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

Preface

It’s possible that at this moment there are not two hotter topics in marketing than content marketing and big data. This is one of those times when what is hot is also valuable and important.

Let’s start with content marketing. Perhaps the best place to begin looking at this concept is with a definition from none other than the Content Marketing Institute:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action.

As content marketing is typically practiced today, however, it resembles custom publishing. Companies tell stories that romanticize their brand, distributing ...