LEADER 05380nam 2200685 a 450 001 9910790176503321 005 20230126205122.0 010 $a1-118-23957-1 010 $a1-280-59039-4 010 $a9786613620224 010 $a1-118-22638-0 035 $a(EBL)818122 035 $a(OCoLC)784883600 035 $a(SSID)ssj0000663831 035 $a(PQKBManifestationID)12293540 035 $a(PQKBTitleCode)TC0000663831 035 $a(PQKBWorkID)10603433 035 $a(PQKB)11694284 035 $a(Au-PeEL)EBL818122 035 $a(CaPaEBR)ebr10630522 035 $a(CaONFJC)MIL362022 035 $a(OCoLC)801977556 035 $a(CaSebORM)9781118167779 035 $a(MiAaPQ)EBC818122 035 $a(EXLCZ)992670000000166877 100 $a20120718d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aOptimize$b[electronic resource] $ehow to attract and engage more customers by integrating SEO, social media, and content marketing /$fLee Odden 205 $a1st edition 210 $aHoboken, N.J. $cWiley$d2012 215 $a1 online resource (xii, 243 p.) $cill 300 $aDescription based upon print version of record. 311 $a1-118-16777-5 320 $aIncludes bibliographical references (p. 233-238) and index. 327 $aOptimize: 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? 327 $aOptimized 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 Objectives 327 $aHR 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 Strategy 327 $aTying 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 Customer 327 $aFilter 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 Items 327 $aChapter 9: Content Isn't King, It's the Kingdom: Creation and Curation 330 $aAttract, 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 606 $aDirect marketing 606 $aDirect selling 606 $aSocial media 615 0$aDirect marketing. 615 0$aDirect selling. 615 0$aSocial media. 676 $a658.872 700 $aOdden$b Lee$01543312 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910790176503321 996 $aOptimize$93796675 997 $aUNINA