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Full Description
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
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
