The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

“The Untethered Executive: Business Information in the Age of

Your marketing and PR are meant to be the beginning of a relationship with buyers (and journalists).

brand journalism

Your Company's Salesperson-in-Chief Speaking of salespeople, the person at the

Online success comes from thinking like a journalist and a thought leader.

suggest the first offer be totally free, such as a totally free e-book with no registration requirement. Then, within the e-book, I suggest including a secondary offer that requires a registration that you can use to capture leads. This secondary offer might be access to a webinar or similar premium content.

good white paper is written for a business audience, defines a problem, and offers a solution,

e-books be presented in a landscape format, rather than the white paper's portrait format, because the

Marketing generates attention from the many people who make up a buyer persona. Sales content (and salespeople), on the other hand, communicates with one potential customer at a time, putting the buying process into context.