Outside-In Marketing

Supercharge ROI by Rebuilding Content Marketing Around Your Customer!

Marketing has always been about my brand, my product, my company. Thats inside-out marketing. Today, customers hate itand 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 thats 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 youre a content marketer, marketing executive, or analyst, youll learn how to:

Ease your customers painsolve what keeps them up at nightwith compelling content experiences
Build content thats 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