Optimize - How to Attract Engage More Customers By Integrating Seo, Social

Informationen zum Autor LEE ODDEN is a recognized authority on search, social media, and content marketing. For over fourteen years, he has consulted with companies ranging from start-ups to Fortune 500 companies on how to attract and engage customers with a holistic approach to marketing online. He writes for ClickZ and is editor of TopRankBlog.com, recognized as a leading marketing blog by Advertising Age , Junta42, and Social Media Examiner . Lee has been cited for his expertise by The Economist, Fortune magazine, and Forrester Research. He speaks on integrated SEO, social media, and content marketing topics at conferences around the world including SES, PRSA, BlogWorld, Online Marketing Summit, and Content Marketing World. Klappentext Attract, engage, and inspire your customers with an "Optimize and Socialize" content marketing strategyOptimize 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 successOptimize 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. Zusammenfassung 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. Inhaltsverzeichnis 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 ...

List of 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

Product details

• Authors: L Odden, Lee Odden, Odden Lee
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 27.04.2012
• EAN: 9781118167779
• ISBN: 978-1-118-16777-9
• No. of pages: 256
• Subjects: Social sciences, law, business > Business > Management; Wirtschaft, BUSINESS & ECONOMICS / E-Commerce / General, Business & management, Sales and marketing, Wirtschaft u. Management, Allg. Wirtschaft u. Management