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 Marketing

B2B 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

HR and Recruiting Content Optimization Objectives

Customer 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

A Holistic Approach to Content Marketing

Search Engine Optimization Strategy

How SEO Can Work with Content Strategy

Five Essential SEO Audits

Social Media Marketing Strategy

Tying it All Together: An Optimized and Socialized Content Marketing Strategy

Action ...