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Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing Hardcover – April 17, 2012
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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
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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.