DAVID MEERMAN SCOTT is an expert in using real-time tools and strategies to spread ideas, influence minds, and build business. His popular blog, advisory work with fast-growing companies, and worldwide speaking engagements and training seminars give him a unique perspective on how businesses are implementing strategies to reach buyers directly. David is the bestselling author of twelve books, including Real-Time Marketing & PR, The New Rules of Sales & Service, and Fanocracy.

Introduction
The New Rules
Life with the New Rules
What's New
Writing Like on a Blog, but in a Book
Showcasing Success
I How the Web Has Changed the Rules of Marketing and PR
1 The Old Rules of Marketing and PR Are Ineffective in an Online World
Advertising: A Money Pit of Wasted Resources
One-Way Interruption Marketing Is Yesterday's Message
The Old Rules of Marketing
Public Relations Used to Be Exclusively about the Media
Public Relations and Third-Party Ink
Yes, the Media Are Still Important
Press Releases and the Journalistic Black Hole
The Old Rules of PR
Learn to Ignore the Old Rules
2 The New Rules of Marketing and PR
The Most Important Communications Revolution in Human History
Open for Business
The Long Tail of Marketing
Tell Me Something I Don't Know, Please
Bricks-and-Mortar News
The Long Tail of PR
The New Rules of Marketing and PR
The Convergence of Marketing and PR on the Web
3 Reaching Your Buyers Directly
The Right Marketing in a Wired World
Let the World Know about Your Expertise
Develop Information Your Buyers Want to Consume
Big Birge Plumbing Company Grows Business in a Competitive Market
Buyer Personas: The Basics
Think Like a Publisher
Staying Connected with Members and the Community
Know the Goals and Let Content Drive Action
Real-Time Business at American Airlines Reaches Buyers Directly
II Web-Based Communications to Reach Buyers Directly
4 Social Media and Your Targeted Audience
What Is Social Media, Anyway?
Social Media Is a Cocktail Party
"Upgrade to Canada" Social Program Nabs Tourists from Other Countries
Social Networking and Agility
Do You Allow Employees to Send Email? How about Letting Them Use Social Media?
The New Rules of Job Search
How to Find a New Job via Social Media
Social Networking Drives Adagio Teas' Success
5 The Content-Rich Website
Political Advocacy on the Web
Content: The Focus of Successful Websites
Reaching a Global Marketplace
Make Your Site Mobile Friendly
Blogging to Share your Passion
A Blog (or Not a Blog)
Not Another Junky Blog
Why You Need a Blog in the Age of Social Networking
Audio and Video Drive Action
Improv with the CIO
Grammar Girl Podcast
Putting It All Together with Content
Great Websites: More Art Than Science
6 Marketing and PR in Real Time
Real-Time Marketing and PR
Fans First: Joe Biden Announces Kamala Harris as VP Pick
Develop Your Real-Time Mind-Set
Real-Time Blog Post Drives $1 Million in New Business
The Time Is Now
Snapchat for Business
Crowdsourced Support
7 Artificial Intelligence and Machine Learning for Marketing and PR
AI-Powered Marketing and PR
Your Marketing May Already Be AI-Powered
Find Ways for AI to Benefit Customers
Creating an AI Project
Making AI a Part of Your Marketing
An AI App to Create Social Posts from Long-Form Content
Remaining Human in a World of AI
III Action Plan for Harnessing the Power of the New Rules
8 You Are What You Publish: Building Your Marketing and PR Plan
What Are Your Organization's Goals?
Buyer Personas and Your Organization
The Buyer Persona Profile
How Beko Develops Products Global Consumers Are Eager to Buy
Reaching Senior Executives
The Importance of Buyer Personas in Web Marketing
In Your Buyers' Own Words
What Do You Want Your Buyers to Believe?
Developing Content to Reach Buyers
Marketing Strategy Planning Template
The New Rules of Measurement
Asking Your Buyer for a Date
Measuring the Power of Free
What You Should Measure
Stop Thinking of Content Creation as a Marketing Expense
Stick to Your Plan
9 Growing Your Business: How Marketing and PR Drive Sales
It's Time for a Sales Transformation
How Web Content Influences the Buying Process
Tips for Creating a Buyer-Centric Website
Step 1: Sales Begin with Informational Content
Step 2: A Friendly Nudge
Step 3: Closing the Deal
Triathlon Coach Delivers Content for All Ability Levels
Salespeople as Content Curators
Your Company's Salesperson-in-Chief
Educating Your Salespeople about the New Buying Process
Registration or Not? Data from an E-Book Offer
Close the Sale--Continue the Conversation
Measure and Improve
How a Content Strategy Grew Business by 50 Percent in One Year
10 Strategies for Creating Awesome Content
Ways to Get Your Information Out There
How to Create Thoughtful Content
How Raytheon Technologies Uses Journalists to Create Interesting Content
Your Web Content Must Be Accessible
Content Creation in Highly Regulated Industries
Content Ethics and Employee Guidelines
Thought Leaders from outside Your Organization
Who Wrote That Awesome White Paper?
How Much Money Does Your Buyer Make?
