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

Odden, Lee

Hardcover

ISBN 10: 1118167775 ISBN 13: 9781118167779

Publisher: Wiley, 2012

Synopsis

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.

About this title

From the Back Cover

Praise for OPTIMIZE

"Blending the gears and guts of search with the passion and artistry of content is a brilliant move. If I were lazy, I could cheat and use Lee Odden's book as my road map for this coming year's business."
—CHRIS BROGAN, President, Human Business Works, and New York Times bestselling coauthor of Trust Agents

"Content, search, and social are like the Three Musketeers of Marketing. Optimize shows you how—in very specific, measurable ways—you can put them to work for your business."
—ANN HANDLEY, Chief Content Officer, MarketingProfs, and coauthor of Content Rules

"Optimize is a manifesto for how to think about your business and your life in today's always on, always sharing world we live in, as well as a guide for putting practical social media and content marketing advice into action."
—JOHN JANTSCH, author of Duct Tape Marketing and The Referral Engine

"Lee Odden has unparalleled insights that teach professionals not just the 'why' of a holistic digital approach, but actually 'how' to maximize the ROI and engagement value of their SEO, content, and social media campaigns. His deep expertise and the practical, easy-to-understand steps included in Optimize make it a must-read!"
—MELANIE MITCHELL, SVP, Search Marketing Strategy, Digitas

"Content marketing has been a hot subject recently, but what good is your content if no one can find it? Odden takes a methodical and thorough approach to this important aspect of content marketing. Whether you're from an agency or a brand, you hold in your hands the playbook you'll need to run an effective program."
—SCOTT MONTY, Global Digital & Multimedia Communications Manager, Ford Motor Company

"Lee Odden understands better than just about anyone that content, social media, and SEO are all part of one continuum when it comes to effective online marketing. Now with Optimize, he spells it all out for you, clear as a bell. Read this book before your competition does."
—BRIAN CLARK, founder and CEO, Copyblogger Media

From the Inside Flap

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.

Edition details

• Publisher: Wiley
• Publication date: 2012
• ISBN 10: 1118167775
• ISBN 13: 9781118167779
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 256