Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

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

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

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.