Last week I finished up book #2 in 2011's 26 Book Challenge. The New Rules of Marketing and PR by David Meerman Scott is an excellent crash course for those looking to use content marketing and the Internet to connect with your customers and promote your brand. With all that has changed since marketing has gone digital, it's nearly impossible to stay current on all the latest tactics. Explore The New Rules of Marketing and PR with me to set a new baseline for your overall knowledge in the online marketing landscape.
How the Web has Changed Marketing and PR
David Meerman Scott begins The New Rules of Marketing and PR by first illustrating the growing inefficiencies with traditional marketing tactics. Commercials, traditional press releases, etc. used to work because there were only so many types of media. Consumers were limited to only a few types of media. To get in on TV, print and radio, you either purchased advertising in the form of commercials or you got the media to run a story on you. The world of media wasn't that big so people couldn't avoid your messages.
Now that the Internet has become mainstream and everyone has a DVR, consumers have the power to choose which media they consume and what to ignore. The New Rules of Marketing and PR is a mental road map to using new media to connect with your customers rather than just broadcasting at them.
Solving Problems, One Blog Post at a Time
The Internet has allowed companies to communicate directly to their customers by using new media channels such as blogs, social media and websites. And those that do it right have discovered the key: creating content that solves your customers' problems. How can you solve problems?
- Create a blog to write educational content on your topic of expertise. Show people how to install that hardwood floor. Compare and contrast the best kitchen knives. People are out there looking for this knowledge. Publish your expertise and get found by potential customers.
- Use social media to connect with those in your industry and your customers. Seek out those interested in your area and take an active interest in their social networks. Share their content. Share content with them. Grow your community through sharing information and creating relationships.
- Create audio and video to diversify your content. Don't just do one thing. Try to leverage content across many different types of media to make it convenient for your audience to consume and share it. Make a video. Publish the same content in audio format as a podcast. String it all together in Youtube and iTunes channels connected to your blog.
- Publish news releases for consumers, not just the press. Press releases aren't just for the media anymore. Consumers are using services like Google News to find information they're seeking on press releases in addition to the rest of the web. You'll be more successful if you publish news that solves problems for your customer.
- Create a website that is centered on the needs of your customer. Don't organize it in a way that is appealing to your marketing department. Make it useful to the customer and they will reward you for it.
Getting Up to Speed on New Media
If you or someone you know has fallen behind on the basics of new media, this is the book for you. The New Rules of Marketing and PR is great for new clients, marketing staff, executives... anyone in the market for a high-level book on using new media for marketing purposes.
If you're reading this blog, you probably already have a good sense for these rules. But maybe those around you aren't quite there yet. Read this book and then share it with your colleagues to set a new bar in your organization.
Have you read this book? What did you think of The New Rules of Marketing and PR? What's your biggest success story about using great content to connect with your customers? Share your thoughts about The New Rules in the comments below.