I read and reviewed David Meerman Scott's earlier book, Cashing in with Content, last year and gave it a big "thumbs-up." His next book, due for release in early June, is called The New Rules of Marketing and PR. I recently finished reading a galley copy of this new book and my assessment is pretty simple: If you're a marketing or PR person, you need to read this book, period.
Chapter 15, "The Online Media Room: Your Front Door for Much More than the Media", is worth the price of the book all by itself. Here's a great point from that chapter:
All kinds of people visit your online media room, not just journalists.
I'm a great example of this. When I'm researching a company I'm unfamiliar with I often find myself digging around on their media pages to see what sort of information they're feeding real journalists. I've found these sections to be a real treasure chest of insight, at least on some sites, and nothing but press release mumbo-jumbo on others.
Here are a few other noteworthy excerpts from this one, along with a couple of my own comments (in bold):
Great content brands an organization as a trusted resource and calls people to action -- to buy, subscribe, apply or donate. And great content means that interested people return again and again.
Too often, corporate communications people at large companies distance themselves from what's going on in the real world of blogs, YouTube, and chat rooms. But it's even worse when they try to control the messages in ways that the marketplace sees as inauthentic.
I think it's sad that so few PR people/departments seem to understand the value of blogs. Far too many are still in denial and apparently figure it's just a fad that will go away soon.
The blogs that are best at reaching an organizational goal are not about companies or products but rather customers and their problems.
Amen! How many corporate blogs have you come across that felt like nothing more than a half-hearted, self-serving attempt to join the discussion?
(When linking content directly to the "sales cycle" of choosing a college...) The college must provide high school students with appropriate content so they get a sense of what college life would be like if they were to attend and what the admission process entails.
This reminds me of the story I talked about earlier where MediaSauce came up with a novel way of using technology to show prospective high school seniors what life is really like at Butler University, for example. If a picture is worth a thousand words, a video is worth a million, especially if it's replacing something as static as a college brochure!
I recommend that, before you begin to write, you first monitor blogs in your market space and that you step into the blogosphere by commenting on a few blogs before you write your own.
This is one bit of advice I wish someone would have given me a couple of years ago!
Grant D. Griffiths, a Kansas family and divorce lawyer said, "I stopped doing Yellow Page ads last year. In talking to other lawyers, I hear they are scared of not doing a Yellow Page ad because they are afraid that if they don't, then they won't get any more business."
I've heard similar concerns from small business business owners when I've mentioned blogging to them as well. They're so hooked on the old way of promoting their business that they worry about losing a competitive edge by abandoning it. All that does is leave the door wide open for their competitors to swoop in and own the relevant search phrases that will undoubtedly be used by more and more new customers going forward.