James Mathewson is the Global Search Strategy Lead for IBM, a role that involves helping content teams implement search best practices at every phase in the content development cycle. Because of the size and scale of IBM, this mostly involves building tools to automate keyword discovery and content strategy.
James is co-author of the book Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content, from IBM Press.
James writes regularly on the book’s companion blog, writingfordigital.com, detailing how his experiences and research lead to new insights in search-first content strategy. His insights can also be found on InformIT and Twitter @James_Mathewson.
Sessions With This Speaker
Outside-In Content Strategy: Attracting New Users by Learning Their Content Needs.
It’s easy enough to learn about your site visitors by studying their behavior, doing site surveys and usability studies. But what about all those people who may be interested in your content but just haven’t found your site yet? How do you learn their information needs so that you can attract them to your site and engage them in conversation?
Sophisticated keyword research and social media listening can help you understand the whole audience for your site—not just those who came because you built it. This data can help you:
- Discover existing content that is not serving their needs and retire it
- Learn how to improve existing content to better serve user needs
- Build the right new content to better serve user needs
The approach of building all and only the content your target audience needs is called outside-in content strategy. In this talk, James will define outside-in content strategy and describe how this is done at in the largest corporate content environment on the Web—IBM.