Outside-In Marketing Using Big Data to Guide your Content Marketing

by Mathewson, James; Moran, Mike

• ISBN13: 9780133375565
• ISBN10: 0133375560
• Edition: 1st
• Format: Paperback
• Copyright: 2016-04-13
• Publisher: IBM Press

Summary

Supercharge ROI by Rebuilding Content Marketing Around Your Customer!

Marketing has always been about my brand, my product, my company. That’s “inside-out” marketing. Today, customers hate it—and ignore it. What does work? Customized messages they already care about. Marketing that respects their time and gives them immediate value in exchange for their attention. Marketing that’s “outside-in.”

Now, two renowned digital marketing thought leaders show how to integrate content marketing with Big Data to create high-ROI, outside-in marketing. James Mathewson and Mike Moran share new practices, techniques, guidelines, and metrics for engaging on your customers’ terms, using their words, reflecting their motivations. Whether you’re a content marketer, marketing executive, or analyst, you’ll learn how to:

• Ease your customers’ pain—solve what keeps them up at night—with compelling content experiences
• Build content that’s essential to clients and prospects in each step of their buyer journeys
• Integrate search and social data into all facets of content development to continually improve its effectiveness
• Build evergreen content that is continuously improved to better meet the needs of your clients and prospects
• Apply advanced machine learning, text analytics, and sentiment analysis to craft more discoverable, shareable content
• Shape your messages to intercept your clients’ and prospects’ information discovery in Google
• Transform culture and systems to excel at outside-in marketing

Author Biography

James Mathewson is the Distinguished Technical Marketer for Search at IBM. There, he leads search marketing, content strategy, video marketing optimization, and marketing taxonomy innovation and develops tools to scale content marketing across the world’s largest B2B enterprise. He is also lead author of Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content.

Mike Moran, twice named a Top 50 Internet marketer, has worked on the web since its inception. He consults through Mike Moran Group and is a senior strategist for several leading digital marketing companies, including Converseon, Revealed Context, and SoloSegment. His books include Search Engine Marketing, Inc.

Table of Contents

Foreword (By Prominent CMO)
Preface
1. Understand the Power of Outside-In Marketing
2. Transform Each Marketing Role in Your Organization
3. Learn the Language of Customers through Search Keyword Research
4. Gain Deep Knowledge of Customers through Social Media Listening
5. Learn How Big Data Algorithms Decide Where Your Message Is Shown
6. Build a Standout Website Based On The Proper Content Strategy
7. Design Your Content to Be Discovered and Shared By Your Customers
8. Put It All Together To Drive Content Marketing Results