Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing
Imagine the last time you purchased something online. Did you look for it via a search engine? Or maybe a friend recommended a review on a social network? Every 60 seconds there are over 690,000 searches on Google and nearly as many updates on Facebook. With Google search becoming social through Google+, the worlds of search and social media are now inseparable. For businesses to succeed online, it's essential to optimize search and social media content to attract, engage, and inspire customers to buy.

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

Optimize offers a proven customer-centric and adaptive online 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 and behaviors with search, social media, and content
  • Explore optimized content marketing tactics from personas to topics to content planning and measurement
  • Determine which creative tactics will provide the best results for your company
  • Implement search and social optimization holistically in your organization
  • Measure the business value of optimized and socialized content marketing
  • Develop guidelines, processes, and training to scale online marketing success

Make sure your SEO, social media, and content marketing efforts are seamlessly integrated. Achieve an optimized state of mind—and help your brand become the most relevant solution for your product category, no matter what path your customer takes.

1110786865
Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing
Imagine the last time you purchased something online. Did you look for it via a search engine? Or maybe a friend recommended a review on a social network? Every 60 seconds there are over 690,000 searches on Google and nearly as many updates on Facebook. With Google search becoming social through Google+, the worlds of search and social media are now inseparable. For businesses to succeed online, it's essential to optimize search and social media content to attract, engage, and inspire customers to buy.

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

Optimize offers a proven customer-centric and adaptive online 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 and behaviors with search, social media, and content
  • Explore optimized content marketing tactics from personas to topics to content planning and measurement
  • Determine which creative tactics will provide the best results for your company
  • Implement search and social optimization holistically in your organization
  • Measure the business value of optimized and socialized content marketing
  • Develop guidelines, processes, and training to scale online marketing success

Make sure your SEO, social media, and content marketing efforts are seamlessly integrated. Achieve an optimized state of mind—and help your brand become the most relevant solution for your product category, no matter what path your customer takes.

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

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

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

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

by Lee Odden

Overview

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

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

Optimize offers a proven customer-centric and adaptive online 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 and behaviors with search, social media, and content
  • Explore optimized content marketing tactics from personas to topics to content planning and measurement
  • Determine which creative tactics will provide the best results for your company
  • Implement search and social optimization holistically in your organization
  • Measure the business value of optimized and socialized content marketing
  • Develop guidelines, processes, and training to scale online marketing success

Make sure your SEO, social media, and content marketing efforts are seamlessly integrated. Achieve an optimized state of mind—and help your brand become the most relevant solution for your product category, no matter what path your customer takes.

Product Details

ISBN-13: 9781118239575
Publisher: Wiley
Publication date: 03/28/2012
Sold by: JOHN WILEY & SONS
Format: eBook
Pages: 256
File size: 5 MB

About 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 Your Company? 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 Content Plan 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: Content Optimization 127

Chapter 11 Community Rules: Social Network Development—Don't Be Late to the Social Networking Party 157

Chapter 12 Electrify Your Content: Promotion and Link Building 175

Chapter 13 Progress, Refi nement, and Success: Measurement 195

PHASE 3: SCALE

Chapter 14 Optimize and Socialize: Processes and Training 211

Chapter 15 Are You Optimized? 225

About the Author 231

Notes 233

Index 239

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