‘Optimize’: A Practical Guide to Content Marketing

For marketers looking for best practices, Internet marketer Lee Odden’s new book, “Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing” offers invaluable advice. Odden contends in “Optimize” that it takes many stakeholders in an organization – and not just on the marketing team – to contribute to an effective content marketing program and integrate it with search and social marketing. Those stakeholders – who can also benefit from content marketing – include public relations, customer service, and human relations. The book emphasizes that marketers must create content that’s relevant to customers and prospects. It must also be easy to find (SEO) and easy to share (social optimization) as well as meet business objectives (brand awareness, sales, customer loyalty.) “Is your marketing mechanical or meaningful,” Odden asks, a recurring theme in “Optimize.”

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