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

Book Description

This is the Rough Cut version of the printed book.

Marketing has always been about "me": my brand, my product, my company. But "inside-out" marketing no longer works: your customers simply won't tolerate it anymore. You need to transform your marketing to "outside in." Every message you deliver must engage, fascinate, and motivate the right audiences, because you start and finish with what they already care about. Your marketing itself must provide value to customers -- whether they buy today, next month, or far into the future. How do you know what messages will do that? How do you get those messages past tough new digital gatekeepers? You start here, with Outside In Marketing.


Two world-renowned digital marketing thought leaders will show how to integrate content marketing with Big Data to deliver exactly the right messages to exactly the right customers and influencers. IBM's James Mathewson and Converseon's Mike Moran reveal how to make the most of today's Big Data algorithms to shape your messages and get them past Google and Facebook. You'll find up-to-the-minute practices, techniques, recommendations, guidelines, and metrics for mining the language your customers already use, so you can engage them on their terms, with their words. Mathewson and Moran show how to:

  • Go beyond "guess and hope" to transform your marketing practices, campaigns, and channels with Big Data

  • Recognize how Google uses natural language processing, machine learning, and data analytics "against" you - and overcome the obstacles they create

  • Infuse search and social data into product development from its very inception, so you can tightly align your offerings with customer needs

  • Measure campaign results more accurately, and feed metrics right back into practices for iterative improvement

  • Discover exactly what content is working now, and what's failing

  • Uncover powerful new opportunities to develop discoverable, shareable content

  • Go beyond high-quality content: align all your marketing and communications practices to support outside-in marketing

  • Leverage advanced applications of text analytics and machine learning, including Panda, Penguin, Caffeine, and sophisticated sentiment analysis

  • Build standout web and mobile sites based on all you've learned about your customers

  • Find the right mix, cadence, and combination of social platforms to maximize ROI

  • Table of Contents

    1. About This E-Book
    2. Title Page
    3. Copyright Page
    4. Contents at a Glance
    5. Contents
    6. Preface
      1. Who This Book Is For
      2. What’s In This Book
    7. Acknowledgments
    8. About the Authors
    9. 1. Understanding Outside-In Marketing
      1. What Is Outside-In Marketing?
      2. Is Outside-In Marketing Really That Different?
      3. Direct Marketing: Push vs. Pull
      4. Advertising: Broad Spend vs. Narrow Spend
      5. Telemarketing: Interruption Marketing vs. Interception Marketing
      6. Event Marketing: Short Shelf Life vs. Long Shelf Life
      7. What Is Content Marketing?
        1. Content Marketing Starts with Creating Great Content
        2. Content Is Useful Only in Context
        3. Content Needs Information Paths
        4. Great Content Speaks Your Customer’s Language
        5. Content Marketing Requires a Publisher’s Reputation
      8. Wrapping Up: From Inside-Out to Outside-In
    10. 2. Content Marketing: A Deeper Dive
      1. What Content Marketing Is
        1. Content Marketing Is Credible
        2. Content Marketing Is Targeted
        3. Content Marketing Is Differentiated
        4. Content Marketing Is Measurable
      2. What Content Marketing Is Not
        1. Content Marketing Is Not About Volume
        2. Content Marketing Is Not a Cheaper Form of Print
        3. Content Marketing Is Not Merely Social Media Marketing
        4. Content Marketing Is Not Merely Online Publishing
        5. Content Marketing Is Not Just for Market Capture
        6. Content Marketing Is Not a Replacement for Public Relations
      3. Wrapping Up: Content Marketing Takes a Village
    11. 3. Content Marketing Transformation: Culture
      1. Culture Transformation Starts with Listening
        1. Sales Listening
        2. Customer Support Listening
        3. Market Research Listening
        4. Competitive Analysis Listening
      2. Cultural Change Must Be Approached Role by Role
        1. Marketing Managers
        2. Content Owners
        3. Content Developers
        4. Content Strategists
        5. Information Architects
        6. User Experience Designers
        7. Web Designers
        8. Web Developers
        9. Metrics Analysts
        10. Community Managers
      3. Barriers to the Outside-In Culture Change
        1. Barrier 1: Brand Building Is Valued More Than Customer Building
        2. Barrier 2: Marketing Is Stuck in Advertising
        3. Barrier 3: Marketing Must Be Separated from Public Relations
        4. Barrier 4: Marketing Is Beneath Us
        5. Barrier 5: Executives Prefer Their Opinions to Data
      4. Wrapping Up: How Culture Eats Process
    12. 4. Infrastructure Transformation: Targeted Content
      1. Audience Research Systems
        1. Search Keyword Research
        2. Social Media Listening
      2. Content Messaging Systems
        1. Content Authoring Systems
        2. Content Management Systems
        3. Taxonomy and Tagging Systems
      3. Audience Feedback Systems
        1. Key Performance Indicators
        2. Attribution Modeling
      4. Wrapping Up: Your Entire Infrastructure Matters
    13. 5. Content Strategy: Aligning Content to the Buyer Journey
      1. Top-Down Content Strategy
      2. Auditing Existing Content
      3. Mapping Buyer Journeys
        1. Using Search to Understand Buyer Journeys
      4. Prioritizing Content Efforts
      5. Building Quality Content
        1. What Is Quality Web Content?
        2. How Do You Create Quality Web Content?
      6. Building Assets for the Buyer Journey
        1. Videos
        2. Blogs
        3. Podcasts
        4. White Papers
        5. Case Studies
        6. Demos
      7. Promoting Content
      8. Wrapping Up: Sound Strategy Is the Key to Content Marketing
    14. 6. User Experience: Helping Buyers Make Purchasing Decisions
      1. User Experience Basics
      2. Finding the Problems
        1. High Bounce Rates
        2. Low Engagement Rates
        3. Low Conversion Rates
        4. Low Advocacy Rates
      3. Fixing the Problems
        1. Generating Ideas
        2. Testing Ideas Before You Launch Them
        3. Proving Ideas after You Launch Them
      4. Propagating the Fixes
      5. Wrapping Up: It’s All About the Data
    15. Index