The New Rules of Marketing & PR

76Blogs, Blogging, and Bloggers 78A Blog (or Not a Blog) 79Understanding Blogs in the World of the Web 81The Four Uses of Blogs for Marketing and PR 84Monitor Blogs--Your Organization's Reputation Depends on It 85Comment on Blogs to Get Your Viewpoint Out There 86Work with the Bloggers Who Talk about You 87Bloggers Love Interesting Experiences 89How to Reach Bloggers around the World 90Do You Allow Employees to Send Email? How about Letting Them Blog? 91Not Another Junky Blog 92The Power of Blogs 94Get Started Today 946 Audio and Video Drive Action 96Create Goodwill with Customers 96What University Should I Attend? 98The Best Job in the World 99Have Fun with Your Videos 101Audio Content Delivery through Podcasting 103Putting Marketing Back in Musicians' Control 104Podcasting: More Than Just Music 106Grammar Girl Podcast 1067 The New Rules of News Releases 109News Releases in a Web World 111The New Rules of News Releases 111If They Find You, They Will Come 112Driving Buyers into the Sales Process 114Reach Your Buyers Directly 1158 Going Viral: The Web Helps Audiences Catch the Fever 116Minty-Fresh Explosive Marketing 117Monitoring the Blogosphere for Viral Eruptions 118Creating a World Wide Rave 120Rules of the Rave 121Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 123Using Creative Commons to Facilitate Mashups and Spread Your Ideas 124Viral Buzz for Fun and Profit 125The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 126Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 127When You Have Explosive News, Make It Go Viral 1289 The Content-Rich Website 131Political Advocacy on the Web 132Content: The Focus of Successful Websites 134Reaching a Global Marketplace 135Putting It All Together with Content 136Great Websites: More Art Than Science 13810 Marketing and PR in Real Time 140Real-Time Marketing and PR 141Develop Your Real-Time Mind-Set 144Real-Time Blog Post Drives $1 Million in New Business 146The Time Is Now 149Crowdsourced Support 154III Action Plan for Harnessing the Power of the New Rules 15911 You Are What You Publish: Building Your Marketing and PR Plan 161What Are Your Organization's Goals? 162Buyer Personas and Your Organization 164The Buyer Persona Profile 165Reaching Senior Executives 168The Importance of Buyer Personas in Web Marketing 169In Your Buyers' Own Words 170What Do You Want Your Buyers to Believe? 172Developing Content to Reach Buyers 174Marketing Strategy Planning Template 177The New Rules of Measurement 181Asking Your Buyer for a Date 182Measuring the Power of Free 182What You Should Measure 183Registration or Not? Data from an e-Book Offer 184Educating Your Salespeople about the New Sales Cycle 186Obama for America 187Stick to Your Plan 19212 Online Thought Leadership to Brand Your Organization as a Trusted Resource 193Developing Thought Leadership Content 193Forms of Thought Leadership Content 194How to Create Thoughtful Content 199Leveraging Thought Leaders Outside of Your Organization 202How Much Money Does Your Buyer Make? 20313 How to Create for Your Buyers 205An Analysis of Gobbledygook 206Poor Writing: How Did We Get Here? 207Effective Writing for Marketing and PR 209The Power of Writing Feedback (from Your Blog) 210Brand Journalism at Boeing 21114 How Web Content Influences the Buying Process 213Segmenting Your Buyers 214Elements of a Buyer-Centric Website 216Using RSS to Deliver Your Web Content to Targeted Niches 221Link Content Directly into the Sales Cycle 222A Friendly Nudge 223Close the Sale and Continue the Conversation 224An Open-Source Marketing Model 224How a Content Strategy Grew Business by 50 Percent in One Year 22615 Mobile Marketing: Reaching Buyers Wherever They Are 232Make Your Site Mobile Friendly 233Build Your Audience via Mobile 235Geolocation: When Your Buyer Is Nearby 236QR Codes to Drive People to Your