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<p><b>Introduction 1</b></p> <p>The New Rules 4</p> <p>Life with the New Rules 6</p> <p>What’s New 8</p> <p>Writing Like on a Blog, but in a Book 10</p> <p>Showcasing Success 11</p> <p><b>I How the Web Has Changed the Rules of Marketing and PR 13</b></p> <p><b>1 The Old Rules of Marketing and PR Are Ineffective in an Online World 15</b></p> <p>Advertising: A Money Pit of Wasted Resources 18</p> <p>One-Way Interruption Marketing Is Yesterday’s Message 19</p> <p>The Old Rules of Marketing 20</p> <p>PR Used to Be Exclusively About the Media 21</p> <p>PR and Third-Party Ink 22</p> <p>Yes, the Media Are Still Important 23</p> <p>Press Releases and the Journalistic Black Hole 23</p> <p>The Old Rules of PR 24</p> <p>Learn to Ignore the Old Rules 25</p> <p><b>2 The New Rules of Marketing and PR 27</b></p> <p>The Most Important Communications Revolution in Human History 28</p> <p>Open for Business 29</p> <p>The End of Mass Marketing 31</p> <p>Tell Me Something I Don’t Know, Please 33</p> <p>KOREAZ Social Media Channels Deliver Digital Public Diplomacy as Entertainment 34</p> <p>The End of Mass PR 36</p> <p>The New Rules of Marketing and PR 37</p> <p>The Convergence of Marketing and PR on the Web 38</p> <p><b>3 Reaching Your Buyers Directly 39</b></p> <p>The Right Marketing in a Wired World 42</p> <p>Let the World Know About Your Expertise 43</p> <p>Develop Information Your Buyers Want to Consume 45</p> <p>Big Birge Plumbing Company Grows Business in a Competitive Market 46</p> <p>Buyer Personas: The Basics 47</p> <p>Think Like a Publisher 51</p> <p>Know the Goals and Let Content Drive Action 52</p> <p>Real-Time Business at American Airlines Reaches Buyers Directly 53</p> <p><b>II Web-based Communications to Reach Buyers Directly 59</b></p> <p><b>4 Social Media and Your Targeted Audience 61</b></p> <p>What Is Social Media, Anyway? 62</p> <p>Social Media Is a Cocktail Party 63</p> <p>“Upgrade to Canada” Social Program Nabs Tourists from Other Countries 64</p> <p>Social Networking and Agility 65</p> <p>Do You Allow Employees to Send Email? How About Letting Them Use Social Media? 67</p> <p>The New Rules of Job Search 68</p> <p>Brewing Authenticity: How Kolkata Chai Co. Uses Instagram to Reach Interested Buyers 70</p> <p><b>5 The Content-Rich Website 75</b></p> <p>Political Advocacy on the Web 76</p> <p>Content: The Focus of Successful Websites 78</p> <p>Reaching a Global Marketplace 78</p> <p>Make Your Site Mobile Friendly 79</p> <p>Blogging to Share Your Passion 81</p> <p>A Blog (or Not a Blog) 82</p> <p>Not Another Junky Blog 84</p> <p>Why You Need a Blog in the Age of Social Networking 86</p> <p>Audio and Video Drive Action 87</p> <p>How to Poop in the Woods 88</p> <p>Putting It All Together with Content 89</p> <p>Great Websites: More Art Than Science 91</p> <p><b>6 Marketing and PR in Real Time 95</b></p> <p>Real-Time Marketing and PR 96</p> <p>Real-Time Customer Communications from Cubby Oil & Energy 98</p> <p>Develop Your Real-Time Mind-Set 100</p> <p>Real-Time Blog Post Drives $1 Million in New Business 103</p> <p>The Time Is Now 105</p> <p>Real-Time Video for Business 110</p> <p>Crowdsourced Support 111</p> <p><b>7 Artificial Intelligence for Marketing and PR 117</b></p> <p>AI-Powered Marketing and PR 120</p> <p>Your Marketing May Already Be AI-Powered 123</p> <p>Find Ways for AI to Benefit Customers 125</p> <p>Creating an AI Project 127</p> <p>Making AI a Part of Your Marketing 129</p> <p>Unlocking the Potential of AI for Use with Your Own Content 131</p> <p>Remaining Human in a World of AI 134</p> <p>Clams, Wagoneers, and Harings: Creativity Is Even More Important in an AI World 135</p> <p>AI Companies and Content Creators Fight, or They Learn to Work Together 137</p> <p><b>III Action Plan for Harnessing the Power of the New Rules 141</b></p> <p><b>8 You Are What You Publish: Building Your Marketing and PR Plan 143</b></p> <p>What Are Your Organization’s Goals? 144</p> <p>Buyer Personas and Your Organization 146</p> <p>The Buyer Persona Profile 147</p> <p>Doritos Silent “Crunch Cancelling” Plug-In for Gamers 150</p> <p>How Beko Develops Products Global Consumers Are Eager to Buy 151</p> <p>Modern-Day Hippies! Meet Stoned Immaculate’s Unique Buyer Persona 152</p> <p>The Importance of Buyer Personas in Web Marketing 154</p> <p>In Your Buyers’ Own Words 155</p> <p>What Do You Want Your Buyers to Believe? 