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Index
About This E-Book Title Page Copyright Page Contents at a Glance Contents Preface
Who This Book Is For What’s In This Book
Acknowledgments About the Authors 1. Understanding Outside-In Marketing
What Is Outside-In Marketing? Is Outside-In Marketing Really That Different? Direct Marketing: Push vs. Pull Advertising: Broad Spend vs. Narrow Spend Telemarketing: Interruption Marketing vs. Interception Marketing Event Marketing: Short Shelf Life vs. Long Shelf Life What Is Content Marketing?
Content Marketing Starts with Creating Great Content Content Is Useful Only in Context Content Needs Information Paths Great Content Speaks Your Customer’s Language Content Marketing Requires a Publisher’s Reputation
Wrapping Up: From Inside-Out to Outside-In
2. Content Marketing: A Deeper Dive
What Content Marketing Is
Content Marketing Is Credible Content Marketing Is Targeted Content Marketing Is Differentiated Content Marketing Is Measurable
What Content Marketing Is Not
Content Marketing Is Not About Volume Content Marketing Is Not a Cheaper Form of Print Content Marketing Is Not Merely Social Media Marketing Content Marketing Is Not Merely Online Publishing Content Marketing Is Not Just for Market Capture Content Marketing Is Not a Replacement for Public Relations
Wrapping Up: Content Marketing Takes a Village
3. Content Marketing Transformation: Culture
Culture Transformation Starts with Listening
Sales Listening Customer Support Listening Market Research Listening Competitive Analysis Listening
Cultural Change Must Be Approached Role by Role
Marketing Managers Content Owners Content Developers Content Strategists Information Architects User Experience Designers Web Designers Web Developers Metrics Analysts Community Managers
Barriers to the Outside-In Culture Change
Barrier 1: Brand Building Is Valued More Than Customer Building Barrier 2: Marketing Is Stuck in Advertising Barrier 3: Marketing Must Be Separated from Public Relations Barrier 4: Marketing Is Beneath Us Barrier 5: Executives Prefer Their Opinions to Data
Wrapping Up: How Culture Eats Process
4. Infrastructure Transformation: Targeted Content
Audience Research Systems
Search Keyword Research Social Media Listening
Content Messaging Systems
Content Authoring Systems Content Management Systems Taxonomy and Tagging Systems
Audience Feedback Systems
Key Performance Indicators Attribution Modeling
Wrapping Up: Your Entire Infrastructure Matters
5. Content Strategy: Aligning Content to the Buyer Journey
Top-Down Content Strategy Auditing Existing Content Mapping Buyer Journeys
Using Search to Understand Buyer Journeys
Prioritizing Content Efforts Building Quality Content
What Is Quality Web Content? How Do You Create Quality Web Content?
Building Assets for the Buyer Journey
Videos Blogs Podcasts White Papers Case Studies Demos
Promoting Content Wrapping Up: Sound Strategy Is the Key to Content Marketing
6. User Experience: Helping Buyers Make Purchasing Decisions
User Experience Basics Finding the Problems
High Bounce Rates Low Engagement Rates Low Conversion Rates Low Advocacy Rates
Fixing the Problems
Generating Ideas Testing Ideas Before You Launch Them Proving Ideas after You Launch Them
Propagating the Fixes Wrapping Up: It’s All About the Data
Index
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