Contents
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
Are you Ready to be Optimized?
Chapter 2: Journey: Where does Optimize and Socialize Fit in Your Company?
Optimized B2C Search Marketing
B2B Content Marketing Optimization
Optimization and the Enterprise
Chapter 3: Smart Marketing Requires Intelligence: Research, Audit, and Listen
Business and Content Competitors in Search Results
Technical SEO Audit of Your Website
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
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
Social Media Marketing Strategy
Tying it All Together: An Optimized and Socialized Content Marketing Strategy
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
How Personas Guide Content Creation and Optimization
Chapter 7: Words are Key to Customers: Keyword Research
Keyword Brainstorm, Evaluation, and Filtering
Listen to the Voice of the Customer
Filter Keywords with a Research Tool
Building Your Keyword Glossary
Chapter 8: Attract, Engage, and Inspire: Building Your Content Plan
Knowing Your Customer is Essential for Effective Content Marketing
Is Your Marketing Mechanical or Meaningful?
Inventory Existing Content and Map the GAPS
Basic Process for Creating an Editorial Calendar
Chapter 9: Content Isn’t King, It’s the Kingdom: Creation and Curation
Content Curation Best Practices
Chapter 10: If It Can Be Searched, It Can Be Optimized: Content Optimization
Where There’s Smoke, There’s Fire: Content and Links
Let’s Get Optimized: Content, Digital Assets, and Social Media Optimization
Chapter 11: Community Rules: Social Network Development
A Practical Approach to Social Network Development
Customers are Not Your Only Social Audience
The Role of “Brandividuals” and Brands
The Social Networking Party is Just Getting Started
Chapter 12: Electrify Your Content: Promotion and Link Building
Use Case Scenarios for Link-Building Strategy
Keyword to Link Mapping for Success
Chapter 13: Progress, Refinement, and Success: Measurement
Approach to Integrated Content Marketing Measurement
The Role of Search Engine Optimization Key Performance Indicators (KPIs)
The Value of SEO for Content Marketing
Social Media Key Performance Indicators (KPIS)
Chapter 14: Optimize and Socialize: Processes and Training
Small Business: No Time for Content
Midsized Business: Social Commitment Issues
Enterprise: Too Big Not to Be Social
Assessing Search and Social Media Readiness and Training Opportunities
Chapter 15: Are you Optimized?
A Different Way of Thinking about Optimization
An “Optimize and Socialize” State of Mind