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

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  • Copyright 2013
  • Edition: 1st
  • Downloadable Video
  • ISBN-10: 0-13-335939-5
  • ISBN-13: 978-0-13-335939-8

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.

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