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
- Cover
- Contents
- Title
- Copyright
- Foreword
- Preface
- Acknowledgments
-
Phase 1: Planning
- Chapter 1: Setting the Stage for an Optimized State of Mind
- Chapter 2: Journey: Where does Optimize and Socialize Fit in Your Company?
- Chapter 3: Smart Marketing Requires Intelligence: Research, Audit, and Listen
- Chapter 4: In It to Win It: Setting Objectives
-
Chapter 5: Roadmap to Success: Content Marketing Strategy
- Inheriting an Online Marketing Mess
- Why Your Business Needs a Content Marketing Strategy
- A Holistic Approach to Content Marketing
- Search Engine Optimization Strategy
- How SEO Can Work with Content Strategy
- Five Essential SEO Audits
- Social Media Marketing Strategy
- Tying it All Together: An Optimized and Socialized Content Marketing Strategy
- Action Items
-
Phase 2: Implementation
- Chapter 6: Know thy Customer: Personas
- Chapter 7: Words are Key to Customers: Keyword Research
-
Chapter 8: Attract, Engage, and Inspire: Building Your Content Plan
- What is Content Marketing?
- Knowing Your Customer is Essential for Effective Content Marketing
- Is Your Marketing Mechanical or Meaningful?
- Create A Content Plan
- Inventory Existing Content and Map the GAPS
- Basic Process for Creating an Editorial Calendar
- Social Content Promotion
- 20 Different Content Types
- Hub and Spoke Publishing
- Social Media SEO
- Cycle of Social Media and SEO
- Action Items
- Chapter 9: Content Isn’t King, It’s the Kingdom: Creation and Curation
- Chapter 10: If It Can Be Searched, It Can Be Optimized: Content Optimization
- Chapter 11: Community Rules: Social Network Development
- Chapter 12: Electrify Your Content: Promotion and Link Building
- Chapter 13: Progress, Refinement, and Success: Measurement
- Phase 3: Scale
- About the Author
- Index
Product information
- Title: Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing
- Author(s):
- Release date: April 2012
- Publisher(s): Wiley
- ISBN: 9781118167779
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