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

ISBN-13: 9780133375565 / Angielski / Miękka / 2016 / 208 str.

James Mathewson; Mike Moran

Opis

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