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 TopRankBlog.com 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 Plan. Lee’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.
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 the 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 of New Communications Research.