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? Customised 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 The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you will receive via email the code and instructions on how to access this product. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.