Every 60 seconds there are over 690,000 searches on Google and nearly as
many updates on Facebook. With Google search becoming social through
Google+, the worlds of search and social media are now inseparable. How
can organizations break through all of this noise to reach their target
audiences? For businesses to succeed online it's essential to optimize
search and social media content to attract, engage, and inspire
customers to buy.
In his new book, Optimize: How to Attract and Engage More
Customers by Integrating SEO, Social Media, and Content Marketing (Wiley;
Hardcover and ebook; April 2012; $24.95; 978-1-1181-6777-9)Lee
Odden, a 14 year veteran internet marketer and CEO of TopRank
Online Marketing, gives business practitioners a practical approach
to integrating these critical marketing tools to boost relevance and
visibility for potential customers. Optimize offers a proven
customer-centric and adaptive online marketing strategy that
incorporates the best of content, social media marketing, and search
engine optimization tactics.
“Great content isn’t great until it’s discovered, enjoyed and shared.
Search keywords and social topics are essential for attracting and
engaging more customers to grow your business. To make it easy for
customers to be inspired by your content, it should be easy to find
through search engines and easy to share through social media,” says
Odden. “Businesses can do this in a variety ways beyond a traditional
business marketing plan by optimizing a variety of content including web
pages, videos, press releases, ebooks and archived media, like webinars.”
Odden shares how to marry search and social media optimization with
content marketing to boost relevance, visibility, and customer
engagement discussing key optimization tactics, including how to:
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Understand the changing nature of consumer preferences and behaviors
with search, social media, and content
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Determine which creative tactics will provide the best results for
your company
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Implement search and social optimization holistically in your
organization
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Measure the business value of optimized and socialized content
marketing
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Develop guidelines, processes, and training to scale online marketing
success
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Make sure your SEO, social media, and content marketing efforts are
seamlessly integrated
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Achieve an optimized state of mind—and help your brand become the most
relevant solution for your product category, no matter what path your
customer takes.
“Beyond marketing, optimization also facilitates connections between
public relations and the media, customer service and clients, recruiting
and job candidates,” adds Odden. “The value of making connections
through search and social media is a total business opportunity and not
limited to any one type of content or target audience.”
The world of SEO, social media, and content marketing can be
overwhelming, but Optimize helps businesses attract, engage,
and retain more customers in a way that makes sense: by mastering the
ability to identify and accommodate customer information discovery and
consumption behaviors. Odden combines all of the tools available for
marketers online to deliver targeted and direct approach to online
marketing, providing a practical model for companies, large and small,
to create successful and scalable digital marketing programs.
For additional information, please visit http://optimizebook.com and
follow Lee on Twitter at @leeodden
Contact the publicist:
Melissa Torra
Publicist
mtorra@wiley.com
201-748-6834