David Meerman Scott’s The New Rules of Marketing and PR has sold over 300,000 copies in more than 25 languages and is now in its fourth edition. It has been called “the bible for this new media world in which we do business.”
What is driving this “new media” paradigm? Well, as Meerman Scott explains:
The new rules of marketing and public relations are part of the much bigger and important communications revolution we’re currently living through—the most important communication revolution in human history.
While it’s definitely worthwhile reading the whole book, which is jam-packed full of compelling examples and up-to-date advice, we thought we’d discuss one of the “new rules” here today.
You Are What You Publish
In this short video, David Meerman Scott explains what he means by the phrase “you are what you publish”, stating:
If you are publishing great information on the web, you’re great.
If you are publishing nothing on the web, you’re nothing.
And if you’re publishing bad information on the web, you’re bad.
Okay, so to be “great” we need to publish “great information” on the web. But how do we know what constitutes great information?
Meerman Scott argues that before publishing under the new rules, you need to focus on understanding your buyers.
Only when you understand buyers should you begin to create compelling web content to reach them.
He recommends you develop buyer personas so that you can really understand and empathize with your customer base. He also advises you learn the language buyers use to discuss and search for your product.
Try to understand the problems being faced by your buyers. Are they having trouble setting something up? Are they comparing two potential products? Does a recent study make them worried about the security of their website?
In other words, understand your buyers’ goals, problems, interests, and concerns.
If you are publishing content that solves your buyers’ problems, then they will start to see you as a helpful solution. If you are educating your buyers on topics that are relevant to them, they’ll start seeing you as an expert.
Meerman Scott also recommends you start thinking like a publisher. Develop an editorial calendar. Start creating content on your website that appeals to your buyer personas, and think about other media you can use to reach them.
As Meerman Scott concludes the relevant chapter of his book:
Millions of people are online right now looking for answers to their problems. Will they find your organization? And if so, what will they find?
Remember, on the web, you are what you publish.
What are you publishing online, and what does it say about you?
I really like this catchphrase “you are what you publish”. Sums up the whole concept of content marketing in a nutshell.
I think the next step is to become even more personal, creating connections, 2-way interaction rather than just pumping out content for your target audience.
Like the push vs. pull mentality, yes content marketing is pulling your prospect in, but if you are pushing it out to them in a deluge and not listening, responding, and building a community, then that is where you need to improve.
Just bought the book – great title and boy is that so true.
Agree totally with…
“In other words, understand your buyers’ goals, problems, interests, and concerns.”
Once you can answer that you can provide the content that solves those problems and addresses those goals.
So I have to agree with “You are what you publish”.
Ahhh, the million dollar question, “Okay, so to be “great” we need to publish “great information” on the web. But how do we know what constitutes great information?”
Thanks for sharing your thoughts on this book! I purchased this recently for the Kindle (well, my fiance’s Kindle). Nonetheless, am set to dive right in for a good read and to begin taking notes over the next week. I really want and need the information to absorb and be put into practice.
One should never stop learning, especially in this competitive, hyper-evolving industry and David’s book allows marketers to remain updated and always thinking of how to position “great” content! – Patrick