Outside-In Marketing: Using Big Data to Guide your Content Marketing by James Mathewson & Mike Moran

Author:James Mathewson & Mike Moran [James Mathewson]
Language: eng
Format: epub
Tags: Big Data, Business, Business Communication
Publisher: IBM Press
Published: 2015-10-10T21:00:00+00:00

Audience Research Systems

This book is called Outside-In Marketing because it is based on the central premise that if you build the content your audience is looking for—primarily using search engines—you will have a much better chance to achieve your marketing business results than if you build the content you want published and push it on unwilling audiences.

Of course, you don’t simply give the content away for free—not all of it, anyway. You give much of it away, and you require your audience to register for some of it—when they’re ready. These registrations become leads in your sales pipeline. A portion of these leads become revenue. In a nutshell, that’s the business value of inbound content marketing. In some cases, the content could lead to direct sales.

To achieve these happy outcomes, you must know what content your audience wants. Regardless of subject area, your audience wants content that satisfies a need—in most cases, content that alleviates pain points. How do you identify their pain points? The easiest techniques are to use search keyword research and social media listening. We’ll tee up keyword research first.

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