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


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

Attract, engage, and inspire your customers with an "Optimizeand Socialize" content marketing strategy

Optimize is designed to give readers a practical approachto integrating search and social media optimization with contentmarketing to boost relevance, visibility, and customer engagement.Companies, large and small, will benefit from the practicalplanning and creative content marketing tactics in this book thathave been proven to increase online performance across marketing,public relations, and customer service. Learn to incorporateessential content optimization and social media engagementprinciples thereby increasing their ability to acquire and engagerelevant customers online.

Optimize provides insights from Lee Odden, one of theleading authorities on Content and Online Marketing. This bookexplains how to:

  • Create a blueprint for integrated search, social media andcontent marketing strategy
  • Determine which creative tactics will provide the best resultsfor your company
  • Implement search and social optimization holistically in theorganization
  • Measure the business value of optimized and socialized contentmarketing
  • Develop guidelines, processes and training to scale onlinemarketing success

Optimize offers a tested approach for a customer-centricand adaptive online marketing strategy that incorporates the bestof content, social media marketing, and search engine optimizationtactics.

Product Details

ISBN-13: 9781118167779
Publisher: Wiley
Publication date: 04/17/2012
Pages: 256
Product dimensions: 6.20(w) x 9.10(h) x 1.00(d)

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.

Table of Contents

Foreword v

Preface vii

Acknowledgments xi


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


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


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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