“It’s no longer about this idea of buying attention by paying money to be on other people’s platforms. But instead, it was all about how to publish interesting content.”
David Meerman Scott
Here is a man who is at the top of his game. His first job was at a bond trading desk in New York (which he hated). He has also lived in Tokyo for ten years where he started the office of a US financial information company and was a ‘gaijin’ model! He returned to the US and worked for various companies for six years but was sacked in 2002. These life experiences have shaped this week’s guest who has gone on to become a master of sales and marketing, as well as a prolific writer and author with his signature book, The New Rules of Marketing and PR (Amazon), selling over 450,000 copies in English and has been translated into 29 languages. One of his current projects is with Seth Godin – a collaboration of two of the greatest minds in sales and marketing.
In his spare time, he loves attending live music shows and is so passionate about live music, that he has a spreadsheet where he keeps track of the number of live shows he has been to since he was 15 years old. The current tally is around 860 which includes being the only known person to have taken photographs at Bob Marley’s last concert. His favourite band is Grateful Dead who are the perfect example of the concept of Fandom.
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As a marketing person in financial information companies, David Meerman Scott really understood the content, real time information and how people use news and information to make decisions. “I understood that marketing on the web is not about banner ads, which is what other people were talking about. But rather, it was about creating the best content, getting the best information out there,” he says. David’s focus was on writing, speaking and advising companies on how to make great websites.
It was 2007 when The New Rules of Marketing and PR (Amazon) was first published and it instantly hit the Business Week bestseller list, where it stayed for six months. David is now in the eighth edition and says there is no question that the best marketing strategies have remained the same over 15 years – publishing great content, doing it yourself, having a wonderful website, being active on social media, being consistent about real-time communications – these are still applicable.
The idea of sharing valuable information is an important part of The New Rules of Marketing and PR and each of the new editions share ideas around new ways to get the information out there, new social networks and new real life success stories of organisations that have done great marketing.
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Today’s episode of The Culture of Leadership (TCoL) Podcast highlights important questions companies need to ask themselves when considering their marketing and PR strategies:
- What are your goals?
- Is the current way that you are generating attention to your business allowing you to achieve your goals?
If you need help answering these questions, then you shouldn’t miss the valuable insights David shares in this episode. Find out more about concepts such as newsjacking, real-time marketing and fandom, the specific audiences found on key social media platforms, the importance of passion and how artificial intelligence has transformed the way David does business.
The complete interview on The New Rules of Marketing and PR can be listened to here, on audio platforms, or watched here, on The Culture of Leadership (TCoT) YouTube channel.