354 | (8) |
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Ontario University Shines Spotlight on Faculty Researchers |
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362 | (3) |
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A Newsroom to Reach Journalists, Customers, and Bloggers |
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365 | (2) |
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19 The New Rules for Reaching the Media |
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367 | (16) |
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"Re:," Nontargeted Pitches, and Other Sleazy Tactics |
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368 | (1) |
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The New Rules of Media Relations |
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369 | (1) |
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Twitter and Media Relations |
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370 | (2) |
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Working with Brand Advocates |
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372 | (1) |
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How Blog and Social Media Mentions Drive Mainstream Media Stories |
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373 | (3) |
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Launching Ideas with the U.S. Air Force |
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376 | (2) |
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378 | (5) |
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20 Newsjacking Your Way into the Media |
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383 | (16) |
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Journalists Are Looking for What You Know |
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385 | (1) |
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Get Your Take on the News into the Marketplace of Ideas |
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385 | (3) |
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388 | (6) |
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Twitter Is Your Newsjacking Tool |
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394 | (1) |
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Beware: Newsjacking Can Damage Your Brand |
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395 | (1) |
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Newsjacking for Fun and Profit |
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396 | (3) |
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21 Search Engine Marketing |
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399 | (18) |
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Making the First Page on Google |
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401 | (1) |
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Search Engine Optimization |
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402 | (1) |
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Own Your Marketing Assets Instead of Renting Them |
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403 | (1) |
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404 | (1) |
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The Super Long Tail of Voice Search |
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405 | (1) |
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Carve Out Your Own Search Engine Real Estate |
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406 | (1) |
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Using the Amazon Search Engine as Marketing |
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407 | (2) |
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Web Landing Pages to Drive Action |
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409 | (3) |
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412 | (1) |
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Search Engine Marketing in a Fragmented Business |
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413 | (4) |
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417 | (18) |
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419 | (1) |
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The journey from a Traditional Marketing Executive to a Modern CMO |
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419 | (2) |
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421 | (1) |
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Mixing Business with Your Personal Life on Social Networks |
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421 | (2) |
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Getting the Help You Need (and Rejecting What You Don't) |
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423 | (5) |
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Bringing It All Together: Brand journalism at Cleveland Metropolitan School District |
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428 | (3) |
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Great for Any Organization |
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431 | (2) |
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433 | (2) |
| Acknowledgments for the Eighth Edition |
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435 | (2) |
| About the Author |
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437 | (2) |
| Index |
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439 | (20) |
| Master Newsjacking the Online Course |
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459 | (2) |
| Have David Meerman Scott Speak at Your Next Event! |
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461 | |
