Outside-In Marketing : Using Big Data to Guide your Content Marketing EPUB
by James Mathewson, Mike Moran
Part of the IBM Press series
EPUB
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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
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- Format:EPUB
- Pages:208 pages
- Publisher:Pearson Education
- Publication Date:08/04/2016
- Category:
- ISBN:9780133375619
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Information
-
Download Now
- Format:EPUB
- Pages:208 pages
- Publisher:Pearson Education
- Publication Date:08/04/2016
- Category:
- ISBN:9780133375619