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| Foreword | |
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| Introduction | |
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| The New Rules | |
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| Trying to Write Like a Blog, But in a Book | |
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| Showcasing Innovative Marketers | |
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| How the Web Has Changed the Rules of Marketing and PR | |
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| The Old Rules of Marketing and PR Are Ineffective in an Online World | |
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| Advertising: A Money Pit of Wasted Resources | |
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| One-Way Interruption Marketing Is Yesterday's Message | |
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| The Old Rules of Marketing | |
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| Public Relations Used to Be Exclusively about the Media | |
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| Public Relations and Third-Party Ink | |
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| Yes, the Media Are Still Important | |
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| Press Releases and the Journalistic Black Hole | |
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| The Old Rules of PR | |
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| Learn to Ignore the Old Rules | |
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| The New Rules of Marketing and PR | |
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| The Long Tail of Marketing | |
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| Tell Me Something I Don't Know, Please | |
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| Bricks-and-Mortar News | |
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| Advice from the Company President | |
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| The Long Tail of PR | |
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| The New Rules of Marketing and PR | |
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| The Convergence of Marketing and PR on the Web | |
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| Reaching Your Buyers Directly | |
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| Let the World Know about Your Expertise | |
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| Develop Messages Your Buyers Want to Hear | |
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| Buyer Personas: The Basics | |
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| Think Like a Publisher | |
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| Tell Your Organization's Story Directly | |
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| Know the Goals and Let Content Drive Action | |
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| Content and Thought Leadership | |
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| Web-Based Communications to Reach Buyers Directly | |
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| Blogs: Tapping Millions of Evangelists to Tell Your Story | |
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| Blogs, Blogging, and Bloggers | |
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| Understanding Blogs in the World of the Web | |
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| The Three Uses of Blogs for Marketing and PR | |
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| Monitor Blogs-Your Organization's Reputation Depends on It | |
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| Comment on Blogs to Get Your Viewpoint Out There | |
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| Do You Allow Employees to Send E-Mail? How about Letting Them Blog? | |
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| Breaking Boundaries: Blogging at McDonald's | |
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| The Power of Blogs | |
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| Get Started Today | |
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| The New Rules of News Releases | |
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| News Releases in a Web World | |
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| The New Rules of News Releases | |
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| If They Find You, They Will Come | |
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| Driving Buyers into the Sales Process | |
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| Reach Your Buyers Directly | |
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| Audio Content Delivery through Podcasting | |
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| Putting Marketing Back in Musicians' Control | |
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| Podcasting: More Than Just Music | |
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| Forums, Wikis, and Your Targeted Audience | |
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| Your Best Customers Participate in Online Forums-So Should You | |
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| Your Space in the Forums | |
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| Wikis, List Serves, and Your Audience | |
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| Creating Your Own Wiki | |
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| Going Viral: The Web Helps Audiences Catch the Fever | |
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| Minty-Fresh Explosive Marketing | |
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| Monitoring the Blogosphere for Viral Eruptions | |
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| Creating Viral Buzz for Fun and Profit | |
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| The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet | |
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| When You Have Explosive News, Make It Go Viral | |
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| The Content-Rich Web Site | |
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| Political Advocacy on the Web | |
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| Content: The Focus of Successful Web Sites | |
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| Putting It All Together with Content | |
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| The Great Web Site: More an Art Than a Science | |
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| Action Plan for Harnessing the Power of the New Rules | |
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| You Are What You Publish: Building Your Marketing and PR Plan | |
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| What Are Your Organization's Goals? | |
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| Buyer Personas and Your Organization | |
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| The Buyer Persona Profile | |
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| The Importance of Buyer Personas in Web Marketing | |
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| In Your Buyers' Own Words | |
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| What Do You Want Your Buyers to Believe? | |
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| Developing Content to Reach Buyers | |
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| Launching a Baby Dinosaur | |
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| Stick to Your Plan | |
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| Online Thought Leadership to Brand Your Organization as a Trusted Resource | |
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| Developing Thought Leadership Content | |
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| Forms of Thought Leadership Content | |
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| How to Create Thoughtful Content | |
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| Leveraging Thought Leaders outside of Your Organization | |
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| How Much Money Does Your Buyer Make? | |
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| How to Write for Your Buyers | |
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| An Analysis of Gobbledygook | |
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| Poor Writing: How Did We Get Here? | |
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| Effective Writing for Marketing and PR | |
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| The Power of Writing Feedback (from Your Blog) | |
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| How Web Content Influences the Buying Process | |
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| Segmenting Your Buyers | |
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| Elements of a Buyer-Centric Web Site | |
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| Using RSS to Deliver Your Web Content to Targeted Niches | |
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| Link Content Directly into the Sales Cycle | |
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| A Friendly Nudge | |
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| Close the Sale and Continue the Conversation | |
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| An Open-Source Marketing Model | |
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| How to Use News Releases to Reach Buyers Directly | |
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| Developing Your News Release Strategy | |
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| Publishing News Releases through a Distribution Service | |
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| Reaching Even More Interested Buyers with RSS Feeds | |
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| Simultaneously Publishing Your News Releases to Your Web Site | |
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| The Importance of Links in Your News Releases | |
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| Focus on the Keywords and Phrases Your Buyers Use | |
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| Include Appropriate Social Media Tags | |
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| If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too! | |
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| The Online Media Room: Your Front Door for Much More Than the Media | |
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| Your Online Media Room as (Free) Search Engine Optimization | |
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| Best Practices for Online Media Rooms | |
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| An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees | |
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| Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room | |
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| The New Rules for Reaching the Media | |
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| Nontargeted, Broadcast Pitches Are Spam | |
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| The New Rules of Media Relations | |
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| Blogs and Media Relations | |
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| How to Pitch the Media | |
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| Blogging to Reach Your Buyers | |
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| What Should You Blog About? | |
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| Blogging Ethics and Employee Blogging Guidelines | |
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| Blogging Basics: What You Need to Know to Get Started | |
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| Pimp Out Your Blog | |
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| Building an Audience for Your New Blog | |
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| Tag, and Your Buyer Is It | |
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| Blogging Outside of North America | |
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| What Are You Waiting For? | |
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| Podcasting and Video Made, Well, as Easy as Possible | |
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| Podcasting 101 | |
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| My Audio Is Your Podcast | |
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| Video and Your Buyers | |
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| Knifing the Competition...and It's All Caught on Video | |
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| Social Networking Sites and Marketing | |
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| Check Me Out on MySpace | |
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| Do You Squidoo? | |
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| Optimizing Social Networking Pages | |
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| Second Life: Marketing in a Virtual World | |
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| Search Engine Marketing | |
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| Search Engine Optimization | |
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| The Long Tail of Search | |
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| Carve Out Your Own Search Engine Real Estate | |
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| Web Landing Pages to Drive Action | |
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| Search Engine Marketing in a Fragmented Business | |
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| Make It Happen | |
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| Great for Any Organization | |
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| Now It's Your Turn | |
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| Acknowledgments | |
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| Index | |
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| About the Author | |