157</p> <p>Developing Content to Reach Buyers 159</p> <p>Marketing Strategy Planning Template 162</p> <p>The New Rules of Measurement 166</p> <p>Asking Your Buyer for a Date 167</p> <p>Measuring the Power of Free 168</p> <p>What You Should Measure 168</p> <p>Stop Thinking of Content Creation as a Marketing Expense 170</p> <p>Stick to Your Plan 171</p> <p><b>9 Growing Your Business: How Marketing and PR Drive Sales 173</b></p> <p>It’s Time for a Sales Transformation 173</p> <p>How Web Content Influences the Buying Process 175</p> <p>Tips for Creating a Buyer-Centric Website 177</p> <p>Step 1: Sales Begin with Informational Content 181</p> <p>Step 2: A Friendly Nudge 182</p> <p>Step 3: Closing the Deal 183</p> <p>Triathlon Coach Delivers Content for All Ability Levels 184</p> <p>Why Salespeople’s LinkedIn Profiles Don’t Sell 185</p> <p>Salespeople as Content Curators 187</p> <p>Your Company’s Salesperson-in-Chief 189</p> <p>Educating Your Salespeople About the New Buying Process 190</p> <p>Registration or Not? Data from an E-book Offer 191</p> <p>Close the Sale—Continue the Conversation 193</p> <p>Measure and Improve 194</p> <p>How a Content Strategy Grew Business by 50 Percent in One Year 194</p> <p><b>10 Strategies for Creating Awesome Content 199</b></p> <p>Ways to Get Your Information Out There 200</p> <p>How to Create Thoughtful Content 206</p> <p>Using AI to Make Content Creation Easier 207</p> <p>How RTX Uses Journalists to Create Interesting Content 208</p> <p>Your Web Content Must Be Accessible 211</p> <p>Content Creation in Highly Regulated Industries 212</p> <p>Content Ethics and Employee Guidelines 215</p> <p>Thought Leaders from Outside Your Organization 217</p> <p>Who Wrote That Awesome White Paper? 217</p> <p>How Much Money Does Your Buyer Make? 218</p> <p><b>11 How to Write for Your Buyers 221</b></p> <p>An Analysis of Gobbledygook 222</p> <p>Poor Writing: How Did We Get Here? 223</p> <p>Branding Gone Amok™ 225</p> <p>Effective Writing for Marketing and PR 225</p> <p>The Power of Writing Feedback (from Your Blog) 226</p> <p>Injecting Humor into Product Descriptions 228</p> <p>Brand Journalism at Boeing 229</p> <p><b>12 Social Networking as Marketing 231</b></p> <p>How to Use Facebook to Market Your Product or Service 232</p> <p>Increase Engagements with Facebook Groups 235</p> <p>Check Out My LinkedIn Profile 238</p> <p>Tweet Your Thoughts to the World 241</p> <p>Social Networking and Personal Branding 242</p> <p>Write Your Biography in First Person 245</p> <p>The Sharing More Than Selling Rule 246</p> <p>Which Social Networking Site Is Right for You? 249</p> <p>Nextdoor, the Social Network for Local Businesses 251</p> <p>You Can’t Go to Every Party, so Why Even Try? 252</p> <p>Optimizing Social Networking Pages 253</p> <p>Integrate Social Media into an Offline Conference or Event 254</p> <p>Build a Passionate Fan Base 255</p> <p>Social Networking and Crisis Communications 257</p> <p>Why Participating in Social Media Is Like Exercise 260</p> <p><b>13 Blogging to Reach Your Buyers 263</b></p> <p>Understanding Blogs in the World of the Web 265</p> <p>The Four Uses of Blogs for Marketing and PR 267</p> <p>Monitor Blogs—Your Organization’s Reputation Depends on It 268</p> <p>Comment on Blogs to Get Your Viewpoint Out There 269</p> <p>Bloggers Love Interesting Experiences 270</p> <p>What Should You Blog About? 271</p> <p>Blogging Basics: What You Need to Know to Get Started 272</p> <p>Bling Out Your Blog 275</p> <p>Building an Audience for Your New Blog 276</p> <p>Tag, and Your Buyer Is It 277</p> <p>Cities That Blog 278</p> <p>What Are You Waiting For? 280</p> <p><b>14 An Image Is Worth a Thousand Words 281</b></p> <p>Photographs as Compelling Content Marketing 281</p> <p>Images of Real People Work Better Than Inane Stock Photos 283</p> <p>How to Market an Expensive Product with Original Photographs 285</p> <p>Sharing Beautiful Images on Instagram 286</p> <p>Marketing Your Product with Photos on Instagram 288</p> <p>Sharing with Pinterest 290</p> <p>The Power of SlideShare for Showcasing Your Ideas 292</p> <p>Infographics 294</p> <p>Infographics as a Marketing Asset 296</p> <p><b>15 Video and Your Buyers 299</b></p> <p>What University Should I Attend? 