Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content MarketingISBN: 978-1-118-16777-9
Hardcover
243 pages
April 2012
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Preface vii
Acknowledgments xi
PHASE 1: PLANNING
Chapter 1 Setting the Stage for an Optimized State of Mind 3
Chapter 2 Journey: Where Does Optimize and Socialize Fit in Your Company? 15
Chapter 3 Smart Marketing Requires Intelligence: Research, Audit, and Listen 25
Chapter 4 In It to Win It: Setting Objectives 39
Chapter 5 Roadmap to Success: Content Marketing Strategy 51
PHASE 2: IMPLEMENTATION
Chapter 6 Know Thy Customer: Personas 65
Chapter 7 Words Are Key to Customers: Keyword Research 75
Chapter 8 Attract, Engage, and Inspire: Building Your Content Plan 99
Chapter 9 Content Isn’t King, It’s the Kingdom: Creation and Curation 115
Chapter 10 If It Can Be Searched, It Can Be Optimized: Content Optimization 127
Chapter 11 Community Rules: Social Network Development—Don't Be Late to the Social Networking Party 157
Chapter 12 Electrify Your Content: Promotion and Link Building 175
Chapter 13 Progress, Refi nement, and Success: Measurement 195
PHASE 3: SCALE
Chapter 14 Optimize and Socialize: Processes and Training 211
Chapter 15 Are You Optimized? 225
About the Author 231
Notes 233
Index 239
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