Librería Portfolio

Table of Contents

Foreword by Robert Scoble xix

Introduction 1

The New Rules 3

Life with the New Rules 5

What's New 7

Writing Like on a Blog, But in a Book 8

Showcasing Success 10

I How the Web Has Changed the Rules of Marketing and PR 13

1 The Old Rules of Marketing and PR Are Ineffective in an Online World 15

Advertising: A Money Pit of Wasted Resources 18

One-Way Interruption Marketing Is Yesterday's Message 19

The Old Rules of Marketing 20

Public Relations Used to Be Exclusively about the Media 21

Public Relations and Third-Party Ink 22

Yes, the Media Are Still Important 22

Press Releases and the Journalistic Black Hole 23

The Old Rules of PR 24

Learn to Ignore the Old Rules 25

2 The New Rules of Marketing and PR 27

The Most Important Communication Revolution in Human History 28

Open for Business 29

The Long Tail of Marketing 32

Tell Me Something I Don't Know, Please 33

Bricks-and-Mortar News 34

The Long Tail of PR 36

The New Rules of Marketing and PR 37

The Convergence of Marketing and PR on the Web 38

3 Reaching Your Buyers Directly 39

The Right Marketing in a Wired World 40

Let the World Know about Your Expertise 41

Develop Information Your Buyers Want to Consume 43

Big Birge Plumbing Company Grows Business in a Competitive Market 44

Buyer Personas: The Basics 45

Think Like a Publisher 48

Staying Connected with Members and the Community 48

Know the Goals and Let Content Drive Action 51

Content and Thought Leadership 52

II Web-Based Communications to Reach Buyers Directly 53

4 Social Media and Your Targeted Audience 55

What Is Social Media, Anyway? 56

Social Media Is a Cocktail Party 57

"Upgrade to Canadaö Social Program Nabs Tourists from Other Countries 58

Social Networking and Agility 59

The New Rules of Job Search 61

How to Find a New Job via Social Media 63

Insignificant Backwaters or Valuable Places to Connect? 65

Your Best Customers Participate in Online Forums-So Should You 68

Your Space in the Forums 71

Wikis, Listservs, and Your Audience 73

Social Networking Drives Adagio Teas' Success 74

5 Blogs: Tapping Millions of Evangelists to Tell Your Story 78

Blogs, Blogging, and Bloggers 80

A Blog (or Not a Blog) 81

California Lawyer Blogs to Build Authority and Drive More Business 83

Understanding Blogs in the World of the Web 85

The Four Uses of Blogs for Marketing and PR 87

Monitor Blogs-Your Organization's Reputation Depends on It 88

Comment on Blogs to Get Your Viewpoint Out There 89

Work with the Bloggers Who Talk about You 90

Bloggers Love Interesting Experiences 92

How to Reach Bloggers around the World 93

Do You Allow Employees to Send Email? How about Letting Them Blog? 94

Not Another Junky Blog 95

The Power of Blogs 97

Get Started Today 97

6 Audio and Video Drive Action 99

Create Goodwill with Customers 99

What University Should I Attend? 101

The Best Job in the World 102

Have Fun with Your Videos 104

Audio Content Delivery through Podcasting 106

Hack the Entrepreneur Podcast Delivers New Customers for Host's Business 107

Grammar Girl Podcast 109

7 Going Viral: The Web Helps Audiences Catch the Fever 112

Minty-Fresh Explosive Marketing 113

Monitoring the Blogosphere for Viral Eruptions 114

Creating a World Wide Rave 116

Rules of the Rave 117

Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 119

Using Creative Commons to Facilitate Mashups and Spread Your Ideas 120

Viral Buzz for Fun and Profit 121

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 122

Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 123

When You Have Explosive News, Make It Go Viral 124

8 The Content-Rich Website 127

Political Advocacy on the Web 128

Content: The Focus of Successful Websites 130

Reaching a Global Marketplace 131

Putting It All Together with Content 132

Great Websites: More Art Than Science 134

9 Marketing and PR in Real Time 137

Real-Time Marketing and PR 138

John Green Thumps Tom Cruise 141

Develop Your Real-Time Mind-Set 142

Real-Time Blog Post Drives $1 Million in New Business 144

The Time Is Now 147

Chronicle Your Life and Business with Live Video Feeds 152

Crowdsourced Support 155

III Action Plan for Harnessing the Power of the New Rules 159

10 You Are What You Publish: Building Your Marketing and PR Plan 161

What Are Your Organization's Goals? 162

Buyer Personas and Your Organization 164

The Buyer Persona Profile 165

How Beko Develops Products Global Consumers Are Eager to Buy 169

Reaching Senior Executives 170

The Importance of Buyer Personas in Web Marketing 171

In Your Buyers' Own Words 172

What Do You Want Your Buyers to Believe? 174

Developing Content to Reach Buyers 176

Marketing Strategy Planning Template 179

The New Rules of Measurement 183

Asking Your Buyer for a Date 184

Measuring the Power of Free 184

What You Should Measure 185

Stop Thinking of Content Creation as a Marketing Expense 186

Obama for America 188

Stick to Your Plan 192

11 Growing Your Business: How Marketing and PR Drive Sales 194

It's Time for a Sales Transformation 194

How Web Content Influences the Buying Process 196

Tips for Creating a Buyer-Centric Website 198

Step 1: Sales Begin with Informational Content 203

Step 2: A Friendly Nudge 204

Step 3: Closing the Deal 205

An Open-Source Marketing Model 205

Salespeople as Content Curators 207

Your Company's Salesperson-in-Chief 209

Educating Your Salespeople about the New Buying Process 210

Registration or Not? Data from an E-Book Offer 211

Close the Sale-Continue the Conversation 213

Measure and Improve 213

How a Content Strategy Grew Business by 50 Percent in One Year 214

12 Online Thought Leadership to Brand Your Organization as a Trusted Resource 219

Developing Thought Leadership Content 219

Forms of Thought Leadership Content 220

How to Create Thoughtful Content 225

How Raytheon Uses Journalists to Create Interesting Content 226

Thought Leadership in Highly Regulated Industries 228

Leveraging Thought Leaders outside Your Organization 231

Who Wrote That Awesome White Paper? 232

How Much Money Does Your Buyer Make? 233

13 How to Write for Your Buyers 235

An Analysis of Gobbledygook 236

Poor Writing: How Did We Get Here? 237

Effective Writing for Marketing and PR 239

The Power of Writing Feedback (from Your Blog) 240

Injecting Humor into Product Descriptions 241

Brand Journalism at Boeing 242

14 Mobile Marketing: Reaching Buyers Wherever They Are 245

Join the Revolution 246

Make Your Site Mobile Friendly 248

Build Your Audience via Mobile 249

Geolocation: When Your Buyer Is Nearby 250

QR Codes to Drive People to Your Content