Introduction 1

The New Rules 4

Life with the New Rules 6

What's New 8

Writing Like on a Blog, but in a Book 10

Showcasing Success 11

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

PR Used to Be Exclusively About the Media 21

PR and Third-Party Ink 22

Yes, the Media Are Still Important 23

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 Communications Revolution in Human History 28

Open for Business 29

The End of Mass Marketing 31

Tell Me Something I Don't Know, Please 33

KOREAZ Social Media Channels Deliver Digital Public Diplomacy as Entertainment 34

The End of Mass 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 42

Let the World Know About Your Expertise 43

Develop Information Your Buyers Want to Consume 45

Big Birge Plumbing Company Grows Business in a Competitive Market 46

Buyer Personas: The Basics 47

Think Like a Publisher 51

Know the Goals and Let Content Drive Action 52

Real-Time Business at American Airlines Reaches Buyers Directly 53

II Web-based Communications to Reach Buyers Directly 59

4 Social Media and Your Targeted Audience 61

What Is Social Media, Anyway? 62

Social Media Is a Cocktail Party 63

"Upgrade to Canada" Social Program Nabs Tourists from Other Countries 64

Social Networking and Agility 65

Do You Allow Employees to Send Email? How About Letting Them Use Social Media? 67

The New Rules of Job Search 68

Brewing Authenticity: How Kolkata Chai Co. Uses Instagram to Reach Interested Buyers 70

5 The Content-Rich Website 75

Political Advocacy on the Web 76

Content: The Focus of Successful Websites 78

Reaching a Global Marketplace 78

Make Your Site Mobile Friendly 79

Blogging to Share Your Passion 81

A Blog (or Not a Blog) 82

Not Another Junky Blog 84

Why You Need a Blog in the Age of Social Networking 86

Audio and Video Drive Action 87

How to Poop in the Woods 88

Putting It All Together with Content 89

Great Websites: More Art Than Science 91

6 Marketing and PR in Real Time 95

Real-Time Marketing and PR 96

Real-Time Customer Communications from Cubby Oil & Energy 98

Develop Your Real-Time Mind-Set 100

Real-Time Blog Post Drives $1 Million in New Business 103

The Time Is Now 105

Real-Time Video for Business 110

Crowdsourced Support 111

7 Artificial Intelligence for Marketing and PR 117

AI-Powered Marketing and PR 120

Your Marketing May Already Be AI-Powered 123

Find Ways for AI to Benefit Customers 125

Creating an AI Project 127

Making AI a Part of Your Marketing 129

Unlocking the Potential of AI for Use with Your Own Content 131

Remaining Human in a World of AI 134

Clams, Wagoneers, and Harings: Creativity Is Even More Important in an AI World 135

