David Meerman Scott is a marketing strategist and best-selling author of eight books, including The New Rules of Marketing and PR and Marketing Lessons from the Grateful Dead. He also advises emerging companies in the marketing technology category and speaks all over the world on topics ranging from marketing and social media to leadership. I invited David to Marketing Smarts to discuss the fourth edition of his book, The New Rules of Marketing and PR.
Here are a few highlights from our conversation:
What's new in the fourth edition of The New Rules of Marketing and PR (2:19): "What's changed are the approaches that we can take.... I originally did the first edition way back in 2005 and 2006...(it released on 2007). The first edition didn't even include Twitter, because it didn't exist as I was writing the book...so it illustrates how far we've come. This edition...has a brand new chapter on newsjacking...and a new chapter on using images to market, so that covers things like infographics...Pinterest, Instagram, and some others.... [E]very edition of The New Rules of Marketing and PR has updated stories of success."
There are as many ways to market as there are marketers, but you need great content (12:05): "There's lots and lots of different ways to get the word out there.... What it all comes down to—and Ann Handley is the queen of this—it all comes down to great content. So, if you have really interesting and valuable information and you get it out into the marketplace in a way that it's easy for (people) to find and consume, and easy for them to share, that will serve to brand your organization as one that's worthy of doing business with."
All marketers can use "newsjacking" to amplify their brand message (23:55): "Anybody can use it. 'Newsjacking' is simply...finding out what's going on in the news at any given moment, and then when you have a legitimate tie to a story...create a piece of content designed for being found by people who are looking for information about that news, or by reporters and editors who are looking to find second-paragraph content for stories that they're working on. It can be used by any kind of organization to get their ideas into the marketplace."
David and I talked about much more—including his ambition to visit every country in the world (no matter how bad the pizza is there), and how a single blog post brought one B2B software company $1,000,000 worth of new business—so I encourage you to listen to the entire show, which you can do above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode!
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Music credit: Noam Weinstein.
David Meerman Scott, marketing strategist and best-selling author of eight books, including his latest, the fourth edition of The New Rules of Marketing and PR.
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