How to Say It: Marketing with New Media by Lena Claxton, Alison Woo

Foreword   Sandra Yancey     xv
Setting the Stage for New Media Success
What Can New Media Do for Your Business?     3
It's about Time     6
It's about What You Say and How You Say It     7
It's about Creating Community     8
Finding Your Target Audience     11
How to Find Your Target Audience     11
Creating Your Marketing Message     15
Getting Your Message Across ... With a Website
Website Essentials     21
Technology Essentials     22
Core Essentials     27
Create Compelling Content     30
How to Say It on the Five Standard Pages of a Website     36
Telling Your Audience about Your Website     52
The Power of Free     52
Promoting Your Website     54
How to Say It on Your Website     63
How Not to Say It on Your Website     64
Getting Your Message Across ... With an E-zine
E-zine Essentials     69
Creating Symmetry among Your New Media Products     71
How to Say It in the Basic Elements of an E-zine     73
Selecting Themes     81
Technology Essentials     84
Core Essentials     87
Creating CompellingContent     89
Additional E-zine Elements     90
Telling Your Audience about Your E-zine     98
Who Is Going to Read Your E-zine?     98
Promoting Your E-zine     101
How to Say It with E-zines     103
How Not to Say It with E-zines     105
Getting Your Message Across ... With a Blog
Blog Essentials     109
If You Build It They Will Come     112
Creating Symmetry among Your New Media Products     114
Technology Essentials     118
Core Essentials     121
Creating Compelling Content     122
Telling Your Audience about Your Blog     132
Make Use of Blog-Distribution Tools     132
Gain Exposure with Your Blog     138
How to Say It with Your Blog     144
How Not to Say It with Your Blog     145
Getting Your Message Across ... With a Podcast
Podcasting Essentials     149
Creating Symmetry among Your New Media Products     152
Technology Essentials     155
Core Essentials     159
Creating Compelling Content     161
Telling Your Audience about Your Podcasts     170
Podcast-Distribution Tools     170
Gain Exposure with Your Podcast     170
How to Say It with Your Podcasts     172
How Not to Say It with Your Podcasts     173
Putting It All Together
Getting the Word Out about Your Business     177
Search Engines     178
Viral Marketing     180
Social Media     187
Getting the Word Out Some More     196
Finding the Time to Do It All     202
Ultimate New Media Blueprint     203
Making the Time for New Media     204
A New Revolution in Small Business Marketing     205
Endnotes     209
Copyrights and Permissions     213
Index     215