There’s a lot of content being produced right now, as the interest in content marketing continues to rise. Content marketing is all about providing value to your customers, to understand their problems and opportunities fully and then show them how your solution will help them. An inside-out perspective means that you and your colleagues are more concerned with what happens in your own organization, you study the realities of your own departments and you focus on the internal cycles of production, marketing and development. If you are this type of company, it will not matter one bit if you decide to invest in content marketing. And being that kind of company is a necessity if you’re going to create content that has value.
The reason is that it suffers from the number one reason content marketing fails – it has an inside-out perspective. But in order to do that you have to spend a lot of time and resources on getting to know your customers, to research the state of their industries, to understand the realities of their market. It becomes more important to plan your own events than to help your customers become better at what they do. I am a strategist focusing on digital strategy, content strategy, content marketing and social media. Most companies don’t do that at all, instead they spend most of the time looking inwards.
You will highlight the things you think are important about your products, rather than how they help your customers. It will be inward-looking, have an inside-out perspective and will only be relevant to yourself. You will use a language filled with internal jargon and acronyms, instead of making sure that everyone understands what you are talking about.
Here you'll find my posts on topics within my focus areas, both on a basic level as well as more in-depth and forward-looking.
Or, to put it even more plainly, it deals with what you and your company think is important, not what your customers will find relevant and useful. Combine your insights into a format that can be used and shared throughout the organization.

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