Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your email address or mobile phone number.
Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing Hardcover – April 17, 2012
|New from||Used from|
"The Industries of the Future"
Innovation expert Alec Ross explains what’s next for the world. Learn more.
Frequently Bought Together
Customers Who Bought This Item Also Bought
From the Inside Flap
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
"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
Read excerpts (PDF) from five top social media and marketing books to kick start your marketing and PR strategy: The New Rules of Marketing & PR, Content Rules, Inbound Marketing, UnMarketing, and The End of Business as Usual.
More About the Author
Lee has over 15 years experience consulting with some of the best known Fortune 1,000 B2B and B2C companies and fast growing technology start ups ranging from Dell to LinkedIn. Cited by the Wall Street Journal, The New York Times, The Economist and Forbes, Lee is an active international speaker and publishes one of the most popular marketing blogs on the web at http://marketingblog.com
Top Customer Reviews
Odden takes the reader on a complex journey through the optimization process. From the decision regarding where optimization fits within your company to the necessary market research and buyer personas, to the culmination of your hard work with talk about the necessary measurement tools and tactics, Odden covers it all. And he covers it in incredible depth, but without any techno-speak.
Although the tools, methods, and advice throughout this book may be better suited to larger businesses, the examples provided almost always relate to the typical small business. This makes the work seem manageable, even by an SEO newbie. If you utilize Optimize as a workbook and not a "read cover to cover" book," you will realize the benefits that SEO has to offer. And to help you accomplish this, Odden offers "Action Items" at the end of each chapter, to help you continue to move your SEO strategy forward.
Although text-book in nature, time spent reading and acting on Lee Odden's advice throughout this book will be well spent.
The first few chapters set the stage for why: so if you don't get why this is important or need to convince your boss, those are a must read.
From that point on, Lee does what most marketing books don't...offer practical and realistic advice (using real case studies from large and small brands, as well as his own) on how to develop an online marketing strategy (leveraging search, social and content marketing) and then how to effectively execute it using in-house and/or outsourced resources (including training and integration across organizational silos).
Chapter 14 might be my favorite, where Lee busts some myths and offers real ideas on how both small and large brands can deal with the change that occurs from a holistic approach to content marketing.
As a side note...Lee could have written this book years ago, but he waited. It was worth the wait.
Readers new to the world of social media and search engine marketing would find it a useful source that is understandable and easy to follow. The book was jam-packed full of step by step guides on how to create an integrated online marketing plan and each chapter includes an action item list that makes it all more digestible.
So should you read this? Although some readers will only find the content good for those people who are just approaching the techniques described (content curation and creation, seo, keyword research, audience segmentation) I would strongly recommend it to those more experienced professionals who regardless of their knowledge are lacking a clear path of action, this book would definitely be a good course on what to do. After all, one thing is to say you know something and other totally different is to actually do it in an efficient and effective way.
Whether you're B2C or B2B, prefer Facebook over Pinterest, manage PR, CR or HR, "Optimize" offers strategies and dives deep into tactics to help you create competitive advantage for online content.
"Optimization is more about brands and customers than it is about keywords and rankings on search engines," states Odden, who is CEO of TopRank Online Marketing consultancy and a frequent speaker at search marketing, social media and PR industry conferences.
He puts the focus on engagement and effective relationship-building -- and rightly so, I think -- because the technology (whether search algorithms, online platforms, computers, tablets, or smartphones) is constantly evolving.
"Tools are important, but it's also important to focus on whatever it takes to stay connected with your customers and community using the search and social channels that are most relevant," he writes.
The real meat -- the step-by-step walk-through -- begins with Chapter 7. If you're looking for a high-level overview of SEO, this may not be the book for you. The opening chapters assume a certain level of understanding and immediacy around implementing tactics into existing marketing and content-development programs. They're somewhat disjointed, as well, bringing up case studies, which would have been helpful to the reader, only to drop them and continually noting that more detailed discussion continues in later chapters.
Odden is true to his word on this last promise.Read more ›
Most Recent Customer Reviews
Unfortunately, I think this book is outdated. I think other advice is more relevant today.Published 12 hours ago by Amazon Customer
I come from an SEO agency background, and this book offered actionable strategies that I could immediately apply to our process of optimization and measurement. Read morePublished 2 months ago by Amazon Customer
I already bought this as an audible book -- do NOT do that. This is a book you will reference, dog ear and highlight. Read morePublished 6 months ago by donna ippolito
This book is for beginners. Not that I'm an expert (hence the reason I bought and read the book), but I didn't learn much. Read morePublished 6 months ago by Micah Bongberg
As a veteran of the PR industry Optimize was just what I needed to help get my whole team thinking differently about how we curate and share information. Read morePublished 7 months ago by Jennifer Janson
This was a book required for e-commerce class I took at ASU. Anyone who wants to know about e-commerce should read this book it is a very practical book. Read morePublished 9 months ago by Nancy Scott
This is a book of opinions, rather than facts. All these "experts" write books on the subject of SEO and include tons of redundancy or info that was relevant 10years ago to stuff... Read morePublished 14 months ago by Ken
Optimize by Lee Odden has been the primary text for NSU’s MKT5855 Social Media Marketing course for 2 years. Read morePublished 14 months ago by Jim Barry