“Stop Interrupting, Start Being Found”
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Title: The New Rules of Marketing & PR
Author: David Meerman Scott
Category: Sales, Branding & Marketing
What if the whole idea of interrupting people with ads is backwards, and the real job is to be found when someone's already searching for help? Sam and Sophie open with that question, and it turns out to be the hinge of David Meerman Scott's whole argument.
They walk through the shift from buying attention to earning it, with the company blog as the center of the operation. Search comes next: a small niche firm can outrank a giant for one specific query just by writing the better answer. The pair trade case studies, a law firm that became the top result for employment law by blogging consistently, and a nonprofit that raised millions with a well-told story. Then buyer personas, the spear-not-net targeting, and the PR flip: publish your story directly instead of pitching journalists. They also wrestle with the scary part, letting employees speak publicly, and land on the social media policy Scott uses to make that safe.
If you've ever felt like your marketing is just shouting into a void, this episode names why and points at a different way to work. The takeaway: stop thinking about marketing as shouting and start thinking about it as publishing.
The New Rules of Marketing & PR by David Meerman Scott. For the full written summary, the whole library is on 7minutebooks.com/app, with over 6,000 fiction and nonfiction titles you can read or listen to in any language, plus infographics on many titles. Unlimited access from $2.99 a month, $9.99 a year, or $19.99 lifetime.
Chapters
00:00From Interrupting To Being Found01:16The Company Blog As Hub01:49Search, Case Studies, Buyer Personas03:13New PR: Publishing Your Own Story03:48Employee Voices And Social Media Policy04:32Takeaway: Marketing As Publishing
Topics
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