{"product_id":"outside-in-marketing","title":"Outside-In Marketing","description":"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.” \u003cp\u003eNow, 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: \u003c\/p\u003e \u003cul\u003e \u003cli\u003eEase your customers’ pain—solve what keeps them up at night—with compelling content experiences \u003c\/li\u003e\n \u003cli\u003eBuild content that’s essential to clients and prospects in each step of their buyer journeys \u003c\/li\u003e\n \u003cli\u003eIntegrate search and social data into all facets of content development to continually improve its effectiveness \u003c\/li\u003e\n \u003cli\u003eBuild evergreen content that is continuously improved to better meet the needs of your clients and prospects \u003c\/li\u003e\n \u003cli\u003eApply advanced machine learning, text analytics, and sentiment analysis to craft more discoverable, shareable content \u003c\/li\u003e\n \u003cli\u003eShape your messages to intercept your clients’ and prospects’ information discovery in Google \u003c\/li\u003e\n \u003cli\u003eTransform culture and systems to excel at outside-in marketing\u003c\/li\u003e\n \u003c\/ul\u003e \u003cp\u003e\u003cstrong\u003eThe full text downloaded to your computer\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eWith eBooks you can:\u003c\/p\u003e \u003cul\u003e \u003cli\u003esearch for key concepts, words and phrases \u003c\/li\u003e\n \u003cli\u003emake highlights and notes as you study \u003c\/li\u003e\n \u003cli\u003eshare your notes with friends \u003c\/li\u003e\n \u003c\/ul\u003e \u003cp\u003e\u003cstrong\u003eeBooks \u003c\/strong\u003eare 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. \u003c\/p\u003e \u003cp\u003eUpon purchase, you'll gain instant access to this eBook.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eTime limit\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003eThe \u003cstrong\u003eeBooks\u003c\/strong\u003e products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.\u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":46286826766574,"sku":"9780133375619","price":29.64,"currency_code":"AUD","in_stock":true}],"url":"https:\/\/bookland.com.au\/products\/outside-in-marketing","provider":"Book Land AU","version":"1.0","type":"link"}