BlogSquad: David Meerman Scott, author of The New Rules of Marketing & PR

David Meerman Scott, author of The New Rules of Marketing & PR: www.webinknow.com

Focused on online publications to write about them. What works -- instead of buying an advert on Google. Write a story yourself or put it on your site, etc. Do an e-book or a webinar. You are what you publish.

Most authors only sell 2000 of their books.

Has written case studies of organizations that have done interesting job of online marketing. Position self as expert on others... break it down for other readers. What you choose to ignore or highlight shows your expertise.

Thought leader -- understanding and smart about needs of buyers they're trying to reach. They produce stuff that their targets find useful or interesting.