11 How to Write for Your Buyers
An Analysis of Gobbledygook
Poor Writing: How Did We Get Here?
Effective Writing for Marketing and PR
The Power of Writing Feedback (from Your Blog)
Injecting Humor into Product Descriptions
Brand Journalism at Boeing
12 Social Networking as Marketing
Television's Eugene Mirman Is Very Nice and Likes Seafood
How to Use Facebook to Market Your Product or Service
Increase Engagements with Facebook Groups
Check Out My LinkedIn Profile
Tweet Your Thoughts to the World
Social Networking and Personal Branding
Write Your Biography In First Person
The CIA Joins Twitter
The Sharing More Than Selling Rule
Connecting with Fans
How Amanda Palmer Raised a Million Dollars via Social Networking
Which Social Networking Site Is Right for You?
Nextdoor, the Social Network for Local Businesses
You Can't Go to Every Party, So Why Even Try?
Optimizing Social Networking Pages
Integrate Social Media into an Offline Conference or Event
Build a Passionate Fan Base
Social Networking and Crisis Communications
Why Participating in Social Media Is Like Exercise
13 Blogging to Reach Your Buyers
Understanding Blogs in the World of the Web
The Four Uses of Blogs for Marketing and PR
Monitor Blogs--Your Organization's Reputation Depends on It
Comment on Blogs to Get Your Viewpoint Out There
Bloggers Love Interesting Experiences
What Should You Blog About?
Blogging Basics: What You Need to Know to Get Started
Bling Out Your Blog
Building an Audience for Your New Blog
Tag, and Your Buyer Is It
Cities That Blog
Blogging outside North America
What Are You Waiting For?
14 An Image Is Worth a Thousand Words
Photographs as Compelling Content Marketing
Images of Real People Work Better Than Inane Stock Photos
How to Market an Expensive Product with Original Photographs
Sharing Beautiful Images on Instagram
Marketing Your Product with Photos on Instagram
Sharing with Pinterest
The Power of SlideShare for Showcasing Your Ideas
Infographics
Infographics as a Marketing Asset
15 Video and Your Buyers
What University Should I Attend?
Business-Casual Video
Have Fun with Your Videos
Stop Obsessing over Video Release Forms
Your Smartphone Is All You Need
Video Made for Just £100 Grows Fans of a Welsh Hardware Store
Facebook Live Is Great for Real-Time Content Marketing
Video to Showcase Your Expertise
A Lawyer with 6 Million TikTok Followers
Creating a Great Virtual Event
Getting Started with Video
Video Created for Buyers Generates Sales Leads
Building a Business One YouTube Video at a Time
16 Audio Content via Podcasting and Social Audio
Hack the Entrepreneur Podcast Delivers New Clients for Host's Consulting Business
Podcasting 101
Clubhouse and Other Social Audio Apps
Creating Elegant Calls-to-Action in Social Audio and on Podcasts
17 How to Use News Releases to Reach Buyers Directly
News Releases in a Web World
The New Rules of News Releases
If They Find You, They Will Come
Driving Buyers into the Sales Process
Developing Your News Release Strategy
Publishing News Releases through a Distribution Service
Reach Even More Interested Buyers with RSS Feeds
Simultaneously Publish Your News Releases to Your Website
The Importance of Links in Your News Releases
Focus on the Keywords and Phrases Your Buyers Use
If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
18 Your Newsroom: A Front Door for Much More Than the Media
Your Newsroom as (Free) Search Engine Optimization
Reaching Reporters and Editors and Telling Your Story
Best Practices for Newsrooms
Ontario University Shines Spotlight on Faculty Researchers
A Newsroom to Reach Journalists, Customers, and Bloggers
19 The New Rules for Reaching the Media
"Re:," Nontargeted Pitches, and Other Sleazy Tactics
The New Rules of Media Relations
Twitter and Media Relations
Working with Brand Advocates
How Blog and Social Media Mentions Drive Mainstream Media Stories
Launching Ideas with the U.S. Air Force
How to Pitch the Media
20 Newsjacking Your Way into the Media
Journalists Are Looking for What You Know
Get Your Take on the News into the Marketplace of Ideas
How to Find News to Jack
Twitter Is Your Newsjacking Tool
Beware: Newsjacking Can Damage Your Brand
Newsjacking for Fun and Profit
21 Search Engine Marketing
Making the First Page on Google
Search Engine Optimization
Own Your Marketing Assets Instead of Renting Them
The Long Tail of Search
The Super Long Tail of Voice Search
Carve Out Your Own Search Engine Real Estate
Using the Amazon Search Engine as Marketing
Web Landing Pages to Drive Action
Optimizing the Past
Search Engine Marketing in a Fragmented Business
22 Make It Happen
Your Mind-Set
The Journey from a Traditional Marketing Executive to a Modern CMO
Manage Your Fear
Mixing Business with Your Personal Life on Social Networks
Getting the Help You Need (and Rejecting What You Don't)
Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District
Great for Any Organization
Now It's Your Turn
Acknowledgments for the Seventh Edition
About the Author
Index
Master Newsjacking Course
Have David Meerman Scott Speak at Your Next Event!

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