Outside-In Marketing: Using Big Data to Guide your Content Marketing (IBM Press)

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9780133375565: Outside-In Marketing: Using Big Data to Guide your Content Marketing (IBM Press)

Marketing has always been about "me": my brand, my product, my company. But "inside-out" marketing no longer works: your customers simply won't tolerate it anymore. You need to transform your marketing to "outside in." Every message you deliver must engage, fascinate, and motivate the right audiences, because you start and finish with what they already care about. Your marketing itself must provide value to customers -- whether they buy today, next month, or far into the future. How do you know what messages will do that? How do you get those messages past tough new digital gatekeepers? You start here, with Outside In Marketing.


Two world-renowned digital marketing thought leaders will show how to integrate content marketing with Big Data to deliver exactly the right messages to exactly the right customers and influencers. IBM's James Mathewson and Converseon's Mike Moran reveal how to make the most of today's Big Data algorithms to shape your messages and get them past Google and Facebook. You'll find up-to-the-minute practices, techniques, recommendations, guidelines, and metrics for mining the language your customers already use, so you can engage them on their terms, with their words. Mathewson and Moran show how to:

  • Go beyond "guess and hope" to transform your marketing practices, campaigns, and channels with Big Data
  • Recognize how Google uses natural language processing, machine learning, and data analytics "against" you - and overcome the obstacles they create
  • Infuse search and social data into product development from its very inception, so you can tightly align your offerings with customer needs
  • Measure campaign results more accurately, and feed metrics right back into practices for iterative improvement
  • Discover exactly what content is working now, and what's failing
  • Uncover powerful new opportunities to develop discoverable, shareable content
  • Go beyond high-quality content: align all your marketing and communications practices to support outside-in marketing
  • Leverage advanced applications of text analytics and machine learning, including Panda, Penguin, Caffeine, and sophisticated sentiment analysis
  • Build standout web and mobile sites based on all you've learned about your customers
  • Find the right mix, cadence, and combination of social platforms to maximize ROI

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Product Description:

Marketing has always been about "me": my brand, my product, my company. It's "inside out." Digital marketing should be radically different. It should start with your customers and prospects. What do they need? What do they care about? What will they volunteer to spend their precious time with?

 

That's Outside-In Marketing. It's harder -- but it works.

 

Your #1 challenge: what content to provide? You're up against new gatekeepers. Google decides when your message gets shown. Facebook decides when it hits someone's stream. Above all, your customers decide whether and when they'll hear, read, watch, or share it.

 

Big Data tools can help you consistently choose the right content. In Outside-in Marketing , two world-class practitioners help youuse Big Data to create powerfully effective content market strategies. IBM's James Mathewson and Biznology's Mike Moran reveal how to use Big Data to unlock unprecedented customer insight, and create content customers truly want to consume.

 

You'll learn how to infuse search and social media customer data into everything you do, from product development through market research, branding, and messaging. You'll discover how Google and Facebook are using Big Data to decide whether your message will ever appear -- and you'll learn how to anticipate their every move. Mathewson and Moran show how to systematically measure which content is working and which isn't, and quickly optimize your efforts accordingly. The result is the holy grail of marketing: an experience your customers value, even welcome… an experience that builds relationships, brands, and profitable sales.

 

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Book Description Pearson Education (US), United States, 2016. Paperback. Book Condition: New. 228 x 158 mm. Language: English . Brand New Book. 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. Bookseller Inventory # AAU9780133375565

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Book Description Pearson Education (US), United States, 2016. Paperback. Book Condition: New. 228 x 158 mm. Language: English . Brand New Book. 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. Bookseller Inventory # AAU9780133375565

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Book Description Pearson Education (US). Paperback. Book Condition: new. BRAND NEW, Outside-In Marketing: Using Big Data to Guide Your Content Marketing, James Mathewson, Mike Moran, Marketing has always been about "me": my brand, my product, my company. But "inside-out" marketing no longer works: your customers simply won't tolerate it anymore. You need to transform your marketing to "outside in." Every message you deliver must engage, fascinate, and motivate the right audiences, because you start and finish with what they already care about. Your marketing itself must provide value to customers -- whether they buy today, next month, or far into the future. How do you know what messages will do that? How do you get those messages past tough new digital gatekeepers? You start here, with Outside In Marketing. Two world-renowned digital marketing thought leaders will show how to integrate content marketing with Big Data to deliver exactly the right messages to exactly the right customers and influencers. IBM's James Mathewson and Converseon's Mike Moran reveal how to make the most of today's Big Data algorithms to shape your messages and get them past Google and Facebook. You'll find up-to-the-minute practices, techniques, recommendations, guidelines, and metrics for mining the language your customers already use, so you can engage them on their terms, with their words. Mathewson and Moran show how to: * Go beyond "guess and hope" to transform your marketing practices, campaigns, and channels with Big Data * Recognize how Google uses natural language processing, machine learning, and data analytics "against" you - and overcome the obstacles they create * Infuse search and social data into product development from its very inception, so you can tightly align your offerings with customer needs * Measure campaign results more accurately, and feed metrics right back into practices for iterative improvement * Discover exactly what content is working now, and what's failing * Uncover powerful new opportunities to develop discoverable, shareable content * Go beyond high-quality content: align all your marketing and communications practices to support outside-in marketing * Leverage advanced applications of text analytics and machine learning, including Panda, Penguin, Caffeine, and sophisticated sentiment analysis * Build standout web and mobile sites based on all you've learned about your customers * Find the right mix, cadence, and combination of social platforms to maximize ROI. Bookseller Inventory # B9780133375565

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