His book was a game changer. Now, David Meerman Scott’s updated version of The New Rules of Marketing and PR promises even more.
I had a chance to catch up with David recently and got his quick take on the book, social media and content marketing. Enjoy!
JOE: From the previous version to the new version, what’s the biggest change you thought you had to make? What’s the biggest surprise – meaning something you’d never thought you’d actually update?
DAVID: When I wrote the first edition of the book, Facebook was only available to those with a .edu email address (students and educators), so I didn’t feature Facebook. And Twitter didn’t even exist at the time I was researching the first edition. So I have added extensive new information and examples on Facebook, Twitter, and other social media sites.
In fact, the rise of the term “social media” has been so strong in the past few years that I’ve even changed the subtitle of the book to include it.
When I wrote the first edition back in 2006, Second Life was really hot. So if you had asked me back then, I would have said that SL would probably warrant an entire chapter by now. Alas, I was completely wrong. Now it is only about a paragraph in the book.
Another surprising aspect is that hundreds of colleges and universities have adopted the book for classes on marketing & PR. That’s exciting… and surprising to me.
JOE: For marketers just figuring out the “why” of content marketing, where should they start in your opinion?
DAVID: Before the Web came along, there were only three ways to get noticed: buy expensive advertising, beg the mainstream media to tell your story for you, or hire a huge sales staff to bug people one at a time about your products. Now we have a better option: publishing interesting content on the Web that your buyers want to consume.
The tools of the marketing and PR trade have changed. The skills that worked offline to help you buy or beg or bug your way in are the skills of interruption and coercion. Online success comes from thinking like a journalist and a thought leader.
The Web allows organizations of all kinds (large and small companies, nonprofits, entrepreneurs, political candidates, consultants, even rock bands and churches) the ability to become publishers of content.
JOE: I’m a marketer, what’s the number one thing I need to do to take advantage of the principles in your book?
DAVID: To be successful in 2010, everyone (including me) needs to be asking this series of questions:
- Who are my buyers? (Or who are my donors, voters, readers, etc.)
- What problems do my buyers have that my products or services solve?
- How can I create some amazing information on the Web (a YouTube video, ebook, blog, Webinar, series of photos, charts and graphs, survey results, and so on) that my buyers will be eager to consume and that will brand me as someone to do business with?
JOE: What’s next?
DAVID: Don’t worry about what’s next. There will always be a bright, shiny, new social media service. Ignore it and create something interesting — a content rich site, a blog, a YouTube video.