Home > Store

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

Register your product to gain access to bonus material or receive a coupon.

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

eBook

  • Your Price: $19.19
  • List Price: $23.99
  • Includes EPUB and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    Adobe Reader PDF The popular standard, used most often with the free Acrobat® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Description

  • Copyright 2016
  • Dimensions: 6" x 9"
  • Pages: 208
  • Edition: 1st
  • eBook
  • ISBN-10: 0-13-337559-5
  • ISBN-13: 978-0-13-337559-6

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

Sample Content

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

Table of Contents

Preface     xvii
Who This Book Is For     xviii
What’s In This Book     xx
Acknowledgments    xxi
About the Authors    xxiii
Chapter 1:  Understanding Outside-In Marketing     1
What Is Outside-In Marketing?     4
Is Outside-In Marketing Really That Different?     6
Direct Marketing: Push vs. Pull     6
Advertising: Broad Spend vs. Narrow Spend     8
Telemarketing: Interruption Marketing vs. Interception Marketing     10
Event Marketing: Short Shelf Life vs. Long Shelf Life     11
What Is Content Marketing?     13
   Content Marketing Starts with Creating Great Content     14
   Content Is Useful Only in Context     14
   Content Needs Information Paths     15
   Great Content Speaks Your Customer’s Language     15
   Content Marketing Requires a Publisher’s Reputation     16
Wrapping Up: From Inside-Out to Outside-In     17
Ben Edwards, on His Skepticism of Content Marketing     19
Chapter 2:  Content Marketing: A Deeper Dive     25
What Content Marketing Is    26
   Content Marketing Is Credible     26
   Content Marketing Is Targeted     28
   Content Marketing Is Differentiated     29
   Content Marketing Is Measurable    31
What Content Marketing Is Not     34
   Content Marketing Is Not About Volume    34
   Content Marketing Is Not a Cheaper Form of Print     36
   Content Marketing Is Not Merely Social Media Marketing     37
   Content Marketing Is Not Merely Online Publishing     38
   Content Marketing Is Not Just for Market Capture     39
   Content Marketing Is Not a Replacement for Public Relations    40
Wrapping Up: Content Marketing Takes a Village     41
Mark Schaefer Explains “Content Shock”     43
Chapter 3:  Content Marketing Transformation: Culture     47
Culture Transformation Starts with Listening    50
   Sales Listening     50
   Customer Support Listening    52
   Market Research Listening     53
   Competitive Analysis Listening     54
Cultural Change Must Be Approached Role by Role     55
   Marketing Managers     58
   Content Owners     59
   Content Developers     59
   Content Strategists     60
   Information Architects     61
   User Experience Designers     63
   Web Designers     64
   Web Developers     65
   Metrics Analysts     68
   Community Managers     68
Barriers to the Outside-In Culture Change    70
   Barrier 1: Brand Building Is Valued More Than Customer Building     70
   Barrier 2: Marketing Is Stuck in Advertising     72
   Barrier 3: Marketing Must Be Separated from Public Relations     73
   Barrier 4: Marketing Is Beneath Us     73
   Barrier 5: Executives Prefer Their Opinions to Data     74
Wrapping Up: How Culture Eats Process    75
Bill Hunt, on Using Search Keyword Mining to Transform Your Marketing     78
Chapter 4:  Infrastructure Transformation: Targeted Content     81
Audience Research Systems     84
   Search Keyword Research    84
   Social Media Listening     87
Content Messaging Systems     89
   Content Authoring Systems    89
   Content Management Systems     94
   Taxonomy and Tagging Systems     96
Audience Feedback Systems     97
   Key Performance Indicators     98
   Attribution Modeling     99
Wrapping Up: Your Entire Infrastructure Matters     100
Rob Key, on How Social Media Can Be Analyzed As Big Data     102
Chapter 5:  Content Strategy: Aligning Content to the Buyer Journey    109
Top-Down Content Strategy    112
Auditing Existing Content    114
Mapping Buyer Journeys     117
   Using Search to Understand Buyer Journeys     117
Prioritizing Content Efforts     119
Building Quality Content    120
   What Is Quality Web Content?     121
   How Do You Create Quality Web Content?     122
Building Assets for the Buyer Journey     124
   Videos    127
   Blogs     129
   Podcasts     130
   White Papers    131
   Case Studies     132
   Demos     132
Promoting Content    133
Wrapping Up: Sound Strategy Is the Key to Content Marketing     135
Kristina Halvorson, on the Error of Mandating Content Marketing    136
Chapter 6:  User Experience: Helping Buyers Make Purchasing Decisions    141
User Experience Basics    144
Finding the Problems     146
   High Bounce Rates     147
   Low Engagement Rates     147
   Low Conversion Rates     149
   Low Advocacy Rates     150
Fixing the Problems     151
   Generating Ideas    152
   Testing Ideas Before You Launch Them     152
   Proving Ideas after You Launch Them     154
Propagating the Fixes    157
Wrapping Up: It’s All About the Data    159
Jared Spool, on Why Marketing Must Go Beyond Advertising     161
Index     165

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020