Outside-In Content Strategy: Attracting New Users by Learning Their Content Needs

It’s easy enough to learn about your site visitors by studying their behavior, doing site surveys and usability studies. But what about all those people who may be interested in your content but just haven’t found your site yet? How do you learn their information needs so that you can attract them to your site and engage them in conversation?

Sophisticated keyword research and social media listening can help you understand the whole audience for your site—not just those who came because you built it. This data can help you:

• Discover existing content that is not serving their needs and retire it
• Learn how to improve existing content to better serve user needs
• Build the right new content to better serve user needs

The approach of building all and only the content your target audience needs is called outside-in content strategy. In this talk, James will define outside-in content strategy and describe how this is done at in the largest corporate content environment on the Web—IBM.