book

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

Name: Outside-In Marketing: Using Big Data to Guide your Content Marketing
ISBN: 9780133375572

by James Mathewson, Mike Moran

October 2015

Beginner to intermediate

350 pages

5h 15m

English

IBM Press

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About This E-Book
Title Page
Copyright Page
Contents at a Glance
Contents
Preface
Who This Book Is ForWhat’s In This Book
Acknowledgments
About the Authors
1. Understanding Outside-In Marketing
What Is Outside-In Marketing?Is Outside-In Marketing Really That Different?Direct Marketing: Push vs. PullAdvertising: Broad Spend vs. Narrow SpendTelemarketing: Interruption Marketing vs. Interception MarketingEvent Marketing: Short Shelf Life vs. Long Shelf LifeWhat Is Content Marketing?Content Marketing Starts with Creating Great ContentContent Is Useful Only in ContextContent Needs Information PathsGreat Content Speaks Your Customer’s LanguageContent Marketing Requires a Publisher’s ReputationWrapping Up: From Inside-Out to Outside-In
2. Content Marketing: A Deeper Dive
What Content Marketing IsContent Marketing Is CredibleContent Marketing Is TargetedContent Marketing Is DifferentiatedContent Marketing Is MeasurableWhat Content Marketing Is NotContent Marketing Is Not About VolumeContent Marketing Is Not a Cheaper Form of PrintContent Marketing Is Not Merely Social Media MarketingContent Marketing Is Not Merely Online PublishingContent Marketing Is Not Just for Market CaptureContent Marketing Is Not a Replacement for Public RelationsWrapping Up: Content Marketing Takes a Village

3. Content Marketing Transformation: Culture
Culture Transformation Starts with ListeningSales ListeningCustomer Support ListeningMarket Research ListeningCompetitive Analysis ListeningCultural Change Must Be Approached Role by RoleMarketing ManagersContent OwnersContent DevelopersContent StrategistsInformation ArchitectsUser Experience DesignersWeb DesignersWeb DevelopersMetrics AnalystsCommunity ManagersBarriers to the Outside-In Culture ChangeBarrier 1: Brand Building Is Valued More Than Customer BuildingBarrier 2: Marketing Is Stuck in AdvertisingBarrier 3: Marketing Must Be Separated from Public RelationsBarrier 4: Marketing Is Beneath UsBarrier 5: Executives Prefer Their Opinions to DataWrapping Up: How Culture Eats Process
4. Infrastructure Transformation: Targeted Content
Audience Research SystemsSearch Keyword ResearchSocial Media ListeningContent Messaging SystemsContent Authoring SystemsContent Management SystemsTaxonomy and Tagging SystemsAudience Feedback SystemsKey Performance IndicatorsAttribution ModelingWrapping Up: Your Entire Infrastructure Matters
5. Content Strategy: Aligning Content to the Buyer Journey
Top-Down Content StrategyAuditing Existing ContentMapping Buyer JourneysUsing Search to Understand Buyer JourneysPrioritizing Content EffortsBuilding Quality ContentWhat Is Quality Web Content?How Do You Create Quality Web Content?Building Assets for the Buyer JourneyVideosBlogsPodcastsWhite PapersCase StudiesDemosPromoting ContentWrapping Up: Sound Strategy Is the Key to Content Marketing
6. User Experience: Helping Buyers Make Purchasing Decisions
User Experience BasicsFinding the ProblemsHigh Bounce RatesLow Engagement RatesLow Conversion RatesLow Advocacy RatesFixing the ProblemsGenerating IdeasTesting Ideas Before You Launch ThemProving Ideas after You Launch ThemPropagating the FixesWrapping Up: It’s All About the Data
Index

Content preview from 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:

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

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

by James Mathewson, Mike Moran

Preface

Become 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,
and much more.