Optimize

Attract, engage, and inspire your customers with an "e;Optimize and Socialize"e; 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.

Attract, engage, and inspire your customers with an "Optimizeand Socialize" content marketing strategyOptimize is designed to give readers a practical approachto integrating search and social media optimization with contentmarketing to boost relevance, visibility, and customer engagement.Companies, large and small, will benefit from the practicalplanning and creative content marketing tactics in this book thathave been proven to increase online performance across marketingpublic relations, and customer service. Learn to incorporateessential content optimization and social media engagementprinciples thereby increasing their ability to acquire and engagerelevant customers online.Optimize provides insights from Lee Odden, one of theleading authorities on Content and Online Marketing. This bookexplains how to:* Create a blueprint for integrated search, social media andcontent marketing strategy* Determine which creative tactics will provide the best resultsfor your company* Implement search and social optimization holistically in theorganization* Measure the business value of optimized and socialized contentmarketing* Develop guidelines, processes and training to scale onlinemarketing successOptimize offers a tested approach for a customer-centricand adaptive online marketing strategy that incorporates the bestof content, social media marketing, and search engine optimizationtactics.

Foreword vPreface viiAcknowledgments xiPHASE 1: PLANNINGChapter 1 Setting the Stage for an Optimized State of Mind 3Chapter 2 Journey: Where Does Optimize and Socialize Fit in YourCompany? 15Chapter 3 Smart Marketing Requires Intelligence: ResearchAudit, and Listen 25Chapter 4 In It to Win It: Setting Objectives 39Chapter 5 Roadmap to Success: Content Marketing Strategy 51PHASE 2: IMPLEMENTATIONChapter 6 Know Thy Customer: Personas 65Chapter 7 Words Are Key to Customers: Keyword Research 75Chapter 8 Attract, Engage, and Inspire: Building Your ContentPlan 99Chapter 9 Content Isn't King, It's the Kingdom:Creation and Curation 115Chapter 10 If It Can Be Searched, It Can Be Optimized: ContentOptimization 127Chapter 11 Community Rules: Social NetworkDevelopment--Don't Be Late to the Social Networking Party157Chapter 12 Electrify Your Content: Promotion and Link Building175Chapter 13 Progress, Refi nement, and Success: Measurement195PHASE 3: SCALEChapter 14 Optimize and Socialize: Processes and Training211Chapter 15 Are You Optimized? 225About the Author 231Notes 233Index 239