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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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Lee Odden

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

by Lee Odden (Author) Format: Kindle Edition

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3.8 on Goodreads

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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.

Print length

346 pages
Sticky notes

On Kindle Scribe
Language

English
Publisher

Wiley
Publication date

March 28, 2012
File size

6157 KB
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Editorial Reviews

From the Inside Flap

Imagine the last time you purchased something online. Did you look for it via a search engine? Or maybe a friend recommended a review on a social network? Every 60 seconds there are over 690,000 searches on Google and nearly as many updates on Facebook. With Google search becoming social through Google+, the worlds of search and social media are now inseparable. For businesses to succeed online, it's essential to optimize search and social media content to attract, engage, and inspire customers to buy.

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

Praise for OPTIMIZE

"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

Product details

ASIN ‏ : ‎ B007AKBIRC
Publisher ‏ : ‎ Wiley; 1st edition (March 28, 2012)
Publication date ‏ : ‎ March 28, 2012
Language ‏ : ‎ English
File size ‏ : ‎ 6157 KB
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 346 pages

Best Sellers Rank: #1,379,079 in Kindle Store (See Top 100 in Kindle Store)
- #387 in Search Engine Optimization
- #531 in Direct Marketing (Kindle Store)
- #948 in Internet Marketing

Customer Reviews:
61 ratings

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Lee Odden

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Lee Odden is the author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing. He is also the CEO of TopRank Online Marketing, a digital marketing and online PR agency that specializes in a 360 degree approach to growing new business and enriching both brand and community engagement online.

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

Customer reviews

5 star		49%
4 star		20%
3 star		10%
2 star		11%
1 star		10%

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Fabio Rodriguez

Good how-to-book regardless of your level of online marketing experience

Reviewed in the United States 🇺🇸 on July 29, 2012

Verified Purchase

I have been following Lee's writing for a good time now, his perspectives and knowledgeable online marketing insights have always amazed me. When I first heard about his book I thought it would basically be a compilation of the best of his Top Rank Blog writing, and I am delightfully surprised to say that there is a plethora of new and useful content.

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.

4 people found this helpful

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Michael J. Bodnar

Could Easily Be 5 Stars...

Reviewed in the United States 🇺🇸 on May 1, 2013

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Let me start off by saying that this book is a gem overall, and for anyone who needs to understand SEO, social media marketing, and content marketing, this book is well worth owning. The most impressive aspect of this book is Odden's ability to explain these rather technical subjects in terms that the layman can effectively process and digest.

The downside of this book is the editing. I'm not sure if this was a self-published work, but it definitely does not appear to be professionally edited. In short, grammatical errors abound, and the resolution for tables and illustrations is rather poor to say the least. If Odden addresses these issues in future reissues, this book could become a classic for aspiring digital marketing nerds like me. Trivial? Perhaps. But a definite caveat all the same.

All in all, I highly recommend it.

2 people found this helpful

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Jim Barry

Great way to implement SEO driven strategies that place the customer first

Reviewed in the United States 🇺🇸 on November 29, 2014

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Optimize by Lee Odden has been the primary text for NSU’s MKT5855 Social Media Marketing course for 2 years. The 5-star book blends SEO-integrated content marketing tactics with a technical framework for implementing enterprise-wide strategies that place the customer first.

The book, in my opinion, qualifies academically as a primary reading for MBA level courses. The recommendation is based on the following:

1) This is one of few social content marketing books that is built around an SEO discipline. Especially at a time when content marketers are racing to tell their brand stories or capitalize on big data for real-time context, marketers have slowly begun to abandon the art of and discipline behind SEO. Throughout his book, Lee treats social media, content marketing and search as an integrated exercise to be practiced in the research, content creation and content distribution phases of buyer courtship.

2) As a top 25 social media influencer and blog traffic in the top 0.003% of registered websites, Lee can walk the talk of his recommendations.

3) The book is craftily organized along the lines of a marketing plan while introducing social/search tools as the planning topics are discussed. This keeps the readers attention on a “build-as-you-go” content creation strategy without drifting off into dry topics of tools and tactics. The marketing plan structure includes early discussion of objectives, audience and audits. Following this situation analysis, the topics progress through a typical content marketing framework (e.g., content creation, promotion and socializing). It culminates in measurement, process and training. This lines up perfectly with typical marketing curricula.

4) Now in its third year, the book is amazingly current. Lee’s exceptional technical understanding, especially in SEO, is still relevant to much of today’s Hummingbird and Panda updates.

5) But more than just technical recommendations, Optimize is written for the experienced marketer struggling with putting the pieces together of a complex content marketing exercise. This includes detailed explanations of how to apply research behind buyer personas, their pain points and their buying stages to their content needs and social/search behaviors.

6) Each chapter ends in a series of summaries and critical thinking exercises.