AI Companies and Content Creators Fight, or They Learn to Work Together 137

III Action Plan for Harnessing the Power of the New Rules 141

8 You Are What You Publish: Building Your Marketing and PR Plan 143

What Are Your Organization's Goals? 144

Buyer Personas and Your Organization 146

The Buyer Persona Profile 147

Doritos Silent "Crunch Cancelling" Plug-In for Gamers 150

How Beko Develops Products Global Consumers Are Eager to Buy 151

Modern-Day Hippies! Meet Stoned Immaculate's Unique Buyer Persona 152

The Importance of Buyer Personas in Web Marketing 154

In Your Buyers' Own Words 155

What Do You Want Your Buyers to Believe? 157

Developing Content to Reach Buyers 159

Marketing Strategy Planning Template 162

The New Rules of Measurement 166

Asking Your Buyer for a Date 167

Measuring the Power of Free 168

What You Should Measure 168

Stop Thinking of Content Creation as a Marketing Expense 170

Stick to Your Plan 171

9 Growing Your Business: How Marketing and PR Drive Sales 173

It's Time for a Sales Transformation 173

How Web Content Influences the Buying Process 175

Tips for Creating a Buyer-Centric Website 177

Step 1: Sales Begin with Informational Content 181

Step 2: A Friendly Nudge 182

Step 3: Closing the Deal 183

Triathlon Coach Delivers Content for All Ability Levels 184

Why Salespeople's LinkedIn Profiles Don't Sell 185

Salespeople as Content Curators 187

Your Company's Salesperson-in-Chief 189

Educating Your Salespeople About the New Buying Process 190

Registration or Not? Data from an E-book Offer 191

Close the Sale-Continue the Conversation 193

Measure and Improve 194

How a Content Strategy Grew Business by 50 Percent in One Year 194

10 Strategies for Creating Awesome Content 199

Ways to Get Your Information Out There 200

How to Create Thoughtful Content 206

Using AI to Make Content Creation Easier 207

How RTX Uses Journalists to Create Interesting Content 208

Your Web Content Must Be Accessible 211

Content Creation in Highly Regulated Industries 212

Content Ethics and Employee Guidelines 215

Thought Leaders from Outside Your Organization 217

Who Wrote That Awesome White Paper? 217

How Much Money Does Your Buyer Make? 218

11 How to Write for Your Buyers 221

An Analysis of Gobbledygook 222

Poor Writing: How Did We Get Here? 223

Branding Gone Amok(TM) 225

Effective Writing for Marketing and PR 225

The Power of Writing Feedback (from Your Blog) 226

Injecting Humor into Product Descriptions 228

Brand Journalism at Boeing 229

12 Social Networking as Marketing 231

How to Use Facebook to Market Your Product or Service 232

Increase Engagements with Facebook Groups 235

Check Out My LinkedIn Profile 238

Tweet Your Thoughts to the World 241

Social Networking and Personal Branding 242

Write Your Biography in First Person 245

The Sharing More Than Selling Rule 246

Which Social Networking Site Is Right for You? 249

Nextdoor, the Social Network for Local Businesses 251

You Can't Go to Every Party, so Why Even Try? 252

Optimizing Social Networking Pages 253

Integrate Social Media into an Offline Conference or Event 254

Build a Passionate Fan Base 255

Social Networking and Crisis Communications 257

Why Participating in Social Media Is Like Exercise 260

13 Blogging to Reach Your Buyers 263

Understanding Blogs in the World of the Web 265

The Four Uses of Blogs for Marketing and PR 267

Monitor Blogs-Your Organization's Reputation Depends on It 268

Comment on Blogs to Get Your Viewpoint Out There 269

Bloggers Love Interesting Experiences 270

What Should You Blog About? 271

Blogging Basics: What You Need to Know to Get Started 272

Bling Out Your Blog 275

Building an Audience for Your New Blog 276

Tag, and Your Buyer Is It 277

Cities That Blog 278

What Are You Waiting For? 280

14 An Image Is Worth a Thousand Words 281

Photographs as Compelling Content Marketing 281

Images of Real People Work Better Than Inane Stock Photos 283

How to Market an Expensive Product with Original Photographs 285

Sharing Beautiful Images on Instagram 286

Marketing Your Product with Photos on Instagram 288

Sharing with Pinterest 290

The Power of SlideShare for Showcasing Your Ideas 292

Infographics 294

Infographics as a Marketing Asset 296

15 Video and Your Buyers 299

What University Should I Attend? 299

Business-Casual Video 300

Have Fun with Your Videos 302

Stop Obsessing Over Video Release Forms 303

Your Smartphone Is All You Need 304

Video Made for Just £100 Grows Fans of a Welsh Hardware Store 305

Facebook Live Is Great for Real-Time Content Marketing 306

Create and Connect Through Live Video 308

Video to Showcase Your Expertise 309

A Lawyer with Seven Million TikTok Followers 311

Creating a Great Virtual Event 314

Getting Started with Video 316

Building a Business One YouTube Video at a Time 318

16 Audio Content via Podcasting and Social Audio 323

Grammar Girl Podcast 324

Podcasting 101 326

Clubhouse and Other Social Audio Apps 329

Creating Elegant Calls to Action in Social Audio and on Podcasts 333

17 How to Use News Releases to Reach Buyers Directly 337

News Releases in a Web World 339

The New Rules of News Releases 339

If They Find You, They Will Come 340

Driving Buyers into the Sales Process 342

Developing Your News Release Strategy 343

Publishing News Releases Through a Distribution Service 344

Reach Even More Interested Buyers with RSS Feeds 345

Simultaneously Publish Your News Releases to Your Website 346

The Importance of Links in...