January 15, 2010|
At the time I was writing white papers and press releases for the launch of a new web site. This was something I had never done before, and I found the whole experience rather boring. If I was bored, then what I was writing had to be even worse.
There had to be a better way of doing this.
So, doing a quick search on marketing and PR I came across something called The Gobbledygook Manifesto. Immediately the light bulb went on, and I connected with what David was trying say – that things had changed.
“The web has transformed the rules, and you must transform your marketing to make the most of the Web-enabled market place of ideas.”
Recently, I received a copy of David’s revised edition of, The New Rules of Marketing & PR. I don’t read a lot of books on marketing, but this is a must have.
David’s book does a great job describing the old school marketing mentality, and why it was forced to change. He stresses that companies, organizations, and people need to become creators of content. More importantly, that the content must have value to the audience who now have significant influence on the success of a marketing campaign.
Having read many of David’s publications, I was pleased to discover new information in this revised edition. The big value is the case studies. David provides real life examples that cover just about any facet of business and niche. Including:
- Why Zemoga gives flip cams to all their employees and customers.
- The importance of a company blog, and why companies need to interact within the blogging community.
- How CollectSPACE leveraged the importance of participating in community forums. (Notice I said participating, not promoting)
- Why Wikis shouldn’t be overlooked.
- What Conrete5 learned by providing their software for free.
- How Mignon Fogarty’s podcasts helped sell her book.
- Why groundbreaking, industry standard, and cutting-edge are words you should avoid in your press release.
- That Search Engine Optimization isn’t just about keywords.
- How the National Community Church has embraced the social web to reach thousands of people.
- The new rules for finding a job.
“You can trigger a World Wide Rave, too – just create something valuable that people want to share, and make it easy for them to do so.”
A big thank you to David Meerman Scott for sending me a copy of his book, and for including the story on how I found my job here with The Bivings Group.
The New Rules of Marketing & PR provides a solid foundation for people who are having difficulty getting their heads around the social web. From CEOs to the entrepreneurs, anyone reading this book will come away with something they didn’t know before. It’s a great read and I highly recommend snagging a copy.