- B2B Marketing Book Club
Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing
Optimize is about planning, creating and implementing a holistic content marketing strategy that is optimized for both search engines and social media. Increasingly, the role of search engines and social media are converging. Google's launch of its own social network, Google+, illustrates this. Increasingly, companies that are able to integrate their social and search strategies into one comprehensive plan will thrive.
Odden aims to lay out a practical, actionable strategy that marketers can implement. He starts with a big picture look at how the internet is changing consumer behavior and how marketer must respond, but quickly drills down to brass tacks. He's conveniently divided the book into three phases:
In the planning phase, Odden discusses best practices for conducting research and listening to customers. He shows how to set objectives and lay out a roadmap for achieving them.
When discussing implementation, Odden lays out concrete steps for identifying customer personas and conducting keyword research for each. He then shows you how to optimize your content for these, while balancing the need for social media success. Finally, he shows you how to measure your results.
Odden concludes by laying out a course of action for organizations looking to scale their optimization efforts, including the training of others and the implementation of processes and workflows.
About Lee Odden
Lee Odden is the author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing and CEO of TopRank Online Marketing, specializing in Internet marketing consulting, training, and implementation services. A veteran Internet marketer, Odden has consulted for clients such as HP, McKesson, Gorkana, Marketo and StrongMail. He has been cited for his internet marketing expertise by The Economist, U.S. News & World Report, and Fortune Magazine and writes a monthly column for ClickZ called Social Media Smarts. Odden's Online Marketing Blog is rated one of the top marketing blogs on the web by Advertising Age, Social Media Examiner and Junta42. Odden conducts seminars for companies, and regularly presents at marketing, media, and public relations industry conferences world-wide.