Content 237The Mobile Media Room 240An App for Anything 241Cyber Graffiti with WiFi Network Names as Advertising 24216 Social Networking Sites and Marketing 245Television's Eugene Mirman Is Very Nice and Likes Seafood 246Facebook: Not Just for Students 247How to Use Facebook to Market Your Product or Service 248Increase Engagements with Facebook Groups and Apps 250Why Google Plus Is Important For Your Business 253Check Out My LinkedIn Profile 255Tweet Your Thoughts to the World 257Social Networking and Personal Branding 260The Horse Twitterer 262Connecting with Fans 264How Amanda Palmer Raised a Million Dollars via Social Networking 265Which Social Networking Site Is Right for You? 266You Can't Go to Every Party, So Why Even Try? 269Optimizing Social Networking Pages 270Integrate Social Media into an Offline Conference or Event 271Start a Movement 272Social Networking and Crisis Communications 273Why Participating in Social Media Is Like Exercise 27617 Blogging to Reach Your Buyers 279What Should You Blog About? 280Blogging Ethics and Employee Blogging Guidelines 282Blogging Basics: What You Need to Know to Get Started 283Pimp Out Your Blog 286Building an Audience for Your New Blog 287Tag, and Your Buyer Is It 288Fun with Sharpies (and Sharpie Fans) 289Cities That Blog 290Blogging Outside of North America 292What Are You Waiting For? 29318 An Image Is Worth a Thousand Words 294Photographs as Compelling Content Marketing 294Why I Love Instagram 296How to Market an Expensive Product with Original Photographs 297Sharing with Pinterest 298Infographics 30019 Video and Podcasting Made, Well, as Easy as Possible 303Video and Your Buyers 303Business-Casual Video 304Stop Obsessing over Video Release Forms 305Your Smartphone Is All You Need 306Video to Showcase Your Expertise 307Getting Started with Video 309Video Created for Buyers Generates Sales Leads 311Podcasting 101 31220 How to Use News Releases to Reach Buyers Directly 315Developing Your News Release Strategy 316Publishing News Releases through a Distribution Service 317Reaching Even More Interested Buyers with RSS Feeds 318Simultaneously Publishing Your News Releases to Your Website 318The Importance of Links in Your News Releases 319Focus on the Keywords and Phrases Your Buyers Use 319Include Appropriate Social Media Tags 321If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! 32221 Your Newsroom: A Front Door for Much More Than the Media 324Your Newsroom as (Free) Search Engine Optimization 325Best Practices for Newsrooms 325Start with a Needs Analysis 327A Newsroom to Reach Journalists, Customers, and Bloggers 333Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom 33422 The New Rules for Reaching the Media 336Nontargeted, Broadcast Pitches Are Spam 337The New Rules of Media Relations 337Blogs and Media Relations 338How Blog Mentions Drive Mainstream Media Stories 339Launching Ideas with the U.S. Air Force 342How to Pitch the Media 34423 Newsjacking Your Way into the Media 347Journalists Are Looking for What You Know 349Get Your Take on the News into the Marketplace of Ideas 350How to Find News to Jack 353When the Story Is Already (Sort of) about You 358Twitter Is Your Newsjacking Tool 359Beware: Newsjacking Can Damage Your Brand 360Newsjacking for Fun and Profit 36124 Search Engine Marketing 363Making the First Page on Google 365Search Engine Optimization 366The Long Tail of Search 367Carve Out Your Own Search Engine Real Estate 368Web Landing Pages to Drive Action 369Search Engine Marketing in a Fragmented Business 37225 Make It Happen 374Your Mind-Set 376Manage Your Fear 376Getting the Help You Need (and Rejecting What You Don't) 377Great for Any Organization 381Now It's Your Turn 384Acknowledgments for the Fourth Edition 385About the Author 387Preview: Real-Time Marketing & PR 389Preview: The New Rules of Social Media Book Series 409Index 417