299</p> <p>Business-Casual Video 300</p> <p>Have Fun with Your Videos 302</p> <p>Stop Obsessing Over Video Release Forms 303</p> <p>Your Smartphone Is All You Need 304</p> <p>Video Made for Just £100 Grows Fans of a Welsh Hardware Store 305</p> <p>Facebook Live Is Great for Real-Time Content Marketing 306</p> <p>Create and Connect Through Live Video 308</p> <p>Video to Showcase Your Expertise 309</p> <p>A Lawyer with Seven Million TikTok Followers 311</p> <p>Creating a Great Virtual Event 314</p> <p>Getting Started with Video 316</p> <p>Building a Business One YouTube Video at a Time 318</p> <p><b>16 Audio Content via Podcasting and Social Audio 323</b></p> <p>Grammar Girl Podcast 324</p> <p>Podcasting 101 326</p> <p>Clubhouse and Other Social Audio Apps 329</p> <p>Creating Elegant Calls to Action in Social Audio and on Podcasts 333</p> <p><b>17 How to Use News Releases to Reach Buyers Directly 337</b></p> <p>News Releases in a Web World 339</p> <p>The New Rules of News Releases 339</p> <p>If They Find You, They Will Come 340</p> <p>Driving Buyers into the Sales Process 342</p> <p>Developing Your News Release Strategy 343</p> <p>Publishing News Releases Through a Distribution Service 344</p> <p>Reach Even More Interested Buyers with RSS Feeds 345</p> <p>Simultaneously Publish Your News Releases to Your Website 346</p> <p>The Importance of Links in Your News Releases 346</p> <p>Focus on the Keywords and Phrases Your Buyers Use 347</p> <p>If It’s Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 349</p> <p><b>18 Your Newsroom: A Front Door for Much More Than the Media 351</b></p> <p>Your Newsroom as (Free) Search Engine Optimization 352</p> <p>Reaching Reporters and Editors and Telling Your Story 353</p> <p>Best Practices for Newsrooms 354</p> <p>Ontario University Shines Spotlight on Faculty Researchers 362</p> <p>A Newsroom to Reach Journalists, Customers, and Bloggers 365</p> <p><b>19 The New Rules for Reaching the Media 367</b></p> <p>“Re:” Nontargeted Pitches, and Other Sleazy Tactics 367</p> <p>The New Rules of Media Relations 369</p> <p>Media Relations Using X 370</p> <p>Working with Brand Advocates 372</p> <p>How Blog and Social Media Mentions Drive Mainstream Media Stories 374</p> <p>Launching Ideas with the U.S. Air Force 376</p> <p>Legal Caution Versus PR Clarity: Navigating Media During Crises 378</p> <p>How to Pitch the Media 379</p> <p><b>20 Newsjacking Your Way into the Media 383</b></p> <p>Journalists Are Looking for What You Know 385</p> <p>Get Your Take on the News into the Marketplace of Ideas 386</p> <p>How to Find News to Jack 388</p> <p>X Is Your Newsjacking Tool 394</p> <p>Beware: Newsjacking Can Damage Your Brand 395</p> <p>Newsjacking for Fun and Profit 396</p> <p><b>21 Search Engine Marketing 399</b></p> <p>Making the First Page on Google 401</p> <p>Search Engine Optimization 402</p> <p>Own Your Marketing Assets Instead of Renting Them 403</p> <p>All Search Is Niche 404</p> <p>The Importance of Voice Search 405</p> <p>How to Get Found in LLM AI Chatbot Search 406</p> <p>Carve Out Your Own Search Engine Real Estate 409</p> <p>Using the Amazon Search Engine as Marketing 410</p> <p>Web Landing Pages to Drive Action 412</p> <p>Optimizing the Past 415</p> <p>Search Engine Marketing in a Fragmented Business 416</p> <p><b>22 Make It Happen 419</b></p> <p>Your Mind-Set 421</p> <p>The Journey from a Traditional Marketing Executive to a Modern CMO 421</p> <p>Manage Your Fear 422</p> <p>Mixing Business with Your Personal Life on Social Networks 423</p> <p>Getting the Help You Need (and Rejecting What You Don’t) 425</p> <p>Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District 430</p> <p>Great for Any Organization 432</p> <p>Now It’s Your Turn 435</p> <p>Acknowledgments for the Ninth Edition 437</p> <p>About the Author 439</p> <p>Index 441</p> <p>Master Newsjacking the Online Course 459</p> <p>Have David Meerman Scott Speak at Your Next Event! 461</p>

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