For those of you who read Cashing In With Content, David Meerman Scott has a new book coming out June 29th that extends those ideas to how businesses can effectively use news releases, blogs, podcasting, viral marketing & online media to reach buyers directly. If you haven't read Cashing In, now's your chance.
I am honored to be acknowledged in the book, The New Rules of Marketing & PR, among a bunch of other really insightful people. You can see who they are here. I received an advance copy yesterday and immediately read half of it in one sitting. David's written it in his "blog" voice, which makes the pages fly by, or maybe it's because they're filled with meaty insights.
The thing I like about this book is that David doesn't just tell us what he thinks. He has loads of examples, input and case studies that demonstrate how the things he tells us about using content can impact our own marketing efforts. Plus, he gives us the URLs from these examples so we can go see for ourselves. Then he has a section on how you can do it. The New Rules of Marketing & PR is about as interactive as a paper book can get.
What inspires me the most about David's book is that it brings into focus how important content is for companies. Design is nice, but content is mandatory. And, not just any content, but content that's meaningful to your buyers. "In a cohesive and interesting way, the content-rich Web site organizes the online personality of your organization to delight, entertain, and--most important--inform each of your buyers."
In a time where marketing automation is a big focus, it's important not to forget that your website is, "...the place that brings everything together in a unified place..." This is a very important point. Think about the times you've received marketing communications from a company, gone to their website, and been confused because what you encountered there was nothing related to their marketing communication. Consistency of story is hugely important to having your content drive action.
I don't want to ruin the read for any of you. And, I'm truly sorry you have to wait to read it. Mark your calendars for June 29, 2007 or, better yet, go pre-order it so you won't forget.
Update: David has told me the book will actually begin shipping the first week in June!