After a lot of effort (most of it by my co-author James Mathewson), we’re happy to announce the availability of Outside-In Marketing, a new book that helps you use big data to drive your content marketing efforts. So, just what is outside-in marketing? It’s an attitude about your marketing message that leads you to figure out what customers want before you open your marketing mouth, and to listen to their reaction before you say something back.
It’s a lot like sales, which is what we hope it leads to for you.
It used to be that marketing messaging was all about creativity and getting attention, but now it is much more. You must use data to understand who your customer is, what they want, and what they do when they interact with you. You must constantly adjust your messaging to improve the odds. That’s what we mean by outside-in: the ideas start from outside your company and come in, rather than the old way where we thought big thoughts and unleashed them on our customers.
None of this is new. But the advent of big data make it both easier and more imperative than ever before. Easier, because there are so many sources of data and so many ways to analyze it to create new insights. More imperative, because this new ease means that your competitors are already doing it, so you can’t stand still.
The book is packed with details on what to collect and how to use it along with examples of real companies doing it, and interviews with industry luminaries who tell you what they think.
So pick up a copy today and one for each of your 100 closest friends. Don’t let everyone else figure out what’s working in their marketing before you do.
