August 2012
Beginner to intermediate
2h 44m
English
Overview
2+ Hours of Video Instruction
Outside in Search Marketingprovides all the search engine marketing and content strategy background needed to learn the language of your audience and develop compelling content for them.
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. 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.
1: Outside in Marketing
2: Outside in Content Strategy
3: Keyword Research
4: SEO on the Page
5: Link Building Strategies
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
http://www.informit.com/imprint/series_detail.aspx?ser=2185116
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