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Outside-In Marketing: Using Big Data to Guide your Content Marketing (IBM Press), by James Mathewson, Mike Moran
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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
- Sales Rank: #1882125 in Books
- Published on: 2016-04-23
- Original language: English
- Number of items: 1
- Dimensions: 8.80" h x .60" w x 5.90" l, .0 pounds
- Binding: Paperback
- 208 pages
About the Author
James Mathewson is the Distinguished Technical Marketer for Search at IBM. There, he leads search marketing, content strategy, video marketing optimization, and marketing taxonomy innovation and develops tools to scale content marketing across the world’s largest B2B enterprise. He is also lead author of Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content.
Mike Moran, twice named a Top 50 Internet marketer, has worked on the web since its inception. He consults through Mike Moran Group and is a senior strategist for several leading digital marketing companies, including Converseon, Revealed Context, and SoloSegment. His books include Search Engine Marketing, Inc.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Devoured and Dogeared
By Guy L. Gonzalez
Outside-In Marketing is an insightful, pragmatic guide that delivers on its subtitle and is a must-read for anyone involved in marketing in any capacity. Content marketing is all the rage right now--representing everything from the future of advertising to the death of journalism--but Mathewson and Moran move beyond the hype and offer practical solutions to effectively and sustainably take advantage of the deluge of data that any business can benefit from. It's an excellent complement to Kristina Halvorson's foundational Content Strategy for the Web, and sits very comfortably next to my personal marketing bible, The Cluetrain Manifesto.
3 of 3 people found the following review helpful.
Digital employees demand digital leadership
By Edgar Valdmanis
In the digital age we need digital leadership. This includes embracing Inbound Marketing.
If you are not too familiar with the term, this book is for you. Both of the authors are seasoned marketers, and seasoned digital experts. They explain all the terms and buzzwords in a language that you and I can understand.
We used to say that ”50% of my marketing budget is wasted, if I only knew which 50%”. This quote is now way past it's sell-by date.
If you employ Inbound Marketing, and measure the way Mathewson and Moran tell you to, you should be well ahead of competition.
This book is excellent for those who
- Understand that in 2016 digital communication is the way to go
- Want to learn how to do it better
- Understand that digital employees demand digital leadership
You will probably want to read it several times over, combined with discussions with both your marketing- and IT-departments. Both of these must be engaged in order to implement the right actions, and to get correct measurements from the same actions.
So you may as well order a bundle of books, so that members of the executive team, marketing team and IT can read in parallell and discuss frequently how to adjust the contents to your company. It's not done in one afternoon.
As you read, implement, test, measure, adjust, measure again, adjust again….I am convinced that you will see results.
Full score from my side!
Edgar Valdmanis
Speaker / Blogger / Senior Advisor
Author of "How to Network Better"
3 of 3 people found the following review helpful.
Bring a highlighter. You're going to need it.
By Paul Gillin
Packed with actionable advice and reflecting the decades of experience of its two authors, Outside-In Marketing should be required reading for any digital marketer. Although the term "big data" on the cover may scare away some people, this is not a bits-and-bytes book. The authors focus on data that most marketers are already gathering or have available to them, but probably never use. They show how search terms reveal both explicit and implicit interests, as well as the terms the target audience uses. Marketing messages can then be matched to those words. Simple tactics like A:B testing on newsletters can significantly improve performance, and social analytics can tip off marketers to changes in customer preferences.
At 208 pages, this is a fast but efficient read. The authors, both veterans of many books, respect the reader's time with minimal pontificating, lots of examples and plenty of practical advice. Your copy will be heavily dog-eared by the time you finish.
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