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| Foreword | |
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| Introduction | |
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| The New Rules | |
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| Life with the New Rules | |
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| What's New | |
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| Writing Like on a Blog, But in a Book | |
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| Showcasing Successful 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 Most Important Communication Revolution in Human History | |
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| Open for Business | |
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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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| The Right Marketing in a Wired World | |
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| Let the World Know about Your Expertise | |
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| Develop Information Your Buyers Want to Consume | |
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| Buyer Personas: The Basics | |
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| Think Like a Publisher | |
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| Staying Connected with Members and the Community | |
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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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| Social Media and Your Targeted Audience | |
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| What Is Social Media, Anyway? | |
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| Social Media Is a Cocktail Party | |
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| Facebook Group Drives 15,000 People to Singapore Tattoo Show | |
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| The New Rules of job Search | |
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| How to Find a New job via Social Media | |
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| Insignificant Backwaters or Valuable Places to Connect? | |
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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, Listservs, and Your Audience | |
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| Creating Your Own Wiki | |
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| Social Networking Drives Adagio Teas' Success | |
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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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| A Blog (or Not a Blog) | |
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| Understanding Blogs in the World of the Web | |
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| The Four 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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| Work with the Bloggers Who Talk about You | |
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| Bloggers Love Interesting Experiences | |
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| How to Reach Bloggers around the World | |
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| Do You Allow Employees to Send Email? How about Letting Them Blog? | |
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| Not Another Junky Blog | |
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| The Power of Blogs | |
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| Get Started Today | |
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| Audio and Video Drive Action | |
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| Create Goodwill with Customers | |
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| What University Should I Attend? | |
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| The Best Job in the World | |
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| Have Fun with Your Videos | |
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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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| Grammar Girl Podcast | |
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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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| 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 a World Wide Rave | |
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| Rules of the Rave | |
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| Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download | |
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| Using Creative Commons to Facilitate Mashups and Spread Your Ideas | |
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| 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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| Clip This Coupon for $1 Million Off Fort Myers, Florida, Home | |
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| When You Have Explosive News, Make It Go Viral | |
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| The Content-Rich Website | |
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| Political Advocacy on the Web | |
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| Content: The Focus of Successful Websites | |
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| Reaching a Global Marketplace | |
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| Putting It All Together with Content | |
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| Great Websites: More Art Than Science | |
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| Marketing and PR in Real Time | |
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| Real-Time Marketing and PR | |
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| Develop Your Real-Time Mind-Set | |
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| Real-Time Blag Post Drives $1 Million in New Business | |
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| The Time Is Now | |
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| Crowdsourced Support | |
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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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| Reaching Senior Executives | |
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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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| Marketing Strategy Planning Template | |
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| The New Rules of Measurement | |
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| Asking Your Buyer for a Date | |
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| Measuring the Power of Free | |
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| What You Should Measure | |
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| Registration or Not? Data from an e-Book Offer | |
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| Educating Your Salespeople about the New Sales Cycle | |
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| Obama for America | |
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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 Create 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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| Brand Journalism at Boeing | |
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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 Website | |
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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 a Content Strategy Grew Business by 50 Percent in One Year | |
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| Mobile Marketing: Reaching Buyers Wherever They Are | |
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| Make Your Site Mobile Friendly | |
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| Build Your Audience via Mobile | |
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| Geolocation: When Your Buyer Is Nearby | |
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| QR Codes to Drive People to Your Content | |
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| The Mobile Media Room | |
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| An App for Anything | |
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| Cyber Graffiti with WiFi Network Names as Advertising | |
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| Social Networking Sites and Marketing | |
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| Television's Eugene Mirman Is Very Nice and Likes Seafood | |
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| Facebook: Not just for Students | |
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| How to Use Facebook to Market Your Product or Service | |
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| Increase Engagements with Facebook Groups and Apps | |
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| Why Google Plus Is Important For Your Business | |
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| Check Out My LinkedIn Profile | |
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| Tweet Your Thoughts to the World | |
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| Social Networking and Personal Branding | |
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| The Horse Twitterer | |
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| Connecting with Fans | |
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| How Amanda Palmer Raised a Million Dollars via Social Networking | |
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| Which Social Networking Site Is Right for You? | |
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| You Can't Go to Every Party, So Why Even Try? | |
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| Optimizing Social Networking Pages | |
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| Integrate Social Media into an Offline Conference or Event | |
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| Start a Movement | |
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| Social Networking and Crisis Communications | |
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| Why Participating in Social Media is Like Exercise | |
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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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| Fun with Sharpies (and Sharpie Fans) | |
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| Cities That Blog | |
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| Blogging Outside of North America | |
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| What Are You Waiting For? | |
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| An Image Is Worth a Thousand Words | |
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| Photographs as Compelling Content Marketing | |
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| Why I Love Instagram | |
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| How to Market an Expensive Product with Original Photographs | |
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| Sharing with Pinterest | |
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| Infographics | |
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| Video and Podcasting Made, Well, as Easy as Possible | |
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| Video and Your Buyers | |
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| Business-Casual Video | |
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| Stop Obsessing over Video Release Forms | |
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| Your Smartphone Is All You Need | |
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| Video to Showcase Your Expertise | |
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| Getting Started with Video | |
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| Video Created for Buyers Generates Sales Leads | |
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| Podcasting 101 | |
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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 Website | |
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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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| Your Newsroom: A Front Door for Much More Than the Media | |
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| Your Newsroom as (Free) Search Engine Optimization | |
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| Best Practices for Newsrooms | |
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| Start with a Needs Analysis | |
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| A Newsroom to Reach Journalists, Customers, and Bloggers | |
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| Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom | |
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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 Blog Mentions Drive Mainstream Media Stories | |
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| Launching Ideas with the U.S. Air Force | |
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| How to Pitch the Media | |
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| Newsjacking Your Way into the Media | |
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| Journalists Are Looking for What You Know | |
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| Get Your Take on the News into the Marketplace of Ideas | |
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| How to Find News to Jack | |
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| When the Story Is Already (Sort of) about You | |
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| Twitter Is Your Newsjacking Tool | |
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| Beware: Newsjacking Can Damage Your Brand | |
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| Newsjacking for Fun and Profit | |
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| Search Engine Marketing | |
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| Making the First Page on Google | |
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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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| Your Mind-Set | |
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| Manage Your Fear | |
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| Getting the Help You Need (and Rejecting What You Don't) | |
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| Great for Any Organization | |
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| Now It's Your Turn | |
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| Acknowledgments for the Fourth Edition | |
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| About the Author | |
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| Preview: Real-Time Marketing & PR | |
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| Preview: The New Rules of Social Media Book Series | |
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| Index | |