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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
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
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.
|Length: 1:29 Mins|
In the book, Lee Odden explains that "the notion of SEO professionals reverse-engineering Google's method of ranking web pages with universal predictability are gone."
And if you are being pitched by or currently paying a firm who claims they can do that, I recommend taking that money and donating it to a worthy cause. Because you will get the same results except you will be helping someone in need.
If you want to succeed at getting found online, you need to provide the best content. Remarkable content that will get shared and linked to by other sites. It's easy to conceptualize, but slightly more difficult to do.
In Optimize, Lee Odden provides a roadmap that incorporates the synergies of content, social media, and search engine optimization that you can understand and implement.
This is one of the very best modern marketing books at explaining how search, social and content all work together and why they go together like peanut butter, jelly and bread in a peanut butter and jelly sandwich.
And to listen to an interview with Lee Odden about "Optimize," visit MarketingBookPodcast.com
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.Read more ›
Most Recent Customer Reviews
Although I'm certain you know what you're talking about, you claim this is for the "business owner" and imply it is for ANYONE looking to optimize, I have Barely read the... Read morePublished 4 months ago by BizDork
Unfortunately, I think this book is outdated. I think other advice is more relevant today.Published 5 months 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 7 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 11 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 11 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 13 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 14 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 19 months ago by Ken
This is by far, one of the most important Digital Marketing books that I've ever read in my live!... I'll suggest it to my students and colleges for sure!... Read morePublished 20 months ago by Camilo Robledo