Продающий контент. Как связать контент-маркетинг, SEO и социальные сети в единую систему

by Lee Odden, Ли Одден

О чем эта книга
Вспомните свою последнюю покупку в интернете. Вы нашли нужный товар при помощи поисковой системы? Или, может быть, воспользовались рекомендацией друга в социальной сети? Каждую минуту отправляется более 690 тысяч запросов через Google и совершается почти столько же обновлений статуса в сети Facebook. Миры поисковых систем и социальных медиа практически слились воедино. Сегодня, чтобы добиться высоких показателей, компании необходимо объединить в единое целое контент, поисковую оптимизацию и деятельность в социальных медиа. Как это сделать? Ответ на этот вопрос вы найдете в данной книге.

Ли Одден предлагает вам внедрить в вашей компании целостный подход к оптимизации контента для поисковых систем и социальных медиа, освоив который, вы сможете широко применять на практике основные методы контент-маркетинга, начиная от создания типовых персонажей до планирования и оценки эффективности контента. Простые практические методы действий, описанные в этой книге, позволят вам улучшить качество своего контента и привлечь новую аудиторию.

Почему мы решили издать эту книгу
Потому что это полезное практическое руководство для всех, кто создает контент в современных компаниях, автор которой - всемирно признанный эксперт в области интернет-маркетинга.

Для кого эта книга
Для маркетологов, директоров по маркетингу, SEO-специалистов, а также владельцев и руководителей малых и средних компаний.

Genres: Business, Nonfiction, Social Media, Design, Social, Buisness

384 pages, Hardcover

First published February 21, 2012

About the author

Lee Odden is CEO of TopRank Online Marketing and editor of Online Marketing Blog: Rated the #1 content marketing blog by Junta42 (3 times), #2 social media blog by Social Media Examiner and a top marketing blog by Advertising Age. He also writes a monthly column called "Social Media Smarts" for ClickZ.

Odden is a 14-year internet marketing veteran cited for his search, social media and content marketing expertise by numerous industry publications including The Economist, DM News and books ranging from ‘Marketing in the Age of Google’ by Vanessa Fox to Content Rules by Ann Handley and C.C. Chapman.

Besides running a successful Internet Marketing agency, Odden speaks internationally on Social Media SEO and Content Marketing for top conferences including ad:tech, Intel’s Social Media Summit and SES, where he serves on the board of advisors. His first book, ‘Optimize’ will be published by Wiley in 2012.

Reviews

[Skarjune · Rating 4 out of 5]

I attended the launch party, met Lee Odden, and this guy really impresses me, because he has accomplished so much in the Content Marketing realm but doesn't come off like yet another "thought leader." I won't name names, but I'll just ponder can every dancer dance without a piper?

This book and Kristina Halvorson's Content Strategy for the Web are the two companion pieces I'm recommending for anyone who wants to learn how to best work with online content.

[Bruce Kirby · Rating 5 out of 5]

Lee Odden's holistic view to SEO, social media and content marketing is better than so much that's out there right now. SEO is important but your conversion ratio and subsequently sales won't increase if your website's content is weak. A must-read content marketing classic.

[Mike Wilton · Rating 4 out of 5]

Though its a few years old and much of the landscape has changed, Lee Odden's Optimize still gives you the blueprint for a successful content marketing campaign. With detailed information on how to optimize your online presence from start to finish,this is a mist read for anyone responsible for online business. Best of all he ends the book with examples for various businesses and how to implement process behind optimizing their online efforts.

[Blake King · Rating 1 out of 5]

There is some good information in this book but I couldn't stand how boring it was and how much filler junk was in it. I couldn't help but imagine the author continually asking himself and whomever else was involved, "what else can we include to make this book look likes its worth $19.99?" The book could have been written in 25 pages and sold for $1.99.

[Emily Reeves · Rating 4 out of 5]

Read my review on my blog, Ms. Adverthinker.

[Kay Davis · Rating 3 out of 5]

What's the number one influence on the decision to purchase a product? Search engines. What's number two? Online word of mouth.

According to Optimize, 48 percent of consumers purchase products based on what they find in search results, and what they read on social media sites. That's why search engine optimization is important.

The book describes the content marketing "trilogy" of discovery, consumption, and engagement, and how to best approach the vast audiences on Google (1 billion queries a month), Twitter (350 billion tweets a day), and Facebook (nearly 1 billion users).

