Who this book is for.ix Prologue: The Need for Thymos. xv Part One: Storify. 1 Chapter One: Introduction. 2 Chapter Two: The Common Path to Uncommon Success with John Lee Dumas. 5 Chapter Three: The Business of Story with Park Howell. 10 Chapter Four: Be Distinct or Go Extinct with Gerry Foster. 29 Chapter Five: 5C''s of Personal Branding with Michelle Griffin .
34 Chapter Six: The 8-seconds Pitch with Martin Barnes . 40 Chapter Seven: Case: Constructing a Story with Chris Martin . 46 Part Two: Personalise. 51 Chapter One: Introduction. 52 Chapter Two: Teach Bots to Be Compassionate with Peter Dorrington. 54 Chapter Three: Finding the Appropriate Asia Pacific based Journalist with Matthew Law. 62 Chapter Four: Call in the PR Cavalry with Nigel Sarbutts. 69 Chapter Five: The One Million Media Address Book with Joanna Drabent.
76 Chapter Six: Prospecting on LinkedIn with Guillaume Portalier . 80 Chapter Seven: Website Personalisation at Scale with Sander Nagtegaal. 85 The UnNoticed.indd 11 7/13/2023 6:41:57 PM Contents xii Chapter Eight: Auto-Signature to Trust with Helga Zabalkanskaya. 92 Chapter Nine: Inbound Marketing for Sales with Laura L. Bernhard. 97 Chapter Ten: Personal Service Earns Praise with Paul Hourihane . 101 Chapter Eleven: Case: A Virtual Village for Parents with Nitin Pandey .
107 Chapter Twelve: Case: Building a Toothpaste Tribe with Howard Kaufman. 113 Part Three: Engage. 119 Chapter One: Introduction. 120 Chapter Two: Your Voice Performance with Jimmy Cannon . 122 Chapter Three: The Engaging Voice with Ant Bohun. 126 Chapter Four: The Power Podcaster with Sabrina Scholkowski. 130 Chapter Five: Five-Stages to DIY P.R.
with Santa Rosa Beach . 137 Chapter Six: The Media Interview with Alex Greenwood. 143 Chapter Seven: Crisis Communications with Anthony Hayes . 148 Chapter Eight: Surveys As a Source with Chris Robinson . 153 Chapter Nine: Content from Social Impact Analytics with Catherine Griffin. 160 Chapter Ten: The AI Content World with Dr. Stylianos Kampakis. 167 Chapter Eleven: Case: Legally Content with Guatemalan Mauricio Duarte .
173 Chapter Twelve: Case: Edumercials Shine on Millions of Kids with Dr. Shelley James. 178 The UnNoticed.indd 12 7/13/2023 6:41:57 PM Contents xiii Part Four: Amplify. 185 Chapter One: Introduction. 186 Chapter Two: Pitching to Journalists with Justin Goldstein . 188 Chapter Three: Dreaming of Being on TV? with Eric Mitchell . 197 Chapter Four: Speaking at Events with Zachary Nadler .
202 Chapter Five: The Law of Reciprocity with Cory Warfield. 208 Chapter Six: Avoid Podcast Fade with Sebastian Rusk. 213 Chapter Seven: Get Onto Digital Platforms with Arvind Murali. 222 Chapter Eight: Data and Disruptive Content with Colonel Aaron Perlut. 227 Chapter Nine: B2B Content Marketing with Ugi Djuric. 233 Chapter Ten: Using Gated Content for Leads with Omri Hurwitz. 238 Chapter Eleven: Leverage Online Events with Toni Kaufman. 243 Chapter Twelve: Virtual Events Online Forever with Mia Masson.
247 Chapter Thirteen: Your Own TV Station with Audrey M. Wiggins. 253 Chapter Fourteen: Case: Joking Apart, Amazon Ranking with Morry Morgan. 257 Chapter Fifteen: Case: Punk Rock Live with Drew Stone. 263 Part Five: Know. 267 Chapter One: Introduction. 268 Chapter Two: Second Golden Martech Age with Scott Brinker. 270 Chapter Three: Choosing the Martech with Frans Riemersma.
277 The UnNoticed.indd 13 7/13/2023 6:41:57 PM Contents xiv Chapter Four: Bias Free Views on Behaviour with Dr. John Ricketts . 283 Chapter Five: Social Listening as Protection <.