Outside-In Marketing

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