The New Rules of Marketing and PR. David Meerman Scott

It All Together with Content Great Websites: More Art Than Science Notes 8 Marketing and PR in Real Time Real-Time Marketing and PR John Green Thumps Tom Cruise Develop Your Real-Time Mind-Set Real-Time Blog Post Drives $1 Million in New Business The Time Is Now Snapchat for Business Crowdsourced Support Notes 9 Artificial Intelligence and Machine Learning 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 Remaining Human in a World of AI Notes

      7  III Action Plan for Harnessing the Power of the New Rules 10 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 How Beko Develops Products Global Consumers Are Eager to Buy Reaching Senior Executives 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 Notes 11 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 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 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 Notes 12 Strategies for Creating Awesome Content Ways to Get Your Information Out There How to Create Thoughtful Content How Raytheon Uses Journalists to Create Interesting Content Content Creation in Highly Regulated Industries Leveraging Thought Leaders outside Your Organization Who Wrote That Awesome White Paper? How Much Money Does Your Buyer Make? Notes 13 How to Write for Your Buyers An Analysis of Gobbledygook Poor Writing: How Did We Get Here? Effective Writing for Marketing and PR The Power of Writing Feedback (from Your Blog) Injecting Humor into Product Descriptions Brand Journalism at Boeing Notes 14 Social Networking as Marketing Television’s Eugene Mirman Is Very Nice and Likes Seafood How to Use Facebook to Market Your Product or Service Increase Engagements with Facebook Groups Check Out My LinkedIn Profile