068 David Meerman Scott | On the Web, You Are What You Publish

David Meerman ScottWhen you publish content on the web, it is searchable by everyone (fact).  When you publish valuable content, it positions you as an authority (fact).  When you publish crap…well, you get the point.

David Meerman Scott, author of many books on Sales and Marketing like “The New Rules of Marketing & PR”, talks about how content creation is changing.  He shares specific insights that you can use to attract new clients.  Listen in hear for tremendous value and take action on it today.

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David’s Target Audience: David’s target market is entrepreneurs, business owners and people who work at companies with an entrepreneurial spirit and want to work for themselves.

David started out in a bond trading desk, which he did not enjoy. So he took a new position for another company, a sales job which took him around the globe. It was at this job he discovered his love of marketing and selling. But life had other plans for him and this company was acquired, leaving him without work. Seeing the writing on the wall he seized the opportunity and started his own business.

That was ten years ago. Over the course of the last decade, he has written numerous internationally-known, best-selling books and delivered speeches on the two areas he’s so passionate about marketing and selling. His primary focus is on the idea of real-time engagement and acknowledges that today’s marketing methods have shifted to coincide with his messaging. He also writes about and speaks about the concept of agile selling.

In this episode of Leaders In The Trenches, David talks about marketing and selling, and what piqued his interest in these two areas. He tells us how the platform for business marketing has changed over the years thanks to the advent of the Internet. He also mentions key selling points like real-time engagement, content creation for influencing decisions and the mindset shift required for new marketing methods.

David says that companies and entrepreneurs should move their marketing methods from the old design to the new one. Marketing delivered through classic advertising methods like billboards and magazine ad placements, for example, are not that engaging. What is engaging is the instant communication and connection the online world allows; it fills the gap that classic advertising has left open.

There is also a strategy called “newsjacking” used to gain attention from the media and customers, which if handled correctly, will generate new business. David discusses newsjacking as well as the other new rules of marketing.

Those new rules all have one thing in common: they need online content creation to make them possible. Online content creation is done through blog posts, e-books, videos, infographics, Twitter feeds and other social networks. All of these outlets allow you to communicate with your audience, both at large and one on one. But to do this effectively requires a different type of mindset, and how you create that mindset is shared in this episode.

In this episode, here’s what we’ll cover:

  • What is real-time engagement?
  • News Jacking: What is it and how should you use it?
  • Why he focuses on marketing and sales.
  • Marketing and PR: The old vs. new rules.
  • The new marketing approaches and the new mindset required.
  • How content generates new business for everyone.
  • Why public speaking is so important to your success.
  • How he dug himself out of the trenches: the trigger that started it all.

Practical & Actionable:

David says the most practical and actionable thing that you can do right now is to understand the idea of real-time instant communication. You can start by finding out what people are saying about you and your industry, company, products, and market place.

Use social networks like Twitter, LinkedIn, Facebook and others to do so. You can enjoy yourself as you create content and it can absolutely grow your business.


To give David a shout out for being on the show, follow him and send him a message: David Meerman Scott. Connect with me on LinkedIn or Twitter at @genehammett and let me know what you liked about the episode!

Do you have questions about today’s episode!?!

Did you know that you can apply to chat with me by phone? This is a limited time offer to help anyone that is serious about refining their business as well as developing a clear & compelling strategy that will drive them forward. Complete the questions and our team will follow up with you to schedule time for your “Business Breakthrough Session”. These are limited to 30 minutes, completely free and oh, so valuable.  Apply Now!


And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

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