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Outside in Search Marketing LiveLessons (Video Training)

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By James Mathewson.
Published by IBM Press.
Series: LiveLessons.

Published: Aug 31, 2012
Copyright 2013
Dimensions:
Pages:
Edition: 1st

Downloadable Video
ISBN-10: 0-13-259884-1
ISBN-13: 978-0-13-259884-2

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Product Description

2+ Hours of Video Instruction

Outside in Search Marketing provides 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

DRM-Free Video Downloads. Purchase and immediately download individual lessons from this video. Make your lesson selections below and click on the Buy button.

Videos can be viewed on: Windows 8, Windows XP, Vista, 7, and all versions of Macintosh OS X including the iPad, and other platforms that support the industry standard h.264 video codec.

	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: 78MB	View example $11.99

	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: 118MB	View example $13.99

	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: 108MB	View example $11.99

	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: 105MB	View example $11.99

	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: 86MB	View example $11.99

	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: 67MB	View example $9.99

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