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Outside-In Marketing Starts with Knowing Your Customers

What does it mean to market from the outside-in? It means an end to the shouting about your benefits at anyone who finds themselves within a ten-mile radius of you. Instead, we are moving towards deeply listening to customers to find out their needs. That’s the shift James Mathewson and I suggested in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing. Now, James writes frequently about a powerful tool with which to hear those customer needs: keyword ontology.

A keyword ontology lets you examine the keywords your customers search for. Some search for product names, but more frequently they are searches whose keywords describe the searcher’s problem. Examine these keywords to see what questions they ask. Learn which keywords go with which products.  These are the steps to take to see what content you need to create. If you provide the answers to the questions your target audiences ask for — if you can solve their problems — many will trust you enough to buy your products when they are ready.

I’m excited to announce I will be interviewing James Mathewson, IBM’s Distinguished Technical Marketer for search, on why and how you should conduct your own keyword ontology. Live expert interviews are a new format for Biznology, so we’re eager to have our readers engage with us. James will be discussing how to use a keyword ontology to attract prospects, engage with them, and convert them into loyal clients.

Why are we changing our webinar format? Because we want to engage more than orate. We’ve had a great run with terrific speakers presenting to us, but now we want to interview them–and get your questions, too. I hope you can join us–please register now and join us on May 1st at 11 am US ET. Editor’s note: this link has been updated to go to the video of the interview. 


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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