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Enterprise SEO & Outside-In Marketing by James Mathewson

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From SMX East 2013 / SearchMarketingExpo.com - Maximizing Enterprise SEO & Outside-in Marketing by @JamesMathewson - #SMX #31D

Slide deck from James Mathewson of IBM.

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Enterprise SEO & Outside-In Marketing by James Mathewson

  1. 1. ENTERPRISE SEO & OUTSIDE-IN MARKETING # James Mathewson IBM @JamesMathewson #SMX #32D October 3, 2013 #
  2. 2. © 2013 IBM Corporation Who am I? Director of the IBM Search Strategic Practice Area Lead author: Audience, Relevance and Search: Targeting Web Audiences with Relevant Content (2010) Lead author: Outside-in Marketing: Using Big Data to Drive Content Marketing (2014) www.biznology.com/author/jamesmathewson/ Writingfordigital.com @James_Mathewson LinkedIn/JamesMathewson 2
  3. 3. © 2013 IBM Corporation3
  4. 4. © 2013 IBM Corporation The anatomy of a inside-out campaign 4 Messaging Brief Event plan Collateral Plan Ad Plan Website PR Event Collateral Advertising
  5. 5. © 2013 IBM Corporation The anatomy of an outside-in effort 5 Keyword research Social research “Right to Win” Content Plan KPI Website Blogger Outreach Social outreach SME Blogs Success Metrics
  6. 6. © 2013 IBM Corporation6
  7. 7. © 2013 IBM Corporation At IBM, we tried integrating them 7
  8. 8. © 2013 IBM Corporation8 What How Why
  9. 9. © 2013 IBM Corporation Results 9
  10. 10. © 2013 IBM Corporation Summary of benefits  Quicker time to market  More cost effective  Fewer approvals  Easier governance  Better social integration  Easier globalization/localization  Better customer experiences 10
  11. 11. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: # 1

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