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

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

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by Lee Odden
Publisher: John Wiley & Sons
Release Date: April 2012
ISBN: 9781118167779
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Book Description

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.

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Foreword
  6. Preface
  7. Acknowledgments
  8. Phase 1: Planning
    1. Chapter 1: Setting the Stage for an Optimized State of Mind
      1. Content Marketing Trilogy: Discovery, Consumption, and Engagement
      2. The Intersection of Search Optimization and Social Media
      3. Whatever Can be Searched Can be Optimized
      4. Optimize for Customers
      5. Optimize for Experiences
      6. Are you Ready to be Optimized?
      7. Action Items
    2. Chapter 2: Journey: Where does Optimize and Socialize Fit in Your Company?
      1. Optimized B2C Search Marketing
      2. B2B Content Marketing Optimization
      3. Optimization and the Enterprise
      4. Public Relations
      5. Customer Service
      6. Recruiting and HR
      7. Action Items
    3. Chapter 3: Smart Marketing Requires Intelligence: Research, Audit, and Listen
      1. Business and Content Competitors in Search Results
      2. Research the Social Landscape
      3. Technical SEO Audit of Your Website
      4. Action Items
    4. Chapter 4: In It to Win It: Setting Objectives
      1. The Role of Search and Social Media with Content Marketing
      2. Identifying Online Marketing Objectives
      3. Online Public Relations Objectives
      4. HR and Recruiting Content Optimization Objectives
      5. Customer Service Objectives
      6. Action Items
    5. Chapter 5: Roadmap to Success: Content Marketing Strategy
      1. Inheriting an Online Marketing Mess
      2. Why Your Business Needs a Content Marketing Strategy
      3. A Holistic Approach to Content Marketing
      4. Search Engine Optimization Strategy
      5. How SEO Can Work with Content Strategy
      6. Five Essential SEO Audits
      7. Social Media Marketing Strategy
      8. Tying it All Together: An Optimized and Socialized Content Marketing Strategy
      9. Action Items
  9. Phase 2: Implementation
    1. Chapter 6: Know thy Customer: Personas
      1. The What and Why of Customer Personas
      2. Why Customer Segments and Personas are Important
      3. A Process for Developing Buyer Personas
      4. Collecting Data for Personas
      5. How Personas Guide Content Creation and Optimization
      6. Action Items
    2. Chapter 7: Words are Key to Customers: Keyword Research
      1. A Perfect Keyword Brainstorm
      2. Document Keyword Metrics
      3. Keyword Brainstorm, Evaluation, and Filtering
      4. Listen to the Voice of the Customer
      5. Filter Keywords with a Research Tool
      6. Building Your Keyword Glossary
      7. Research Social Topics
      8. Action Items
    3. Chapter 8: Attract, Engage, and Inspire: Building Your Content Plan
      1. What is Content Marketing?
      2. Knowing Your Customer is Essential for Effective Content Marketing
      3. Is Your Marketing Mechanical or Meaningful?
      4. Create A Content Plan
      5. Inventory Existing Content and Map the GAPS
      6. Basic Process for Creating an Editorial Calendar
      7. Social Content Promotion
      8. 20 Different Content Types
      9. Hub and Spoke Publishing
      10. Social Media SEO
      11. Cycle of Social Media and SEO
      12. Action Items
    4. Chapter 9: Content Isn’t King, It’s the Kingdom: Creation and Curation
      1. Creation Versus Curation
      2. Content Sourcing
      3. Content Curation Best Practices
      4. Action Items
    5. Chapter 10: If It Can Be Searched, It Can Be Optimized: Content Optimization
      1. Seo Past and Present
      2. Where There’s Smoke, There’s Fire: Content and Links
      3. For the SEO Win, Go Holistic
      4. Let’s Get Optimized: Content, Digital Assets, and Social Media Optimization
      5. Action Items
    6. Chapter 11: Community Rules: Social Network Development
      1. A Practical Approach to Social Network Development
      2. Where to Start With Social?
      3. Customers are Not Your Only Social Audience
      4. The Role of “Brandividuals” and Brands
      5. The Big Five Social Networks
      6. Facebook
      7. Youtube
      8. Twitter
      9. Linkedin
      10. Google+
      11. The Social Networking Party is Just Getting Started
      12. Action Items
    7. Chapter 12: Electrify Your Content: Promotion and Link Building
      1. Power up with Links
      2. Use Case Scenarios for Link-Building Strategy
      3. Link-Building Tactics
      4. Social Links
      5. Keyword to Link Mapping for Success
      6. Action Items
    8. Chapter 13: Progress, Refinement, and Success: Measurement
      1. Approach to Integrated Content Marketing Measurement
      2. The Role of Search Engine Optimization Key Performance Indicators (KPIs)
      3. The Value of SEO for Content Marketing
      4. Social Media Key Performance Indicators (KPIS)
      5. Key Social Media Metrics
      6. Business Outcomes
      7. Analytics Tools
      8. Action Items
  10. Phase 3: Scale
    1. Chapter 14: Optimize and Socialize: Processes and Training
      1. Small Business: No Time for Content
      2. Midsized Business: Social Commitment Issues
      3. Enterprise: Too Big Not to Be Social
      4. Assessing Search and Social Media Readiness and Training Opportunities
      5. Conclusion
      6. Action Items
    2. Chapter 15: Are you Optimized?
      1. A Different Way of Thinking about Optimization
      2. An “Optimize and Socialize” State of Mind
      3. Adapt or Die: Collective Social Wisdom for the Win
      4. So, Are you Optimized?
  11. About the Author
  12. Index