If there's a bible for this new media world in which we do business, it's David Meerman Scott's The New Rules of Marketing and PR. Originally published in 2007, New Rules has since sold more than 300,000 copies in more than 25 languages, from Bulgarian to Vietnamese. What's more, it ignited a movement that embraced social media and content as a cornerstone of business communication.
For me, personally, this is the book (along with the Cluetrain Manifesto) that changed the way I approach marketing—from mostly outbound to mostly inbound—and shifted my thinking about the nature of the buyer-seller relationship.
It's also the book that served as godparent to my own book (with CC Chapman), Content Rules. David wrote the foreword as well as acted the role of (alternatively) encouraging adviser and motivational boot camp drill sergeant!
A revised and updated edition (its fourth!) of the classic is out this month. David and I had a chance to sit down and talk about what's new in new marketing, and whether the new rules are still... well, new.
You've seen a lot changes since the original New Rules came on the scene. What has surprised you since then?
The biggest surprise for me is that the ideas I starting writing about way back in 2004 are now mainstream. Damn is that exciting! When I was writing the first edition of The New Rules of Marketing and PR, Twitter didn't exist and Facebook was only for students. The iPhone had yet to launch. We were in the early stages of the revolution.
And there have been some great "new rules" success stories, too.
Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.