05380nam 2200685 a 450 991079017650332120230126205122.01-118-23957-11-280-59039-497866136202241-118-22638-0(EBL)818122(OCoLC)784883600(SSID)ssj0000663831(PQKBManifestationID)12293540(PQKBTitleCode)TC0000663831(PQKBWorkID)10603433(PQKB)11694284(Au-PeEL)EBL818122(CaPaEBR)ebr10630522(CaONFJC)MIL362022(OCoLC)801977556(CaSebORM)9781118167779(MiAaPQ)EBC818122(EXLCZ)99267000000016687720120718d2012 uy 0engur|n|---|||||txtrdacontentcrdamediacrrdacarrierOptimize[electronic resource] how to attract and engage more customers by integrating SEO, social media, and content marketing /Lee Odden1st editionHoboken, N.J. Wiley20121 online resource (xii, 243 p.) illDescription based upon print version of record.1-118-16777-5 Includes bibliographical references (p. 233-238) and index.Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing; 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 MarketingB2B 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 ObjectivesHR and Recruiting Content Optimization ObjectivesCustomer 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; Why Your Business Needs a Content Marketing Strategy; A Holistic Approach to Content Marketing; Six Steps for a Better Content Marketing Strategy; Search Engine Optimization Strategy; How SEO Can Work With Content Strategy; Five Essential SEO Audits; Social Media Marketing StrategyTying It All Together: An Optimized and Socialized Content Marketing StrategyAction 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 CustomerFilter Keywords with a Research ToolBuilding 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 ItemsChapter 9: Content Isn't King, It's the Kingdom: Creation and CurationAttract, 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 andDirect marketingDirect sellingSocial mediaDirect marketing.Direct selling.Social media.658.872Odden Lee1543312MiAaPQMiAaPQMiAaPQBOOK9910790176503321Optimize3796675UNINA