Outside-in marketing : using big data to guide your content marketing / James Mathewson and Mike Moran.

By:

Mathewson, James, 1963-

Contributor(s):

Moran, Mike, 1958-

Material type: Text

TextPublisher: Upper Saddle River : IBM Press, [2016]Description: xxv, 177 pages : illustrations ; 23 cmISBN:

9780133375565 (pbk.) :
0133375560 (pbk.) :

Subject(s):

DDC classification:

658.83 MAT

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.83 MAT (Browse shelf(Opens below))	Available		39002100696245

Enhanced descriptions from Syndetics:

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

Includes index.

Formerly CIP. Uk

Table of contents provided by Syndetics

Preface (p. xvii)
Who This Book Is For (p. xviii)
What's In This Book (p. xx)
Acknowledgments (p. xxi)
About the Authors (p. xxiii)
Chapter 1 Understanding Outside-In Marketing (p. 1)
What Is Outside-In Marketing? (p. 4)
Is Outside-In Marketing Really That Different? (p. 6)
Direct Marketing: Push vs. Pull (p. 6)
Advertising: Broad Spend vs. Narrow Spend (p. 8)
Telemarketing: Interruption Marketing vs. Interception Marketing (p. 10)
Event Marketing: Short Shelf Life vs. Long Shelf Life (p. 11)
What Is Content Marketing? (p. 13)
Content Marketing Starts with Creating Great Content (p. 14)
Content Is Useful Only in Context (p. 14)
Content Needs Information Paths (p. 15)
Great Content Speaks Your Customer's Language (p. 15)
Content Marketing Requires a Publisher's Reputation (p. 16)
Wrapping Up; From Inside-Out to Outside-In (p. 17)
Ben Edwards, on His Skepticism of Content Marketing (p. 19)
Chapter 2 Content Marketing: A Deeper Dive (p. 25)
What Content Marketing Is (p. 26)
Content Marketing Is Credible (p. 26)
Content Marketing Is Targeted (p. 28)
Content Marketing Is Differentiated (p. 29)
Content Marketing Is Measurable (p. 31)
What Content Marketing Is Not (p. 34)
Content Marketing Is Not About Volume (p. 34)
Content Marketing Is Not a Cheaper Form of Print (p. 36)
Content Marketing Is Not Merely Soda! Media Marketing (p. 37)
Content Marketing Is Not Merely Online Publishing (p. 38)
Content Marketing Is Not Just for Market Capture (p. 39)
Content Marketing Is Not a Replacement for Public Relations (p. 40)
Wrapping Up: Content Marketing Takes a Village (p. 41)
Mark Schaefer Explains "Content Shock" (p. 43)
Chapter 3 Content Marketing Transformation: Culture (p. 47)
Culture Transformation Starts with Listening (p. 50)
Sales Listening (p. 50)
Customer Support Listening (p. 52)
Market Research Listening (p. 53)
Competitive Analysis Listening (p. 54)
Cultural Change Must Be Approached Role by Role (p. 55)
Marketing Managers (p. 58)
Content Owners (p. 59)
Content Developers (p. 59)
Content Strategists (p. 60)
Information Architects (p. 61)
User Experience Designers (p. 63)
Web Designers (p. 64)
Web Developers (p. 65)
Metrics Analysts (p. 68)
Community Managers (p. 68)
Barriers to the Outside-In Culture Change (p. 70)
Barrier 1 Brand Building Is Valued More Than Customer Building (p. 70)
Barrier 2 Marketing Is Stuck in Advertising (p. 72)
Barrier 3 Marketing Must Be Separated from Public Relations (p. 73)
Barrier 4 Marketing Is Beneath Us (p. 73)
Barrier 5 Executives Prefer Their Opinions to Data (p. 74)
Wrapping Up: How Culture Eats Process (p. 75)
Bill Hunt, on Using Search Keyword Mining to Transform Your Marketing (p. 78)
Chapter 4 Infrastructure Transformation: Targeted Content (p. 81)
Audience Research Systems (p. 84)
Search Keyword Research (p. 84)
Social Media Listening (p. 87)
Content Messaging Systems (p. 89)
Content Authoring Systems (p. 89)
Content Management Systems (p. 94)
Taxonomy and Tagging Systems (p. 96)
Audience Feedback Systems (p. 97)
Key Performance Indicators (p. 98)
Attribution Modeling (p. 99)
Wrapping Up: Your Entire Infrastructure Matters (p. 100)
Rob Key, on How Social Media Can Be Analyzed As Big Data (p. 102)
Chapter 5 Content Strategy: Aligning Content to the Buyer Journey (p. 109)
Top-Down Content Strategy (p. 112)
Auditing Existing Content (p. 114)
Mapping Buyer Journeys (p. 117)
Using Search to Understand Buyer Journeys (p. 117)
Prioritizing Content Efforts (p. 119)
Building Quality Content (p. 120)
What Is Quality Web Content? (p. 121)
How Do You Create Quality Web Content? (p. 122)
Building Assets for the Buyer journey (p. 124)
Videos (p. 127)
Blogs (p. 129)
Podcasts (p. 130)
White Papers (p. 131)
Case Studies (p. 132)
Demos (p. 132)
Promoting Content (p. 133)
Wrapping Up: Sound Strategy Is the Key to Content Marketing (p. 135)
Kristina Halvorson, on the Error of Mandating Content Marketing (p. 136)
Chapter 6 User Experience: Helping Buyers Make Purchasing Decisions (p. 141)
User Experience Basics (p. 144)
Finding the Problems (p. 146)
High Bounce Rates (p. 147)
Low Engagement Rates (p. 147)
Low Conversion Rates (p. 149)
Low Advocacy Rates (p. 150)
Fixing the Problems (p. 151)
Generating Ideas (p. 152)
Testing Ideas Before You Launch Them (p. 152)
Proving Ideas after Yon Launch Them (p. 154)
Propagating the Fixes (p. 157)
Wrapping Up: It's All About the Data (p. 159)
Jared Spool, on Why Marketing Must Go Beyond Advertising (p. 161)
Index (p. 165)

Author notes provided by Syndetics

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 Audience 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. and Do It Wrong Quickly.