Optimize gives you a practical approach to integratingsearch and social media optimization with content marketing toboost your relevance and visibility for potential customers.Companies large and small should grasp how customers find and seekout resources, the content topics and formats that motivate them,and the social media platforms and tools they use to engage withone another and recommend things.
Optimize offers a proven customer-centric and adaptiveonline 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 andbehaviors with search, social media, and content
Explore optimized content marketing tactics from personas totopics to content planning and measurement
Determine which creative tactics will provide the best resultsfor your company
Implement search and social optimization holistically in yourorganization
Measure the business value of optimized and socialized contentmarketing
Develop guidelines, processes, and training to scale onlinemarketing success
Make sure your SEO, social media, and content marketing effortsare seamlessly integrated. Achieve an optimized state ofmind—and help your brand become the most relevant solutionfor your product category, no matter what path your customertakes.
"Blending the gears and guts of search with the passion andartistry of content is a brilliant move. If I were lazy, I couldcheat and use Lee Odden's book as my road map for this comingyear's business."
—CHRIS BROGAN, President, Human Business Works, andNew York Times bestselling coauthor of TrustAgents
"Content, search, and social are like the Three Musketeers ofMarketing. Optimize shows you how—in very specific,measurable ways—you can put them to work for yourbusiness."
—ANN HANDLEY, Chief Content Officer, MarketingProfs,and coauthor of Content Rules
"Optimize is a manifesto for how to think about yourbusiness and your life in today's always on, always sharing worldwe live in, as well as a guide for putting practical social mediaand content marketing advice into action."
—JOHN JANTSCH, author of Duct Tape Marketingand The Referral Engine
"Lee Odden has unparalleled insights that teach professionalsnot 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 thepractical, easy-to-understand steps included in Optimize make it amust-read!"
—MELANIE MITCHELL, SVP, Search Marketing Strategy,Digitas
"Content marketing has been a hot subject recently, but whatgood is your content if no one can find it? Odden takes amethodical and thorough approach to this important aspect ofcontent marketing. Whether you're from an agency or a brand, youhold in your hands the playbook you'll need to run an effectiveprogram."
—SCOTT MONTY, Global Digital & MultimediaCommunications Manager, Ford Motor Company
"Lee Odden understands better than just about anyone thatcontent, social media, and SEO are all part of one continuum whenit comes to effective online marketing. Now with Optimize,he spells it all out for you, clear as a bell. Read this bookbefore your competition does."
—BRIAN CLARK, founder and CEO, Copyblogger Media