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I’ve known Lee Odden for years, and if you don’t know him, why not? Lee runs one of the top blogs around at and is a well-known speaker and consultant on all things digital marketing, but this is his first book, which I have been waiting for. It doesn’t disappoint. Optimize is a thorough treatment of the three biggest converging trends in digital marketing: content marketing, SEO, and social. Rather than treating each of these as separate silos, Lee artfully weaves them together into a single strategy that allows you to take full advantage of the synergy achieved when you approach everything together.

This book is chock-full of ideas, so you can’t really get a flavor for it in this short post, but here are a few highlights:

  • Objectives. Don’t settle for all marketing and sales objectives, despite their importance. Realize that these techniques can be applied to many things that companies do, including customer service, recruiting, and more.
  • Content Marketing PlanLee’s six steps to better content marketing shows you exactly how to integrate your content ideas into a sequential process that provides measurable value.
  • Personas. A staple of Web design and usability, personas are often ignored for content marketing and SEO, but not by Lee.

There are ideas on every page, but these are just a few. Optimize isn’t just another overview of digital marketing. Lee’s years of thought leadership are blended with deep client experience to produce a combination of cutting-edge ideas that are oractical enough to implement for any business.

If you miss this book, don’t blame me. I told you.

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Mike Moran

About Mike Moran

Mike Moran has a unique blend of marketing and technology skills that he applies to raise return on investment for large marketing programs. Mike is a former IBM Distinguished Engineer and a senior strategist at Converseon, a leading social consultancy. Mike is the author of two books on digital marketing, an instructor at several leading universities, as well as a Senior Fellow at the Society for New Communications Research.



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