Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

Overview

Imagine the last time you purchased something online. Did you lookfor it via a search engine? Or maybe a friend recommended a reviewon a social network? Every 60 seconds there are over 690,000searches on Google and nearly as many updates on Facebook. WithGoogle search becoming social through Google+, the worlds of searchand social media are now inseparable. For businesses to succeedonline, it's essential to optimize search and social media contentto attract, engage, and inspire ...

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Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

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Overview

Imagine the last time you purchased something online. Did you lookfor it via a search engine? Or maybe a friend recommended a reviewon a social network? Every 60 seconds there are over 690,000searches on Google and nearly as many updates on Facebook. WithGoogle search becoming social through Google+, the worlds of searchand social media are now inseparable. For businesses to succeedonline, it's essential to optimize search and social media contentto attract, engage, and inspire customers to buy.

Optimize gives you a practical approach to integratingsearch and social media optimization with content marketing toboost your relevance and visibility for potential customers.Companies large and small should grasp how customers find and seekout resources, the content topics and formats that motivate them,and the social media platforms and tools they use to engage withone another and recommend things.

Optimize offers a proven customer-centric and adaptiveonline marketing strategy that incorporates the best of content,social media marketing, and search engine optimization tactics.This book will help you to:

  • Understand the changing nature of consumer preferences andbehaviors with search, social media, and content
  • Explore optimized content marketing tactics from personas totopics to content planning and measurement
  • Determine which creative tactics will provide the best resultsfor your company
  • Implement search and social optimization holistically in yourorganization
  • Measure the business value of optimized and socialized contentmarketing
  • Develop guidelines, processes, and training to scale onlinemarketing success

Make sure your SEO, social media, and content marketing effortsare seamlessly integrated. Achieve an optimized state ofmind—and help your brand become the most relevant solutionfor your product category, no matter what path your customertakes.

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Product Details

  • ISBN-13: 9781118167779
  • Publisher: Wiley
  • Publication date: 4/17/2012
  • Edition number: 1
  • Pages: 256
  • Sales rank: 521,011
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

Lee Odden is a recognized authority on search, social media, and content marketing. For over fourteen years, he has consulted with companies ranging from start-ups to Fortune 500 companies on how to attract and engage customers with a holistic approach to marketing online. He writes for ClickZ and is editor of TopRankBlog.com, recognized as a leading marketing blog by Advertising Age, Junta42, and Social Media Examiner. Lee has been cited for his expertise by The Economist, Fortune magazine, and Forrester Research. He speaks on integrated SEO, social media, and content marketing topics at conferences around the world including SES, PRSA, BlogWorld, Online Marketing Summit, and Content Marketing World.
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Table of Contents

Foreword v

Preface vii

Acknowledgments xi

PHASE 1: PLANNING

Chapter 1 Setting the Stage for an Optimized State of Mind 3

Chapter 2 Journey: Where Does Optimize and Socialize Fit in YourCompany? 15

Chapter 3 Smart Marketing Requires Intelligence: Research,Audit, and Listen 25

Chapter 4 In It to Win It: Setting Objectives 39

Chapter 5 Roadmap to Success: Content Marketing Strategy 51

PHASE 2: IMPLEMENTATION

Chapter 6 Know Thy Customer: Personas 65

Chapter 7 Words Are Key to Customers: Keyword Research 75

Chapter 8 Attract, Engage, and Inspire: Building Your ContentPlan 99

Chapter 9 Content Isn’t King, It’s the Kingdom:Creation and Curation 115

Chapter 10 If It Can Be Searched, It Can Be Optimized: ContentOptimization 127

Chapter 11 Community Rules: Social NetworkDevelopment—Don't Be Late to the Social Networking Party157

Chapter 12 Electrify Your Content: Promotion and Link Building175

Chapter 13 Progress, Refi nement, and Success: Measurement195

PHASE 3: SCALE

Chapter 14 Optimize and Socialize: Processes and Training211

Chapter 15 Are You Optimized? 225

About the Author 231

Notes 233

Index 239

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Sort by: Showing 1 Customer Reviews
  • Posted May 4, 2012

    For those who view optimization as a marketing tactic, this book

    For those who view optimization as a marketing tactic, this book is for you. Odden challenges the traditional view of 'optimization' and paints the picture of how businesses can more effectively target, reach and influence key audiences through a wholistic, customer centric approach to creating and sharing content. You will walk away from this book with a stronger sense of customer empathy and fresh outlook on your marketing plan.

    3 out of 3 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
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