David Meerman Scott

Heather Fletcher is senior content editor with Target Marketing.

Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.

It's Thursday. Search engine marketing just changed again. "In the first half of this year, tweets will start to be visible in Google's search results as soon as they're posted," writes Bloomberg's Sarah Frier on Feb. 4, "thanks to a deal giving the Web company access to Twitter's firehose, the stream of data generated by the microblogging service's 284 million users."

Be genuine while communicating on social media, many marketing pundits say. Okay. Done. But what now? Marketers can newsjack, as all the cool kids named David Meerman Scott say. The marketing strategist and author who coined the term was the inspiration who caused words to pour forth from the figurative pen of Joshua Titsworth of SEO company Vizion Interactive on Nov 4. "The Best Kept Secrets of News Jacking," Titsworth's blog post, can boast of two accomplishments: providing a useful synopsis of David Meerman Scott's idea and simultaneously, inexplicably, splitting it into two words.

David Meerman Scott probably wasn't listening to the Red Hot Chili Peppers when he thought of his latest bit of advice for content marketers which is, in the words of the musicians, "Give it away/give it away/give it away/give it away, now!" After all, those musicians weren't in the lineup at the "Gathering of the Vibes" that the marketing strategist attended on Saturday morning, when he did come up with this bit advice.

On a recent marketing team conference call, someone asked if everyone was happy. I said, "sure!" and remarked how a recent song, "Happy"—the infectious hit by Pharrell Williams—had been playing in my mind all day. "What's that?" was the reaction from the team. Those on the call agreed that they don't pay attention to or care about hit songs. Which, by extension, suggests they are missing what's going on in

I am a seasoned chief marketing officer. I went to an Ivy League college, have an MBA from Wharton, served for many years as CMO of a billion-dollar publisher, and most recently, served as CMO of a major technology consultancy. Yet just a few years ago, I was well on my way to becoming obsolete. You see, nearly everything I learned, did and experienced as a marketer was wrong. I was analog in a digital world. I tended to be more creative than analytical. Content marketing was barely on my radar screen, let alone content marketing best practices

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