Outside in Search Marketing LiveLessons (Video Training)

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Lesson 1

Lesson 1: Outside in Marketing: Learning the Language of Your Clients and Prospects, Downloadable Version

Containing 24 minutes of video this Lesson is your primer on outside-in marketing. Learn how outside-in marketing contrasted with more traditional inside-out marketing and how outside-in helps companies reach a larger, more targeted audience. Specifically, it describes how IBM used an outside-in approach within its Smarter Planet digital experience to help grow new business. Finally, it concludes by describing how outside-in helps marketers use the language of clients and prospects rather than their own internal language, helping company’s foster conversations in social media and elsewhere. This is the essential ingredient, or secret sauce, of outside-in marketing.

Duration: 00:26:58  File Size: 78 MB

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Lesson 2

Lesson 2: Outside-in Content Strategy: How to Use Keywords to Create and Manage Content, Downloadable Version

Containing 35 minutes of video this Lesson is your primer on outside-in content strategy. It is all about building a digital content system based on audience language rather than corporate speak. It explains what content strategy is and how outside-in content strategy helps you optimize your digital investments. It also explains how an outside-in content strategy helps content teams build more relevant websites. The key activity that makes content strategy outside-in is keyword research. It shows how keyword research underpins an outside-in content strategy. Finally, it demonstrates how IBM applied outside-in content strategy to the fastest growing tech opportunity—cloud computing.

Duration: 00:37:34  File Size: 118 MB

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Lesson 3

Lesson 3: Keyword Research: How to Learn the Language of Clients and Prospects Downloadable Version

Containing 23 minutes of video this Lesson is about the Audience Intent Model (AIM), a keyword research methodology for learning client language and seeing it in context within search engine results. It shows you how AIM is not just about the topics users are looking for when they type words into queries. It’s also about the tasks your audience wants to accomplish when they land on your page from search engines. It also explains how user intents fit within an audience intent model. The lesson also shows you hot to use free keyword research methods, including: Google AdWords, Google Autocomplete, Google Insights, Deep Research, and Paid Tools.

Duration: 00:25:34  File Size: 108 MB

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Lesson 4

Lesson 4: SEO on the Page: How to Incorporate Keywords into Web Pages, Downloadable Version

Containing 26 minutes of video in this Lesson you will learn how the practice of search engine optimization (SEO) has changed dramatically. It describes how Google’s Panda algorithm forever changed SEO making content quality much more important than before. Learn how to build pages that tend to rank well for Google’s new Panda algorithm.

Duration: 00:28:56  File Size: 105 MB

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Lesson 5

Lesson 5: Link Building Strategies, Downloadable Version

Containing 26 minutes of video this Lesson puts social on par with traditional link-building tactics. Learn how social media has changed search engines’ ranking algorithms.  It shows you how Google uses links to rank content. Learn how to build links into your pages using both traditional and social means.

Duration: 00:29:04  File Size: 86 MB

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Lesson 6

Lesson 6: Agile SEO, Downloadable Version

 Containing 17 minutes of video in this Lesson learn about Agile SEO, the process of iteratively improving your search performance using key performance indicators. When you build digital experiences, you learn what works for your audience, and you make adjustments. This lesson helps you focus on the most useful metrics to better target your audience with relevant content, keyword demand, audit scores, referrals, engagement rates, conversion rates, and more.

Duration: 00:19:16  File Size: 67 MB

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Description

2+ Hours of Video Instruction

Overview

Outside in Search Marketing LiveLessons provides all the search engine marketing and content strategy background needed to learn the language of your audience and develop compelling content for them.

Description

Prolific author, blogger, speaker and IBM global search strategy lead James Mathewson shows you how to use the power of outside-in marketing to build a brand your audience can trust, one unified brand story across all your marketing content.  You will learn how to grasp the language of clients and prospects to infuse your messaging with that language. Build a digital content system based on audience language rather than corporate speak. Learn how IBM used an outside-in approach within its Smarter Planet digital experience. Develop a method for learning client language and see it in the context of search engine results. Learn how IBM applied outside-in content strategy to the fastest growing tech opportunity–cloud computing. Build web pages for next-generation search engines such as Google’s Panda. Use social media search in your link building strategy. Focus on the most useful metrics to better target your audience with relevant content.  

About the Instructor

James Mathewson has followed the Web since 1994, first as a contributing editor specializing in Web publishing and search for ComputerUser magazine, and later as the editor in chief of the magazine and its Web site. As the ComputerUser.com editor, he published more than 1000 articles, mostly related to Web technologies. He has also published in several other magazines and periodicals, including IBM Systems magazine. Since leaving ComputerUser in 2004, James has worked for IBM as a Web developer and Web content editor. In his current role as editor-in-chief of ibm.com, James sets standards, and creates and delivers education to improve the effectiveness of IBM’s Web content. James has trained more than 1000 writers, editors, and content strategists on Web content quality and search engine optimization (SEO) within IBM. James leads all search effectiveness efforts for IBM’s Smarter Planet Web presence (ibm.com/smarterplanet). He is also the search strategy lead for IBM Marketing and Communications, a role that gives him influence over future Web and social media content efforts at IBM.

Skill Level

• All levels

 What You Will Learn

• How to use the power of outside-in marketing to build a brand your audience can trust 
• How to grasp the language of clients and prospects to infuse your messaging with that language search
• Build a digital content system based on audience language
• Learn how IBM applied outside-in content strategy
• How to build web pages for next-generation search engines such as Google’s Panda
• How to use social media search in your link building strategy.

Who Should Take This Course

• Whether you’re a marketing, Web, or IT professional, product manager, or content specialist, the course  will help you develop marketing content and content strategies that build the audience trust in your brand needed to entice them to buy your products or services..

Course Requirements

• An interest in learning how to understanding the language of your audience and develop compelling content .

Table of Contents

Lesson 1: Outside in Marketing

Lesson 2: Outside in Content Strategy

Lesson 3: Keyword Research

Lesson 4: SEO on the Page

Lesson 5: Link Building Strategies

Lesson 6: Agile SEO

LiveLessons Video Training series publishes hundreds of hands-on, expert-led video tutorials covering a wide selection of technology topics designed to teach you the skills you need to succeed. This professional and personal technology video series features world-leading author instructors published by your trusted technology brands: Addison-Wesley, Cisco Press, IBM Press, Pearson IT Certification, Prentice Hall, Sams, and Que. Topics include: IT Certification, Programming, Web Development, Mobile Development, Home & Office Technologies, Business & Management, and more. View all LiveLessons at http://www.ibmpressbooks.com/livelessons  

Sample Content

Table of Contents

Lesson 1: Outside in Marketing

Lesson 2: Outside in Content Strategy

Lesson 3: Keyword Research

Lesson 4: SEO on the Page

Lesson 5: Link Building Strategies

Lesson 6: Agile SEO

Updates

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