You can get your own copy from the link above, from Amazon, or in a few days win one from Matt's Blog. Chris Brown also has some great things to say -- including her favorite blogging tip from the book on her Marketing and Branding Blog.
Another way to get a copy is just to find me in person when I'm in a good mood :)
The rules have changed. Not just Marketing and PR, but business rules in general. No one understands that better than David Meerman Scott.
Practically every business has some online presence, from my cleaning lady to my mechanic to my bank. But just a static website doesn’t do much these days to distinguish you. Yes, most businesses should have one, but there is so much more a business can do online which can translates to more profitability in the long run – to hard cash, more customers, better customers, . . .
I know a fair amount about these “new rules” as I consult and speak in this area, and still found concrete ideas I could use immediately. Even when it comes to business blogging, my particular area of expertise, I got some great ideas and insights. Most of these insights are obvious -- very, very obvious AFTER David explains them :)
I particularly liked the idea of creating buyer personas, which represent groups in your target market. I’m working on my buyer personas, and am explicitly creating content for them. Here’s an example based on many of the people who buy my products and services:
Martin, age 40, income $60-120K+. Self employed business consultant and speaker. Moderately tech-savvy although wouldn’t describe himself that way. Always looking to grow professionally and personally. Reads and invests in himself a lot. Always looking for the “next big thing” but firmly grounded in reality. Belongs to a health club and works out semi-regularly.
Jenny, age 45, income $80-150K. Works for Fortune 500 company in a marketing, communications, or PR role. She knows the rules have changed and is figuring it out as she goes along as we all are. She is determined to drag her company into the new world regardless of their occasional complaining and insistence on following the “old rules.” Drives a VW and has a cat. Loves her job and usually the company she works for.
I’m writing on my blog and Web site specifically for Martin and Jenny (and Rasheed and Gabrielle and Eliza too). Hey, I like them, and hope they’ll like me and buy my stuff and hire me too.
So, what are the new rules? In a nutshell, provide value to your marketplace. As Dave Taylor says, “Ask not what your market can bring to you, but what you can bring to your market.” Or as David Meerman Scott says, “On the Internet, you are what you publish.” And I’ll add, do you want your potential customers to see you as useful? Or as an “old rules” blowhard talking about how great you and your stuff are??
A great book by David subtitled "How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly." I'm enjoying reading it and getting some great ideas -- more on the book later.
Although the most popular blogs are updated frequently, perhaps daily or more or at least weekly, a blog that is almost never updated can be popular if it offers extremely popular content.
For example, Rich Schefren's blog offers what many consider extremely valuable and interesting content -- his latest post has gotten over a hundred comments really quickly - probably hundreds by now. He posts a couple of times a month . . . .
But I still suggest regular posting if you want to build your blog traffic!
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