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Outside-in marketing: a pragmatic approach to content marketing

Content Marketing is rapidly growing, but is often done poorly. People think they have to publish content regardless of the needs of their target audience, at a pace no one can possibly consume. This leads to what Mark Schaefer calls “content shock,” in which you overwhelm an increasingly unwilling audience with content. It’s a huge waste of money that does more harm than good.

Outside-In Marketing largeI hosted a webinar with James Mathewson about how we define content marketing. In our book “Outside-In Marketing: Using Big Data to Guide Your Content Marketing,” we offered a more pragmatic approach. Outside-in marketing is based on understanding the audience and publishing only what they need. The planning, publishing, and iteration of content requires big data analytics. Marketers need to integrate search query, social listening, persona, web analytics, and even CRM data into one model of customer behavior that informs content.  

Don’t worry. The big data analytics practices at the heart of outside-in marketing are not heard by themselves. Integrating them isn’t rocket surgery. As long as you keep asking yourself who the audience is and what their behavior tells you about your content effectiveness, you can leave the API plumbing to the techies. This 30-minute recorded webinar helps participants understand customer behavior in terms of common journeys they take and content they consume along the way. It gets you started towards effective outside-in marketing.

Biznology author James Mathewson wrote two books:  Outside-In Marketing and Audience, Relevance, and Search. He has 20 years of experience building effective digital content. He was editor-in-chief of and, where his work led to significant increases in audience and engagement. He is currently a Distinguished Technical Marketer for IBM, building big data analytics systems to help marketers plan, publish and improve content for their target audiences.

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Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

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