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Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing Hardcover – 27 Apr 2012


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Product description

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.

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

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Product details

  • Hardcover: 256 pages
  • Publisher: John Wiley & Sons (27 April 2012)
  • Language: English
  • ISBN-10: 1118167775
  • ISBN-13: 978-1118167779
  • Product Dimensions: 16.4 x 2.3 x 23.7 cm
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #2,70,552 in Books (See Top 100 in Books)
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Amazon.com: 4.2 out of 5 stars 44 reviews
One person found this helpful.
5.0 out of 5 starsGreat way to implement SEO driven strategies that place the customer first
on 29 November 2014 - Published on Amazon.com
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5.0 out of 5 starsGreat addition to a digital marketer's library
on 17 March 2017 - Published on Amazon.com
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5.0 out of 5 starsThe Topics in this book were right on!
on 4 May 2015 - Published on Amazon.com
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4 people found this helpful.
4.0 out of 5 starsGood how-to-book regardless of your level of online marketing experience
on 29 July 2012 - Published on Amazon.com
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5.0 out of 5 starsFor Class
on 12 February 2017 - Published on Amazon.com
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