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

Lee Odden (Author)

9781118167779, Wiley

Hardback, published 27 April 2012

256 pages
23.8 x 16.4 x 2.3 cm, 0.441 kg

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.

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 Your Company? 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 Content Plan 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: Content Optimization 127

Chapter 11 Community Rules: Social Network Development—Don't Be Late to the Social Networking Party 157

Chapter 12 Electrify Your Content: Promotion and Link Building 175

Chapter 13 Progress, Refi nement, and Success: Measurement 195

PHASE 3: SCALE

Chapter 14 Optimize and Socialize: Processes and Training 211

Chapter 15 Are You Optimized? 225

About the Author 231

Notes 233

Index 239

Subject Areas: Business & management [KJ]
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