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

by Odden, Lee

• ISBN13: 9781118167779
• ISBN10: 1118167775
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-04-17
• Publisher: Wiley

Summary

Attract, engage, and inspire your customers with an "Optimize and Socialize" content marketing strategy Optimize is designed to give readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online. Optimize provides insights from Lee Odden, one of the leading authorities on Content and Online Marketing. This book explains how to: Create a blueprint for integrated search, social media and content marketing strategy Determine which creative tactics will provide the best results for your company Implement search and social optimization holistically in the organization Measure the business value of optimized and socialized content marketing Develop guidelines, processes and training to scale online marketing success Optimize offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics.

Author Biography

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	p. v
Preface	p. vii
Acknowledgments	p. xi
Planning
Setting the Stage for an Optimized State of Mind	p. 3
Journey: Where Does Optimize and Socialize Fit in Your Company?	p. 15
Smart Marketing Requires Intelligence: Research, Audit, and Listen	p. 25
In It to Win It: Setting Objectives	p. 39
Roadmap to Success: Content Marketing Strategy	p. 51
Implementation
Know Thy Customer: Personas	p. 65
Words Are Key to Customers: Keyword Research	p. 75
Attract, Engage, and Inspire: Building Your Content Plan	p. 99
Content Isn't King, It's the Kingdom: Creation and Curation	p. 115
If It Can Be Searched, It Can Be Optimized: Content Optimization	p. 127
Community Rules: Social Network Development-Don't Be Late to the Social Networking Party	p. 157
Electrify Your Content: Promotion and Link Building	p. 175
Progress, Refinement, and Success: Measurement	p. 195
Scale
Optimize and Socialize: Processes and Training	p. 211
Are You Optimized?	p. 225
About the Author	p. 231
Notes	p. 233
Index	p. 239
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