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

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CHAPTER 14

Optimize and Socialize: Processes and Training

With a solid content marketing strategy and tactical mix in place, it’s time to think about how to integrate an “optimize and socialize” approach into your overall online marketing program. Many companies start content-focused SEO and social media marketing efforts within specific departments like marketing or public relations. For larger organizations, a particular business unit or division might serve as a test case. Regardless of where you start, once those initial efforts are under way, the next step is to gain broader adoption and momentum by understanding how to incorporate social media marketing and SEO best practices with your company’s overall online content-creation efforts.

When supporting your company’s resources for implementing a scalable “optimize and socialize” content marketing approach, consider the following: (1) where SEO and social media optimization fit within the content planning and publishing process and (2) the social media and SEO skills of content creators.

We’ve identified a number of processes and best practices in both phase 1 (planning) and phase 2 (implementation) of optimization. In this chapter, I will expand on several of those processes as they might apply to a few different situations. I also explore implications for training:

1. Small business with limited marketing resources

2. Midsized business with a small marketing/PR department

3. Enterprise with a corporate headquarters entity ...

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