The New Rules of Marketing and PR How to Use Content Marketing, AI, Social Media, Podcasting, Video, and Newsjacking to Reach Buyers Directly
"The rapid growth of generative artificial intelligence tools from AI giants like OpenAI and Google, plus a host of smaller startups, is the most significant development in modern marketing and PR since the first edition of the book was published back in 2007. Marketers and PR professionals who...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley
[2024]
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| Edición: | Ninth edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009847333206719 |
Tabla de Contenidos:
- Cover
- Title Page
- Copyright Page
- Contents
- 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
- PR Used to Be Exclusively About the Media
- PR 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 End of Mass Marketing
- Tell Me Something I Don't Know, Please
- KOREAZ Social Media Channels Deliver Digital Public Diplomacy as Entertainment
- The End of Mass 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
- 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.
- Brewing Authenticity: How Kolkata Chai Co. Uses Instagram to Reach Interested Buyers
- 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
- How to Poop in the Woods
- Putting It All Together with Content
- Great Websites: More Art Than Science
- 6 Marketing and PR in Real Time
- Real-Time Marketing and PR
- Real-Time Customer Communications from Cubby Oil &
- Energy
- Develop Your Real-Time Mind-Set
- Real-Time Blog Post Drives 1 Million in New Business
- The Time Is Now
- Create Advertising Based on Real-Time Events
- Respond to Citizens Right Away
- Create a Real-Time Application
- Donate Your Product to Those in Need
- Tweet Thoughts to Your Market When They Are Watching
- Comment on Regulatory Change in Your Industry
- Use a News Release to React to Another Company's Announcement
- Real-Time Video for Business
- Crowdsourced Support
- 7 Artificial Intelligence 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
- Unlocking the Potential of AI for Use with Your Own Content
- Remaining Human in a World of AI
- Clams, Wagoneers, and Harings: Creativity Is Even More Important in an AI World
- AI Companies and Content Creators Fight, or They Learn to Work Together
- 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
- Doritos Silent "Crunch Cancelling" Plug-In for Gamers
- How Beko Develops Products Global Consumers Are Eager to Buy
- Modern-Day Hippies! Meet Stoned Immaculate's Unique Buyer Persona
- 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
- Develop a Site Personality
- Photos and Images Tell Your Story
- Include Interactive Content Tools
- Make Feedback Loops Available
- Provide Ways for Your Customers to Interact with Each Other
- Make Sure Your Site Is Current
- Include Social Media "Share" Buttons
- Think About Your Buyers' Preferred Media and Learning Styles
- Create Content with Pass-Along Value That Could Go Viral
- 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
- Why Salespeople's LinkedIn Profiles Don't Sell
- 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
- Blogs
- Audio and Video.
- Photos, Images, Graphs, Charts, and Infographics
- Email Newsletters
- Slide Presentations
- Long-Form Written Content
- Research and Survey Reports
- Virtual Events
- E-books
- White Papers
- An App for Anything
- How to Create Thoughtful Content
- Using AI to Make Content Creation Easier
- How RTX 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?
- Branding Gone Amok™
- 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
- 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 Sharing More Than Selling Rule
- Make 85 Percent Sharing and Engaging
- Make 10 Percent Original Content
- Make 5 Percent or Less a Promotion About What You Do
- 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
- 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
- Create and Connect Through Live Video
- Video to Showcase Your Expertise
- A Lawyer with Seven Million TikTok Followers
- Creating a Great Virtual Event
- Getting Started with Video
- Building a Business One YouTube Video at a Time
- 16 Audio Content via Podcasting and Social Audio
- Grammar Girl Podcast
- 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.
