Outside-In Marketing

James Mathewson is the Distinguished Technical Marketer for Search at IBM. There, he leads search marketing, content strategy, video marketing optimization, and marketing taxonomy innovation and develops tools to scale content marketing across the world’s largest B2B enterprise. He is also lead author of Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content. Mike Moran, twice named a Top 50 Internet marketer, has worked on the web since its inception. He consults through Mike Moran Group and is a senior strategist for several leading digital marketing companies, including Converseon, Revealed Context, and SoloSegment. His books include Search Engine Marketing, Inc.

Preface     xvii
Who This Book Is For     xviii
What’s In This Book     xx
Acknowledgments    xxi
About the Authors    xxiii
Chapter 1:  Understanding Outside-In Marketing     1
What Is Outside-In Marketing?     4
Is Outside-In Marketing Really That Different?     6
Direct Marketing: Push vs. Pull     6
Advertising: Broad Spend vs. Narrow Spend     8
Telemarketing: Interruption Marketing vs. Interception Marketing     10
Event Marketing: Short Shelf Life vs. Long Shelf Life     11
What Is Content Marketing?     13
   Content Marketing Starts with Creating Great Content     14
   Content Is Useful Only in Context     14
   Content Needs Information Paths     15
   Great Content Speaks Your Customer’s Language     15
   Content Marketing Requires a Publisher’s Reputation     16
Wrapping Up: From Inside-Out to Outside-In     17
Ben Edwards, on His Skepticism of Content Marketing     19
Chapter 2:  Content Marketing: A Deeper Dive     25
What Content Marketing Is    26
   Content Marketing Is Credible     26
   Content Marketing Is Targeted     28
   Content Marketing Is Differentiated     29
   Content Marketing Is Measurable    31
What Content Marketing Is Not     34
   Content Marketing Is Not About Volume    34
   Content Marketing Is Not a Cheaper Form of Print     36
   Content Marketing Is Not Merely Social Media Marketing     37
   Content Marketing Is Not Merely Online Publishing     38
   Content Marketing Is Not Just for Market Capture     39
   Content Marketing Is Not a Replacement for Public Relations    40
Wrapping Up: Content Marketing Takes a Village     41
Mark Schaefer Explains “Content Shock”     43
Chapter 3:  Content Marketing Transformation: Culture     47
Culture Transformation Starts with Listening    50
   Sales Listening     50
   Customer Support Listening    52
   Market Research Listening     53
   Competitive Analysis Listening     54
Cultural Change Must Be Approached Role by Role     55
   Marketing Managers     58
   Content Owners     59
   Content Developers     59
   Content Strategists     60
   Information Architects     61
   User Experience Designers     63
   Web Designers     64
   Web Developers     65
   Metrics Analysts     68
   Community Managers     68
Barriers to the Outside-In Culture Change    70
   Barrier 1: Brand Building Is Valued More Than Customer Building     70
   Barrier 2: Marketing Is Stuck in Advertising     72
   Barrier 3: Marketing Must Be Separated from Public Relations     73
   Barrier 4: Marketing Is Beneath Us     73
   Barrier 5: Executives Prefer Their Opinions to Data     74
Wrapping Up: How Culture Eats Process    75
Bill Hunt, on Using Search Keyword Mining to Transform Your Marketing     78
Chapter 4:  Infrastructure Transformation: Targeted Content     81
Audience Research Systems     84
   Search Keyword Research    84
   Social Media Listening     87
Content Messaging Systems     89
   Content Authoring Systems    89
   Content Management Systems     94
   Taxonomy and Tagging Systems     96
Audience Feedback Systems     97
   Key Performance Indicators     98
   Attribution Modeling     99
Wrapping Up: Your Entire Infrastructure Matters     100
Rob Key, on How Social Media Can Be Analyzed As Big Data     102
Chapter 5:  Content Strategy: Aligning Content to the Buyer Journey    109
Top-Down Content Strategy    112
Auditing Existing Content    114
Mapping Buyer Journeys     117
   Using Search to Understand Buyer Journeys     117
Prioritizing Content Efforts     119
Building Quality Content    120
   What Is Quality Web Content?     121
   How Do You Create Quality Web Content?     122
Building Assets for the Buyer Journey     124
   Videos    127
   Blogs     129
   Podcasts     130
   White Papers    131
   Case Studies     132
   Demos     132
Promoting Content    133
Wrapping Up: Sound Strategy Is the Key to Content Marketing     135
Kristina Halvorson, on the Error of Mandating Content Marketing    136
Chapter 6:  User Experience: Helping Buyers Make Purchasing Decisions    141
User Experience Basics    144
Finding the Problems     146
   High Bounce Rates     147
   Low Engagement Rates     147
   Low Conversion Rates     149
   Low Advocacy Rates     150
Fixing the Problems     151
   Generating Ideas    152
   Testing Ideas Before You Launch Them     152
   Proving Ideas after You Launch Them     154
Propagating the Fixes    157
Wrapping Up: It’s All About the Data    159
Jared Spool, on Why Marketing Must Go Beyond Advertising     161
Index     165