Search and Social: The Definitive Guide to Real-Time Content Marketing - Softcover

Garner, Rob

Softcover

ISBN 10: 111826438X ISBN 13: 9781118264386

Publisher: Sybex, 2012

Synopsis

Leverage and implement search and social media together in real-time to win the hearts and wallets of customers. Search and Social is a detailed, hands-on guide to building a successful real-time content marketing platform. Real-time content marketing is the emerging practice of using both search marketing and social publishing tactics in real-time to help your audience find you, and you find them, in order to attract and engage customers and ultimately increase revenue. It requires both traditional SEO publishing and social engagement principles, and most importantly, it requires the marketer to be active and present in a synaptic digital world that keeps going 24/7. This book shows you how to develop, implement, monitor, and optimize strategies and tactics for developing a strategic plan that encompasses content, platform, and community management, emphasizing the interdependent elements of search and social together.

This book is a must-read for SEOs, social media marketers, content marketers, Internet marketing practitioners, marketing executives, and CMOs. SEO and social media can no longer operate in silos, as each discipline is now reliant on its counterpart to achieve its greatest potential. The bottom line is that social marketers must understand search marketing and SEO to extend the value of their efforts, and search marketers must understand the elements of social to succeed in becoming more visible. "Search and Social" cuts to the chase and shows you the exact areas where search and social overlap, and how this synergy creates the imperative for marketers to shift to a real-time and participatory approach with their publishing efforts. Real-time marketing and publishing leverages social and search strategies and technologies, but also emphasizes the element of being present in your marketing efforts, in a digital world where your customers never sleep.

The book includes details on the combined "search and social" elements of blogs, video, images, forums, keyword research, market research, press releases, social copy writing, content strategy, social media platforms, schema.org, among many others. Some of the new topics that will be discussed and introduced include the share graph, 2nd-tier search visibility, recency as the new relevancy, social relevancy, the living natural language of search and social users, establishing authority and trust with people and search engines, connectedness, acting authentically in the spirit of the target audience, and participatory publishing techniques. The book also provides the follow ways to think and execute on search and social strategies in real-time:

• Outlines how combined search and social technologies have changed the digital publishing landscape forever
• Outlines a process for preparation to act "in-the-moment" with your digital content marketing efforts
• Shows how to optimize social profiles and spaces for extended search engine visibility, and extended visibility in networks
• Provides a new framework for understanding how search engines are becoming more social, and how social networks are becoming more algorithmic
• Illustrates how to use the social graph to build your link graph for search engines, using likes, +1s, Retweets, and more
• Provides insight into using social keyword research techniques to better communicate with and find your audience in networks 
• Illustrates how networks use traditional search concepts to extend and trigger content, and how to take advantage of these systems in a relevant way
• Includes the nitty-gritty technical details, like how to set up RSS feeds for content, integrating Twitter, and more
• Illustrates how a robust real-time and participatory social content strategy can extend visibility in search engines 
• Interviews with some of the leading experts in search, social, and real-time content marketing
• Written by a leader in the search and social marketing industry

About this title

About the Author

Rob Garner is Chief Strategy Officer at Advice Interactive, and is a widely recognized expert on the topic of interdependent search and social strategies, and real-time content marketing. A MediaPost columnist since July 2006, Rob has been quoted in many major business and industry publications, including Reuters, Mashable, Dow Jones, Forrester Research, eMarketer, Adweek, and Ad Age. He is an active educator and speaker, and has spoken at SMX, SES, SXSW, Content Marketing World, and ad:tech, among many others.

From the Back Cover

SUCCEED WITH AN INTEGRATED SEARCH AND SOCIAL STRATEGY

Develop and implement a marketing strategy that operates 24/7 across multiple platforms and networks—just like your customers and audience. This detailed guide features simple, actionable steps so you can create, implement, and optimize agile solutions that blend the best strategies of search marketing, social media engagement, and content publishing. You'll craft and implement a unified, round-the-clock, real-time marketing strategy and leverage state-of-the-art tools, techniques, and concepts so you can engage customers, gain revenue, and keep your brand successful.

• Understand how search and social are becoming one, and why real-time content marketing is a strategic imperative
• Develop, implement, monitor, and measure real-time content in search and social spaces
• Optimize your social spaces for search engine visibility
• Socialize your search marketing and SEO approach
• Create your own marketing dashboard and use RSS feeds to monitor networks and metrics in real time
• Understand the technical implementation for everything from Schema.org to share buttons

Praise for Search & Social

"Finally a social media book gets it right. When planning for success in search and social, the content marketing strategy comes first. Please, take this book and give it to your lead digital strategist and CMO."

–Joe Pulizzi, Founder, Content Marketing Institute

"This book is gold! It's practical, applicable information that can make a difference—like a chronicle, almanac, playbook, and Bible."

–Jay Chapman, President, Digimedia

"This is like a step-by-step manual on how we built a software company with 100,000+ customers out of a blog, with no outside investment and zero advertising. This is the real deal for any company looking to succeed with social media and search engines."

–Brian Clark, Founder and CEO, Copyblogger Media

From the Inside Flap

"Finally a social media book gets it right. When planning for success in search and social, the content marketing strategy comes first. Please, take this book and give it to your lead digital strategist and CMO."
-Joe Pulizzi, Founder, Content Marketing Institute

"This book is gold! It's practical, applicable information that can make a difference--like a chronicle, almanac, playbook, and Bible."
-Jay Chapman, President, Digimedia

"This is like a step-by-step manual on how we built a software company with 100,000+ customers out of a blog, with no outside investment and zero advertising. This is the real deal for any company looking to succeed with social media and search engines."
-Brian Clark, Founder and CEO, Copyblogger Media

Edition details

• Publisher: Sybex
• Publication date: 2012
• Language: English
• ISBN 10: 111826438X
• ISBN 13: 9781118264386
• Binding: Paperback
• Edition number: 1
• Number of pages: 408