Online Publishing Book Review: The New Rules of Marketing and PR by David M. Scott

Note: This review is part of our Top 20 Online Publishing Books to Read in 2009 series.

Key to Online Publishing Success – Embrace Change. Here are Four Ways to Keep Up with the Ever-Changing Web

Many online publishers are still using static websites, are you one of them?  If your approach to online publishing is the same as print, you are falling through the cracks. The web is ever-evolving and you must embrace change. Don’t be scared, it’s not as difficult as it sounds.

First rule, re-use, recycle and re-purpose old content, we know you’ve got lots of it!  Users want more than just the latest information. They want to access your archives, too. And anything else your willing to make available, like exclusive web only content.

, keep up with what’s hot. Have you added a blog or social network to your online publishing strategy?  Why not?  It’s the best way to keep on top of the latest trends in your industry.

Download a FREE copy of 7 Ways to Monetize your Portal Audience, and discover how today's top publishers are generating revenue through memberships, events, clubs, sponsorships, and more.

Third, stay in touch with customers.  Users have more control over the web than you might think.  Enlist their help to grow your business.  Encourage them to send in product reviews, feedback, story ideas, post blogs, and most important, refer their friends.

Last, but certainly not least, SEO.  Is your content valuable if there’s nobody to read it?  You have got to drive traffic to your website.  Choose at least one keyword for every article you write and use it in the title, tags, meta description, and throughout your article content.

David M. Scott author of The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly sums it up nicely:

“The most effective web strategies anticipate needs and provide content to meet them, even before people know how to ask.  Marketing on the web is not about generic banner ads designed to trick people with neon color or wacky movement.  It is about understanding the keywords and phrases that our buyers are using and then deploying micro-campaigns to drive buyers to pages replete with the content they seek.”

If your online publishing company embraces change, you will succeed. 

For more information, read The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly.


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