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Full Description
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.
Contents
Foreword v Preface vii
Acknowledgments xi
PHASE 1: PLANNING
Chapter 1 Setting the Stage for an Optimized State of Mind 3
Chapter 2 Journey: Where Does Optimize and Socialize Fit in Your Company? 15
Chapter 3 Smart Marketing Requires Intelligence: Research, Audit, and Listen 25
Chapter 4 In It to Win It: Setting Objectives 39
Chapter 5 Roadmap to Success: Content Marketing Strategy 51
PHASE 2: IMPLEMENTATION
Chapter 6 Know Thy Customer: Personas 65
Chapter 7 Words Are Key to Customers: Keyword Research 75
Chapter 8 Attract, Engage, and Inspire: Building Your Content Plan 99
Chapter 9 Content Isn't King, It's the Kingdom: Creation and Curation 115
Chapter 10 If It Can Be Searched, It Can Be Optimized: Content Optimization 127
Chapter 11 Community Rules: Social Network Development—Don't Be Late to the Social Networking Party 157
Chapter 12 Electrify Your Content: Promotion and Link Building 175
Chapter 13 Progress, Refi nement, and Success: Measurement 195
PHASE 3: SCALE
Chapter 14 Optimize and Socialize: Processes and Training 211
Chapter 15 Are You Optimized? 225
About the Author 231
Notes 233
Index 239
