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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Product Details

ISBN-13: 9781118167779
Publisher: Wiley
Publication date: 04/17/2012
Pages: 256
Sales rank: 721,393
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.

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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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