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.
