October 2015
Beginner to intermediate
350 pages
5h 15m
English
book
Outside-In Marketing: Using Big Data to Guide your Content Marketing
by James Mathewson, Mike Moran
Content preview from Outside-In Marketing: Using Big Data to Guide your Content MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
5. Content Strategy: Aligning Content to the Buyer Journey
“Can you describe your company’s differentiation to us?”
Three executives from a successful regional chain of mattress stores shifted uncomfortably in their seats, until the boss confidently blurted out, “We have the widest selection, the lowest prices, and the best service.”
“So, you have the most mattresses of anyone?”
“Well, probably not, but we have plenty,” the boss answered, seeming to lose some confidence.
“And nobody underprices you?”
“Well, just those online guys. Our prices are competitive with other stores around here.”
Competitive doesn’t sound like the lowest price, and we were discussing the content marketing strategy for the company, so the fact that “those online guys” ...
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