David Meerman Scott on What’s New in the New Rules of Marketing, PR, Sales & Newsjacking
Today’s guest and I have something in common: we were both early explorers of the Internet and its marketing potential. He, however, ran with it in a way that leaves most of us breathless and in the dirt.
David Meerman Scott is the author of 10 books, including the mega-bestseller, The New Rules of Marketing & PR, and the originator of the term “newsjacking” which made the Oxford English Dictionary’s shortlist for Word of the Year in 2017.
New Tools, Same Core Concept
Back in 2007, when the first edition of The New Rules of Marketing & PR came out, most companies were still clinging to the old rules, putting out boring news releases, and struggling to figure out what they should be doing on social media.
Fundamentally, the “new rules” were about customer-focused content marketing strategies. And while the tools for executing such strategies have changed in the past decade, the notion of basing marketing on what customers want to hear about (instead of what your organization wants to tell them), is as important as ever.
How to Rise Above the Noise
One problem with success is that it soon gets copied. Now everybody’s on the content marketing bandwagon, and we are all suffering from content overload. (One of the few guest posts I’ve allowed on the Frank Reactions website was a 2014 article,
Is Content Marketing Overload Overwhelming Your Prospects? — I was too overloaded to write it myself!) So how can an organization stand out?
In today’s podcast episode, David Meerman Scott uses some of his own concepts, like “newsjacking” and “real-time marketing” to demonstrate how to be heard in a noisy world.
The short version:
“Identify a niche, name that niche, work like crazy to publicize that niche, and then become known as being the pioneer of that niche in a way that will drive business” – David Meerman Scott
In coming up with the term “newsjacking”, Meerman Scott says he simply gave a (catchy) name to something successful people were already doing: piggybacking on a hot news story. Social Triggers’ Derek Halpern has a similar concept that he calls “The Drafting Technique“. Both these men leveraged their terminology to become leading figures in their niches.
Speaking to Meerman Scott, I realized that I really do need to work harder at getting my term PeopleShock more widely known. Simply writing a book, hashtagging a bunch of Twitter posts and being a guest on podcasts isn’t nearly enough! (PeopleShock definition, for those who haven’t read the book: The increasing importance of personal connection as technology takes over more and more of our world.)
How Not To Be Slaughtered By Your Own Newsjacking
Newsjacking is a great concept, but many companies have discovered that, done wrong, it can really backfire. Meerman Scott explains that newsjacking gone bad is usually due to one of two things:
- The organization chose a story that had very negative connotations. (“Death and destruction is not a very good idea” for newsjacking.)
- They tried to newsjack a story they had no legitimate tie to. One of the worst examples was KennethCole, which, during the Egyptian political uprising posted:
Also In This Interview
We also discussed the pros and cons of “gating” content: demanding info such as an email address before letting people download something. Meerman Scott is generally opposed to it, but it is easy to be generous when you already have a list of hundreds of thousands of people. I’d like to do away with it, but I have to admit that it has grown my reader list.
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