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

265 Pages·2012·3.59 MB·English

by  Lee Odden

Contents
Foreword
Preface
Acknowledgments
Phase 1: Planning
Chapter 1: Setting the Stage for an Optimized State of
Mind
Content Marketing Trilogy: Discovery, Consumption, and
Engagement
The Intersection of Search Optimization and Social Media
Whatever Can be Searched Can be Optimized
Optimize for Customers
Optimize for Experiences
Are you Ready to be Optimized?
Action Items
Chapter 2: Journey: Where does Optimize and Socialize
Fit in Your Company?
Optimized B2C Search Marketing
B2B Content Marketing Optimization
Optimization and the Enterprise
Public Relations
Customer Service
Recruiting and HR
Action Items
Chapter 3: Smart Marketing Requires Intelligence:
Research, Audit, and Listen
Business and Content Competitors in Search Results
Research the Social Landscape
Technical SEO Audit of Your Website
Action Items
Chapter 4: In it to Win It: Setting Objectives
The Role of Search and Social Media with Content Marketing
Identifying Online Marketing Objectives
Online Public Relations Objectives
HR and Recruiting Content Optimization Objectives
Customer Service Objectives
Action Items
Chapter 5: Roadmap to Success: Content Marketing
Strategy
Inheriting an Online Marketing Mess
Why Your Business Needs a Content Marketing Strategy
A Holistic Approach to Content Marketing
Search Engine Optimization Strategy
How SEO Can Work with Content Strategy
Five Essential SEO Audits
Social Media Marketing Strategy
Tying it All Together: An Optimized and Socialized Content
Marketing Strategy
Action Items
Phase 2: Implementation
Chapter 6: Know thy Customer: Personas
The What and Why of Customer Personas
Why Customer Segments and Personas are Important
A Process for Developing Buyer Personas
Collecting Data for Personas
How Personas Guide Content Creation and Optimization
Action Items
Chapter 7: Words are Key to Customers: Keyword
Research
A Perfect Keyword Brainstorm
Document Keyword Metrics
Keyword Brainstorm, Evaluation, and Filtering
Listen to the Voice of the Customer
Filter Keywords with a Research Tool
Building Your Keyword Glossary
Research Social Topics
Action Items
Chapter 8: Attract, Engage, and Inspire: Building Your
Content Plan
What is Content Marketing?
Knowing Your Customer is Essential for Effective Content
Marketing
Is Your Marketing Mechanical or Meaningful?
Create A Content Plan
Inventory Existing Content and Map the GAPS
Basic Process for Creating an Editorial Calendar
Social Content Promotion
20 Different Content Types
Hub and Spoke Publishing
Social Media SEO
Cycle of Social Media and SEO
Action Items
Chapter 9: Content Isn’t King, It’s the Kingdom:
Creation and Curation
Creation Versus Curation
Content Sourcing
Content Curation Best Practices
Action Items
Chapter 10: If It Can Be Searched, It Can Be
Optimized: Content Optimization
Seo Past and Present
Where There’s Smoke, There’s Fire: Content and Links
For the SEO Win, Go Holistic
Let’s Get Optimized: Content, Digital Assets, and Social Media
Optimization
Action Items
Chapter 11: Community Rules: Social Network
Development
A Practical Approach to Social Network Development
Where to Start with Social?
Customers are Not Your Only Social Audience
The Role of “Brandividuals” and Brands
The Big Five Social Networks
Facebook
Youtube
Twitter
Linkedin
Google+
The Social Networking Party is Just Getting Started
Action Items
Chapter 12: Electrify Your Content: Promotion and
Link Building
Power up with Links
Use Case Scenarios for Link-Building Strategy
Link-Building Tactics
Social Links
Keyword to Link Mapping for Success
Action Items
Chapter 13: Progress, Refinement, and Success:
Measurement
Approach to Integrated Content Marketing Measurement
The Role of Search Engine Optimization Key Performance
Indicators (KPIs)
The Value of SEO for Content Marketing
Social Media Key Performance Indicators (KPIS)
Key Social Media Metrics
Business Outcomes
Analytics Tools
Action Items
Phase 3: Scale
Chapter 14: Optimize and Socialize: Processes and
Training
Small Business: No Time for Content
Midsized Business: Social Commitment Issues
Enterprise: Too Big Not to Be Social
Assessing Search and Social Media Readiness and Training
Opportunities
Conclusion
Action Items
Chapter 15: Are you Optimized?
A Different Way of Thinking about Optimization
An “Optimize and Socialize” State of Mind
Adapt or Die: Collective Social Wisdom for the Win
So, Are you Optimized?
About the Author
Index

Copyright © 2012 by Lee Odden. All rights reserved.
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