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

Lee Odden

Prezzo edizione digitale: EUR 20,60 Cos'è?
Prezzo Copertina Ed. Cartacea: EUR 22,20
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Descrizione prodotto

Sinossi

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.


Dettagli prodotto

  • Formato: Formato Kindle
  • Dimensioni file: 5053 KB
  • Lunghezza stampa: 256
  • Editore: Wiley; 1 edizione (28 marzo 2012)
  • Venduto da: Amazon Media EU S.à r.l.
  • Lingua: Inglese
  • ASIN: B007AKBIRC
  • Da testo a voce: Abilitato
  • X-Ray:
  • Posizione nella classifica Bestseller di Amazon: #34.953 a pagamento nel Kindle Store (Visualizza i Top 100 a pagamento nella categoria Kindle Store)

Recensioni clienti

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Amazon.com: 4.6 su 5 stelle  30 recensioni
11 di 12 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle The Next Generation Of Search Marketing... 25 aprile 2012
Di Robert Rose - Pubblicato su Amazon.com
Formato:Copertina rigida|Acquisto verificato
There are alot of books that will talk to you about how content, marketing and search are all coming together. But none of them lay this intersection out as well as this one. Lee understands and takes us through the entire process of WHY creating quality content is important - and how that relates to our search and social strategy. He lays out the process of HOW to actually do it - and then finishes with some of the best, specific advice for WHAT to actually do next. If you think optimizing your content, marketing and search marketing processes will be an overwhelming project - then I urge you to get this book. After you read it - you'll be so much better equipped to actually make *optimization* a reality!
11 di 13 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle Learn to Optimize your On-Line Presence 15 aprile 2012
Di Craig E. Yaris - Pubblicato su Amazon.com
Formato:Copertina rigida
Guy Kawasaki offers a simplistic take on search engine optimization in his book, What the Plus?, by saying the best method to improve search rankings is to "Write. Good. Stuff." And, while I agree with the idea, there is much more to search engine optimization than just that. And Lee Odden, in his book Optimize - How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing outlines exactly how much work proper optimization really is.

Odden takes the reader on a complex journey through the optimization process. From the decision regarding where optimization fits within your company to the necessary market research and buyer personas, to the culmination of your hard work with talk about the necessary measurement tools and tactics, Odden covers it all. And he covers it in incredible depth, but without any techno-speak.

Although the tools, methods, and advice throughout this book may be better suited to larger businesses, the examples provided almost always relate to the typical small business. This makes the work seem manageable, even by an SEO newbie. If you utilize Optimize as a workbook and not a "read cover to cover" book," you will realize the benefits that SEO has to offer. And to help you accomplish this, Odden offers "Action Items" at the end of each chapter, to help you continue to move your SEO strategy forward.

Although text-book in nature, time spent reading and acting on Lee Odden's advice throughout this book will be well spent.
6 di 7 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle Creating Content is One Thing...Online Integration is a Totally Different Ballgame 18 aprile 2012
Di Joe Pulizzi - Pubblicato su Amazon.com
Formato:Copertina rigida
I've read almost every book there is on content marketing...there are definitely some good ones, but Optimize by Lee Odden may be the first one that seriously looks at how an organization (of any size) can integrate the rather complex process of search, social and content creation.

The first few chapters set the stage for why: so if you don't get why this is important or need to convince your boss, those are a must read.

From that point on, Lee does what most marketing books don't...offer practical and realistic advice (using real case studies from large and small brands, as well as his own) on how to develop an online marketing strategy (leveraging search, social and content marketing) and then how to effectively execute it using in-house and/or outsourced resources (including training and integration across organizational silos).

Chapter 14 might be my favorite, where Lee busts some myths and offers real ideas on how both small and large brands can deal with the change that occurs from a holistic approach to content marketing.

As a side note...Lee could have written this book years ago, but he waited. It was worth the wait.
3 di 3 persone hanno trovato utile la seguente recensione
4.0 su 5 stelle Good how-to-book regardless of your level of online marketing experience 29 luglio 2012
Di Fabio Rodriguez - Pubblicato su Amazon.com
Formato:Copertina rigida|Acquisto verificato
I have been following Lee's writing for a good time now, his perspectives and knowledgeable online marketing insights have always amazed me. When I first heard about his book I thought it would basically be a compilation of the best of his Top Rank Blog writing, and I am delightfully surprised to say that there is a plethora of new and useful content.

Readers new to the world of social media and search engine marketing would find it a useful source that is understandable and easy to follow. The book was jam-packed full of step by step guides on how to create an integrated online marketing plan and each chapter includes an action item list that makes it all more digestible.

So should you read this? Although some readers will only find the content good for those people who are just approaching the techniques described (content curation and creation, seo, keyword research, audience segmentation) I would strongly recommend it to those more experienced professionals who regardless of their knowledge are lacking a clear path of action, this book would definitely be a good course on what to do. After all, one thing is to say you know something and other totally different is to actually do it in an efficient and effective way.
5 di 6 persone hanno trovato utile la seguente recensione
4.0 su 5 stelle Customers always come first when optimizing content for SEO in Odden's new book 24 aprile 2012
Di Vickie Bates - Pubblicato su Amazon.com
Formato:Copertina rigida
There's a wealth of information about optimizing your content to appeal to customers, search engines and social networks in Lee Odden's new book, "Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing."

Whether you're B2C or B2B, prefer Facebook over Pinterest, manage PR, CR or HR, "Optimize" offers strategies and dives deep into tactics to help you create competitive advantage for online content.

"Optimization is more about brands and customers than it is about keywords and rankings on search engines," states Odden, who is CEO of TopRank Online Marketing consultancy and a frequent speaker at search marketing, social media and PR industry conferences.

He puts the focus on engagement and effective relationship-building -- and rightly so, I think -- because the technology (whether search algorithms, online platforms, computers, tablets, or smartphones) is constantly evolving.

"Tools are important, but it's also important to focus on whatever it takes to stay connected with your customers and community using the search and social channels that are most relevant," he writes.

The real meat -- the step-by-step walk-through -- begins with Chapter 7. If you're looking for a high-level overview of SEO, this may not be the book for you. The opening chapters assume a certain level of understanding and immediacy around implementing tactics into existing marketing and content-development programs. They're somewhat disjointed, as well, bringing up case studies, which would have been helpful to the reader, only to drop them and continually noting that more detailed discussion continues in later chapters.

Odden is true to his word on this last promise. He provides a detailed analysis of keyword research in Chapter 7 and, in later chapters, describes how keywords can be used to create content plans across the organization and placed on webpages in ways that engage customers and attract search engine attention. He differentiates among content types -- listing 30 kinds, from blogs to videos, PDFs and e-books -- and advises how to manage and balance content creation and curation.

"The consumer journey from initial query to purchase is increasingly complex," notes Odden, who uses later chapters to explore the role of social networks and influencers, as well as how brands can optimize social search efforts.

"Optimize" goes beyond engagement and marketing to explore how many of these tactics can be used in Public Relations, Human Resources and recruiting, and Customer Service departments. Each chapter describes free and paid tools, programs and services and concludes with a list of Action Items to implement in your own content and marketing programs.

By taking a "customers first, then search engines" approach, Odden offers a solid action plan in "Optimize" for auditing and optimizing content to engage audiences.

"By knowing what a customer group cares about," Odden asserts, "marketers can do a better job of creating relevant content that is easy to find on search engines and social media websites that inspires them to buy and share."

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