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

James Mathewson, Mike Moran

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商品描述

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

商品描述(中文翻譯)

以客戶為中心重新構建內容行銷,提升投資回報率!

行銷一直以來都是關於「我的」品牌、「我的」產品、「我的」公司。這是一種「從內到外」的行銷方式。然而,現在的客戶討厭這種方式,並且對其視而不見。那麼,什麼才是有效的行銷方式呢?就是針對客戶已經關心的定制訊息。這種行銷方式尊重客戶的時間,並且提供他們即時的價值以換取他們的關注。這就是「從外到內」的行銷方式。

現在,兩位著名的數位行銷思想領袖向我們展示了如何將內容行銷與大數據相結合,創造高回報的從外到內行銷。James Mathewson和Mike Moran分享了與客戶合作的新實踐、技巧、指南和評估指標,使用客戶的詞語,反映客戶的動機。無論您是內容行銷人員、行銷主管還是分析師,您都將學會以下技巧:

- 通過引人入勝的內容體驗,緩解客戶的痛苦,解決他們晚上睡不著的問題。
- 在客戶購買旅程的每一個階段,為客戶和潛在客戶建立必不可少的內容。
- 將搜索和社交數據整合到內容開發的各個方面,不斷提高其效果。
- 建立不斷改進以更好滿足客戶和潛在客戶需求的長青內容。
- 應用先進的機器學習、文本分析和情感分析技術,製作更易發現、易分享的內容。
- 調整您的訊息,以在Google中截取客戶和潛在客戶的資訊發現。
- 轉變文化和系統,以在從外到內的行銷方面取得卓越成果。