One person found this helpful

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Anna Brown

Jibberish Business-speak

Reviewed in the United States 🇺🇸 on November 22, 2020

Verified Purchase

I'm pretty sure there's good information in this book, but it's completely buried in convoluted sentences and business jargon. I'm a marketer and have written content for years and I can't make heads or tails of this book.

Too bad, because I wanted to learn something new!

Helpful

Seth Price

This book is a goldmine of information for SEO practitioners, consultants and general online marketers

Reviewed in the United States 🇺🇸 on May 31, 2012

Verified Purchase

I first started following Lee's writing on his blog [...] I have been fascinated by the intersection of SEO, content marketing and the social signals that are impacting it all. I discovered Optimize and ended up reading it end to end over two days. Holistic is what he calls it. What I like most about the book is that it is written in linear fashion, outlining and clarifying the issues that plague a more myopic view of SEO and content marketing. It drills home the importance of research. The various audits required to establish a baseline. Then delves into the tactics of customer discovery. How and why you should get to know your customers intent all along the buying cycle. Once you have a better understanding of your customer, you can start to dial in you key phrases that represent the mix of reasons your customers search. This is a perfect approach. One that I recommend to my clients. I wont spoil the book because there is so much common sense in it. SEO has evolved and now encompasses all the ways that content gets found, consumed and shared on the internet. The best marketers know that, and those that don't will continue to pay others for the customers they could earn. Buy the book, you wont be sorry. For full disclosure, I was so inspired by the book, I contacted Lee to do an interview to share with my audience. Here's a link to the post that I wrote after the interview. [...]

One person found this helpful

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Top reviews from other countries

B. Adams

Essential reading for today's digital marketing specialist

Reviewed in the United Kingdom 🇬🇧 on August 28, 2012

Verified Purchase

I've read a lot of books about various aspects of digital marketing, and while I take lessons from every one, it's hard to deny that there's a huge variety in quality.

Lee Odden's book 'Optimize' is just about as perfect a digital marketing book as you can find. It's more or less a manual of how to build a successful online brand.

Digital marketing has been in a continuous state of change since the dawn of the internet, and marketers have had to adapt their tactics all the time. On many levels 'Optimize' transcends that, and focuses on what it takes to build a lasting online brand that engages with its target audience in ways that will endure for years to come.

If you're a SEO, Social Media marketer, digital marketing generalist, or even a copywriter, this book is a must-read.

Slow Lorris

Crystal clear thinking

Reviewed in the United Kingdom 🇬🇧 on October 3, 2013

Verified Purchase

The key to understanding this book is the subtitle. The author draws together the three core strands of modern digital marketing - content marketing, SEO and social media - to show how they can be integrated to provide an overall strategy for your business. Essentially it helps you think (very) clearly about the underlying commercial issues and what's best for your organisation. On several occasions I offered a silent "three cheers" for the author's ability to cut through the hype and jargon that often surround these subjects. In particular, content marketing has become a fashionable bandwagon and this book offers a welcome dose of common sense.

Beyond "strategy", the book does then point you in all sorts of useful practical directions but it most definitely isn't a detailed "how to" manual. In fact it's a relatively brief book - 230 pages - which I found all to the good. Over the years I've read stacks of books on digital marketing and this is one of the best. Focused, clear thinking and commercial.

2 people found this helpful

Client Kindle

Review of Optimize

Reviewed in the United Kingdom 🇬🇧 on December 17, 2012

Verified Purchase

As someone who has been working with websites since the mid-1990s, I felt comfortable with traditional forms of SEO such as article writing and general link building, but realized that my knowledge of digital marketing and using social networking to build and promote a brand was very limited. This is a great book for anyone who wants to get to grips with the steps to take in order to take advantage of current SEO techniques. The book is so packed with information that it merits being read more than once as there is a lot of help and advice to absorb.

One person found this helpful

Golddust79

Nicely written and memorable

Reviewed in the United Kingdom 🇬🇧 on December 27, 2012

Verified Purchase

I really like the way this book is written, it's not too jargon heavy like other books. The way the information is presented and explained means that it's easily retained and makes for a nice easy read. Within the first chapter I learnt about social monitoring tools that I didn't know about. I especially like the action items at the end of each chapter. I would definitely recommend this book and shall be looking for more books from this author in the future.

chicha33

Not as good as I hoped

Reviewed in the United Kingdom 🇬🇧 on September 25, 2013

Verified Purchase

I bought this book after being an avid fan of the blog...and was disappointed. It is written in a "dense" way that makes it hard to read and jumps from topic to topic, crammed with tips but going round in circles. I lot of repetition throughout the book as well.
I think is would be best used to dip in and out of specific topics, but I gave up on reading the whole thing halfway through.
I feel bad giving this review because the guy is a genius and writes awesome blogs and articles etc. Unfortunately, the book did not work for me

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