The book describes how to select the most popular keywords for your topic and add them to metatags, page titles and subtitles, Web copy, anchor text, image alt text, and image captions.

The book discusses consumer preferences and behaviors and developing personas to help you analyze your potential audiences.

The book explains that content relevance, timeliness of publication, and ease of sharing are the current content development trends.

[Jon-david Mafia Hairdresser · Rating 4 out of 5]

I got a signed copy at one of the Chicago Social Media Club events where author Lee Odden spoke. The man is a genius.
This book has great insights for the internet marketing age. I feel my artist brain had a hard time with the point business-speak. It took a long time for me to get through the whole book. But now, in my own field, I'm considered an SEO genius. Thank God I read this book!
Optimize helped me explain SEO in my latest book: Twitter for Salons Spas: 10 Minutes a Day Wins New Clients and Customer Satisfaction

[Belal Khan · Rating 5 out of 5]

This is an excellent book for marketing professionals. I don't recommend this for folks who aren't in someway engaged in some form for digital marketing. For those who are, this will serve as a great strategy book as well as a guide to regularly refer back to. The author has clearly put a lot of work into this and the depth of knowledge clearly shines through.

[Patrick Macgougan · Rating 1 out of 5]

The information was ok, although not exactly standout and the style was pretty boring and didn't really come alive. The examples weren't strong enough and it wasn't a fun read.

[Jorge · Rating 5 out of 5]

Excellent book about SEO, Social Media and Content Marketing! Very useful for those who're not really experts on this field! Easy to read and to understand! Recommended!

[Lori Grant · Rating 5 out of 5]

A must-read book on social media for the knowledge worker, manager, executive, or entrepreneur.

[Tim Raveling · Rating 4 out of 5]

Great for what it is -- an overview of marketing in the social networking age. Recommended to anyone with an interest in online promotion and project marketing.

[Dee · Rating 4 out of 5]

This was a pretty informative book, I had to keep notes to remember everything.

[Jurgen Appelo · Rating 4 out of 5]

Most comprehensive and useful book I found on social media marketing. Would have been perfect if the writing style hadn't been so dull.

[Bobby Stark]

Great book. Good tips and strategies, all packed into a relatively short read.

[J.R. Gershen-Siegel · Rating 5 out of 5]

I think I finally understand Search Engine Optimization after having read this book. Of course, SEO is a fluid, ever-changing task, but this book gives you the WHY.

[John Malley · Rating 5 out of 5]

Great book! Gives a great overview of marketing in the digital age. I used this to help out a local company with great success.

[David Scott · Rating 4 out of 5]

Awesome book about modern day content and digital marketing.

[Debbie · Rating 4 out of 5]

This was a book for one of my classes, ended up being a pretty good book.

[David Rosen · Rating 4 out of 5]

Found it: A Book on the Strategic Use of SEO for the Post-Panda Age

It's nice to find exactly what you're looking for. In this case, I sought a book on the strategic use of SEO for the post-Panda age and Lee Odden just wrote it.

Making it clear that this is not another tome on tags, Odden asserts that "Companies are now vying for central positions inside consumer networks" and so it has become "essential...to understand the online information discovery, consumption, and engagement preferences of the people they're trying to reach."

The way to achieve this, he explains, is by seeing optimization not as a series of technical techniques, but a "state of mind" that pervades every department. Sure, that includes sales, PR marketing and social media. But it's really any division that needs their information to be found: HR, customer service, internal communications and others.

The most valuable sections to me are those that evolve your perspective on SEO. These include:

* A hierarchy of strategic questions that help organize and customize best practices at your company
* A section on metrics with plenty of KPIs to draw on, along with a healthy approach that focuses on objectives within a business goal context
* The critical nature of upfront research, with Odden comparing it to intelligence gathering before a war

On the tactical and practical front, he offers:

* Five types of SEO audits that provide benchmarks to measure against
* Dozens of tips on how to optimize content of all kinds and social channels (blogs, Twitter, Facebook, LinkedIn, YouTube, Google+)
* Suggestions for free and paid tools

If, as Odden says, "optimization is a state of mind," then you can consider his book the way to achieve it.

[John · Rating 3 out of 5]

Informative, but a bit cumbersome and drags on a bit. Nice content, but could have been about 100 pages shorter.

[Seo Marketer]

The premise is promising which is also what my website https://seomarketer.com.au/ also promotes.

[Marianna Dus · Rating 5 out of 5]

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