This is an interesting book because it’s written by enterprise-level Search Engine Marketing (SEM) geniuses. They eat big data for breakfast every day.
What James Mathewson and Mike Moran learned in their decades of fortune 500 and enterprise-level experience with search marketing and content strategy is that too many companies are spending all of their time and treasure following UI and UX trends and redesigning their sites based on the whims of creative directors and not nearly enough resources on using big data to sort out what’s working on your site and doing more of that.
In Outside-In Marketing: Using Big Data to Guide Your Content Marketing, Mathewson and Moran have figured out how to make search marketing (SEM), content marketing, search engine optimization (SEO),and inbound marketing actually work for you by taking the guesswork and opinion out of the mix and relying, instead, on A/B tests, data-tracking, and strong analysis of the data you’re already collecting to win at search, to win at content, and to win at business.
Too many agencies are recommending throwing the baby out with the bath water.
The book is thin, essential, and maybe should even be proprietary. There’s no BS but don’t second guess them or assume that you, too, can’t leverage the sort of tools and strategies that Mike and James do.
They’re giving away $100,000 of consulting for $25.