{"id":681,"date":"2013-08-01T21:34:54","date_gmt":"2013-08-01T20:34:54","guid":{"rendered":"http:\/\/www.thduggie.com\/thduggies_blog\/?p=681"},"modified":"2013-08-01T21:34:54","modified_gmt":"2013-08-01T20:34:54","slug":"the-new-rules-of-pr-and-marketing","status":"publish","type":"post","link":"https:\/\/www.thduggie.com\/thduggies_blog\/2013\/the-new-rules-of-pr-and-marketing","title":{"rendered":"The New Rules of PR and Marketing"},"content":{"rendered":"

I’ve owned the New Rules of PR and Marketing for long enough that mine’s a hardcover, and that on first reading the titular adjective didn’t feel out of place.\u00c2\u00a0 Now, having re-read it six years after publication, a lot no longer sounds new but common sense, and even a little dated at times.\u00c2\u00a0 Mostly, that means David Meerman Scott was right, and that the book is a good collection of online business dos and don’ts.\u00c2\u00a0 Here is a very short summary of ideas I took down:<\/p>\n

    \n
  1. Use media (video, audio) freely: there’s software and hardware out there that makes it cheap and simple (e.g. Castblaster<\/a>)<\/li>\n
  2. Make purchasing easy: link to purchase pages<\/li>\n
  3. Make the website reflect your (company’s) personality, especially on the About me page and the testimonial page<\/li>\n
  4. Think of buyer personas and design the site around them, even with separate landing pages for them (a 21-year-old and a 61-year-old will want different champagne for different purposes)<\/li>\n
  5. Who might blog about your site and product?\u00c2\u00a0 Comment there, appropriately and knowledgably<\/li>\n
  6. Try to find out how people find your site – search terms used, incoming links, etc. – and reuse what brings in the right people<\/li>\n
  7. Get a good domain name that’s as unique as possible for search engines and describes your product; and for certain pick a unique company name<\/li>\n
  8. Make pages \u00e2\u20ac\u0153sharable\u00e2\u20ac\u009d; enable social bookmarking like Del.icio.us, DIGG, Reddit<\/li>\n
  9. Think of keywords and use them – all over<\/li>\n
  10. Link to other content providers, even competitors<\/li>\n
  11. Make free information available, downloadable even, especially if it can establish you as knowledgeable in your field<\/li>\n
  12. If you blog (and by extension, tweet), have a plan and follow it: random blogging is likely to bog down<\/li>\n
  13. Tag pages<\/li>\n
  14. Send David Meerman Scott<\/a> the blog link<\/li>\n<\/ol>\n

    It’s up to you to make and sell something now!<\/p>\n","protected":false},"excerpt":{"rendered":"

    I’ve owned the New Rules of PR and Marketing for long enough that mine’s a hardcover, and that on first reading the titular adjective didn’t feel out of place.\u00c2\u00a0 Now, having re-read it six years after publication, a lot no longer sounds new but common sense, and even a little dated at times.\u00c2\u00a0 Mostly, that means David Meerman Scott was right, and that the book is a good collection of online business dos and don’ts.\u00c2\u00a0 Here is a very short summary of ideas I took down: Use media (video, audio) freely: there’s software and hardware out there that makes it cheap and simple (e.g. Castblaster) Make purchasing easy: link to […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,25],"tags":[],"_links":{"self":[{"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/posts\/681"}],"collection":[{"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/comments?post=681"}],"version-history":[{"count":1,"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/posts\/681\/revisions"}],"predecessor-version":[{"id":682,"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/posts\/681\/revisions\/682"}],"wp:attachment":[{"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/media?parent=681"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/categories?post=681"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thduggie.com\/thduggies_blog\/wp-json\/wp\/v2\/tags?post=681"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}